IMPACT OF SOCIAL MEDIA MARKETING ON THE GEN-Z CONSUMERS BEHAVIOURAL ATTITUDE AND PURCHASE INTENTION TOWARD PERSONAL CARE PRODUCTS

Advancements in internet and communication technologies have prompted considerable changes in marketing techniques and customer behaviour. Social media has become a primary medium for establishing connections between businesses and consumers, as well as impacting multiple phases of the purchasing and decision-making process.Over the years, social media has gradually evolved into a crucial marketing platform affecting customer purchasing behaviour, particularly among urban Gen-Z consumers in India.The aim of this work is investigating the impact of social media marketing on the perspectives and buying behaviour of Gen Z consumers in the Chennai Region, Tamilnadu with a special focus on personal care products. The study included 480 respondents of Gen-Z category who regularly use personal care products and active in social media usage. Based on the popular theories like Theory of Reasoned Action and Theory of Planned Behaviour, the study identified the influencing variables in social media marketing. The variables included in the study were Targeted Advertisements, Engagement and Interactions, Referrals and Recommendations, Influencer Marketing, Discounts and Offers, and Brand Image. The study hypothesised that the influencing factors in social media adverting and marketing techniques have profound impact on the Behavioural Intention to Purchase and Actual Purchase of personal care products.