A Study on the Impact of Social Media Marketing on Gen Z Smartphone Purchase Decisions with Special Reference to Palakkad

Abstract

The propagation of social media has dramatically influenced consumer purchase behaviour, especially among Generation Z (Gen Z), who are most active on digital platforms. This study examines the impact of social media marketing on smartphone purchase decisions among Gen Z consumers in Palakkad. Primary data were collected from 112 respondents using a structured questionnaire. Descriptive statistics, correlation, and regression analysis were employed to analyze relationships between social media marketing exposure and purchase intention. The findings reveal that social media advertising, influencer promotions, peer reviews, and interactive brand content significantly influence smartphone choices. Gen Z respondents displayed higher engagement with visual platforms such as Instagram, YouTube, and Facebook. Regression results indicate that peer influence and influencer credibility are significant predictors of purchase decisions. However, factors such as perceived advertisement overload and mistrust of sponsored content moderately dampen social media’s effectiveness. The study concludes that social media marketing plays a key role in shaping Gen Z smartphone purchase decisions in Palakkad, but authenticity and trust remain critical for sustained engagement.