DEVNANDAN SINGH

https://doi.org/10.64823/ijter.2605014

Abstract— The proliferation of social media platforms has fundamentally restructured the marketing landscape, creating unprecedented avenues for brand-consumer interaction. This study investigates the influence of social media marketing on the consumer buying behaviour of Generation Z (individuals born between 1997 and 2012) in India—a demographic cohort that has matured entirely within a digital ecosystem. Employing a mixed-methods design, primary data were gathered through a structured questionnaire administered to 150 Gen Z respondents, supplemented by an extensive review of secondary literature. The study examines the persuasive roles of influencer marketing, user-generated content (UGC), targeted digital advertising, and social proof mechanisms across platforms including Instagram, YouTube, Snapchat, and Pinterest. Empirical findings reveal that 78.7% of respondents have completed at least one purchase directly attributable to social media content, with micro-influencer endorsements ranked as the most credible and impactful purchase trigger. All five research hypotheses were statistically supported. The paper concludes with evidence-based strategic recommendations for marketers seeking to engage and convert this digitally empowered consumer cohort effectively. Keywords: Social Media Marketing, Generation Z, Consumer Buying Behaviour, Influencer Marketing, Digital Advertising, User-Generated Content, Purchase Decision, Instagram.

Abstract—The proliferation of social media platforms has fundamentally restructured the contemporary marketing landscape, engendering unprecedented avenues for brand-consumer interaction. This study investigates the influence of social media marketing on the consumer buying behaviour of Generation Z (individuals born between 1997 and 2012) in India—a demographic cohort that has been socialised entirely within a digital ecosystem. Employing a mixed-methods research design, primary data were collected through a structured questionnaire administered to 150 Gen Z respondents, supplemented by an extensive review of secondary literature. The study examines the persuasive roles of influencer marketing, user-generated content (UGC), targeted digital advertising, and social proof mechanisms across platforms including Instagram, YouTube, Snapchat, and Pinterest. Empirical findings reveal that 78.7 per cent of respondents have completed at least one purchase directly attributable to social media content, with micro-influencer endorsements ranked as the most credible and impactful purchase trigger. All five research hypotheses were statistically supported at conventional significance levels. The paper concludes with evidence-based strategic recommendations for marketing practitioners seeking to engage and convert this digitally empowered consumer cohorot effectively.