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The Impact of Influencer Marketing on the Decision-Making Process of Generation Z

Author

Listed:
  • Nadanyiova Margareta

    (1 University of Zilina, Faculty of Operation and Economics of Transport and Communications, Univerzitna 1, 010 26, Zilina, Slovakia)

  • Sujanska Lucia

    (2 University of Zilina, Faculty of Operation and Economics of Transport and Communications, Univerzitna 1, 010 26, Zilina, Slovakia)

Abstract

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.

Suggested Citation

  • Nadanyiova Margareta & Sujanska Lucia, 2023. "The Impact of Influencer Marketing on the Decision-Making Process of Generation Z," Economics and Culture, Sciendo, vol. 20(1), pages 68-76, June.
    • Handle: RePEc:vrs:ecocul:v:20:y:2023:i:1:p:68-76:n:4
    DOI: 10.2478/jec-2023-0006
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    References listed on IDEAS

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    1. Beata Zatwarnicka-Madura & Robert Nowacki & Iwona Wojciechowska, 2022. "Influencer Marketing as a Tool in Modern Communication—Possibilities of Use in Green Energy Promotion amongst Poland’s Generation Z," Energies, MDPI, vol. 15(18), pages 1-22, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Influencer; Influencer marketing; Decision-making process; Consumers; Generation Z;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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