Tolentino, Paula Mae T,

ABM12 - E

Millennial and generation Z digital marketing communication and advertising

effectiveness: A qualitative exploration

From a qualitative perspective, the study offers a much more in-depth analysis of
the characteristics that allow modern digital marketing to develop further the
effectiveness of the engagement of Millennial and Generation Z consumers. It focuses
more on describing the experiences of consumers, integrating varied societal behaviors
such as their online habits. Furthermore, the study has meticulously assessed the
motivations and interpretations of consumers through different forms of data collection,
namely focus group research, an online bulletin board, and one-on-one interviews.

The Impact of Influencer Marketing on the Decision-Making Process of

Generation Z

In this study, a sample size of 384 respondents was collected to allow the
researchers to investigate and determine the behavior of Generation Z toward
influencer marketing as well as the impact of influencer marketing on their
decision-making process. The sample size was established based on the population of
individuals born between 1997 and 2012. The data gathered from the questionnaire
survey was highly structured as it was processed and analyzed using standard scientific
and mathematical-statistical methods, including hypothesis testing.

How the studies benefit each other

The quantitative study provides essential statistical support that can be utilized to
direct the qualitative research, serving as a valuable foundation while offering a
comprehensive and practical understanding of how Millennials and Generation Z
consumers perceive and act in the context of digital marketing. Although the quantitative
study provides statistical evidence, the qualitative study allows more profound insight
into the psychological and experiential aspects of the consumers’ experience with
modern digital marketing communications and advertising performance. Both of the
studies provide an inclusive contextual understanding of the topic, suggesting statistical
support as well as a rich understanding of the “whys” behind the perceived outcomes.
 References

Chopra, A., Avhad, V., & Jaju, S. (2021). Influencer Marketing: An Exploratory Study to

Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives

and Research, 9(1), 77-91. https://doi.org/10.1177/2278533720923486

Munsch, A. (2021). Millennial and generation Z digital marketing communication and

advertising effectiveness: A qualitative exploration. Journal of Global Scholars of

Marketing Science, 31(1), 10-29.

https://doi.org/10.1080/21639159.2020.1808812