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Influencer Marketing as a Tool in Modern Communication—Possibilities of Use in Green Energy Promotion amongst Poland’s Generation Z

Author

Listed:
  • Beata Zatwarnicka-Madura

    (Faculty of Management, Rzeszow University of Technology, Al. Powstancow Warszawy 10, 35-959 Rzeszow, Poland)

  • Robert Nowacki

    (Faculty of Management, University of Economics and Human Sciences in Warsaw, Okopowa 59, 01-043 Warsaw, Poland)

  • Iwona Wojciechowska

    (Faculty of Management, Rzeszow University of Technology, Al. Powstancow Warszawy 10, 35-959 Rzeszow, Poland)

Abstract

Generation Z is gaining more and more importance in the market—not only is it attaining purchasing power, but it is also setting trends. This is the generation that spends a lot of time on various social media channels, and the content posted there is a source of information, inspiration and motivation for them. Its representatives are very skeptical about traditional marketing messages, so the best way to reach them is to use influencer marketing. They are also sensitive to environmental problems and ecology. For this reason, the purpose of this paper was to identify the possibility of using influencer marketing to promote green energy in the perspective of Generation Z in Poland. The CAWI method of research was carried out April–June 2022 on a sample of 533 people aged 18 to 26, selected using a quota method. The analysis used statistically significant structure indices (percentages) and measures of correlations between the variables. The results presented confirmed the enormous popularity of social media among the representatives of Generation Z, as well as the great involvement of young consumers in tracking the activity of influencers. More than half of the respondents indicated the usefulness of influencers promoting green energy, but at the same time the vast majority of them declared that the choice of green energy in their case was determined by the opinions of other people, and that the role of influencers was negligible.

Suggested Citation

  • Beata Zatwarnicka-Madura & Robert Nowacki & Iwona Wojciechowska, 2022. "Influencer Marketing as a Tool in Modern Communication—Possibilities of Use in Green Energy Promotion amongst Poland’s Generation Z," Energies, MDPI, vol. 15(18), pages 1-22, September.
    • Handle: RePEc:gam:jeners:v:15:y:2022:i:18:p:6570-:d:910039
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    References listed on IDEAS

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    3. Liu, Chih-Hsing & Horng, Jeou-Shyan & Chou, Sheng-Fang & Yu, Tai-Yi & Lee, Ming-Tsung & Lapuz, Maria Carmen B., 2023. "Discovery sustainable servicescape on behavioural intention practices and nationality: The moderating role of parasocial interaction," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    4. Nadanyiova Margareta & Sujanska Lucia, 2023. "The Impact of Influencer Marketing on the Decision-Making Process of Generation Z," Economics and Culture, Sciendo, vol. 20(1), pages 68-76, June.

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