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Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration

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  • Alison Munsch

Abstract

Millennials are among the largest age cohorts in United States commanding the strong buying power. They are digital natives perplexing the marketing world to develop effective digital advertising strategies because they have become expert at avoiding digital advertising designed to influence their consumer behavior. Using a digital distraction during an advertisement is a Millennial behavior and they are not likely to read, listen to, or watch digital advertisements in their entirety. Marketers are challenged to uncover new insights relating to how to hold Millennial attention with digital marketing/advertising communication. This research explored questions on how marketers can better serve the Millennial consumer in the United States with digital marketing/advertising communication that is engaging, informative and influential to their consumer behavior. The research also explored similarities and differences in digital marketing/advertising engagement among Millennials and the Generation Z age cohort because Generation Z represents the largest age cohort coming of age. The research was conducted using the qualitative methods of focus groups, an online bulletin board and one-on-one in-depth interviews. The findings suggest that digital marketing/advertising that is short, with music, humor and the use of social media influencers has a positive impact on both age cohorts.

Suggested Citation

  • Alison Munsch, 2021. "Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(1), pages 10-29, January.
    • Handle: RePEc:taf:jgsmks:v:31:y:2021:i:1:p:10-29
    DOI: 10.1080/21639159.2020.1808812
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    Cited by:

    1. Jeong, Dayun & Ko, Eunju & Taylor, Charles R., 2023. "Don't touch the Merchandise! Factors associated with consumer preference for contact free shopping," Journal of Business Research, Elsevier, vol. 154(C).
    2. Nam, Sangjun & Kwon, Youngsun, 2024. "Is pay-or-consent for privacy justifiable? Evidence from different users' privacy attitudes toward behavioral data collection in South Korea," Telecommunications Policy, Elsevier, vol. 48(7).
    3. Ye Ye & Baichen Jiang & Binyao Ning & Xinjean Lim & Lijia Hu, 2023. "Does Price Matter in Mainland China? Examine the Factors Influencing Broiler Chicken Purchase Intention," Sustainability, MDPI, vol. 15(4), pages 1-16, February.
    4. C. Rudeloff & P. Michalski, 2024. "How Corporate Brands Communicate their Higher Purpose on Social Media: Evidence from Top Global Brands on Twitter," Corporate Reputation Review, Palgrave Macmillan, vol. 27(3), pages 202-215, August.
    5. Jin, Keyan & Zhong, Ziqi & Zhao, Elena Yifei, 2024. "Sustainable digital marketing under big data: an AI random forest model approach," LSE Research Online Documents on Economics 121402, London School of Economics and Political Science, LSE Library.
    6. Chin-Wen Chang & Sheng-Hsiung Chang, 2023. "The Impact of Digital Disruption: Influences of Digital Media and Social Networks on Forming Digital Natives’ Attitude," SAGE Open, , vol. 13(3), pages 21582440231, August.
    7. Donatas Cvirka & Elzė Rudienė & Mangirdas Morkūnas, 2022. "Investigation of Attributes Influencing the Attractiveness of Mobile Commerce Advertisements on the Facebook Platform," Economies, MDPI, vol. 10(2), pages 1-21, February.
    8. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    9. Nam, Sangjun & Kwon, Youngsun, 2022. "Quantifying different psychological costs of user behavioral info for overcoming the 'take-it-or-leave-it' condition," 31st European Regional ITS Conference, Gothenburg 2022: Reining in Digital Platforms? Challenging monopolies, promoting competition and developing regulatory regimes 265662, International Telecommunications Society (ITS).
    10. Langner, Anne-Kristin & Meyer, Leonie & Hansen, Nele, 2021. "Die Wirkung von Influencer Marketing auf das Kaufverhalten," IU Discussion Papers - Marketing & Communication 2/2021, IU International University of Applied Sciences.
    11. Irada Osmanova & Seden Ozerden & Bassam Dalal & Blend Ibrahim, 2023. "Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand," Sustainability, MDPI, vol. 15(2), pages 1-15, January.
    12. Lindokule Mbokane & Lee-Ann Modley, 2024. "Green Consumerism in Young Adults: Attitudes and Awareness in University Students in Johannesburg, South Africa," Sustainability, MDPI, vol. 16(5), pages 1-23, February.
    13. Naveen Kumar R & Janani M & John William A & Pavithra R & Maharajan T, 2024. "Turbo Remarketing by E-Commerce Start-ups: Converting Abandoned Carts into Sales," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(2), pages 18-36.
    14. Cristina Nicolau & Eliza Nichifor & Daniel Munteanu & Oana Bărbulescu, 2022. "Decoding Business Potential for Digital Sustainable Entrepreneurship: What Romanian Entrepreneurs Think and Do for the Future," Sustainability, MDPI, vol. 14(20), pages 1-21, October.
    15. Pallavi Dogra & Arun Kaushal & Prateek Kalia, 2024. "What drives the investment intentions of emerging economy millennials? Examining the effect of financial advertisement with the PLS-SEM," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 276-291, June.
    16. Mengyang Li, 2024. "Adapting Legal Education for the Changing Landscape of Regional Emerging Economies: A Dynamic Framework for Law Majors," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 10227-10256, September.
    17. Ningyan Cao & Normalisa Md Isa & Selvan Perumal, 2023. "Effects of Risk Attitude and Time Pressure on the Perceived Risk and Avoidance of Mobile App Advertising among Chinese Generation Z Consumers," Sustainability, MDPI, vol. 15(15), pages 1-18, July.
    18. Anna Sieczko & Lukasz Czech & Anna J. Parzonko & Krystyna Krzyzanowska & Leszek Sieczko & Martyna Lichaczewska-Ziemba & Paulina Szyszka, 2024. "E-Consumption of Food Products as a Manifestation of Sustainable Behavior of Generation Z," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 716-730.

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