Title: Influence of Online Promotion on Genz

What Genz wants? How do online Promotions and offers influence their purchasing behaviour?

Objective of the study:

Online Promotion, be it advertisement, promotional offers, hot deals, or any other strategy, affect
the behaviour of consumer deeply and help position brand over others, so the objective of our
study is to see how much GenZ is affected by these online promotional strategies because they
encounter more with this kind of Promotion every day as 65% of internet users belong to GenZ
category

Experiment Design:

Promotion strategy

Reliability Brand Image

Purchase
intention

Customer
Responsiveness satisfaction

Thomas(2002) promotional strategies are concerned with effective communication, planning, and
implementation. It can be around Sales, advertisements, offers or a mix of this. Different types of
Promotional strategies have another effect on Profit, sales, Brand Image (Srinivasan &Anderson)

Kumar &Das (2009) conducted a study and found out that Promotion plays a limited role in buying
behaviour of Customers, Only a Small Percentage of Customers get attracted to Sales
Promotions

Hence, the following hypotheses are proposed.

H1a: Promotional strategies in E-Commerce positively influence customer Satisfaction

H1b: Promotional Strategies in an E-commerce positively influence Brand
Image

Reliability: Customer expectation from e-commerce includes factor-like deliver the order to the
customer on time with features like a variety of option, 24*7 availability and keeping the customer
information secure (Parasuraman et al 1988 Janda et al 2002; Kim and Lee, 2002). E-Commerce
must provide its customer with a mistake-free, seamless and comfortable experience as this have
a direct impact on customer satisfaction and brand image Zhu et al. (2002)
Responsiveness: Customer expects E-commerce to respond to all enquiries promptly (Liao and
Cheung, 2002) . Responsiveness defined as how E-commerce provide service to customers
(Parasuraman et al., 1988; Yang, 2001; Kim and Lee, 2002)
Brand Image can be defined as the perception regarding the product and this image come through
all the past experience toward the company
The relevance of perceived service quality and customer Satisfaction has been underlined by
researchers studying the responsiveness of E-commerce (Yang and Jun, 2002; Zhu et al., 2002).

H2a: Responsiveness in an E-commerce Positively influence Brand Image

H2b: Responsiveness in an E-commerce Positively influence Customer Satisfaction

Purchase Intention
Purchase Intention according to (Kotler & Armstrong, 2018) can be defined as the probability of
the consumer in buying a certain brand or how likely the consumer will switch from Brand to
another. consumer purchase intentions provide an acceptable proxy for actual online purchase
behaviour.(Ajzen and Fishbein, 1980) This study also says that customer perceptions of service
quality and satisfaction positively influence purchasing intentions.

H3. Overall Brand Image in an E- commerce positively influences customer satisfaction.

H4. Overall Brand Image in an E-commerce positively influences customer purchase intentions.
H5. Customer satisfaction with E-commerce positively influences purchase intentions.

References:
https://link.springer.com/article/10.1057/dbm.2012.30

https://www.semanticscholar.org/paper/Customer-Perceived-Value-in-Social-Commerce%3A-
An-of-Alshibly/c8bb973c6ab36c3cc3e943448456eecd7e6e1a50/figure/1

https://www.researchgate.net/figure/The-SERVQUAL-22-Scale-Items-Source-Parasuraman-et-
al-1994-p207-c_fig4_305709072
https://www.researchgate.net/publication/342160607_Brand_image_and_price_perceptions_im
pact_on_purchase_intentions_mediating_brand_trust