<abstract xmlns="http://www.w3.org/1999/xhtml">

<sec><h3>Background</h3>
<p>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.</p>
</sec>
<sec><h3>Objectives</h3>
<p>This paper explores the parallel mediating effect of brand awareness and influencer credibility between sponsorship disclosure and purchase intention among the Generation Z.</p>
</sec>
<sec><h3>Methods/Approach</h3>
<p>We used a convenience sample method and used regression analysis to test the parallel mediator effect.</p>
</sec>
<sec><h3>Results</h3>
<p>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.</p>
</sec>
<sec><h3>Conclusions</h3>
<p>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.</p>
</sec>
</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.

Generation Z Purchase Intentions: Does Sponsorship Disclosure Matter?

Business Systems Research Journal

This work is licensed under the Creative Commons Attribution 4.0 International License.

{"article-title":"Generation Z Purchase Intentions: Does Sponsorship Disclosure Matter?"}

Background
Digital advertising and the amount of money spent on influencer marketing increases every year. Nowadays, it has become one of the most profitable...

Generation Z Purchase Intentions: Does Sponsorship Disclosure Matter?

Data publikacji: 25 kwi 2024

Zakres stron: 158 - 172

Otrzymano: 13 paź 2023

Przyjęty: 27 gru 2023

DOI: https://doi.org/10.2478/bsrj-2023-0017

Słowa kluczowe
influencer marketing, sponsorship disclosure, influencer credibility, brand awareness, purchase intention

© 2023 Vesna Sesar et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Generation Z Purchase Intentions: Does Sponsorship Disclosure Matter?

Data publikacji: 25 kwi 2024

Zakres stron: 158 - 172

Otrzymano: 13 paź 2023

Przyjęty: 27 gru 2023

DOI: https://doi.org/10.2478/bsrj-2023-0017

Słowa kluczoweinfluencer marketing, sponsorship disclosure, influencer credibility, brand awareness, purchase intention

© 2023 Vesna Sesar et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Słowa kluczowe
influencer marketing, sponsorship disclosure, influencer credibility, brand awareness, purchase intention