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Athletes vs. bloggers: influence on purchase preferences of the Generation Z

Josef Voráček, Martina Bernardová

. 2021 ; 57 (1) : 92-108. (Kinanthropologica)

Jazyk angličtina Země Česko

Typ dokumentu práce podpořená grantem

Perzistentní odkaz   https://www.medvik.cz/link/bmc21017225

The paper deals with the comparison of the impact of the use of athletes and bloggers in marketing communication on purchasing preferences of individuals which belong to the so-called Generation Z. There are two interdependent methods used for the research. The first of these methods is a questionnaire survey, which includes 508 respondents. 32 respondents separated in two groups attended the second method, which is a focus group. The research results show that athletes influence the behavioral intentions of members of the Generation Z more than bloggers in every researched sphere. The main difference in effectivity is clear from the comparison between both groups by respondents.

Citace poskytuje Crossref.org

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Literatura

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