A dataset analysis of digital marketingʼs influence on purchase intentions of millennials and generation Z in Saudi ArabiaGithub

Abstract

Marketers use digital marketing to influence purchasing intentions and decisions, and have recently focused on millennials and generation Z. Several studies have examined the influence of digital marketing on purchasing intentions, which largely depends on generation and culture, but research in the Arab world is limited, especially in Saudi Arabia. Also, there is a lack of research that predicts purchasing intentions based on digital marketing factors. This research aims to create a dataset that helps to investigate digital marketing factors that influence purchasing intentions among millennials and generation Z in Saudi Arabia. The data are collected by using an online questionnaire that distributed via social media platforms, WhatsApp, X (Twitter), and Telegram. 520 complete responses were obtained during this study. These data can be reused to compare the digital marketing impact among the two generations. The dataset can be a useful resource for local and international companies that target the market segment of millennials and generation Z in Saudi Arabia to develop more effective and attractive marketing strategies.

Keywords

• Digital marketing
• Millennials
• Generation Z
• Purchasing intention