Impact of Social Media Usage on the Buying Behaviour with respect to skin care product of Gen Z in Rajasthan and Gujarat

Authors

  • Kritika Shamra Student MBA Edge, Swarrnim Institute of Management studies, Swarrnim Startup & Innovation University, Adalaj, Gandhinagar, India
  • Nikhil Valand Student MBA Edge, Swarrnim Institute of Management studies, Swarrnim Startup & Innovation University, Adalaj, Gandhinagar, India
  • Jignesh Vidani Associate professor, Swarrnim Institute of Management studies, Swarrnim Startup & Innovation University, Adalaj, Gandhinagar, India

Keywords:

Social Media Marketing, Generation Z, Consumer Buying Behaviour, Skin Care Products, Purchase Intention

Abstract

The study titled “Impact of Social Media Usage on the Buying Behaviour with respect to Skin Care Products of Gen Z in Ahmedabad City” examines the influence of social media platforms on the purchasing behaviour of Generation Z consumers. In recent years, social media has emerged as a powerful digital marketing tool that significantly affects how consumers search for information, evaluate products, and make purchase decisions. Platforms such as Instagram, YouTube, Facebook, and TikTok have become important channels for skincare brands to promote products and engage with young consumers. The primary objective of the study was to analyze how factors such as social media advertisements, influencer marketing, online reviews, and trending products influence the buying behaviour of Gen Z consumers in Ahmedabad city.

The research was based on primary data collected through a structured questionnaire using a Likert scale. A total of 122 respondents participated in the study. Statistical tools such as frequency analysis, reliability analysis, and hypothesis testing were used to analyse the collected data. The reliability test showed a Cronbach’s alpha value of 0.888, indicating high internal consistency of the questionnaire. The findings revealed that social media plays a significant role in influencing consumer awareness, product discovery, product comparison, and purchase intention among Generation Z consumers. Online reviews, influencer recommendations, and social media advertisements were found to strongly impact consumer perceptions and buying decisions. However, hypothesis testing showed no statistically significant relationship between age and the selected social media buying behaviour variables, as all p-values were greater than 0.05.

Overall, the study concludes that social media has become an essential marketing platform for skincare brands targeting Generation Z consumers. Businesses can effectively use digital marketing strategies, influencer collaborations, and positive online engagement to attract and retain young consumers in the competitive skincare market.

References

Bhatt, V., Patel, S., & Vidani, J. N. (2017, February). START-UP INDIA: A ROUGH DIAMOND TO BE POLISHED. National Conference on Startup India: Boosting Entrepreneurship (pp. 61-67). Pune: D.Y. Patil University Press.

Biharani, S., & Vidani, J. N. (2018). ENTREPRENEURSHIP: CAREER OPPORTUNITY HAS NO GENDER DISCRIMINATION. Compendium of Research Papers of National Conference 2018 on Leadership, Governance and Strategic Management: Key to Success (pp. 101-104). Pune: D. Y Patil University Press.

Dhere, S., Vidani, J. N., & Solanki, H. V. (2016, November). A SURVEY ON THE TOWARDS SATISFATION LEVEL OF THE CUSTOMER SHOPPING MALL'S: AN ANALYTICAL STUDY. International Multidisciplinary Journal Think Different, 3(24), 45-50.

Mala, Vidani, J. N., & Solanki, H. V. (2016, November). GREEN MARKETING-A NEw WAY OF MARKETING: A REVIEW APPROACH. International Multidisciplinary Journal Think Different, 3(24), 40-44.

Modi, R., Harkani, N., Radadiya, G., & Vidani, J. N. (2016, August). Startup India: Even Diamonds start as Coal. NTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD, 2(8), 111-116.

Niyati, B., & Vidani, J. N. (2016, July). Next Generation Children: Smarter or Faster. NTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD, 2(7), 110-114.

Odedra, K., Rabadiya, B., & Vidani, J. (2018). AN ANALYSIS OF IDENTIFYING THE BUSINESS OPPORTUNITY IN AGRO and CHEMICAL SECTOR - WITH SPECIAL REFERENCE TO AFRICAN COUNTRY UGANDA. Compendium of Research Papers of National Conference 2018 on Leadership, Governance and Strategic Management: Key to Success (pp. 96-100). Pune: D.Y Patil University Press.

Pathak, K. N., & Vidani, J. N. (2016). A SURVEY ON THE AWARENESS SATISFACTION AS WELL ASTO KNOW THE LEVELoF OF THE ONLINE SHOPPING AMONG THE PEOPLE OF AHMADABAD CITY. Governance in E-commerce: Contemporary Issues & Challenges (pp. 261-275). Ahmedabad: GTU.

Published

2026-05-20

How to Cite

Kritika Shamra, Nikhil Valand, & Jignesh Vidani. (2026). Impact of Social Media Usage on the Buying Behaviour with respect to skin care product of Gen Z in Rajasthan and Gujarat. Journal of Advanced Research in Service Management, 9(2), 13-25. Retrieved from https://adrjournalshouse.com/index.php/Journal-ServiceManagement/article/view/2685

Issue

Vol. 9 No. 2 (2026): Journal of Advanced Research in Service Management

Section

Articles

Copyright (c) 2026 Kritika Shamra , Nikhil Valand, Jignesh Vidani

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Most read articles by the same author(s)

1 2 > >>