SOCIAL MEDIA MARKETING AND PURCHASE INTENTION AMONG GEN Z CONSUMERS

Abstract

Social media has become an important marketing platform for reaching Generation Z (Gen Z) consumers, who are highly familiar with digital communication, online content and social networking platforms. Social media marketing enables brands to communicate with consumers through advertisements, influencer content, short videos, customer reviews, interactive campaigns and personalized recommendations. The present study examines the influence of social media marketing on the purchase intention of Gen Z consumers. The study focuses on social media content quality, influencer credibility, electronic word-of-mouth (e-WOM), social media engagement and perceived trust as important factors influencing purchase intention. A descriptive and analytical research design was adopted, and primary data were collected from 377 Gen Z respondents through a structured questionnaire. Exploratory Factor Analysis (EFA) was proposed to identify the underlying dimensions of social media marketing, while Structural Equation Modelling (SEM) using AMOS was proposed to examine the relationships between social media marketing factors and purchase intention. The study proposes that relevant and engaging social media content, credible influencers, positive e-WOM, consumer engagement and trust positively influence Gen Z consumers' purchase intention. The study suggests that marketers should develop authentic, interactive, visually attractive and trustworthy social media strategies to effectively influence Gen Z purchasing behaviour.