##plugins.themes.bootstrap3.article.main##

Dr. Paul D Madhale

Dr L Prakash

Dr K P Balakrishnan

Dr N Kokila

V.Mano Priya

Dr S N. Arjun Kumar

Abstract

This study investigates the impact of social media usage patterns on the purchase intentions of Generation Z in Coimbatore. Utilizing a quantitative research design, data were collected from 527 respondents through structured surveys, focusing on factors such as frequency of use, content engagement, and platform preference. The analysis reveals that increased social media engagement significantly influences purchase intentions, with branded content, influencer endorsements, and user-generated content playing crucial roles. Psychological factors, including trust in online reviews and social proof, further mediate this relationship. The findings suggest that businesses should leverage visual and interactive content on platforms like Instagram and TikTok to effectively engage Generation Z. This study provides actionable insights for optimizing social media marketing strategies.

##plugins.themes.bootstrap3.article.details##