IMPACT OF NOSTALGIA MARKETING IN DIGITAL AGE ON CONSUMER BUYING BEHAVIOUR: GEN Z PERSPECTIVES

Authors:

Dr. Pradnya Swaroop Bhambure

Keywords:

Nostalgia Marketing; Digital Consumer Behaviour; Generation Z; Emotional Branding; Purchase Intention; Brand Attachment; Social Media Influence

Abstract:

Marketing is an art as well as a science. It is the foundation to succeed any business enterprises. The present research will focus on the effects of nostalgia marketing in the digital age on consumer purchase behaviour, especially concerning generation z consumers of the city of Pune. Using an empirical, quantitative and analytical approach for conducting research, primary data was collected from 235 participants through the use of a structured Likert scale survey instrument. This research focuses on the effects of consumption of nostalgic content on purchasing intentions and behaviour. Tests of reliability and validity prove the quality of the measuring scales used in the research. In addition, Chi Square test and Independent Samples t-test show significant relationships and differences among variables under discussion. Specifically, the results reveal a strong link between nostalgia marketing and purchase intention. Moreover, there are also some important differences in purchase behaviour among males and females.

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