Generation Y and Z Preferences Regarding Influencer Marketing

Teona Tavdishvili (teonatavdishvili@gmail.com) and Ekaterine Maglakelidze (ek.maglakelidze@ug.edu.ge)
Additional contact information
Teona Tavdishvili: The University of Georgia
Ekaterine Maglakelidze: The University of Georgia

No 14716442, Proceedings of Economics and Finance Conferences from International Institute of Social and Economic Sciences

Abstract: This article examines the differences in preferences between generations regarding influencer marketing.The aim of the research was to study the preferences of these generations in relation to content offered by influencers. The role of influencers in eliciting desired responses from "Generation Z" and their rating were assessed. The research method is quantitative research. The study also highlights the role of influencer marketing in shaping consumer behavior and perception among Generations Y and Z, emphasizing the importance of influencers' knowledge, experience, sincerity, and platform relevance in ensuring the effectiveness of influencer marketing.The results of the study are valuable for companies aiming to reach Generation Y and Z consumers more effectively and efficiently through digital platforms.

Keywords: Influencer marketing; Generation Y; Generation Z; Consumer preferences; Marketing strategies (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Pages: 11 pages
New Economics Papers: this item is included in nep-dcm and nep-mkt
References: Add references at CitEc
Citations:

Published in Proceedings of the Proceedings of the International Conference on Economics, Finance & Business, Lisbon, Nov -0001, pages 144-154

Downloads: (external link)
https://iises.net/proceedings/international-confer ... 47&iid=014&rid=16442 First version, 0000

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sek:iefpro:14716442

Access Statistics for this paper

More papers in Proceedings of Economics and Finance Conferences from International Institute of Social and Economic Sciences
Bibliographic data for series maintained by Klara Cermakova (iises@iises.net).