INFLUENCER MARKETING: A CROSS-CULTURAL STUDY OF GENERATION Z IN CROATIA AND TÜRKIYE

Using the Theory of Planned Behaviour, this research paper examines how influencer marketing affects Generation Z in two different countries: Croatia and Türkiye. The goal of this study is to examine whether the attitudes, subjective norms, and perceived behavioural control of Generation Z impact their intentions to follow influencers in the future. The research was conducted by means of a questionnaire and focus groups. Confirmatory factor analysis and structural equation modelling were used to test the hypotheses and the relationships between the variables. Both subjective norms and perceived behavioural control positively impact Generation Z's intention to follow influencers in Croatia and Türkiye. The findings of this study will allow brands in Croatia and Türkiye to adapt their content strategies, campaign designs, and engagement methods by considering the influencer preferences and cultural trends of Generation Z, which will, in turn, help brands in effectively reaching and engaging their target audiences.