Effect of Instagram Prelaunch Promotion on Generation Z and Millennials Purchase Intentions: The Role of Infographics, Video Tutorials, Live videos, and Case studies

Abstract

The study will look at the impact of Instagram's prelaunch promotion on Generation Z and Millennial purchase intentions, which further examines the role of infographics, video lessons, live videos, and case studies in affecting Generation Z and Millennial purchasers. For this study, a quantitative research technique was used, with a survey done among Instagram users from Generation Z and millennials. As per the results total factors from the study that restrain Gen Z and millennials to buy from Instagram – fear of bank transaction and faith, traditional shopping more convenient than online shopping, reputation and services provided, experience, insecurity and insufficient product information and lack of trust. Millennials and Generation Z who are engaged in pre-launch Instagram marketing can benefit from this study.

Companies may benefit from prelaunch promotion by getting greater insight into the buying habits of Generation Z and Millennials. By interacting with millennials and Generation Z on Instagram, they can also succeed in launching new items. In contrast to previous research, this study intends to pinpoint the barriers that prevent Generation Z and millennials from purchasing using Instagram prelaunch promotions. Research on Instagram prelaunch promotion for Generation Z and millennials is scarce. The framework provided by the study's model advances the idea of Instagram prelaunch promotion and aids companies in developing their tactics.