Published Paper Details:

The evolution of digital communication has transformed the marketing landscape, with social media emerging as the primary channel for consumer engagement. Generation Z, born between the late 1990s and early 2010s, represents the first truly digital-native cohort whose preferences and behaviours are significantly shaped by technology. This research paper investigates how brands can effectively engage Gen Z audiences through social media marketing. Using a quantitative approach based on a public survey of approximately 500 respondents, the study examines their media habits, content preferences, and trust in influencer marketing. Findings indicate that Gen Z values authenticity, personalization, and interactive experiences more than traditional advertising. Platforms such as Instagram and YouTube dominate their online attention, while influencer credibility and short-form video content significantly affect their purchasing behaviour. The study concludes with actionable recommendations for brands to enhance engagement and loyalty among Gen Z consumers.