Understanding influencer credibility and online advertising and explaining its implications is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible in the growth of advertising through digital platforms using micro-influencers, compared to the former trend of using celebrities in creating brand awareness with the purpose to reach many customers and influence their buying decisions. The aim of this study is to examine how advertising disclosure (displayed/not displayed) affects influencer credibility, while analyzing influencer type (celebrity/micro-influencer) as a moderator variable underlying this relationship. Further, this paper investigates whether brand awareness mediates the relationship between influencer credibility and purchase intention. The questionnaire was designed and data were collected from 364 respondents using the convenience sampling method on the student population from one Croatian university. Regression analysis was performed to test the set hypothesis in SPSS using the PROCESS approach and independent sample t-test. The findings show: (1) displayed advertising status increases influencers’ credibility, and (2) this relationship is not moderated by influencer type. Moreover, (3) influencer credibility has a positive and significant relationship with purchase intention, and (4) this relationship is mediated through brand awareness. Research results indicate the importance of advertising disclosure and influencer credibility in influencer marketing, since brand awareness created through influencers’ credibility increased by displayed advertising disclosure significantly affects purchase intention of participants.

Background: Digital advertising and the amount of money spent on influencer marketing increases every year. Nowadays, it has become one of the most profitable ways to promote products and services and increase a company’s profit through an endorsement on social media networks. Objectives: This paper explores the parallel mediating effect of brand awareness and influencer credibility between sponsorship disclosure and purchase intention among the Generation Z. Methods/Approach: We used a convenience sample method and used regression analysis to test the parallel mediator effect. Results: Findings of the research indicate that the direct influence of sponsorship disclosure on purchase intention is non-significant. However, this relation is significant when mediated by brand awareness and influencer credibility. Conclusions: The contribution of the research adds to the new knowledge in the field of influencer marketing and gives practical implications for brand managers who want to influence customers to buy.

In recent years there has been a significant increase in digital advertising through influencers being active on many social media platforms. Budgets for influencer marketing rise yearly, and the return on investment from influencer marketing is higher than from other marketing channels. Therefore, influencer marketing is here to stay, and the pandemic has turned many customers online. Nowadays, customers most often collect information regarding products or services from influencers. The factors that may affect customers' purchase decisions are seen in influencers' credibility and advertising disclosure. A systematic literature review was done to provide an overview of the related influencer marketing field and the impact of advertising disclosure and source credibility on purchase intention. The terms ("Purchase intention") and ("influencer credibility" OR "source credibility" and “advertising disclosure”) were used to collect data. The papers were reviewed to determine how influencer credibility and advertising disclosure impact customer purchase behavior. Results indicate that influencer credibility traits positively influence purchase intention, and advertisement disclosure may impact customer purchase intention differently.

Many papers state the significant role of continuous improvement (CI) in achieving efficient and effective organization. Process performance can be enhanced with CI practice since it can create knowledge about the process and make process change happ...

As the global context for sustainable actions increases continuously, understanding the psychological and demographic factors that influence green purchase intention (GPI) is vital for promoting sustainable consumer behavior. This study addresses the gap in the literature regarding how age affects sustainability consciousness (SC) and then influences GPI. The study employs a multidimensional construct measuring perception of people’s attitudes, knowledge, and behavior with respect to the economic, social, and environmental domain. The purpose of the study was to examine the direct and indirect effects of age on GPI through the mediators of sustainability knowledge (SKNOW), sustainability attitude (SATT), and sustainable behavior (SBEH). A serial mediation model (Model 6) developed by Hayes was applied using the PROCESS macro in SPSS version 26. Data were collected from a general adult population with purchasing power who independently make purchasing decisions in their household from Varazdin County, located in the northern part of the Republic of Croatia, representing different age groups and analyzed to test the hypothesis. In total 323 respondents participated. Results revealed that age had no direct effect on GPI, but significant indirect effects were found through the serial mediation. Specifically, the older groups showed stronger sustainability behavior, which significantly predicted GPI. The findings support the multidimensional structure of SC and highlight the importance of educational and behavioral strategies in promoting sustainable consumption, particularly tailored to specific age groups. This research contributes to sustainability and consumer behavior literature by demonstrating how age influences green purchase intention through serial mediation pathways.

CENTRAL EUROPEAN BUSINESS REVIEW the need for strategic orientation of companies through the application of strategic controlling instruments in the practice of Croatian companies to increase the efficiency and effectiveness of their operations.