Impact of Social Media on Generation Z’s Purchase Decisions regarding Beauty Products, Apparels, and Tech Gadgets (special reference to jammu division)

Abstract

This study investigates how social media platforms affect generation Z’s  purchasing decision in Jammu, focusing on beauty products, apparels, and technology gadgets. The research utilizes survey data to understand the role of social influencers, peer recommendations, advertisements, and online trends. Results show that platforms like Instagram and YouTube significantly shape consumer behavior, with notable differences across gender and product categories. The findings offer valuable insights for marketers targeting young audiences in smaller urban centers.