Predictive Marketing Regarding Brand Awareness of Gen Z: Brand Equity, Digital Media Content or Emotions Lead to Purchase?

Authors

  • Lutfije Ademi Faculty of Business and Economics, South East European University
  • Jusuf Zeqiri Faculty of Business and Economics, South East European University

DOI:

https://doi.org/10.54820/entrenova-2024-00016

Keywords:

generation Z, brand equity, brand awareness, digital media content, emotions

Abstract

This article investigates the effect of brand awareness, brand equity, digital media content and emotions on purchase intention of Gen Z. The scope of study is focused on people born in the period 1997 - 2012 or Gen Z in North Macedonia. The answers are retrieved from an online questionnaire, delivered to 444 responders. The data is analyzed using regression model. The findings show that all the independent variables, such as: brand equity, brand awareness, digital media content and emotions are positively related to the dependent variable, which is purchase intention. Thus, we concluded that brand awareness, brand equity, digital media content and emotions have a positive impact on purchase intention of Gen Z.

Author Biographies

Lutfije Ademi, Faculty of Business and Economics, South East European University

Lutfije Ademi is born in November 1992, in Tetovo, Republic of North Macedonia. In the period 2011-2014, she studied Business Administration (GPA 9.83). After that, in 2017 she gained the title of Master of Economics (GPA 9.67), defending the master topic “Implementation of relationship marketing in family owned businesses; case studies from Bosnia and Herzegovina. Starting from 2014, she is working as marketing manager at I.T.S.S., a family owned business from Tetovo, which is operating in the field of food industry and service supplier of business intermediation among Macedonian, Bosnian and Egyptian companies. The author can be contacted through: lr19599@seeu.edu.mk

Jusuf Zeqiri, Faculty of Business and Economics, South East European University

Jusuf Zeqiri is a Professor of Marketing and International Business at the Southeast European University, North Macedonia. He has more than 25 years of teaching experience at various institutions. He has published more than 60 research papers in peer-reviewed scientific journals. His work to date has been published in high-ranked journals, including the Technological Forecasting and Social Change, International Journal of Entrepreneurial Behavior & Research, IEEE Transactions on Engineering Management, International Journal of Technology Enhanced Learning, Journal of Enterprising Communities: People and Places in the Global Economy, and many more journals. The author can be contacted at j.zekiri@seeu.edu.mk

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Published

2024-11-13

How to Cite

Ademi, L., & Zeqiri, J. (2024). Predictive Marketing Regarding Brand Awareness of Gen Z: Brand Equity, Digital Media Content or Emotions Lead to Purchase?. ENTRENOVA - ENTerprise REsearch InNOVAtion, 10(1), 176–190. https://doi.org/10.54820/entrenova-2024-00016

Issue

Vol. 10 No. 1 (2024)

Section

Labor and Demographic Economics

License

Copyright (c) 2024 ENTRENOVA - ENTerprise REsearch InNOVAtion

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.