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Research paper

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
Applied Marketing Analytics: The Peer-Reviewed Journal, 9 (1), 84-100 (2023)
https://doi.org/10.69554/JCGH3759

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

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Author's Biography

M. Thirumagal Vijaya is presently Associate Professor in the Department of Commerce, PSG College of Arts & Science, an autonomous college, Coimbatore, Tamil Nadu, India. She has 22 years' experience in teaching and research and has published more than 30 papers in well respected national and international journals.

S. M. Yamuna is presently Associate Professor and Head of the Department of Commerce, PSG College of Arts & Science, India. She has over 20 years of teaching and research experience and has also published more than 40 papers in well respected national and international journals.

B. Chitra is serving at PSG College of Arts & Science as Associate Professor and Head of Department of Commerce with Professional Accounting. With over 16 years of teaching and research experience, she has also published 27 research papers in reputable national and international journals.

Citation

Vijaya, M. Thirumagal, Yamuna, S. M. and Chitra, B. (2023, June 1). Gen Z versus Millennials, purchase intentions: A comparative study based on social media marketing strategies in India. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 9, Issue 1. https://doi.org/10.69554/JCGH3759.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 9 / Issue 1
© Henry Stewart
Publications LLP

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