Influencing Travel Decisions: Impact of Micro-Influencers on Gen-Z in Croatia

With the rise of social media impact, various types of influencers started to do their job. Micro-influencers as the most reliable ones influence Generation-Z the most. Since the social media impact is still in the state of growth in Croatia, Generation-Z was analyzed with the purpose of the effectiveness of micro-influencers on them. Because of that, the questionnaire was distributed among 103 students considered as a Generation Z. Students were from Croatia region, from 18 to 23 years old. The biggest result came from the research that the Gen-Z participated in this research did not have too much experience with micro-influencers but they are indeed ready to research in future about specific product and services. Their opinion on micro-influencers is various but they mostly agreed they tend to connect more with micro-influencers than with celebrities. Results stated in this study are helpful for the future implications of micro influencers. Since the Croatia is still in the state of growth when it comes to social media, businesses could learn from this study to see should they invest in this kind of marketing or should they continue with their strategies