Article

Exploring the Influence of Human Brands on the Formation of Generation Z’s Digital Identity: A Netnographic Study

2024-09-13

Abstract excerpt

<h4>Purpose: </h4> This study investigates the influence of human brands on the formation of Generation Z's digital identity. Given the increasing importance of the digital space in this generation's life, understanding how their identity is shaped by human brands in this environment is crucial. <h4>Method:</h4> Using a netnographic approach, qualitative data was collected and analyzed from 500 posts and interacti...

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Literature Corpus work: 80cd9778-8283-5ee1-a711-80a0b8699cb3
DOI: 10.20944/preprints202409.1074.v1

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