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Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context
Article

Can Narrative Advertisement and eWOM Influence Generation Z Purchase Intentions?

1
Faculty of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Islamabad 44000, Pakistan
2
Endicott College of International Studies (ECIS), Woosong University, Dong-gu 34606, Korea
*
Author to whom correspondence should be addressed.
Information 2020, 11(12), 545; https://doi.org/10.3390/info11120545
Received: 30 September 2020 / Revised: 18 November 2020 / Accepted: 23 November 2020 / Published: 25 November 2020
Digital platforms have made Generation Z able to listen to the story from both sides, i.e., the brand’s promotional messages, and the consumers’ experiences. To capture an audience’s attention on endless entertainment and informational platforms, narrative advertisement is deployed to trigger emotions and feelings. As digital communities continue to grow, both brands and consumers are using narrative advertising to share their opinions. Hence, the purpose of this research was to investigate how the upcoming generation of consumers will be affected by the two information sources, i.e., the brands via narrative advertising, and peer consumers through electronic word-of-mouth (eWOM). Furthermore, the mediated role of persuasion knowledge was examined among the constructs. Theoretical foundations were empirically tested using quantitative research analysis. The data was collected from a sample of 304 Generation Z respondents from Pakistan. Structural equation modeling (SEM) using AMOS 22.0 was executed to determine cause and effect relationships. This study offers new evidence regarding the effective mobilization of eWOM and narrative advertising in the context of Generation Z. The results indicate narrative advertising to have strong effects on Generation Z purchase intentions as compared to eWOM. View Full-Text
Keywords: narrative advertising; electronic word-of-mouth; purchase intentions; Generation Z narrative advertising; electronic word-of-mouth; purchase intentions; Generation Z
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MDPI and ACS Style

Tabassum, S.; Khwaja, M.G.; Zaman, U. Can Narrative Advertisement and eWOM Influence Generation Z Purchase Intentions? Information 2020, 11, 545. https://doi.org/10.3390/info11120545

AMA Style

Tabassum S, Khwaja MG, Zaman U. Can Narrative Advertisement and eWOM Influence Generation Z Purchase Intentions? Information. 2020; 11(12):545. https://doi.org/10.3390/info11120545

Chicago/Turabian Style

Tabassum, Sidra, Muddasar G. Khwaja, and Umer Zaman. 2020. "Can Narrative Advertisement and eWOM Influence Generation Z Purchase Intentions?" Information 11, no. 12: 545. https://doi.org/10.3390/info11120545

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