Decoding Generation Z Purchase Intention: The Impact of Brand Awareness, Brand Equity, Digital Media Content and Emotions

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.