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Univerza na Primorskem Univerzitetna knjižnica (UPUK)
  • Understanding Gen Z and Gen X responses to influencer communications [Elektronski vir]
    Bratina, Danjel ; Faganel, Armand
    The increased popularity of social media has greatly affected the marketing-communications activities of companies. This study seeks to understand how influencers promoting products affect their ... followers’ purchasing intentions and attitudes towards endorsed products. Our main interest is to get an insight on differences between two generations (X and Z). We construct a structural model, based on the theory of credibility. Findings suggest that influencer endorsements have an impact on both age groups, with a more noticeable effect observed in the younger generation. The loyalty towards influencers emerges as a constructive intermediary factor, amplifying the influence of credibility on purchasing intentions across both generations. When considering attitudes towards the brands endorsed by the influencers, loyalty’s impact is comparatively modest. The results provide a building block in understanding the influencers’ activities in marketing-communications, and how they can be used for communication with different generations.
    Vir: Administrative sciences [Elektronski vir]. - ISSN 2076-3387 (Vol. 14, issue 2, [article no.] 33, 2024, str. 1-14)
    Vrsta gradiva - e-članek ; neleposlovje za odrasle
    Leto - 2024
    Jezik - angleški
    COBISS.SI-ID - 186796803

    Povezava(-e):

    https://www.mdpi.com/2076-3387/14/2/33
    DOI

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