The IU Compass Project titled "Geldanlagemotive von Student*innen der IU Internationale Hochschule in Zeiten der Krise" investigates the driving forces behind the financial decision-making and personal investment behaviors of students at IU Internationale Hochschule. This research addresses both...

This article investigates the effect of brand awareness, brand equity, digital media content and emotions on purchase intention of Gen Z. The scope of study is focused on people born in the period 1997 - 2012 or Gen Z in North Macedonia. The answers are retrieved from an online questionnaire,...

Virtual reality (VR) can influence people's lives and business development. It can bring immersive experiences for people and can strengthen the relationships between customers and companies. In this paper, Generation Z (Gen Z) members' interest in VR is analyzed in various domains, like...

This study examines the differences in food consumption behaviors between generations Y and Z to support the strategy development for a generational transition towards sustainable food consumption. Empirical data for the study is collected through an online survey with the participation of 175...

Entrepreneurship plays a crucial role in economic development due to its positive impact on employment, innovation, productivity, capital formation and economic growth. In the context of the United Nations Sustainable Development Goals, entrepreneurship education is undergoing digital...

The aim of this study is to examine the factors that drive Saudi Arabian Generation Z's intention to use voice assistants (VAs) in banking. The Technology Acceptance Model (TAM) was extended by incorporating three additional constructs: subjective norms, which capture the social influence of...

Virtual reality (VR) can influence people's lives and business development. It can bring immersive experiences for people and can strengthen the relationships between customers and companies. In this paper, Generation Z (Gen Z) members' interest in VR is analyzed in various domains, like...

The main purpose of the article is to present a catalog of features of a useful mobile application in the context of responsible consumption. To recognize the usefulness of the application, examples of eco-applications were used, and representatives of the Z generation were asked about the...

The IU Compass Project titled "Geldanlagemotive von Student*innen der IU Internationale Hochschule in Zeiten der Krise" investigates the driving forces behind the financial decision-making and personal investment behaviors of students at IU Internationale Hochschule. This research addresses both...

In today's online world, where all information is available to users with just one click, it is challenging to determine their credibility. Given the fact that there are almost 5 billion social media users, it is safe to say that social media has become an essential part of everyday life for...

This research explores the interplay between the services the Metaverse industry provides, including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among Generation Z within the sports industry. Employing a...

Financial literacy is a key competence for responsible decision-making and entrepreneurial readiness. This study looks at how Generation Z's entrepreneurial participation is impacted by objective, subjective, and calibrated FL. The alignment of perceived and actual knowledge or calibration is...

This research explores the interplay between the services the Metaverse industry provides, including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among Generation Z within the sports industry. Employing a...

The literature currently offers only fragmentary insights into the research on the relationship between environmental, social and governance (ESG) and employee engagement from the perspective of Generation Z. Therefore, we aimed to bridge this knowledge gap by identifying the impact of ESG...

Impactul turismului de vlogging asupra Generației Z poate fi semnificativ. Vlogging-ul le permite tinerilor să exploreze diferite culturi, destinații și experiențe din confortul ecranelor lor. Poate inspira pofta de călătorie, poate promova schimbul cultural și poate încuraja...

The growing purchasing power and unique purchase behaviours of Generation Z have captivated the attention of academics, marketers, and researchers, who are keen to understand the nuances of this cohort's consumption patterns. While current studies focus on factors influencing consumer choices,...

The sustainability trend of recent years is reflected in society's growing environmental awareness and the increasing promotion of green products and services in the market. The flip side is that most advertisements and green branding originate from companies that still have a negative impact on...

Mobile banking, an innovative branchless banking system, is burgeoning in Pakistan. Grounded in expectation confirmation theory, this study empirically examines the interplay of trust beliefs and trustworthiness with relationship quality to generate user intentions for mobile banking. We...

The knowledge economy promotes the use of information and communication technology and highly skilled labour on a large scale. The past decades have witnessed a continuous fall in the importance of unskilled sectors and a rise in skilled sectors combined with the emphasis on skills and...

In order to sustainably manage environmental issues that involve the use of transportation networks predominantly for tourism purposes, it is necessary to foster responsibility among all involved stakeholders. Among these, young adults from Generation Z are particularly relevant, as they are...

