Impact of short-lived content on brand love and purchase intention of generation Z

• DOI: 10.1504/ijtmkt.2021.119072
• Publication Date: 2021-11-20T12:30:12Z
• Authors: Ruchika Sharma; Kritika Nagdev
• Keywords: Content (measure theory); Brand experience; Generation Y

This research investigates the impact of ephemeral content (short-lived content) on relationship between brand awareness; love and intention to purchase in generation Z. A 20-item questionnaire was developed by adopting scales from literature. Scale for short-lived conducting semi structured interviews with millennials. Structured equation modelling has been used analyse underlying relationships variables. Short-lived showed partial mediation awareness but stands as an unimportant factor purchase. When viewed a different perspective, short lived found be contributor through instead acting mediator two. study is first its kind investigate