The Impact of Social Media Marketing on Gen Z’s Consumer Behavior - A Conceptual Study

Abstract

Social Media Marketing has transformed the marketing landscape. Moreover, it has significantly impacted Gen Z’s consumer behavior with the integration of visual content on social media with digital marketing strategies. This study focuses on exploring the specific ways in which social media marketing shapes the purchasing behavior, brand loyalty, and decision-making of Gen Z, and how it affects their overall consumer behavior, using the already existing literature. Furthermore, this study provides background and context on Gen Z’s online behavior and implications for brands and businesses followed by a conclusive statement reiterating how Social Media Marketing plays a crucial role in shaping consumer trends and how it is of immense importance for brands to develop Social Media Marketing strategies for Gen Z as they are going to be the largest generation with a remarkable consumer power. Keywords: Gen Z consumer behavior, SMM, Social media marketing, brand loyalty, purchase intentions, Influencer marketing, Gen Z, UGC, social media.