The Role of Mobile Application Design, Branding, AI-Driven Personalization, and Social Commerce Integration on Purchase Intention Among Generation Z: The Mediating Role of Mobile App Marketing

This study explores the influence of mobile application design, branding, AI-driven personalisation, and social commerce integration on the purchase intention of Generation Z users in Malaysia, with mobile app marketing serving as a mediator. Generation Z, as a highly tech-savvy and digitally native demographic, is increasingly shaping the landscape of mobile commerce. A cross-sectional survey was conducted among 431 respondents, primarily students from a private university in Kuala Lumpur, Malaysia. The data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0. The findings reveal that mobile application design, branding, AI-driven personalisation, and social commerce integration all significantly contribute to increasing purchase intention, with AI-driven personalisation demonstrating the strongest effect. The results also indicate that mobile app marketing plays a crucial mediating role, enhancing the effectiveness of mobile app design and branding in driving purchase intention. The indirect effects of mobile app marketing on the relationship between mobile app design and purchase intention and branding and purchase intention were significant. This study emphasises the importance of optimising user experience, leveraging brand trust, offering personalised content, and integrating social commerce features to effectively influence consumer behaviour among Generation Z. These findings provide valuable insights for marketers and app developers seeking to design and implement effective strategies to engage Generation Z users, optimise mobile app features, and increase conversion rates. Ultimately, the study underscores the evolving role of mobile app marketing as a key driver in digital commerce.