Strategies for Social Media Marketing to Engage and Shape the Purchase Behavior of Gen Z

Authors

  • P. G. Eandhizhai Department of Commerce, College of Science and Humanities, SRM Institute of Science and Technology, Kattankulathur, Chengalpattu, Tamilnadu-603202, India.
  • A. Kavitha Department of Commerce, College of Science and Humanities, SRM Institute of Science and Technology, Kattankulathur, Chengalpattu, Tamilnadu-603202, India.
  • R. Yuvaraj Department of Commerce, Loyola College, Nungambakkam, Chennai, Tamil Nadu 600034, India.

DOI:

https://doi.org/10.53935/jomw.v2024i4.692

Keywords:

Consumer Engagement, Generation Z, Influencer Marketing, Purchase Behavior, Social Media Influence, Social Media Marketing.

Abstract

This study examines the impact of social media marketing on the purchase behavior of Generation Z (Gen Z) consumers in India. Leveraging platforms like Instagram, Facebook, and WhatsApp, social media marketing has emerged as a key driver of consumer engagement and influence. The Study focuses on Indian demographics, the research underscores the effectiveness of social media strategies in connecting with Gen Z consumers. The study identifies that consumer engagement and social media influence significantly impact purchase decisions. Findings emphasize the importance of influencer marketing, brand authenticity, and user-generated content in shaping Gen Z’s behavior.

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Published

2024-12-31

Issue

Vol. 2024 No. 5 (2024)

Section

Articles