International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 2
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From Impulse To Regret: The Psychological Toll Of Parasocial-Driven Purchases And Algorithmic Amplification Among Gen Z

Author(s) Ms. Shreya Kaloha
Country India
Abstract It is undeniable that Gen Z, being these pragmatic, independent and tech-proficient individuals, in this digital era, are predominantly influenced by social media, content creators and so, their purchasing behavior is also increasingly shaped by para social, one-sided bonds with the online opinion leaders, which very strategically and rather emotionally sway these consumers via their branding tactics leading to impulsive purchases. While these interactions result in fleeting gratification, they also expose young consumers to unnecessary psychological and financial toll along-with consumerism-driven identity crisis, particularly when intensified by algorithmic recommendation systems, engineered to place addictive, emotionally provocative content. Drawing on theories of emotional branding, para social interaction, and algorithmic reinforcement, the findings shed light on how algorithmically- amplified para social dynamics between influencers and Gen Z consumers result in compromised purchasing autonomy and significant mental health consequences. The study advances discourse on digital consumer vulnerability and proposes policy and design interventions to promote ethical platform governance and consumer protection in social commerce.
Keywords Gen Z, parasocial relationships, algorithmic amplification, post-purchase regret, impulsive buying, emotional branding, social media influencers
Field Sociology > Journalism / Media
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-04-06
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.73793
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E-ISSN 2582-2160
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