Generation Z Purchase Intentions: Does Sponsorship Disclosure Matter?
Published Online: Apr 25, 2024
Page range: 158 - 172
Received: Oct 13, 2023
Accepted: Dec 27, 2023
DOI: https://doi.org/10.2478/bsrj-2023-0017
Keywords
© 2023 Vesna Sesar et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
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.