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Decoding Generation Z Purchase Intention: The Impact of Brand Awareness, Brand Equity, Digital Media Content and Emotions

Business Systems Research Journal

Volume 17 (2026): Issue 1 (April 2026)

By: Lutfije Ademi, Jusuf Zeqiri and Igor Klopotan

Open Access

|May 2026

Abstract

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.

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Articles in this issue

DOI: https://doi.org/10.2478/bsrj-2026-0002 | Journal eISSN: 1847-9375 | Journal ISSN: 1847-8344

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Language: English

Page range: 18 - 36

Submitted on: Dec 9, 2024

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Accepted on: Jun 18, 2025

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Published on: May 10, 2026

Published by: IRENET - Society for Advancing Innovation and Research in Economy

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

Keywords:

brand awareness,

digital media content,

Related subjects:

Business and economics,

Business management,

Management, organization, corporate governance,

Business management, other,

Mathematics and statistics for economists,

© 2026 Lutfije Ademi, Jusuf Zeqiri, Igor Klopotan, published by IRENET - Society for Advancing Innovation and Research in Economy
This work is licensed under the Creative Commons Attribution 4.0 License.

Volume 17 (2026): Issue 1 (April 2026)

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