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Introduction: This study investigates the determinants impacting consumer purchasing behavior., Methods: Utilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavior theory. Empirical data were gathered through a survey conducted among Generation Z university students, yielding 638 responses. Analysis was performed on 590 valid responses., Results: Findings indicate that green marketing initiatives and green brand awareness positively influence consumers' purchase intentions. Subdimensions of the theory of planned behavior (TPB), namely, attitude, subjective norms, and perceived behavioral control, serve to strengthen these relationships and mediate the interaction process., Conclusion: This study contributes novel insights to the burgeoning field of green marketing literature, offering a structural model for firms and policymakers. It suggests that companies can effectively engage in informal consumer education through green marketing efforts, thereby influencing consumers' purchasing decisions via planned behavior. Moreover, such activities foster an increase in consumers' green brand awareness, providing companies with an opportunity to promote conscious consumer behavior. The study's utilization of the TPB is both timely and original, particularly in its alignment with the United Nations 2030 Sustainable Development Goals., (© 2024 The Author(s). Brain and Behavior published by Wiley Periodicals LLC.)

For many, modern communication is unimaginable without social media, which created the foundations for the emergence and development of new opinion leaders. These so-called influencers seek to create connected and stable communities of followers by publishing content on their official profiles. The main goal of this article, based on the results of qualitative content analysis and quantitative survey research, is to conclude how Generation Z perceives influencers and their communication on social media and what the connection is between the attitudes of influencers and the selected public. To attain this goal, a qualitative analysis of the Instagram profiles of the three most popular influencers in Croatia was carried out to gain a deeper insight into the observed topic. Furthermore, an empirical study was conducted to investigate the perception of members of Generation Z about Instagram influencers. The research showed that respondents do not believe in the veracity of the content published by influencers on social media and do not share similar values with them. In conclusion, the results showed that Instagram influencers, with the content on their official profiles, do not contribute to shaping the attitudes and behaviour of members of Generation Z. [ABSTRACT FROM AUTHOR]

Objective: This paper examines the prosocial behaviour among Polish consumers of Generation Z. The impact of cause-related marketing (CRM) campaigns on the purchase intention of Generation Z is studied within the framework of attribution theory and social identity theory. Research Design & Methods: The research involved 407 individuals who participated in a between-subjects experiment. The experiment had a 2 × 2 × 4 design, with factors including product type (hedonic, utilitarian), donation magnitude (small, large) and cause category (environment, health, human-being, animal-welfare). Nonparametric tests were employed to test hypotheses. Findings: The author finds empirical evidence that Polish Gen Z consumers are willing to buy products linked with social causes. The study further demonstrates the positive effect of consumer personality (attitude toward CRM, attitude toward helping and cause involvement) on CRM participation. The result of this study also shows that there is no direct causal relationship between the product type, cause category and donation size and the purchase intention of Gen Z Implications/Recommendations: Marketers should develop CRM campaigns linked with causes that are preferred by Gen Z consumers. In relation to marketing communication, successfully convincing them to purchase cause-related products involves a blend of authenticity and transparency, tangible impact of CRM efforts, social media engagement, and collaboration with influencers who align with the cause and the values of Generation Z. It can strengthen their altruistic motivation and favourable attitudes toward socially responsible initiatives. Contribution: Little is known about the prosocial behaviour of Polish Gen Z consumers. This study is intended to reduce this gap. The findings provide an understanding of the importance of consumer-cause identification and attitudes in cause-related marketing campaigns targeting Z consumers. [ABSTRACT FROM AUTHOR]

Smart mirrors remain in the early stages of market formation and the expansion thereof exhibits limitations. To address this issue, avatars based on augmented reality (AR) of smart mirrors are attracting attention as an innovative retail marketing tool, with a focus on Generation Z customers who have large potential purchasing capabilities. However, no study has empirically identified the continuous usage intention of AR avatars for actual users. Hence, in this study, an empirical analysis was performed based on the uses and gratifications theory. A laboratory experiment that reflected an actual shopping scenario was implemented and a survey of 168 people from Generation Z was conducted. Consequently, important directions are suggested for system developers and marketers in the use of smart mirrors. Moreover, this study offers novel insights into identifying the continuous usage intention of AR avatar contents in smart mirrors. [ABSTRACT FROM AUTHOR]

