An Analysis of Puffery used in Online Advertisements and Its Impact on the attitude of Gen Z

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Uzma Rukhsar, Waseem Saeed Khan, Nishkrati Varshney, Syed Mohd Jamal Mahmood

Abstract

Purpose: This research aims to determine the impact of Puffery on Generation Z, which is the most active user of social media or electronic commercials.


Design/Methodology/Approach: For data collection, a structured questionnaire was employed, out of which a descriptive research design was adopted to include 100 participants from Gen Z in Delhi NCR. In the current study, the collected study data was analyzed, and to determine the impact of poverty and demographic factors, the statistical tools used were ANOVA and t-test.


Findings: Regarding the investigation discourses, it also pointed out that Puffery in web ads has a noteworthy impact on Gen Z's perceptions. The findings indicated that the time spent on these social media platforms was a vital predictor of those attitudes. As a result, the research gives one the understanding that gender does not influence the perception of Puffery in any way. When it comes to social media, Generation Z's favourite is Instagram, followed by YouTube.


Limitations: Further generalization of the study results is possible only for a specific demographic and geographical context. Consequently, the outcomes of the systematic qualitative research study of high-ranking professionals' working conditions in this paper need further inquiry to contrast the presented results with a more general population sample. Thirdly, The study design adopted was cross-sectional, and the data collected depended on respondents' perception and memory; therefore, it could be subject to social desirability bias.


Implications: According to the study, paying attention to Gen Z members in the advertisements they encounter on the Internet is essential and quite critical. There are pros and cons when it comes to Puffery. Therefore, the marketers and the users or consumers should start to evaluate the ethics behind the aspect and embrace the safe and responsible marketing of the products. Therefore, more attempts should be made to determine the possible effects of Puffery on consumers after some time elapses.

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How to Cite
Uzma Rukhsar, Waseem Saeed Khan, Nishkrati Varshney, Syed Mohd Jamal Mahmood. (2025). An Analysis of Puffery used in Online Advertisements and Its Impact on the attitude of Gen Z. European Economic Letters (EEL), 15(1), 1505–1515. https://doi.org/10.52783/eel.v15i1.2529
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