Volume 3 Issue 2 | 2026 | View PDF
Paper Id: IJMSM-V3I2P123
doi: 10.64137/30485037/V3I2P123

A Study on the Influence of Social Media Marketing On Purchase Decisions of Gen Z Consumers in Thiruvarur for Journals for A4 Page

Ms. R. Sangeetha, V. Nithika

Citation:
Ms. R. Sangeetha, V. Nithika, "A Study on the Influence of Social Media Marketing On Purchase Decisions of Gen Z Consumers in Thiruvarur for Journals for A4 Page" International Journal of Multidisciplinary on Science and Management, Vol. 3, No. 2, pp. 197-202, 2026.

Abstract:
This study examines the influence of social media marketing on the purchase decisions of Gen Z consumers in Thiruvarur. Social media platforms have become an important marketing tool that influences consumer awareness, preferences, and buying behaviour. The study aims to analyse how advertisements, influencer marketing, customer reviews, ratings, and promotional offers on social media affect the purchasing decisions of Gen Z consumers. Primary data were collected from 150 respondents using a structured questionnaire. Statistical tools such as percentage analysis, Chi-square test, correlation analysis, and regression analysis were used for data interpretation. The findings reveal that Instagram and video-based content are highly preferred among Gen Z consumers. The study also identified that social media advertisements, influencer recommendations, online reviews, ratings, discounts, and promo codes significantly influence buying behaviour and purchase intentions. The correlation and regression analysis confirmed that there is a significant positive relationship between social media marketing factors and purchase decisions of Gen Z consumers. However, some respondents expressed concerns regarding the reliability and security of social media shopping. The study suggests that businesses should focus on engaging digital marketing strategies, transparent communication, influencer collaborations, and customer-oriented promotional campaigns to attract Gen Z consumers and improve brand loyalty.

Keywords: Social Media Marketing, Gen Z Consumers, Purchase Decisions, Influencer Marketing, Online Reviews, Consumer Behaviour, Instagram Marketing, Digital Advertising.

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