Journal of Integrated Marketing Communications and Digital Marketing (p-ISSN: 3107-9172)

Factors Influencing Generation Z’s Adoption of QR Code-based Mobile Payments in Emerging Economies

Rashmi Sathsarani, Binura Shaminda — Fri, 05 Jun 2026 00:00:00 +0000

This study intends to identify the factors influencing the intention to use QR payments for retail purchases by Generation Z in the emerging economy (Sri Lanka), incorporating the Mobile technology acceptance model (MTAM) as the basic theoretical framework of the study. The study follows a quantitative methodology using data collected from online surveys shared via social media platforms. The sample consists of 384 participants representing Generation Z in the Western Province of Sri Lanka. Quota sampling was the sampling technique used in this study. The hypotheses were tested via multiple regression analysis. Findings from the regression analysis exhibit that all the study contrasts, respectively, mobile usefulness, mobile ease of use, and perceived security, have a significant and positive influence on the intention to use QR payments. Thus, the hypotheses were supported. The study contributes to the literature by confirming the robustness of the MTAM model and identifying the drivers of Gen Z’s QR payment intention. It further emphasizes the importance of considering the impact of influential factors to leverage Gen Z’s QR payment intention in retail purchases, providing practical implications for the other participants in the QR payment ecosystem, especially for financial institutions. Future research is encouraged to focus on expanding the scope of the population and sample size and to incorporate new factors to the proposed conceptual framework to generate useful insights regarding the user acceptance of QR payment technology. They can also focus on studying other emerging payment technologies such as NFC-enabled payments.

The Impact of Online and Offline Shopping on Brand Equity among Gen Z

Kofi Acheampong Obeng, Amiya Bhaumik, Ernest Obuobisa-Darko, George Yaw Bludo — Thu, 11 Jun 2026 00:00:00 +0000

This study explores the impact of online and offline shopping on brand equity among Generation Z, a demographic known for its digital nativity and unique consumer behaviors. The research investigates how these dual shopping channels contribute to key dimensions of brand equity. Using a quantitative approach with data collected from Gen Z consumers, the study applies structural equation modelling to assess the relationships between dimensions of online and offline shopping and brand equity outcomes. Out of the five hypotheses formulated, three of them were significant, while two of them were insignificant. The data collection took four months. Findings reveal that while both online and offline shopping positively influence brand equity, each channel plays a distinct role: online shopping enhances convenience, engagement, and digital brand presence, whereas offline shopping strengthens sensory and emotional connections through tangible experiences. The results emphasize the necessity for brands to develop seamless omni-channel strategies that cater to Gen Z’s expectations for authenticity, transparency, and social responsibility. This study contributes to academic literature by integrating multi-channel retailing perspectives with customer-based brand equity theory in the context of Gen Z, offering practical insights for marketers aiming to build resilient brands in evolving retail landscapes. A convenience sampling technique was deployed in the respondent’s selection.

Impact of Learning and Up Skilling Programmes on Employee Retention among Millennial and Gen Z in the IT Sector of Keralam

Aliya, N. Karunakaran — Mon, 29 Jun 2026 00:00:00 +0000

This study examines the significance of employee learning and development within the fast-paced and constantly changing IT industry. With constant technological advancements, IT companies are focusing on training and learning, workshops, certification programs, mentoring, online learning programs, and career development programs for improving their employee performance, satisfaction, and retention. This study aims to analyze the role played by learning and up-skilling programs in retaining young professionals belonging to the Millennial and Gen Z generations working within the IT industry. As compared to other generations, Millennial and Generation Z prefer to work with companies offering them career growth, learning, and development prospects. A descriptive and analytical research approach is adopted for collecting primary data by using a stratified random sampling method. Questionnaires were prepared, and data were collected by distributing those questionnaires among participants. Secondary data was collected from various online journals, books, websites, reports, etc. Analysis of data included percentage analysis, tabulation, and chart preparation. Results indicate that the implementation of learning and up-skilling programs is very effective for increasing the self-confidence of employees, technical skills, motivation level, engagement, and job satisfaction of employees. Organizations providing effective learning and development opportunities enjoy better employee retention rates. The study also emphasizes the increasing importance of the IT sector in Keralam, driven by the growth of Cyber Park, startups, and technology-based companies. This concludes that learning and up-skilling programs have a significant positive impact on employee retention. Organizations that focus on continuous learning and employee development can achieve higher employee commitment, improved organizational performance, and long-term business success in the competitive IT sector.