SOCIAL MEDIA MARKETING AND CONSUMER PURCHASE BEHAVIOUR AMONG GEN Z AND MILLENNIALS: A CONCEPTUAL REVIEW

Abstract

The explosive growth of Instagram and TikTok has fundamentally reshaped how brands engage consumers and how consumers make purchasing decisions. However, a comprehensive understanding of how multiple social media marketing (SMM) dimensions simultaneously shape the buying behaviour of Gen Z and Millennial consumers remains limited. This paper presents a conceptual review of the theoretical and empirical relationships between five SMM dimensions - content marketing, influencer marketing, social commerce features, user-generated content (UGC), and paid social advertising - and consumer buying behaviour among young adults aged 18 to 35. A narrative literature review approach is used, drawing on 20 peer-reviewed studies published between 1956 and 2023. Drawing on the Theory of Planned Behaviour, the Technology Acceptance Model, and parasocial relationship theory, the review develops an integrated conceptual framework and five research propositions. The review finds strong theoretical and empirical support for the positive influence of all five SMM dimensions on buying behaviour. Influencer marketing and content marketing emerge as the most powerful drivers. Paid advertising faces growing challenges from consumer advertising literacy. The paper concludes with a research agenda for future empirical investigation and strategic recommendations for practitioners.