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Decoding Generation Z Purchase Intention: The Impact of Brand Awareness, Brand Equity, Digital Media Content and Emotions

Author

Listed:
  • Ademi Lutfije

    (Faculty of Business and Economics, South East European University, Tetovo, North Macedonia)

  • Zeqiri Jusuf

    (Faculty of Business and Economics, South East European University, Tetovo, North Macedonia)

  • Klopotan Igor

    (The Polytechnic of Međimurje in Čakovec, Čakovec, Croatia)

Abstract

Background This study investigates the impact of brand awareness, brand equity, digital media content, and emotions on the purchasing intentions of Generation Z in North Macedonia, those born between 1997 and 2012. Objectives This study aims to analyse the underlying factors to be considered when developing effective strategic marketing planning for Generation Z. It will use predictive marketing tools to develop strategic, data-driven, and timely planning frameworks based on the study’s findings. Methods An online survey was conducted with a sample of Macedonian citizens. A SEM analysis was performed to examine the relationships among the variables. Results The findings show that purchase intention positively correlates with all independent factors, including brand equity, brand awareness, and digital media content. Conclusion According to the results, Generation Z consumers’ purchasing decisions are highly influenced by brand recognition, brand equity building, digital media content, and emotions.

Suggested Citation

  • Ademi Lutfije & Zeqiri Jusuf & Klopotan Igor, 2026. "Decoding Generation Z Purchase Intention: The Impact of Brand Awareness, Brand Equity, Digital Media Content and Emotions," Business Systems Research, Sciendo, vol. 17(1), pages 18-36.
    • Handle: RePEc:bit:bsrysr:v:17:y:2026:i:1:p:18-36:n:1002
    DOI: 10.2478/bsrj-2026-0002
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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