This article critically analyses and compares the sustainability orientation of Generation Z in India and the United States and examines its role in their employer selection, using the Theory of Planned Behaviour. Our qualitative study employs the Narrative Inquiry method and includes 30...

Gen Z is well-recognized as the first generation to have lived through the full digital era. They are used to utilizing technology, have been on social media since they were young children, and have even developed an addiction to it because they grew up in a technologically advanced world....

This research investigates how university students define and perceive success, an area that is increasingly important to ensuring that a university's brand remains aligned to the expectations of future students. Over the next decade, university students will comprise members of Generation Z...

In recent years, Generation Z has had a pivotal influence across global industries, with tourism being significantly impacted. As the first generation fully immersed in digital technology, Generation Z members have travel preferences, behaviours, and values which differ markedly from previous...

Generation Z is arriving on the labour scene. In the near future, this generation will dominate organisations' recruitment and selection processes. Theories regarding the attraction and retention of talent were initially developed based on the characteristics of previous generations in the late...

Young people from Generation Z are a subject of analysis for researchers because they will prevail in the labor market as successors of the Millennial generation. Taking into account the imprint that digitization has left on the behavior of Generation Z, our research aims to analyze how young...

This study examines whether the effects of perceived corporate social responsibility (PCSR) on brand equity and brand loyalty are jointly mediated by brand image and brand reputation in the technology industry. It also explores the moderating role of gender in these relationships. The sample...

This research aims to investigate the impact of characteristics of electronic word-of-mouth (eWOM), including Information Quality, Information Credibility, Information Quantity; and consumer behavior, including Needs of Information, and Attitudes towards Information, on the online purchase...

This study investigates the sustained engagement of Generation Z with fitness apps using the Theory of Consumption Values (TCV) to identify the key determinants influencing this behaviour. The research examines the relationship between continued app usage and various constructs, including...

Recently, Generation Z, born from 1995 to 2010, started entering the labor market and is becoming an important human resource. They will account for 27% of the workforce by 2025, therefore, studying this cohort and how they perceive careers is critically significant. However, literature on...

Digital channels have become the modern priority channels for promoting educational services. Integration into the international educational space, changes in the priority of communication channels, and digital transformation have led to the need to rethink existing approaches to the digital...

The New Adult genre, as a subgenre of romance novels, is only a few years old, but it has become an indispensable part of the German book market for young female audiences. This study examined the success factors of New Adult book series to understand what exactly leads to the market success of...

The paper presents the results of a study on work-related values of Generation Z, comprised of young people born between the late 1990s and 2010. Following Millennials, Generation Z is the first generation of digital natives. This is the reason, along with some other circumstances that...

This study investigates the sustained engagement of Generation Z with fitness apps using the Theory of Consumption Values (TCV) to identify the key determinants influencing this behaviour. The research examines the relationship between continued app usage and various constructs, including...

This study examines whether the effects of perceived corporate social responsibility (PCSR) on brand equity and brand loyalty are jointly mediated by brand image and brand reputation in the technology industry. It also explores the moderating role of gender in these relationships. The sample...

This article investigates the effect of brand awareness, brand equity, digital media content and emotions on purchase intention of Gen Z. The scope of study is focused on people born in the period 1997 - 2012 or Gen Z in North Macedonia. The answers are retrieved from an online questionnaire,...

In order to sustainably manage environmental issues that involve the use of transportation networks predominantly for tourism purposes, it is necessary to foster responsibility among all involved stakeholders. Among these, young adults from Generation Z are particularly relevant, as they are...

In recent years, Generation Z has had a pivotal influence across global industries, with tourism being significantly impacted. As the first generation fully immersed in digital technology, Generation Z members have travel preferences, behaviours, and values which differ markedly from previous...

This research investigates how university students define and perceive success, an area that is increasingly important to ensuring that a university's brand remains aligned to the expectations of future students. Over the next decade, university students will comprise members of Generation Z...

The knowledge economy promotes the use of information and communication technology and highly skilled labour on a large scale. The past decades have witnessed a continuous fall in the importance of unskilled sectors and a rise in skilled sectors combined with the emphasis on skills and...

Young people from Generation Z are a subject of analysis for researchers because they will prevail in the labor market as successors of the Millennial generation. Taking into account the imprint that digitization has left on the behavior of Generation Z, our research aims to analyze how young...