Intl Conference on Economics, Finance & Business, Lisbon

GENERATION Y AND Z PREFERENCES REGARDING INFLUENCER MARKETING

TEONA TAVDISHVILI, EKATERINE MAGLAKELIDZE

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.

Keywords: Influencer marketing, Generation Y, Generation Z, Consumer preferences, Marketing strategies