Copyright of Marketing Science & Inspirations is the property of Comenius University in Bratislava, Faculty of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This article discusses professional branding that is rooted in marketing aimed at helping professionals differentiate themselves from others through personal branding to project their uniqueness and related values. It streamlines the process behind creating a robust profile that enhances simple elements of a resume by providing distinctive information to corporations or target markets. Furthermore, the article highlights the two broad theoretical underpinnings of personal branding: marketing-based and self-presentation behaviors. Marketing-based definitions frame the individual as a product to be marketed, while self-presentation-based definitions emphasize the formation of a person's public persona through strategic relationship management. Additionally, the article portrays personal branding as a defined set of individual characteristics, attributes, values, and beliefs crafted into a narrative and imagery that establishes a competitive advantage by influencing the perceptions of a targeted audience. It concludes that professional branding is an effective personal tool for individual differentiation and advancement in a highly globalized employment environment, particularly for Gen Z individuals with Arab cultural backgrounds in STEAM professional fields. [ABSTRACT FROM AUTHOR]

In recent years, the animation market in China has flourished, and many brands use animation as a popular promotional platform to showcase their products and brands through product placement, benefitting from this marketing approach. Therefore, there is an urgent need to investigate the impact of product placement on Generation Z consumers—the primary audience for animation. In this study, we used popular Chinese animation to investigate Generation Z consumers' cognition, attitude, and purchase intention regarding product placement. The results show a significant correlation between brand cognition, attitude, and purchase intention. Low-profile brands achieve better product placement effects in animation than high-profile brands. This study also established a mathematical model of participants' post-cognition, post-attitude, and post-purchase intention regarding product placement in animation through factor analysis. This mathematical model intuitively shows that the effect of product placement in animation is primarily determined by the audience's post-attitude. [ABSTRACT FROM AUTHOR]

Purpose: Virtual influencers (VIs), who are fictional characters, have gained popularity in recent years, particularly among Generation Z and millennials. With the hype surrounding VIs, more research is required. Thus, this study aims to examine how Gen Z members and millennials react to VIs used for marketing purposes. Design/methodology/approach: This study follows an exploratory approach. The data were collected from 29 participants (14 male and 15 female) through two focus groups and semi-structured interviews. Findings: The authors found that opinions about VIs were mixed, and two main themes emerged from the study: (1) challenges and potential and (2) decision-making and psychological aspects. Originality/value: This study broadens the paradigm for analysing the efficacy of VIs. This emerging topic is of relevance for the marketing sector as well as for transdisciplinary research and practice. [ABSTRACT FROM AUTHOR]

In the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies. AcknowledgmentThe authors express a sincere gratitude to all the participants who generously took part in this research study.

Copyright of Journal of Social Sciences Research / Sosyal Bilimler Arastirmalari Dergisi is the property of ODU Journal of Social Sciences Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Mobile marketing distinguishes itself from other forms of marketing and serves to boost sales. However, research on Generation Z attitude on mobile marketing is scant even though this generation is an important segment of the consumer market. The purpose of this study was to investigate the moderating role of attitude on the relationship between factors influencing mobile marketing acceptance and the acceptance of mobile marketing amongst Generation Z students in South Africa. Previous research has revealed that consumers are very sensitive and protective of their privacy and do not always allow marketers to deliver messages without their permission. This study followed a quantitative approach and data were collected by means of a self-administered questionnaire amongst Generation Z students. A hierarchical multiple regression analysis was used to assess the moderating role of attitude. The results revealed that Generation Z students' attitude moderates the relationship between the identified four factors, namely perceived ease of use, perceived usefulness, trust and risk and the acceptance of mobile marketing. Therefore, marketers should align their mobile marketing activities with Generation Z cohort in mind as their attitude towards mobile marketing strengthens their acceptance. [ABSTRACT FROM AUTHOR]

Today, live classical concert attendance is low, a fact which threatens the careers of professional musicians. This paper examines recent statistics of classical concert attendance, theories as to why attendance rates are low, marketing methods for target audiences, and finally, recommendations to solve the dilemma of empty concert halls. To encourage concert attendance, classical music must be tastefully marketed to present-day audiences through the experience of technically excellent, musical, and interesting live performances. Ultimately, the relationship between art and its audience (the consumer) reveals that the key to the dilemma is the audience. [ABSTRACT FROM AUTHOR]

The sharing economy is an interesting socio-economic system that has been studied by many researchers worldwide. It is an area that will affect the patterns of behaviour, processes and thinking experienced in various fields. The sharing economy is specific in that some people who have an asset they do not fully use may be willing to share it with consumers who do not have the asset but need it for a specific reason but are unable to or do not want to buy it. Platforms operating in the sharing economy need to know whom to target with their marketing strategy to spend marketing costs effectively. We used cluster analysis, a chi-square test, a Kruskal-Wallis test and descriptive analysis of data collected from 684 respondents across Generations X, Y and Z within the Czech Republic. We identified who constitutes the general supply of and demand for unused assets. While the willingness to supply prevails among Generation Y, the willingness to demand prevails among Generation Z. For Generation X, the willingness to supply and the willingness to demand are almost equal. Using cluster analysis, we defined three basic groups of participants in the sharing economy: double-sided active participants, one-sided active participants and inactive participants. We summarise new findings from not only a theoretical but also a practical perspective. Implications for Central European audience: Platforms active in the sharing economy may better understand Czech customers regarding their supply of and demand for unused assets. The results could also be useful for managers in other countries of the Central European region. The findings may help enrich the theoretical knowledge of the sharing economy and its impact on marketing. Platforms can save money on marketing communications by focusing their marketing communications on a specific generation. [ABSTRACT FROM AUTHOR]

