Remarketing in digital advertising : a study of its impact on the consumer purchasing behavior of generation Z and generation Y

Details

Supervisors

Schuiling, Isabelle ; Israfilzade, Khalil

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

In the contemporary landscape, the strategic differentiation of generations in remarketing is imperative for targeted and impactful audience engagement. This paper solves the research problem how can businesses effectively differentiate the purchasing behavior of Generation Z and Generation Y in order to develop targeted remarketing strategies. It aims to provide insights into the impact of five remarketing tactics on both generations purchasing behavior and identify effective remarketing strategies. The five hypotheses of this paper are aiming to investigate if there is a statistically significant difference between the purchasing behavior of Generation Z and Generation Y in terms of email, display, social media, search engine and video remarketing. The methodology includes a theoretical analysis of customer’s purchasing behavior, generational differences and remarketing, an online questionnaire for quantitative analysis and expert interview for qualitative analysis. Research findings confirm generational differences in purchasing behavior influenced by diverse remarketing strategies.