The role of remarketing in purchasing intent in digital advertising: A research on generation Z

The return of digitalization brings new market applications along with new advertising applications. In this digital climate where there is a constant flow of information, documents and advertisements, the conditions of competition are very difficult. Especially in terms of reaching consumers and appealing to their interests, being both time, low cost, personalization and interesting are among the new goals of the marketing world. Advertising, which is one of the important elements of the marketing mix, continues its existence as the most important mechanism in this regard. In this area, where traditional advertising understanding and applications are replaced by digital advertising applications, various advertising applications are encountered in order to appeal to consumers and to be selected. In this channel, which has undergone change and development especially with Google, new applications are gaining ground every day. The remarketing application is among the most up-to-date among these applications. The remarketing applications put into practice by Google, which has the biggest share in the advertising industry together with search engine advertising, are among the applications with high applicability and results for both consumers, marketers and advertisers. Remarketing applications, which take place as a personalized advertising application, also offer many advantages for advertisers due to their economic nature. In this study, although today's digital advertising applications were examined in general, the effects of remarketing ads on the purchasing intention of the consumer were examined. The effects of remarketing practices on purchasing intentions were examined with the survey study to be conducted on consumers, who are called Generation Z and known for their ability to use technology in the best way, and it is expected to contribute to the literature in this field. The research population in Turkey Z generation members constitute individuals. However, since it is not possible to reach the whole population due to time, cost and social constraints, the convenience sampling method was preferred for sampling and the study was conducted with a total of 617 participants, representing Generation Z. The online survey method, one of the quantitative research models, was used in the study, and the survey form prepared in Google Forms between the dates of 29.04.2020-16.05.2020 was delivered to the participants by using social media platforms and e-mail. SPSS 21.0 and AMOS 22.0 software were used to analyze the data, and frequency analysis, confirmatory factor analysis, squared analysis, regression analysis, Anova and independent sample t-test were applied. As a result of the study, it was understood that the informative, entertainment, reliability and economic usefulness factors that constitute the nature of the advertisement were effective in establishing a positive attitude towards remarketing ads and subsequently the purchase intention. Especially in the formation of purchase intention for remarketing ads, it was found that the factors of reliability, the fun of the advertisement and the economic benefit were more effective than the informative factor. Keywords: Digital Advertising, Search Engine Advertising, Remarketing, Purchasing Intention, Generation Z