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Generation Y and Z Preferences Regarding Influencer Marketing

Author

Listed:
  • Teona Tavdishvili

    (The University of Georgia)

  • Ekaterine Maglakelidze

    (The University of Georgia)

Abstract

This article examines the differences in preferences between generations regarding influencer marketing.The aim of the research was to study the preferences of these generations in relation to content offered by influencers. The role of influencers in eliciting desired responses from "Generation Z" and their rating were assessed. The research method is quantitative research. The study also highlights the role of influencer marketing in shaping consumer behavior and perception among Generations Y and Z, emphasizing the importance of influencers' knowledge, experience, sincerity, and platform relevance in ensuring the effectiveness of influencer marketing.The results of the study are valuable for companies aiming to reach Generation Y and Z consumers more effectively and efficiently through digital platforms.

Suggested Citation

  • Teona Tavdishvili & Ekaterine Maglakelidze, 0000. "Generation Y and Z Preferences Regarding Influencer Marketing," Proceedings of Economics and Finance Conferences 14716442, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iefpro:14716442
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    More about this item

    Keywords

    Influencer marketing; Generation Y; Generation Z; Consumer preferences; Marketing strategies;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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