Athletes vs. bloggers: influence on purchase preferences of the Generation Z

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11510%2F21%3A10428484" target="_blank" >RIV/00216208:11510/21:10428484 - isvavai.cz</a>
Result on the web
<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=eI9fG7c6Dv" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=eI9fG7c6Dv</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.14712/23366052.2021.7" target="_blank" >10.14712/23366052.2021.7</a>

Result language
angličtina
Original language name
Athletes vs. bloggers: influence on purchase preferences of the Generation Z
Original language description
The paper deals with the comparison of the impact of the use of athletes and bloggers in marketing communication on purchasing preferences of individuals which belong to the so-called Generation Z. There are two interdependent methods used for the research. The first of these methods is a questionnaire survey, which includes 508 respondents. 32 respondents separated in two groups attended the second method, which is a focus group. The research results show that athletes influence the behavioral intentions of members of the Generation Z more than bloggers in every researched sphere. The main difference in effectivity is clear from the comparison between both groups by respondents.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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