Can Personal Branding Be More Influential Than Traditional Brand Marketing for Gen Z Consumers?
DOI:
https://doi.org/10.64137/31080030/IJFEMS-V2I4P106Keywords:
Personal Branding, Traditional Brand Marketing, Gen Z Consumers, Purchase Intention, Personalized CommunicationAbstract
Thes rapid growth of the creator economy and social media has literally transformed the interaction between brands and Gen Z consumers. Especially with trusted influencers, personal branding has become a major alternative to traditional brand marketing. This study compares the influence of personal branding and traditional marketing on Gen Z consumers and their buying intention. This study adopts a descriptive and quantitative research design and collects primary data from 300 participants using a self-structured questionnaire, which relies on a 5-point Likert scale. When it comes to data analysis, SPSS v25 was used for statistical tests like Cronbach’s Alpha, Multiple Linear Regression, and Pearson’s Correlation tests. The Cronbach’s Alpha test was conducted to determine internal consistency among items in the questionnaire, with an alpha value of 0.914. This study supports H1, as it found a significant moderate relationship between purchase intention and personal branding (p<0.01) with Pearson’s Correlation test. There is a significant and positive influence of both traditional and personal branding on purchase intention (p<0.001) with regression analysis, and H2 was supported. It is observed that personal branding has a significant influence on the purchase intention of Gen Z, while traditional marketing plays a vital role in purchase decisions and brand awareness. This study recommends that brands build credibility, authenticity, personalized communication, and trust to connect with Gen Z.
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