Published on: May 2026
“A STUDY ON GEN Z CUSTOMERS BUYING BEHAVIOUR IN RESPONSE TO ONLINE SOCIAL MEDIA PLATFORMS.”
Ankita Tukaram Mane
Prof. Akshay Yeotikar
Zeal Institute of Management and Computer Application Narhe Pune
Article Status
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Abstract
Generation Z, often referred to as digital natives, grew up in a world shaped by smartphones, the internet, and social networking sites. As a result, they depend greatly on online content, digital advertisements, influencer recommendations, and customer reviews when making purchasing choices. Before buying a product, they usually compare options, watch online reviews, and seek opinions through social media platforms. To attract Gen Z consumers, companies adopt various digital marketing strategies such as personalized advertisements, influencer collaborations, short-form videos, live streaming, and user-generated content (UGC). The main purpose of this study is to examine how social media platforms influence the purchasing behavior of Generation Z consumers.
Keywords: Social Media, Generation Z, Consumer Buying Behavior, Digital Marketing, Influencer Marketing, Online Reviews, Purchase Decision, Customer Engagement
How to Cite this Paper
Mane, A. T. (2026). “A study on Gen Z customers buying Behaviour in response to online social media platforms.”. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.487
Mane, Ankita. "“A study on Gen Z customers buying Behaviour in response to online social media platforms.”." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.487.
Mane, Ankita. "“A study on Gen Z customers buying Behaviour in response to online social media platforms.”." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.487.
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- •Peer Review Type: Double-Blind Peer Review
- •Published on: May 15 2026
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