Understanding Gen Z and Gen X Responses to Influencer Communications

Danijel Bratina () and Armand Faganel
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Danijel Bratina: Faculty of Management, University of Primorska, 6000 Koper, Slovenia
Armand Faganel: Faculty of Management, University of Primorska, 6000 Koper, Slovenia

Administrative Sciences, 2024, vol. 14, issue 2, 1-14

Abstract: The increased popularity of social media has greatly affected the marketing-communications activities of companies. This study seeks to understand how influencers promoting products affect their followers’ purchasing intentions and attitudes towards endorsed products. Our main interest is to get an insight on differences between two generations (X and Z). We construct a structural model, based on the theory of credibility. Findings suggest that influencer endorsements have an impact on both age groups, with a more noticeable effect observed in the younger generation. The loyalty towards influencers emerges as a constructive intermediary factor, amplifying the influence of credibility on purchasing intentions across both generations. When considering attitudes towards the brands endorsed by the influencers, loyalty’s impact is comparatively modest. The results provide a building block in understanding the influencers’ activities in marketing-communications, and how they can be used for communication with different generations.

Keywords: Gen X; Gen Z; influencer marketing; effectiveness of influencers’ marketing-communications (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2024
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