Gen Z versus Millennials, purchase intentions: A comparative study based on social media marketing strategies in India

M. Thirumagal Vijaya, S. M. Yamuna and B. Chitra
Additional contact information
M. Thirumagal Vijaya: Associate Professor, PSG College of Arts & Science, India
S. M. Yamuna: Associate Professor & Head of Department, PSG College of Arts & Science, India
B. Chitra: Associate Professor & Head of Department, PSG College of Arts & Science, India

Applied Marketing Analytics: The Peer-Reviewed Journal, 2023, vol. 9, issue 1, 84-100

Abstract: The ubiquity of mobile phones and the Internet has affected every individual and their lifestyle. The Internet is used a great deal by organisations and companies to examine and analyse data and also for marketing. Millennials are now active participants in the Internet, having surpassed Generation Z, particularly in usage of social media, blogs, forums, wikis and other interactive online activities; voicing their opinions and preferences based on their experiences in online marketing and purchasing, especially during the pandemic. This study analyses the purchase intention of Generation Z and Millennials in India as a variable against online marketing strategies, with moderators based on age, income and gender. The four Ps are analysed against the purchase intention. Methodologies used for analyses are regression and Hayes process-macro with SPSS. The research finds that among the four Ps, place has no impact on purchase intention and gender does not moderate the relationship of the variables. Thus, the study concludes that price, promotion and product are significant factors for respondents who intend to purchase online, and age and income also play a vital role.

Keywords: Millennial; Gen Z; online purchase; online marketing; marketing strategies; purchase intentions (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/7749/download/ (application/pdf)
https://hstalks.com/article/7749/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2023:v:9:i:1:p:84-100

Access Statistics for this article

More articles in Applied Marketing Analytics: The Peer-Reviewed Journal from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().