Social media has emerged as one of the most transformative forces shaping consumer behaviour in the 21st century. This article examines the influence of social media marketing on the purchase decisions of Generation Z consumers, drawing on primary survey data collected from 120 respondents in Nagercoil, Tamil Nadu. Using descriptive statistics and Chi-Square tests of independence, the study investigates associations between social media usage patterns and purchasing behaviour, platform preference and buying decisions, and trust in influencers and purchase intent.
The findings reveal that Instagram is the dominant platform among Generation Z, with customer reviews and product quality information being the most influential factors in purchase decisions. Chi-Square analysis confirms a statistically significant association between social media platform preference and purchase behaviour and between trust in social media influencers and purchase outcomes (chi2 = 15.829, p = 0.003). However, no significant relationship was found between time spent on social media and frequency of online purchases. The study concludes that while social media exerts a notable influence on Generation Z consumption patterns, trust, authenticity, and product information quality are critical mediators of purchasing decisions.