“Hey, Gen Z! We recommend this product”.The impact of personalized advertising on impulsive buying behavior: Does Gen Z regret purchases made in “the middle of the night”?

Abstract

Purpose: Because of the widespread use of media during the past few years, consumer lives and purchasing habits have undergone significant shifts. The fact that consumers may now order goods and services on the go or with a click of the mouse in their free time without having to visit physical businesses is solid evidence of that transformation. Marketers have attempted to alter the campaign in an effort to encourage impulsive purchases by switching from traditional advertising to personalized advertising that is targeted to each individual. Consequently, the purpose of this study was to identify a relationship between impulsive purchases and personalized advertising as well as to depict the reactions of Gen Z to impulse buying. Design/methodology/approach: Data for the study were collected through a survey questionnaire on gene Z response after out-of-control purchases due to personalized advertising (N=328). Then data analysis techniques are used in turn to test the reliability of the scale (reliability); exploratory factor analysis EFA; confirmatory factor analysis (CFA) and Structural equation modeling (SEM). Findings: The results show the impact of advertising on impulsive buying behavior of customers thanks to the attractiveness and creativity of the advertising, which leads to easy regret after unplanned purchases and complaints. complain to people around. This easily leads to the loss of customers if the advertising is too excessive but the quality and price are not really good. At the same time, research also shows that regret after buying does not lead to complaints, but most of the complaints and product criticisms with people around are due to unplanned purchases. Originality/value: The findings indicate that tailored advertising has a positive impact on forecasting consumers' tendency to make online purchases and encouraging impulsive behavior. This indicates that marketing managers investigate the traits of consumers whose impulsive purchase tends to make them the targets of advertising in order to promote purchasing behavior and boost sales.