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Predictive Marketing Regarding Brand Awareness of Gen Z: Brand Equity, Digital Media Content or Emotions Lead to Purchase?

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Dubrovnik, Croatia, 5-7 September, 2024

Author

Listed:
  • Ademi, Lutfije
  • Zeqiri, Jusuf

Abstract

This article investigates the effect of brand awareness, brand equity, digital media content and emotions on purchase intention of Gen Z. The scope of study is focused on people born in the period 1997 - 2012 or Gen Z in North Macedonia. The answers are retrieved from an online questionnaire, delivered to 444 responders. The data is analyzed using regression model. The findings show that all the independent variables, such as: brand equity, brand awareness, digital media content and emotions are positively related to the dependent variable, which is purchase intention. Thus, we concluded that brand awareness, brand equity, digital media content and emotions have a positive impact on purchase intention of Gen Z.

Suggested Citation

  • Ademi, Lutfije & Zeqiri, Jusuf, 2025. "Predictive Marketing Regarding Brand Awareness of Gen Z: Brand Equity, Digital Media Content or Emotions Lead to Purchase?," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2024), Hybrid Conference, Dubrovnik, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Dubrovnik, Croatia, 5-7 September, 2024, pages 176-190, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr24:317959
    DOI: 10.54820/entrenova-2024-00016
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    References listed on IDEAS

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    1. Zahid Zamir, 2019. "The Impact Of Knowledge Capture And Knowledge Sharing On Learning, Adaptability, Job Satisfaction And Staying Intention: A Study Of The Banking Industry In Bangladesh," International Journal of Entrepreneurial Knowledge, Center for International Scientific Research of VSO and VSPP, vol. 7(1), pages 46-64, June.
    2. Ashwin Aravindakshan & Prasad Naik, 2011. "How does awareness evolve when advertising stops? The role of memory," Marketing Letters, Springer, vol. 22(3), pages 315-326, September.
    3. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    4. Leila Hamzaoui-Essoussi & Dwight Merunka & Boris Bartikowski, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Post-Print hal-01822305, HAL.
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    More about this item

    Keywords

    generation Z; brand equity; brand awareness; digital media content; emotions;
    All these keywords.

    JEL classification:

    • J11 - Labor and Demographic Economics - - Demographic Economics - - - Demographic Trends, Macroeconomic Effects, and Forecasts
    • J13 - Labor and Demographic Economics - - Demographic Economics - - - Fertility; Family Planning; Child Care; Children; Youth

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