Generation Z Purchase Intentions: Does Sponsorship Disclosure Matter?

Sesar Vesna (), Hunjet Anica () and Martinčević Ivana ()
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Sesar Vesna: University North, Croatia
Hunjet Anica: University North, Croatia
Martinčević Ivana: University North, Croatia

Business Systems Research, 2023, vol. 14, issue 2, 158-172

Abstract: Background Digital advertising and the amount of money spent on influencer marketing increases every year. Nowadays, it has become one of the most profitable ways to promote products and services and increase a company’s profit through an endorsement on social media networks. Objectives This paper explores the parallel mediating effect of brand awareness and influencer credibility between sponsorship disclosure and purchase intention among the Generation Z. Methods/Approach We used a convenience sample method and used regression analysis to test the parallel mediator effect. Results Findings of the research indicate that the direct influence of sponsorship disclosure on purchase intention is non-significant. However, this relation is significant when mediated by brand awareness and influencer credibility. Conclusions The contribution of the research adds to the new knowledge in the field of influencer marketing and gives practical implications for brand managers who want to influence customers to buy.

Keywords: influencer marketing; sponsorship disclosure; influencer credibility; brand awareness; purchase intention (search for similar items in EconPapers)
JEL-codes: M1 M31 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:bit:bsrysr:v:14:y:2023:i:2:p:158-172:n:9

DOI: 10.2478/bsrj-2023-0017

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