Purchase Intentions of the Working Gen Y Against Working Gen Z on Online Ads with Informal Language

Abstract

Culture plays a big role in terms of shaping the preference of consumers' purchasing intentions as well as their influence in which advertisements they find attractive. Different backgrounds can factor in how consumers perceive a specific advertisement since some ad messages may not be received correctly by the consumers even though they are part of the target segmentation. This pushed the researchers to identify the consumers' attitudes towards advertisements using slang words. The study will focus on participants who belong to the working generation Y and generation Z residing in Metro Manila that uses the Internet in their contemporary lives. Therefore, they understand Internet slang and use it as their everyday form of communication. The researchers investigated if the interest and needs of the targeted participants were met based on their encounter with an advertisement with the use of slang words. Then compare which of the two working generations has a higher purchase intention based on the four metrics used (Informativeness, Entertainment, Credibility, and Adaptation). The use of a qualitative method was chosen since the pandemic restricted the researchers from gathering participants and meeting them face-to-face, which interfered with gathering accurate results because the information might have been tampered with. Upon the accomplishment of researcher results, it was concluded that the use of informal language in the advertisement had different effects on the working Generation Y and Generation Z in terms of word adaptation. This can help marketers to create more effective advertisements to capture their intended audience and how advertising adaptation plays a role in consumers' purchase intention.