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Scientific paper - Original scientific paper
The importance of the zero moment of truth in the "Z" generation
In: Economic and Social Development. / Meirinho, Marcelo; Resende, David; Ribeiro, Humberto (Ed.). Rio de Janeiro: Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia / University North, Koprivnica, Croatia / Fluminense Federal University, Rio de Janeiro, Brasil / GOVCOPP - University of Aveiro, Aveiro, Portugal / Faculty of Management University of Warsaw, Warsaw, Poland / Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat, Morocco / ENCGT - Ecole Nationale de Commerce et de Gestion de Tanger - Abdelmalek Essaadi University, Tangier, Morocco / Medimurje University of Applied Sciences in Cakovec, Cakovec, Croatia, 2024. pp. 141-150. urn:nbn:hr:165:853915
Režić, Monika; Blažević Bognar, Zrinka; Sesvečan, Ema

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Režić, M., Blažević Bognar, Z. & Sesvečan, E. (2024). The importance of the zero moment of truth in the "Z" generation. In M. Meirinho, (Ed.), D. Resende, (Ed.), H. Ribeiro, (Ed.), Economic and Social Development (pp. 141-150). Rio de Janeiro: Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia / University North, Koprivnica, Croatia / Fluminense Federal University, Rio de Janeiro, Brasil / GOVCOPP - University of Aveiro, Aveiro, Portugal / Faculty of Management University of Warsaw, Warsaw, Poland / Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat, Morocco / ENCGT - Ecole Nationale de Commerce et de Gestion de Tanger - Abdelmalek Essaadi University, Tangier, Morocco / Medimurje University of Applied Sciences in Cakovec, Cakovec, Croatia. Retrieved from https://urn.nsk.hr/urn:nbn:hr:165:853915

Režić, Monika, et al. "The importance of the zero moment of truth in the "Z" generation." Economic and Social Development, edited by Marcelo Meirinho, edited by David Resende, edited by Humberto Ribeiro, Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia / University North, Koprivnica, Croatia / Fluminense Federal University, Rio de Janeiro, Brasil / GOVCOPP - University of Aveiro, Aveiro, Portugal / Faculty of Management University of Warsaw, Warsaw, Poland / Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat, Morocco / ENCGT - Ecole Nationale de Commerce et de Gestion de Tanger - Abdelmalek Essaadi University, Tangier, Morocco / Medimurje University of Applied Sciences in Cakovec, Cakovec, Croatia, 2024, pp. 141-150. https://urn.nsk.hr/urn:nbn:hr:165:853915

Režić, Monika, Zrinka Blažević Bognar and Ema Sesvečan. "The importance of the zero moment of truth in the "Z" generation." In Economic and Social Development, 141-150. Rio de Janeiro: Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia / University North, Koprivnica, Croatia / Fluminense Federal University, Rio de Janeiro, Brasil / GOVCOPP - University of Aveiro, Aveiro, Portugal / Faculty of Management University of Warsaw, Warsaw, Poland / Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat, Morocco / ENCGT - Ecole Nationale de Commerce et de Gestion de Tanger - Abdelmalek Essaadi University, Tangier, Morocco / Medimurje University of Applied Sciences in Cakovec, Cakovec, Croatia, 2024. Accessed 2025 February 14. https://urn.nsk.hr/urn:nbn:hr:165:853915

Režić, M., Blažević Bognar, Z. and Sesvečan, E. (2024) 'The importance of the zero moment of truth in the "Z" generation', in Meirinho, M. (ed.), Resende, D. (ed.), Ribeiro, H. (ed.), Economic and Social Development, Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia / University North, Koprivnica, Croatia / Fluminense Federal University, Rio de Janeiro, Brasil / GOVCOPP - University of Aveiro, Aveiro, Portugal / Faculty of Management University of Warsaw, Warsaw, Poland / Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat, Morocco / ENCGT - Ecole Nationale de Commerce et de Gestion de Tanger - Abdelmalek Essaadi University, Tangier, Morocco / Medimurje University of Applied Sciences in Cakovec, Cakovec, Croatia, Rio de Janeiro, pp. 141-150. Available at: https://urn.nsk.hr/urn:nbn:hr:165:853915 (Accessed 14 February 2025)

