Influence of Social Media Marketing on Consumer Purchase Decisions Among Generation Z

Abstract

The rapid growth of social media platforms has significantly transformed marketing strategies and consumer behavior, particularly among Generation Z (Gen Z). This study explores the influence of social media marketing on the purchase decisions of Gen Z consumers. Both secondary data and primary data collected through a structured questionnaire (n=100) were used for analysis. The findings indicate that social media platforms play a crucial role in shaping product awareness, evaluation, and purchase behavior. Influencer marketing, user-generated content, and peer reviews are identified as the most impactful factors. The study concludes that social media marketing has a strong and direct influence on Gen Z purchasing decisions, and businesses must adopt innovative strategies to effectively engage this demographic.