The Effectiveness Of Digital Marketing Tools On Buying Behavior Across Generations And Devices

Digital buying behavior is a trending topic in digital era due to the rising popularity of computing devices and internet commerce (e-commerce). Many of the current trends in marketing are lacking structure and frameworks when it comes to more personalized marketing to various generations due to the generalized omni-generational marketing. The aim of this Master thesis is to close the research gap in the already established research regarding the digital consumer behavior, which currently lacks in depth cross-generational information, and to provide meaningful and usable data which marketers can use to set up strategies which will communicate to various generations personally. Additionally, this research will outline the specific ways these cohorts interact with content over different devices, as well as how the said content impacts their decision to buy digitally. The data for this study was collected using an online questionnaire, which was developed for solely for the purpose of this thesis and distributed through e-mail and social media platforms. Major findings which were reported conclude that the age does impact the user perception of digital marketing, while the usage of different devices has no apparent impact on perception of digital marketing. Regarding the social media marketing and display ads and their impact on different age groups, it can be concluded that the impact of social media marketing does differ per age group, while the impact of display ads doesn’t vary per age group.