Effect of instagram prelaunch promotion on generation Z and millennials purchase intentions: The role of infographics, video tutorials, live videos, and case studies

The study will look at the impact of Instagram's prelaunch promotion on Generation Z and Millennial purchase intentions, which further examines the role of infographics, video lessons, live videos, and case studies. The aim of the study was also to identify new strategies for improving the efficacy of pre-launch Instagram promotion for products.

For this study, a quantitative research technique was used, with a survey done among Instagram users from Generation Z and millennials.

The study's findings highlight various factors that restrain Gen Z and millennials from buying from Instagram – fear of bank transactions and faith, traditional shopping more convenient than online shopping, reputation and services provided, experience, insecurity, and insufficient product information, and lack of trust.

Millennials and Generation Z who are engaged in pre-launch Instagram marketing can benefit from this study. Implications for managers are made to enhance marketing tactics for building customer confidence in prelaunch promotion campaigns.

Companies may benefit from prelaunch promotion by getting greater insight into the buying habits of Generation Z and Millennials. By interacting with millennials and Generation Z on Instagram, they can also succeed in launching new items.

In contrast to previous research, this study intends to pinpoint the barriers that prevent Generation Z and millennials from purchasing using Instagram prelaunch promotions. Research on Instagram prelaunch promotion for Generation Z and millennials is scarce. The framework provided by the study advances the idea of Instagram prelaunch promotion and aids companies in developing their strategies.