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

Authors: Ruchika Sharma; Kritika Nagdev

Addresses: Vivekananda Institute of Professional Studies, AU-Block (Outer Ring Road), Pitampura, Delhi – 110034, India ' Vivekananda Institute of Professional Studies, AU-Block (Outer Ring Road), Pitampura, Delhi – 110034, India

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

Keywords: generation Z; ephemeral content; brand; purchase intention; mediation.

DOI: 10.1504/IJTMKT.2021.119072

International Journal of Technology Marketing, 2021 Vol.15 No.4, pp.399 - 425

Received: 05 Oct 2020
Accepted: 21 Jun 2021
Published online: 19 Nov 2021 *

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