Athletes vs. bloggers: influence on purchase preferences of the Generation Z
The paper deals with the comparison of the impact of the use of athletes and bloggers in marketing communication on purchasing preferences of individuals which belong to the so-called Generation Z. There are two interdependent methods used for the research. The first of these methods is a questionna...
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| Format: | Livre |
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Karolinum Press,
2021-06-01T00:00:00Z.
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