Decoding Generation Z Purchase Intention: The Impact of Brand Awareness, Brand Equity, Digital Media Content and Emotions
By: Lutfije Ademi, Jusuf Zeqiri and Igor Klopotan
Authors
Lutfije Ademi
Faculty of Business and Economics, South East European University, Tetovo, North Macedonia
Jusuf Zeqiri
Faculty of Business and Economics, South East European University, Tetovo, North Macedonia
Language: English
Page range: 18 - 36
Submitted on: Dec 9, 2024
Accepted on: Jun 18, 2025
Published on: May 10, 2026
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
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© 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.