{"id":24427,"date":"2026-02-28T23:45:38","date_gmt":"2026-02-28T18:15:38","guid":{"rendered":"http:\/\/www.sachdevajk.in\/?p=24427"},"modified":"2026-02-28T23:45:38","modified_gmt":"2026-02-28T18:15:38","slug":"impact-of-social-media-ads-on-gen-z-buying-decisions","status":"publish","type":"post","link":"http:\/\/www.sachdevajk.in\/?p=24427","title":{"rendered":"Impact of Social Media Ads on Gen Z Buying Decisions"},"content":{"rendered":"

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/span>MARKET RESEARCH ASSIGNMENT<\/span><\/span><\/b><\/p>\n

\u00a0<\/span><\/b><\/p>\n

By- Monisha Sahoo- 021331025246\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/span>Prof.-J. K Sachdeva<\/span><\/b><\/p>\n

Sneha soni-021331025449<\/span><\/b><\/p>\n

Trinanjana Ghosh-021331025053<\/span><\/b><\/p>\n

\u00a0<\/span><\/b><\/p>\n

Title:<\/span><\/b> Impact of Social Media Ads on Gen Z Buying Decisions<\/span><\/p>\n

\u00a0<\/span><\/p>\n

1. Introduction<\/span><\/b><\/p>\n

The rapid growth of social media has transformed how brands communicate with young consumers. Gen Z (individuals born approximately between 1997 and 2012) spends a significant amount of time on social media platforms, where they are continuously exposed to advertisements, influencer content, short-form videos, and peer recommendations. As a result, social media has become one of the most influential marketing channels for brands targeting young consumers.<\/span><\/p>\n

Platforms such as Instagram and YouTube play a major role in shaping awareness, preferences, and purchase intentions of Gen Z users. Compared to traditional advertising, social media advertising is interactive, personalized, and often integrated with entertainment content. Influencer marketing, reels\/short videos, and user-generated content have become common tools used by marketers to influence buying behaviour.<\/span><\/p>\n

However, Gen Z is also known for being selective and sceptical toward advertisements. While some consumers are highly influenced by influencers and promotional offers, others actively avoid ads or do not trust branded content. This creates a challenge for marketers to design campaigns that resonate with different segments of Gen Z consumers.<\/span><\/p>\n

This study aims to analyze how social media advertisements impact the buying decisions of Gen Z consumers. Using factor analysis, the study identifies the major underlying factors influencing buying behaviour. Using cluster analysis, the study segments Gen Z consumers into distinct groups based on their response to social media advertising. The findings provide practical insights for marketers to design targeted strategies for each consumer segment.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

2. Objectives of the Study<\/span><\/b><\/p>\n

The main objectives of this research are:<\/span><\/p>\n