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

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.