Influence of Social Media Marketing on Purchase Intention Among Generation Z Consumers An Empirical Study of Content Quality, Influencer Marketing, Customer Interaction, Electronic Word-of-Mouth and Personalization

Abstract

Social media has become an important channel for product discovery, brand communication and consumer-to-consumer information exchange. Generation Z consumers may encounter product information through brand posts, short-form videos, influencer recommendations, online reviews, interactive brand communication and personalized advertisements. This study proposes an integrated framework to examine the relationship between five social media marketing dimensions—content quality, influencer marketing, customer interaction, electronic word-of-mouth (e-WOM) and personalization—and purchase intention among Generation Z consumers. A quantitative, cross-sectional survey using a structured questionnaire and a five-point Likert scale is proposed. Subject to data quality and model assumptions, the planned analysis may include descriptive statistics, internal-consistency assessment, Pearson correlation and multiple regression. The paper presents the conceptual framework, research questions, hypotheses, proposed methodology and measurement items. A verified respondent-level dataset was not supplied for this version; therefore, no statistical findings or hypothesis decisions are claimed. The framework provides a transparent basis for primary research and may help marketers evaluate which social media practices are associated with young consumers’ stated willingness to consider a purchase.