The digital purchasing behaviour of Generation Z. What influence does influencer marketing have?

The book "The Digital Buying Behavior of Generation Z: What Influence Does Influencer Marketing Have?" offers a comprehensive analysis of the impact of influencers on the purchasing behavior of Generation Z. Written by Mihriban Sentürk, the work is based on a combination of literature research and an online survey to examine the relationship between influencer marketing and the consumption habits of this digital generation. The author highlights the challenges companies face in capturing the attention of Generation Z, which has grown up in a world shaped by digital media. The aim of the study is to provide valuable data that can serve as a basis for companies to shape their future marketing strategies. The work is particularly relevant for brands and employers looking to adapt to this new target group.