Evaluating the Impact of Digital Marketing Platforms on Generation X and Y Purchase Intentions in the FMCG Industry

For Generation X and Generation Y particularly, digital marketing has revolutionised consumer behaviour and the fast-moving consumer goods (FMCG) industry. “Among many digital marketing outlets, this study evaluates the degree to which social media marketing, email marketing, influencer marketing, and online advertising—all of which affect purchase intentions. Using a mixed-methods approach to assess engagement levels, brand perception, and purchase behaviour, the research aggregates qualitative interviews with consumers from both generations with quantitative surveys. The findings highlight significant factors affecting consumer response to digital marketing: engagement, brand confidence, and customisation. Generation X consumers are primarily influenced by email marketing and online advertising; Generation Y consumers make purchase decisions largely depending on social media and influencer marketing. Furthermore, the studies reveal that by means of engaging content, highlighting the requirement of targeted marketing strategies suitable for age preferences helps to improve conversion rates and brand loyalty. The insights gained by this research provides FMCG managers with vital guidance to maximise their digital marketing projects, therefore ensuring more effective audience involvement and improved brand-consumer interactions.