Examining the Effect of Digital Loyalty Programs on Purchase Intention and Engagement of Gen Z B-school Students

Abstract

Digital loyalty programs have been of utmost importance in shaping the purchasing pattern of Generation Z consumers. They spend a lot of time on mobile applications, personalized offers and games. In the recent research, it has been demonstrated that such elements as rewards, personalization, and interactive digital functions have a strong influence on the intention to purchase and online engagement with Gen Z (Liao and Xu, 2023; Mohamed, 2025). In this paper, the researcher examines the effect of these loyalty program components on the behaviour of business school students who belong to the Generation Z in India.