Scopus
YÖKSİS Eşleşti
INFLUENCER MARKETING: A CROSS-CULTURAL STUDY OF GENERATION Z IN CROATIA AND TÜRKIYE
Drustvena Istrazivanja · Aralık 2024
YÖKSİS Kayıtları
Influencer Marketing: A Cross-Cultural Study of Generation Z in Croatia And Türkiye
Drustvena istrazivanja · 2024 SSCI
ARAŞTIRMA GÖREVLİSİ OSMAN NURULLAH BERK →
Makale Bilgileri
DergiDrustvena Istrazivanja
Yayın TarihiAralık 2024
Cilt / Sayfa33 · 547-567
Scopus ID2-s2.0-85215976822
Özet
Using the Theory of Planned Behaviour, this research paper examines how influencer marketing affects Generation Z in two different countries: Croatia and Türkiye. The goal of this study is to examine whether the attitudes, subjective norms, and perceived behavioural control of Generation Z impact their intentions to follow influencers in the future. The research was conducted by means of a questionnaire and focus groups. Confirmatory factor analysis and structural equation modelling were used to test the hypotheses and the relationships between the variables. Both subjective norms and perceived behavioural control positively impact Generation Z's intention to follow influencers in Croatia and Türkiye. The findings of this study will allow brands in Croatia and Türkiye to adapt their content strategies, campaign designs, and engagement methods by considering the influencer preferences and cultural trends of Generation Z, which will, in turn, help brands in effectively reaching and engaging their target audiences.
Yazarlar (3)
1
Osman Nurullah Berk
ORCID: 0000-0002-1989-6308
2
Helena Štimac
ORCID: 0000-0003-3699-2112
3
Karla Bilandžić Tanasić
Anahtar Kelimeler
focus group
generation Z
influencer marketing
theory of planned behaviour
Kurumlar
Selçuk Üniversitesi
Selçuklu Turkey
Sveučilište Josipa Jurja Strossmayera u Osijeku
Osijek Croatia
Metrikler
1
Atıf
3
Yazar
4
Anahtar Kelime