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

Author

Listed:
  • Vijaya, M. Thirumagal

    (Associate Professor, PSG College of Arts & Science, India)

  • Yamuna, S. M.

    (Associate Professor & Head of Department, PSG College of Arts & Science, India)

  • Chitra, B.

    (Associate Professor & Head of Department, PSG College of Arts & Science, India)

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.

Suggested Citation

  • Vijaya, M. Thirumagal & Yamuna, S. M. & Chitra, B., 2023. "Gen Z versus Millennials, purchase intentions: A comparative study based on social media marketing strategies in India," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 9(1), pages 84-100, June.
    • Handle: RePEc:aza:ama000:y:2023:v:9:i:1:p:84-100
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    More about this item

    Keywords

    Millennial; Gen Z; online purchase; online marketing; marketing strategies; purchase intentions;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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