Influencer Marketing: A Cross-Cultural Study of Generation Z in Croatia And Türkiye

Abstract

Using the Theory of Planned Behaviour, this research
paper examines how influencer marketing affects
Generation Z in two different countries: Croatia and
Türkiye. The goal of this study is to examine whether the
attitudes, subjective norms, and perceived behavioural
control of Generation Z impact their intentions to follow
influencers in the future. The research was conducted
by means of a questionnaire and focus groups.
Confirmatory factor analysis and structural equation
modelling were used to test the hypotheses and the
relationships between the variables. Both subjective
norms and perceived behavioural control positively
impact Generation Z's intention to follow influencers
in Croatia and Türkiye. The findings of this study will
allow brands in Croatia and Türkiye to adapt their
content strategies, campaign designs, and engagement
methods by considering the influencer preferences and
cultural trends of Generation Z, which will, in turn, help
brands in effectively reaching and engaging their target
audiences.