20.500.12556/DKUM-95991 The influence of visual elements of social media on the behavior of Generation Z tourists Vpliv vizualnih elementov družabnih medijev na vedenje turistov generacije Z In today's online world, where all information is available to users with just one click, it is challenging to determine their credibility. Given the fact that there are almost 5 billion social media users, it is safe to say that social media has become an essential part of everyday life for many users, especially members of Generation Z. When filtering the pool of information, visual elements play a significant role in the decision-making process for users. Generation Z is composed of young people born between 1995 and 2005. They are considered the originators of social media and the virtual world, and spend the most time analysing content in the form of photographs or videos. The main reason why Generation Z members prioritise visual elements more than textual ones stems from the higher degree of reliability and trust that this type of content displays. To analyse how photos and videos influence the trust of members of Generation Z in online recommendations, a survey was conducted in the territory of the Republic of Serbia, in which the Pearson correlation test was applied. The research lasted from February to March 2024. Moreover, a study was conducted on a sample of 305 respondents, where the sample was convenience, and the obtained data were tested using the IBM SPSS Statistics platform. The main findings indicate how visual elements of social media, such as photos and videos, influence a greater degree of trust in credibility among Generation Z. turizem generacija Z odločanje eWOM (elektronsko ustno izročilo) verodostojnost vizualni elementi true false true Angleški jezik Slovenski jezik Znanstveno delo 2025-11-18 10:50:09 2025-11-18 10:50:09 2026-03-12 15:20:33 0000-00-00 00:00:00 2025 0 0 str. 44-51 no. 3 Vol. 71 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2025-09-26 338.48:316.472.4 257587459 10.2478/ngoe-2025-0016 2385-8052 https://journals.um.si/index.php/oe/article/view/5447 Prost dostop 1 f9adbfaf-c463-11f0-969a-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=200741 RAZ_Maric_Drazen_2025.pdf RAZ_Maric_Drazen_2025.pdf 1 7487DE24C05CFF830B142DC297B2CD48 95769213fbb35c8c65cf96ffa622bf1215c68b941237b283822d09ea0b85e3ff 1a02e2f6-c464-11f0-969a-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=200742 Ekonomsko-poslovna fakulteta Naše gospodarstvo 0 0 0