Conversational Marketing and Digital Consumer Behaviour in the Personal Care Products: A Cross-Generational Analysis

Conversational marketing tactics such as chatbots, voice assistants, and instant messaging platforms are increasingly being used to transform digital customer interactions in the FMCG sector, especially for personal care items. However, little empirical study has been conducted to determine how these technologies influence digital consumer behaviour across generations. This study explores into the impact of conversational marketing on digital consumer behaviour toward personal care items among Generation Z, Millennials, and Generation X. The study specifically looks at the influence of conversational marketing on customer awareness, engagement, and purchase intention as well as the relationship between consumer exposure to conversational marketing and buy intention. A quantitative research design was employed using primary data obtained from 240 respondents, including 80 respondents from each age group. Data were collected using a structured questionnaire and analysed via IBM SPSS Statistics. Preliminary normality testing using the Shapiro-Wilk test indicated a non-normal distribution (p < .001); consequently, data analysis encompassed descriptive statistics, Cronbach's alpha reliability analysis, Pearson correlation, and linear regression justified via the Central Limit Theorem alongside the non-parametric Kruskal Wallis test. In addition to contributing to digital marketing, consumer behaviour, and FMCG research, the study is anticipated to shed light on how different generations react to conversational marketing. The findings reveal that conversational marketing significantly influences consumer awareness, engagement, and purchase intention toward personal care products. Moreover, consumer responses were found to be largely consistent across Generation X, Millennials, and Generation Z, suggesting that conversational marketing strategies can effectively engage consumers across different age segments.

Conversational Marketing; Digital Consumer Behaviour; Personal Care Products

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