Business Systems Research | 2026
Authors: Ademi L.; Zeqiri J.; Klopotan I.
DOI: 10.2478/bsrj-2026-0002
Journal: Business Systems Research
Year: 2026
Publisher: Sciendo
Document Type: Article
Open Access: All Open Access; Gold Open Access; Green Open Access
Cited by: 0
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. © 2026 Lutfije Ademi et al., published by IRENET - Society for Advancing Innovation and Research in Economy.
brand awareness; brand equity; digital media content; emotions; Generation Z