Abstract
Scrolling over social media accounts has become one of Generation Z's favourite pastimes. It would not be an exaggeration to say social media has become essential to our everyday lives. In this paper, the researchers have tried to gain a deeper insight into the acceptance of social mediaas a marketing communication tool among Gen Z in Gorakhpur city and its ultimate impact on their buying intentions. The researchers did a descriptive study of the data collected from the students in Gorakhpur, a town in eastern Uttar Pradesh. Using descriptive and inferential statistics, they concluded that social media applications have a high acceptance and have asignificant impact on the buying intentions of Gen Z.
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