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Understanding Gen Z and Gen X Responses to Influencer Communications

Author

Listed:
  • Danijel Bratina

    (Faculty of Management, University of Primorska, 6000 Koper, Slovenia)

  • Armand Faganel

    (Faculty of Management, University of Primorska, 6000 Koper, Slovenia)

Abstract

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.

Suggested Citation

  • Danijel Bratina & Armand Faganel, 2024. "Understanding Gen Z and Gen X Responses to Influencer Communications," Administrative Sciences, MDPI, vol. 14(2), pages 1-14, February.
    • Handle: RePEc:gam:jadmsc:v:14:y:2024:i:2:p:33-:d:1339676
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    References listed on IDEAS

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    1. Belanche, Daniel & Casaló, Luis V. & Flavián, Marta & Ibáñez-Sánchez, Sergio, 2021. "Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
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    Cited by:

    1. Robert Zámečník & Radek Tahal, 2025. "Willingness of Gen Z Members to Give up Comfort in the Field of Sustainability, Waste Sorting, Electromobility: A Representative Study in Czechia," Central European Business Review, Prague University of Economics and Business, vol. 2025(3), pages 1-19.
    2. Agnieszka Izabela Baruk, 2025. "Generation Z's Involvement in Social Media in the Context of Its Representatives' Readiness to Shape the Marketing Activities of Enterprises," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 952-977.

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