IDEAS home Printed from https://ideas.repec.org/a/bjx/jomwor/v2024y2024i5p36-41id692.html
   My bibliography  Save this article

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

Author

Listed:
  • P. G. Eandhizhai
  • A. Kavitha
  • R. Yuvaraj

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.

Suggested Citation

  • P. G. Eandhizhai & A. Kavitha & R. Yuvaraj, 2024. "Strategies for Social Media Marketing to Engage and Shape the Purchase Behavior of Gen Z," Journal of Management World, Academia Publishing Group, vol. 2024(5), pages 36-41.
    • Handle: RePEc:bjx:jomwor:v:2024:y:2024:i:5:p:36-41:id:692
    as

    Download full text from publisher

    File URL: https://managementworld.online/index.php/mw/article/view/692/410
    Download Restriction: Access to full texts is restricted to Journal of Management World
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjx:jomwor:v:2024:y:2024:i:5:p:36-41:id:692. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucía Aguado (email available below). General contact details of provider: https://managementworld.online/index.php/mw/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.