Contribution of Social Media Marketing to Genz’s Buying Behavior

Abstract

This study has been further undertaken to investigate the hitherto ignored areas of the impact of social media advertising on Generation Z (Gen Z), especially in terms of their buying behavior. Despite a plethora of research, there are still areas that require further exploration, such as Gen Z’s preferred social media platforms, their level of trust in user-generated content, the effectiveness of targeted ads, and the impact of micro-influencers. Moreover, there is a dearth of research on how social media affects Gen Z’s social, emotional, and academic development. To bridge these gaps, an all-encompassing research methodology has been proposed. A descriptive research design has been adopted to study and describe Gen Z’s existing buying behaviour in the context towards the social and media marketing process. It revolves around Gen Z group in India, aged between 10 and 30 years old. To name a few: simple random sampling, systematic random sampling, and cluster sampling. The data collection methods include surveys, interviews, and observations. The proposed analytical tools include descriptive statistics, percentage analysis, t-tests, and linear regression, with potential software choices such as SPSS, Excel, Google Analytics, and Tableau. The research objectives include investigating the level of trust in user-generated content, identifying the factors that foster brand loyalty, and examining the impact of social media into the social, emotional, and academic as well as the growth among Gen Z. In addition, this study has conducted a survey targeting Gen Z from various demographics to get to know deeper about their buying behaviour. The results of this survey will be presented later in the study. In summary, this study aims to shed light over the intricate relationship between the social media marketing and the Gen Z’s buying behaviour. The insights gained from this research will provide valuable information for marketers and businesses to develop effective strategies to engage with this demographic.