Cross-Generational Impacts of Digital Remarketing: An Examination of Purchasing Behaviours among Generation Z and Generation Y
DOI:
https://doi.org/10.57125/FEL.2023.06.25.06Keywords:
Remarketing, Purchasing Behaviour, Generation Y, Generation Z, digital marketing, Remarketing strategies, Search engine marketingAbstract
The dynamically evolving digital environment makes crucial the remarketing, a strategy used to re-engage consumers who previously showed interest in a product or service. However, the influence of this tactic on different generations, specifically the Generation Y and the Generation Z, remains under-explored. This paper investigates the impact of digital remarketing strategies on the purchasing behaviours of Generation Y (Millennials) and Generation Z consumers, a topical exploration of the rapidly evolving field of digital marketing. A mixed-method approach, utilising both qualitative and quantitative methodologies for data collection is employed. It focuses on five key remarketing tactics: email, display, social media, search engine, and video remarketing. The total sample size was 316 participants, with 147 Gen Y participants accounting for 46.5% of the total and 169 Gen Z participants accounting for 53.5% of the total. The results reveal significant differences in the response of these generations to different remarketing tactics, thus offering an unprecedented perspective on their unique purchasing behaviours. The study concludes with valuable insights for both academic discourse and practical applications. The research enriches the existing body of knowledge on digital remarketing techniques for scholars, and advocates for further studies in the area, especially concerning unexplored remarketing tactics. For practitioners, it delivers actionable insights for the development of generation-specific marketing campaigns, thereby improving their overall performance in the digital marketplace. Consequently, this paper provides an essential foundation for the enhancement of remarketing strategies, catering to the evolving needs and expectations of Generation Y and Z consumers.
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