Published Paper Details:

Social media platforms have prioritized communication as their primary objective, fostering connections and cultivating positive relationships even before the advent of modern technologies. Today, these platforms are critical tool for sharing information and promoting brands, significantly transforming traditional marketing strategies. It provides organizations with a competitive edge by enabling them to showcase their products and services through diverse formats, including blogs, micro-blogs, wikis, social networking sites, photo and video sharing platforms, instant messaging, podcasts, and virtual environments. Among the youth, popular applications such as Facebook, Instagram, YouTube, Twitter, and WhatsApp have become central to their digital lives. For Generation Z (Gen Z), born approximately between the mid-to-late 1990s and early 2010s, social media is a communication tool and platform for self-expression. And they use these platforms to showcase their individuality, creativity, and personal values, often treating their profiles as extensions of their personalities and make louder social justice issues, raise awareness, and mobilize support for causes such as climate change, racial equality, and mental health too. Beyond personal expression, social media is a powerful catalyst for social change. Given the growing influence of social media, this research aims to explore the consumption practice of selected respondents (Gen Z's) toward social media influencers. And use relevant methodologies to gather insights. By understanding these practices, organizations can better navigate the landscape of social media marketing and enhance their engagement with current and potential customers.