This article explores the evolving role of hotels as spaces for social interaction and meaningful engagement, extending beyond their traditional function of accommodation. Specifically focusing on Generation Z, it investigates how the values, beliefs and responsible corporate identity of hotel brands significantly influence consumer behaviour. The study employs a quantitative, descriptive methodology, utilising an online survey with Likert-scale questions. A sample of 151 Dutch respondents was analysed to gain insights into the preferences and expectations of Generation Z consumers. The findings underscore the importance of aligning hotel branding with the brand's value proposition to foster trust, ultimately influencing the choice of hotels. Values that encompass environmental and community policies hold significant importance for this cohort. Authenticity and personalisation are crucial for creating the unique experiences that Generation Z desires. It is essential that these elements are reflected in all aspects of branding, communication and operations. This research contributes to a deeper understanding of Generation Z's impact on the hospitality industry and provides valuable insights for effective hotel branding strategies. [ABSTRACT FROM AUTHOR]

The main purpose of this paper is to analyze the behavior of the young Generation Z in the purchase and payment process. Generation Z (Zoomers, Gen XD, iGeneration, Baby Bloomers) were born in the period between 1997-2012, or they are 11-26 years old in 2023. Why is this Generation a challenge for marketers today? This generation is becoming the largest diverse youth population, consisting of students and professional freelancers, with a readiness to enter the workforce, holding a large amount of spending power and equipped with technological knowledge. According to statistics, it constitutes 1/3 of the total world population or approximately 2 billion people. Although this generation does not earn a lot of money, it spends a lot and is called „Spenders of tomorrow" that is very important for companies. It has totally different fundamental values from the previous generations, such as the Silent Generation (1928-1945), Baby Boomers (1946-1964), Generation X (1965-1980) and Generation Y-Millennials (1981-1996), as well as from the next generation Alpha (2013-). In terms of technology, this is a generation that has known the Internet since childhood and is considered digital natives. Gen Z has its own features in the purchase and payment process that are very different from the patterns that have been recognized in the market so far. For this paper, extensive primary research was done, which included 107 representatives of Generation Z, mostly students. It is expected that the paper will confirm the stereotypical characteristics of this generation, but certain deviations will also be noted. [ABSTRACT FROM AUTHOR]

Copyright of International Journal of Disciplines Economics & Administrative Scienves Studies is the property of International Journal of Disciplines in Economics & Administrative Sciences Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Today, live classical concert attendance is low, a fact which threatens the careers of professional musicians. This paper examines recent statistics of classical concert attendance, theories as to why attendance rates are low, marketing methods for target audiences, and finally, recommendations to solve the dilemma of empty concert halls. To encourage concert attendance, classical music must be tastefully marketed to present-day audiences through the experience of technically excellent, musical, and interesting live performances. Ultimately, the relationship between art and its audience (the consumer) reveals that the key to the dilemma is the audience.

BACKGROUND: Heated tobacco products along with electronic cigarettes represent the current trend in nicotine use. These novel products are appealing to teenagers and young adults especially. Generation Z representatives are characterized as native digital and internet users who are exposed to online marketing intensively including tobacco and nicotine products marketing. AIM: The purpose of this study was to explore how Generation Z perceives the promotional techniques of HTP products (IQOS and glo) in the Czech Republic. METHODS: We conducted qualitative research using semi-structured interviews with Generation Z representatives (n = 12) having previous experience with heated tobacco products. Open coding method was used for qualitative data analysis. RESULTS: Our study shows that participants of Generation Z are highly influenced by modern marketing techniques of tobacco industry. According to respondents, fashion and lifestyle events and influencer marketing were the main communication channels associated with heated tobacco promotion. Practical, stylish, innovative, odorless and healthier were the most frequently associated words with heated tobacco products from the respondents' point of view. Most of the respondents use loyalty programs, benefits and discounts. CONCLUSION: Marketing communication of heated tobacco reflects the lifestyle demand of young adults. Perception of this products as innovative, stylish and healthier may contribute to normalization of tobacco and nicotine use. Advertisement, promotion and sponsorship of novel tobacco and nicotine products should be comprehensively banned to prevent their influence on children, adolescents and non-smokers. [ABSTRACT FROM AUTHOR]