EXAMINING THE INFLUENCE OF SOCIAL MEDIA ON ONLINE PURCHASE DECISIONS AMONG GENERATION Z CONSUMERS

Abstract

The rapid growth of digital technologies and social media platforms has significantly transformed consumer purchasing behaviour, particularly among Generation Z consumers. As digital natives, Generation Z consumers actively engage with social media platforms to search for information, evaluate products, and make purchasing decisions. This study aims to examine the influence of social media on online purchase decisions among Generation Z consumers. A quantitative research approach was adopted using a structured questionnaire distributed to individuals with prior online shopping experience. A total of 384 valid responses were collected and analysed using Structural Equation Modelling (SEM). The findings reveal that social media has a positive and significant influence on online purchase decisions. The results suggest that Generation Z consumers rely heavily on social media platforms for product discovery, information search, and purchase evaluation. The study highlights the growing importance of social media as a strategic marketing channel in influencing consumer behaviour. The findings provide valuable insights for marketers and businesses seeking to enhance consumer engagement and purchasing outcomes through effective social media strategies.