期刊名称：Acta Universitatis Carolinae: Kinanthropologica
印刷版ISSN：1212-1428
电子版ISSN：2336-6052
出版年度：2021
卷号：57
期号：1
页码：92-108
DOI：10.14712/23366052.2021.7
语种：English
出版社：Karolinum Press
摘要：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 questionnaire survey, which includes 508 respondents. 32 respondents separated in two groups attended the second method, which is a focus group. The research results show that athletes influence the behavioral intentions of members of the Generation Z more than bloggers in every researched sphere. The main difference in effectivity is clear from the comparison between both groups by respondents.
