Paper Details

The emergence of social media as a marketing platform has significantly reshaped consumer purchase behavior, particularly among Generation Z, who are digital natives and highly responsive to online engagement. This study investigates the impact of social media advertising on the purchase decisions of Gen Z consumers in India. Drawing insights from prior studies, such as Kadam and Deshmukh (2021), who highlighted the influence of lifestyle and electronics endorsements on Gen Z in Pune, and Lalwani (2021), who emphasized interactivity and visual appeal in advertisements, this research builds upon both regional and global perspectives. A structured questionnaire was distributed to 300 respondents aged 18–25, and data were analyzed using descriptive statistics, correlation, and regression methods. Findings reveal that influencer endorsements and interactive video content significantly affect purchase intentions, while static banner advertisements have minimal influence. These results align with systematic reviews of Gen Z purchasing behavior (Voramontri, 2023), which highlight authenticity, trust, and platform-specific engagement as critical factors. The study contributes to marketing literature by comparing local and global evidence, offering practical implications for brands targeting Gen Z. It suggests that marketers prioritize influencer collaborations, short-form video content, and interactive campaigns to capture Gen Z attention. The study also underscores the importance of authenticity and sustainability in social media marketing strategies, reflecting broader consumer expectations.

Social Media Advertising, Purchase Decision, Gen Z, Digital Marketing, Influencer Marketing, Consumer Behavior