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Athletes vs. bloggers: influence on purchase preferences of the Generation Z
Josef Voráček, Martina Bernardová
Language English Country Czech Republic
Document type Research Support, Non-U.S. Gov't
- Keywords
- Generace Z (mladiství: rok narození 1995 - 2009, sportovci versus blogeři,
- MeSH
- Consumer Behavior statistics & numerical data MeSH
- Marketing * MeSH
- Adolescent MeSH
- Commerce MeSH
- Object Attachment MeSH
- Surveys and Questionnaires MeSH
- Direct-to-Consumer Advertising methods trends MeSH
- Check Tag
- Adolescent MeSH
- Male MeSH
- Female MeSH
- Publication type
- Research Support, Non-U.S. Gov't MeSH
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.
References provided by Crossref.org
Literatura
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