Rosnerova, Zuzana; Ponisciakova, Olga; Kicova, Eva; … - In: Administrative Sciences : open access journal 15 (2025) 12, pp. 1-38
Background and aim: This study examines the impact of the digital world on the purchasing behaviour of Generation Z, with a specific focus on the Slovak context. While existing literature often analyses global or non-Slovak populations, this work provides a contextually grounded analysis of how...