Impact of Social Media Marketing on Gen Z Consumer Behaviour

Abstract

Social media has become an important part of everyday life and has changed the way young consumers interact with businesses and brands. For Generation Z, social networking platforms are not limited to communication and entertainment. They are also used to discover products, read reviews, follow influencers, compare alternatives and make purchase decisions. This changing pattern of consumer behaviour has created new opportunities as well as challenges for marketers. The present study examines the role of social media marketing in influencing the consumer behaviour of Generation Z. Particular attention is given to social media engagement, content quality, influencer credibility, electronic word-of-mouth (eWOM), promotional offers and interaction with brands. The study adopts a quantitative research approach and proposes the use of a structured questionnaire among Gen Z consumers. Descriptive statistics, reliability analysis, correlation and multiple regression can be used to examine the relationship between social media marketing activities and purchase intention. The study is based on the view that social media can influence different stages of the consumer decision-making process, beginning with product awareness and information search and extending to brand evaluation and purchase intention. Previous research suggests that factors such as authenticity, useful content, online reviews, influencer credibility and consumer engagement can shape the way Gen Z responds to social media marketing. The study therefore attempts to provide a better understanding of how businesses can communicate with Gen Z consumers in an increasingly digital marketplace.