Generation Z Purchase Intentions: Does Sponsorship Disclosure Matter?

Abstract

Digital advertising and the amount of money spent on influencer marketing increases every year. Nowadays, it has become one of the most profitable ways to promote products and services and increase a company’s profit through an endorsement on social media networks.

Keywords

• influencer marketing
• sponsorship disclosure
• influencer credibility
• brand awareness
• purchase intention
• m1 business administration
• m31 marketing