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.