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

Autor:	Josef Voráček, Martina Bernardová
Jazyk:	angličtina
Rok vydání:	2021
Předmět:	marketing communication shopping behaviour reference group generation z sports celebrity influencer Sports GV557-1198.995 Sports medicine RC1200-1245
Zdroj:	Acta Universitatis Carolinae: Kinanthropologica, Vol 57, Iss 1, Pp 92-108 (2021)
Druh dokumentu:	article
ISSN:	1212-1428 2336-6052 23366052
DOI:	10.14712/23366052.2021.7
Popis:	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.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/fe810cb50f134bdaa8bd37587797056f Zobrazit plný text záznamu View record in DOAJ