Name: Lalita Jigar Shah & Narendra Singh Goyal
Country: India

Year: 2026
Volume: Vol-11, No.2, July-Dec-2026
Page Number: 97-111
DOI: https://doi.org/10.5281/zenodo.22268428

ABSTRACT
Rapid development of social media affects consumer behaviors like information search, products assessment and product purchases. The young generations born and grew in digital era - consumers of generation z is one of most engaged social networking site. The main purpose of this study is to investigate the impact of important social networking sites on the purchase decision of consumer of generation z in Rajasthan and to reveal which social media platforms have major role to make customer decision of generation z regarding their purchases on some major platforms including Instagram, You Tube, Facebook, snapchat & X. For study a descriptive research design was used. Primary data collected with structured questionnaire for Gen Z. The study explores correlation between social networking use and purchase decision of gen Z and identifies the major contributing platform behind purchase decision. Results revealed that social media plays crucial role to take a decision. Social media provide valuable information about brands/ products, online reviews, recommendations from their friend and celebrities or even brand sponsored ad campaigns which helps consumer in buying products from all the social media platforms mentioned. Especially with use of visual and interactive content from all social media the generation z will be much in Buying. This research will have significant value to the businesses/marketers and advertisers that want to enhance their digital advertising strategy in young consumer group. The research also adds a valuable chapter to literature in terms of the research into consumerism behaviour on the digital environment.

Keywords: Social Media Marketing, Gen Z Consumers, Purchase Decision, Consumer Buying Behaviour, Rajasthan.