• Cheenepalli Hemanth Reddy
• Prajapathi Manish Kumar
• Ayush Kumar Singh
• Archit Cherkhiya
• Anuj Prathap Singh

Generation Z is a significant cohort in the modern world of consumer behavior. They are well-versed in digital technology and greatly impacted by social media which leads the consumer behavior. The youth are more conversant with the latest digital technology and are noticeably affected by social media. This study aims to get a thorough knowledge of the factors affecting the purchase decisions of Generation Z and the subsequent amount of satisfaction by analyzing the intricate linkages between social media marketing and customers' behavior. The current study is based upon descriptive research design and a survey method has been used for data collection in which a structured questionnaire has been used. Moreover, for defining the study more multistage and snowball sampling have been used. The study employed a primary data collection approach, targeting approximately 200 Generation Z social media users in Punjab. Data analysis will be conducted using the statistical software SPSS, incorporating techniques such as factor analysis.

Social media marketing, Generation Z, Buying behaviour, Digitalization, Content

"IMPACT OF SOCIAL MEDIA MARKETING ON GEN Z BUYING BEHAVIOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.o88-o103, April-2024, Available :http://www.jetir.org/papers/JETIR2404F14.pdf

"IMPACT OF SOCIAL MEDIA MARKETING ON GEN Z BUYING BEHAVIOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppo88-o103, April-2024, Available at : http://www.jetir.org/papers/JETIR2404F14.pdf