Volume 2 - Issue 3, May - June 2026

Social media marketing has transformed the way businesses communicate with consumers, especially Generation Z, who are highly active on digital platforms. In India, the increasing penetration of smartphones, internet accessibility, and social networking applications has significantly influenced consumer purchasing decisions among young consumers. This study examines the impact of social media marketing on consumer buying behavior among Gen Z in India. The research focuses on factors such as influencer marketing, online advertisements, electronic word-of-mouth, brand engagement, and personalized content. The study uses a descriptive research design and secondary data from recent journals, articles, reports, and market studies. The findings indicate that social media marketing strongly affects purchasing intentions, brand preferences, impulse buying, and customer loyalty among Gen Z consumers. Platforms such as Instagram, YouTube, Snapchat, and short-video applications have emerged as influential channels for product discovery and purchase decisions. The study concludes that businesses should adopt interactive, authentic, and personalized social media strategies to effectively target Gen Z consumers in India.

Aqsa Shaikh,"Impact of Social Media Marketing on Consumer Buying Behavior Among Gen Z in India" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(3): Page(769-774) May-June 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.