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

Josef Voráček et al · Karolinum Press · 2021

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Author / responsible party
Josef Voráček et al
Publisher
Karolinum Press
Year
2021
ISSN
1212-1428
ISSN
1212-1428
Language
English

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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.

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APA 7

al, J. V. E. (2021). Athletes vs. bloggers: influence on purchase preferences of the Generation Z. https://doi.org/10.14712/23366052.2021.7

MLA

al, Josef Voráček et. "Athletes vs. bloggers: influence on purchase preferences of the Generation Z." 2021. https://doi.org/10.14712/23366052.2021.7.

Chicago

al, Josef Voráček et. 2021. "Athletes vs. bloggers: influence on purchase preferences of the Generation Z.". https://doi.org/10.14712/23366052.2021.7.

Harvard

al, J. V. E. 2021, Athletes vs. bloggers: influence on purchase preferences of the Generation Z, Karolinum Press, available at: https://doi.org/10.14712/23366052.2021.7 [Accessed 5 Aug. 2026].

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Resource details

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Title
Athletes vs. bloggers: influence on purchase preferences of the Generation Z
Author / contributors
Josef Voráček et al
Publisher
Karolinum Press
Publication year
2021
ISSN
1212-1428
ISSN
1212-1428
Language
English

Subjects

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marketing communication; shopping behaviour; reference group; generation z; sports celebrity; influencer
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