Režić M, Blažević Bognar Z, Sesvečan E. The importance of the zero moment of truth in the "Z" generation. In: M. Meirinho, ed., D. Resende, ed., H. Ribeiro, ed. Economic and Social Development. Rio de Janeiro: Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia / University North, Koprivnica, Croatia / Fluminense Federal University, Rio de Janeiro, Brasil / GOVCOPP - University of Aveiro, Aveiro, Portugal / Faculty of Management University of Warsaw, Warsaw, Poland / Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat, Morocco / ENCGT - Ecole Nationale de Commerce et de Gestion de Tanger - Abdelmalek Essaadi University, Tangier, Morocco / Medimurje University of Applied Sciences in Cakovec, Cakovec, Croatia; 2024. Pp. 141-150. [cited 2025 February 14] Available at: https://urn.nsk.hr/urn:nbn:hr:165:853915

M. Režić, Z. Blažević Bognar and E. Sesvečan, "The importance of the zero moment of truth in the "Z" generation", Economic and Social Development, M. Meirinho, D. Resende and H. Ribeiro, Eds. Rio de Janeiro: Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia / University North, Koprivnica, Croatia / Fluminense Federal University, Rio de Janeiro, Brasil / GOVCOPP - University of Aveiro, Aveiro, Portugal / Faculty of Management University of Warsaw, Warsaw, Poland / Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat, Morocco / ENCGT - Ecole Nationale de Commerce et de Gestion de Tanger - Abdelmalek Essaadi University, Tangier, Morocco / Medimurje University of Applied Sciences in Cakovec, Cakovec, Croatia, 2024. [Online] Available at: https://urn.nsk.hr/urn:nbn:hr:165:853915 [Accessed: 14 February 2025]

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Metadata
Title (english)The importance of the zero moment of truth in the "Z" generation
AuthorMonika Režić
AuthorZrinka Blažević Bognar
AuthorEma Sesvečan
EditorMarcelo Meirinho
EditorDavid Resende
EditorHumberto Ribeiro
Author's institutionVirovitica University of Applied Sciences
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract (english)
In today's dynamic market environment, the idea that consumers know themselves and their needs best is a fundamental principle that reflects the importance of understanding consumers' inner motives and desires. Consumers typically have a deep understanding of their needs, preferences, and life goals, and are motivated to act to satisfy those needs. Given this premise, the company's role is not only in providing products and services but also in directing and encouraging these consumer motives. The zero moment of truth (ZMOT) represents a crucial moment in the buying process, where consumers research products or services online before making a final purchase decision. ZMOT marks a change in the behavior of consumers, who increasingly use digital channels to research products and services, highlighting the importance of a brand's digital presence. In addition, ZMOT provides an opportunity for brands to influence consumers at a time when they are open to information and influence. By properly managing ZMOT, brands can increase their presence, improve conversion, and build consumer loyalty. Therefore, understanding and effectively managing ZMOT is crucial for the success of brands in today's digital environment and competitive market. The goal of this research is to determine the differences in the behavior of consumers X, Y, Z, generation in the virtual environment, i.e. online stores, as well as whose experiences consumers value more when deciding to purchase a product or service. Let's consider electronic word-of-mouth communication (eWOM) in the Z generation with the mentioned terms and research. We will get significant results on how much consumer behavior changes depending on which generation it belongs to.
Keywords (english)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Publication titleEconomic and Social Development
Edition115th International Scientific Conference on Economic and Social Development
Numberingpp. 141-150
p-ISSN1849-7535
URN:NBNurn:nbn:hr:165:853915
Publication2024-09-27
ConferenceTitle: Economic and Social Development
Acronym: ESD
Location: Rio de Janeiro, Brazil
Organizer: Varazdin Development and Entrepreneurship Agency and University North
Start date: 2024-09-26
End date: 2024-09-27
Assembly type: Lecture
Type of resourceText
PublisherVarazdin Development and Entrepreneurship Agency, Varazdin, Croatia / University North, Koprivnica, Croatia / Fluminense Federal University, Rio de Janeiro, Brasil / GOVCOPP - University of Aveiro, Aveiro, Portugal / Faculty of Management University of Warsaw, Warsaw, Poland / Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat, Morocco / ENCGT - Ecole Nationale de Commerce et de Gestion de Tanger - Abdelmalek Essaadi University, Tangier, Morocco / Medimurje University of Applied Sciences in Cakovec, Cakovec, Croatia
Publishing placeRio de Janeiro
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-02-07 09:56:46