The Role of Brand Awareness and Trust on Purchase Intent in Google Shopping Ads and Demographic Factor Influences among Millennials and Generation Z

The proliferation of technology has given rise to novel marketing channels such as pay-per-click campaigns, social media advertising, and search engine optimisation. Google Shopping Ads is a format of Google Ads that enables e-commerce companies to promote their products directly in Google search results. The establishment of brand awareness and trust is a pivotal aspect of Google Shopping Ads, as it empowers enterprises to construct and market their brand within the consciousness of potential clientele, but there is a need for further research among young consumers. Millennials and Generation Z are more technologically advanced compared to older cohorts; digital and mobile technology and communications significantly influence their online shopping behaviour through their engagement with interactive marketing. Hence, the study investigates the effect of brand awareness and trust on purchase intent due to Google Shopping Ads among Millennials and Generation Z in South Africa, as well as the influence of Google Shopping Ads usage and demographic variables on purchase intent. The study employed a quantitative method and snowball sampling to collect data via an online questionnaire (self-administered) and survey, which resulted in the completion of 1 667 questionnaires. SPSS was used to analyse the data via confirmatory factor analysis and a generalised linear model. Significant findings revealed that brand awareness and trust showed a favourable association with purchase intent owing to Google Shopping Ads. A number of Google Shopping Ads usage (greater number of years, high frequency, and higher number of hours) and demographics (older age groups and lower education levels) variables were found to have a positive influence on purchase intent. Marketers could use keywords to efficiently identify audiences that display interest in products and services. Marketers should ensure that the Google Shopping Ads product and price information are analogous to their website plugins to mitigate differences, thereby fostering trust and promoting purchase intent. Hence, this study could assist marketers in understanding their target audience and delivering tailored messages using search engine platforms such as Google Shopping Ads, which could improve business performance and sustainability. Future studies could investigate alternative forms of sponsored search advertising and examine longitudinal and experimental methodologies for quantitative data collection.