Original scientific paper
https://doi.org/https://doi.org/10.2478/bsrj-2026-0002
Decoding Generation Z Purchase Intention: The Impact of Brand Awareness, Brand Equity, Digital Media Content and Emotions
Lutfije Ademi
orcid.org/0009-0004-3762-448X
; Faculty of Business and Economics, South East European University, Tetovo, North Macedonia
Jusuf Zeqiri
orcid.org/0000-0003-3701-816X
; Faculty of Business and Economics, South East European University, Tetovo, North Macedonia
Igor Klopotan
; The Polytechnic of Međimurje in Čakovec, Čakovec, Croatia
Abstract
Background: This study investigates the impact of brand awareness, brand equity, digital media content, and emotions on the purchasing intentions of Generation Z in North Macedonia, those born between 1997 and 2012. Objectives: This study aims to analyse the underlying factors to be considered when developing effective strategic marketing planning for Generation Z. It will use predictive marketing tools to develop strategic, data-driven, and timely planning frameworks based on the study's findings. Methods: An online survey was conducted with a sample of Macedonian citizens. A SEM analysis was performed to examine the relationships among the variables. Results: The findings show that purchase intention positively correlates with all independent factors, including brand equity, brand awareness, and digital media content. Conclusion: According to the results, Generation Z consumers' purchasing decisions are highly influenced by brand recognition, brand equity building, digital media content, and emotions.
Keywords
Generation Z, brand equity, brand awareness, digital media content, emotions
Hrčak ID:
346800
URI
Publication date:
30.4.2026.
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