The Impact of Influencer Marketing on the Decision-Making Process of Generation Z
Research purpose. Currently, the Internet is used by almost 5 billion users worldwide, of which 80% actively use at least one of the social networks. And marketing managers are well aware of this fact, as they had to switch to a new way of attracting potential customers. One of these methods is also...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2023-06-01
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| Series: | Economics and Culture |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/jec-2023-0006 |
| _version_ | 1797788921838436352 |
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| author | Nadanyiova Margareta Sujanska Lucia |
| author_facet | Nadanyiova Margareta Sujanska Lucia |
| author_sort | Nadanyiova Margareta |
| collection | DOAJ |
| description | Research purpose. Currently, the Internet is used by almost 5 billion users worldwide, of which 80% actively use at least one of the social networks. And marketing managers are well aware of this fact, as they had to switch to a new way of attracting potential customers. One of these methods is also influencer marketing as a form of marketing communication. In influencer marketing, the emphasis is placed on influencers with a significant impact on the community on which marketing activities and campaigns can be oriented. It is a method of non-violent and natural promotion of a product or brand, which acts on the consumer as a natural part of the space in which it is located. Especially one generation of consumers, Generation Z, is considered to be the target segment for influencer marketing due to their digital skills and inclination to social networks. The main aim of the article is to determine the impact of influencer marketing on the decision-making process of Generation Z. This also includes providing the theoretical background and analysis of influencer marketing from the viewpoint of Slovak and foreign authors. |
| first_indexed | 2024-03-13T01:43:26Z |
| format | Article |
| id | doaj.art-19fe4598cc134cb591d3576689505f2b |
| institution | Directory Open Access Journal |
| issn | 2256-0173 |
| language | English |
| last_indexed | 2024-03-13T01:43:26Z |
| publishDate | 2023-06-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Economics and Culture |
| spelling | doaj.art-19fe4598cc134cb591d3576689505f2b2023-07-03T10:21:32ZengSciendoEconomics and Culture2256-01732023-06-01201687610.2478/jec-2023-0006The Impact of Influencer Marketing on the Decision-Making Process of Generation ZNadanyiova Margareta0Sujanska Lucia11University of Zilina, Faculty of Operation and Economics of Transport and Communications, Univerzitna 1, 010 26Zilina, Slovakia2University of Zilina, Faculty of Operation and Economics of Transport and Communications, Univerzitna 1, 010 26Zilina, SlovakiaResearch purpose. Currently, the Internet is used by almost 5 billion users worldwide, of which 80% actively use at least one of the social networks. And marketing managers are well aware of this fact, as they had to switch to a new way of attracting potential customers. One of these methods is also influencer marketing as a form of marketing communication. In influencer marketing, the emphasis is placed on influencers with a significant impact on the community on which marketing activities and campaigns can be oriented. It is a method of non-violent and natural promotion of a product or brand, which acts on the consumer as a natural part of the space in which it is located. Especially one generation of consumers, Generation Z, is considered to be the target segment for influencer marketing due to their digital skills and inclination to social networks. The main aim of the article is to determine the impact of influencer marketing on the decision-making process of Generation Z. This also includes providing the theoretical background and analysis of influencer marketing from the viewpoint of Slovak and foreign authors.https://doi.org/10.2478/jec-2023-0006influencerinfluencer marketingdecision-making processconsumersgeneration zm30m31 |
| spellingShingle | Nadanyiova Margareta Sujanska Lucia The Impact of Influencer Marketing on the Decision-Making Process of Generation Z Economics and Culture influencer influencer marketing decision-making process consumers generation z m30 m31 |
| title | The Impact of Influencer Marketing on the Decision-Making Process of Generation Z |
| title_full | The Impact of Influencer Marketing on the Decision-Making Process of Generation Z |
| title_fullStr | The Impact of Influencer Marketing on the Decision-Making Process of Generation Z |
| title_full_unstemmed | The Impact of Influencer Marketing on the Decision-Making Process of Generation Z |
| title_short | The Impact of Influencer Marketing on the Decision-Making Process of Generation Z |
| title_sort | impact of influencer marketing on the decision making process of generation z |
| topic | influencer influencer marketing decision-making process consumers generation z m30 m31 |
| url | https://doi.org/10.2478/jec-2023-0006 |
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