Digital marketing and purchase intention among generation X consumers: an empirical study in the automotive sector

Purpose This study examines the influence of digital marketing levers – email, mobile, social media, and content marketing – on the purchase intention of Tunisian Generation X consumers in the automotive sector. Design/methodology/approach A quantitative research design was adopted, collecting data from 367 Tunisian Generation X consumers to assess the impact of digital marketing levers on purchase intention. Findings Results indicate that all digital marketing levers significantly affect purchase intentions, though their influence differs in strength. Mobile marketing had the strongest impact, followed by social media and content marketing, while email marketing, though significant, was the least influential. Research limitations/implications This study is limited to Generation X consumers in the automotive sector, which may restrict the generalizability of the findings to other cohorts or industries. Practical implications Findings encourage car dealers to focus on Generation X, a cohort shaped by both traditional and digital marketing by providing high-quality content, maintaining an active social media presence, and implementing well-targeted email and mobile communication strategies. Originality/value This study contributes to digital marketing literature by offering empirical evidence on the differential effects of digital marketing levers on purchase intention among Tunisian Generation X automotive consumers, a population underexplored in prior studies.