Penetrating through Distractions: Analyzing the Function of Storytelling Advertisements in Attracting the Focus of Gen Z Customers

Abstract

Advertising is a crucial tool for businesses to reach out to their consumers. However, with constantly evolving consumer attitudes, preferences, and behavior, it is challenging to determine the most effective advertising approach. Therefore, marketers need to understand consumers at a deeper level to create effective advertising materials. The objective of this research is to identify the correlation between Gen Z's attention span, content preference, and financial behavior with purchase intention, along with the impact of demographic attributes such as age, household income, and educational attainment as moderating variables on this relationship. The study collected data from 204 Gen Z respondents using purposive sampling. A quantitative, descriptive correlation design was used, and non-parametric tests were conducted to determine the correlation between the independent and dependent variables. The results indicated that attention span and content preference had a moderate positive effect on purchase intention, while financial behavior had a negligible positive effect, and all were significantly correlated. A regression analysis was also conducted to determine the moderating effects of demographic attributes. The results revealed that all demographic variables moderates attention span and content preference with purchase intention, while financial behavior did not. The study suggests that despite being categorized with similar consumer behaviors, a deeper analysis of Gen Z's financial behavior is necessary to create a better understanding of the generation. Overall, the findings provide valuable insights for marketers to create more effective advertising strategies that cater to Gen Z's unique characteristics and preferences.