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

Call for Paper Volume 8, Issue 3 (May-June 2026) Submit your research before last 3 days of June to publish your research paper in the issue of May-June.
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Volume 8 Issue 3
May-June 2026

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Social Media Marketing and Purchase Behaviour among Generation Z: An Empirical Study of Indian Consumers

Author(s) Dr. Bhumika Patel, Dr. Ankita Mistri
Country India
Abstract Social media has become a powerful marketing tool that significantly influences consumer purchasing behaviour, particularly among Generation Z (Gen Z). This study examines the impact of social media marketing on Gen Z consumers, focusing on content, reviews, influencer marketing, promotional offers, and brand awareness. Using a quantitative approach, data were collected from 129 respondents aged 18–27 through a structured questionnaire and analysed using descriptive statistics.
The findings indicate that social media plays a vital role in shaping purchase decisions. Instagram emerged as the most preferred platform, while reviews and ratings were identified as the strongest influence on buying behaviour. Notably, 62% of respondents reported purchasing a product after seeing it on social media. Although influencer marketing remains popular, respondents demonstrated considerable scepticism toward influencer recommendations, emphasizing the importance of authenticity and credibility.
The study contributes to the literature on social media marketing and provides practical insights for businesses seeking to engage Generation Z consumers. The findings suggest that marketers should prioritize engaging content, online reviews, and authentic brand communication to enhance consumer trust and purchase intentions.
Keywords Social Media Marketing, Generation Z, Consumer Behaviour, Purchase Decision, Brand Awareness, Influencer Marketing, Digital Marketing
Field Sociology > Administration / Law / Management
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-06-02
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E-ISSN 2582-2160
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IJFMR DOI prefix is
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