Impact of Social Media Marketing on Consumer Buying Behaviour :A Study of Gen Z

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.

@article{ijter2026212605088046,
  author = {DEVNANDAN SINGH},
  title = {Impact of Social Media Marketing on Consumer Buying Behaviour :A Study of Gen Z},
  journal = {International Journal of Technology &  Emerging Research },
  year = {2026},
  volume = {2},
  number = {5},
  pages = {177-186},
  doi =  {10.64823/ijter.2605014},
  issn = {3068-109X},
  url = {https://www.ijter.org/article/212605088046/impact-of-social-media-marketing-on-consumer-buying-behaviour-a-study-of-gen-z},
  abstract = {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.
  
  
  },
  keywords = {Marketing, consumer behaviour, digital trends.},
  month = {May},
}

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