UGC Approved Journal no 63975(19)

ISSN: 2349-5162 | ESTD Year : 2014
Call for Paper
Volume 11 | Issue 3 | March 2024

JETIREXPLORE- Search Thousands of research papers



WhatsApp Contact
Click Here

Published in:

Volume 10 Issue 2
February-2023
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

7.95 impact factor calculated by Google scholar

Unique Identifier

Published Paper ID:
JETIR2302259


Registration ID:
508720

Page Number

c438-c452

Share This Article


Jetir RMS

Title

ROLE OF INFIRM ADVERTISING IN GENERATING PURCHASE INTENTION AMONG GEN Z IN INDIA

Abstract

This research report seeks to determine how social media marketing affects the purchasing decisions of millennials and Gen Z. Four hundred twenty-four respondents born after 1994 fill out a self-administered questionnaire. The statistical analysis makes use of the t-test for independent samples and a multiple linear regression model. A favourable effect on purchase intent, brand recognition, product perception, brand loyalty, and customer-business interactions were shown for social media marketing compared to more conventional forms of advertising among Generation Z. In addition, the study shows that the use of social media marketing to increase Gen Z's familiarity with a brand, their loyalty to that brand, their opinion of the product, and their engagement with the brand may have a significant impact on their propensity to buy. In this study, we compare the purchase intent of people who prefer social media advertisements to those who prefer conventional marketing. It also emphasizes the value of using social media to communicate with clients, which may aid in customer retention and SEO.

Key Words

Purchase intentions, informal language, internet slang, generation z.

Cite This Article

"ROLE OF INFIRM ADVERTISING IN GENERATING PURCHASE INTENTION AMONG GEN Z IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 2, page no.c438-c452, February-2023, Available :http://www.jetir.org/papers/JETIR2302259.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"ROLE OF INFIRM ADVERTISING IN GENERATING PURCHASE INTENTION AMONG GEN Z IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 2, page no. ppc438-c452, February-2023, Available at : http://www.jetir.org/papers/JETIR2302259.pdf

Publication Details

Published Paper ID: JETIR2302259
Registration ID: 508720
Published In: Volume 10 | Issue 2 | Year February-2023
DOI (Digital Object Identifier):
Page No: c438-c452
Country: -, -, India .
Area: Engineering
ISSN Number: 2349-5162
Publisher: IJ Publication


Preview This Article


Downlaod

Click here for Article Preview

Download PDF

Downloads

000205

Print This Page

Current Call For Paper

Jetir RMS