Laughing, Loving, And Clicking: The Impact Of Animation, Humour, Celebrity Endorsement And Caring Video Content On Gen Z Purchase Intention

Abstract

This research delves into the profound influence of social media on Generation Z's purchasing behavior, focusing on platforms such as Instagram, Facebook, Twitter, Pinterest, Snapchat, and YouTube. Born after 1996, Generation Z represents the first cohort to grow up entirely in the digital age, shaped by technology, social media, and rapid advancements. Despite their dominance in online searches for post-millennial information, the specific impact of social media advertising content on Generation Z's consumer decisions remains a critical gap in understanding. This study seeks to bridge this gap by examining the intricate relationship between social media advertising content and purchase intentions within Generation Z. A simple random sampling was employed for data collection, encompassing a cohort of 162 respondents. Multiple regression analysis was then applied to investigate the intricate relationship between social media advertising content and purchase intentions within Generation Z. Through a comprehensive exploration of unique characteristics, experiences, and preferences, the research aims to provide actionable insights for businesses and marketers to tailor strategies that effectively engage and resonate with this digitally native demographic.