"INVESTIGATING CONSUMER PURCHASE INTENTIONS AND SOCIAL MEDIA ADVERTISING ATTRIBUTES AMONG GENERATION - Z: AN EMPIRICAL STUDY IN THE REGION OF JAMMU AND KASHMIR"Top of Form

Abstract

This empirical study delves into the intricate interplay between Generation Z consumer purchase intentions and the distinctive attributes of social media advertising within the context of the Jammu and Kashmir region. Recognizing the pivotal role of Generation Z as a burgeoning consumer demographic and the profound impact of social media as an advertising platform, this research employs a rigorous empirical methodology. The primary objective is to dissect and comprehensively understand the factors that influence Generation Z consumers' intentions to make purchases, particularly when exposed to various attributes embedded in social media advertising campaigns. Drawing on extensive data collection, including surveys, interviews, and behavioural analysis, the study scrutinizes the nuanced preferences and decision-making mechanisms of Generation Z consumers in the Jammu and Kashmir region. Key variables under scrutiny encompass the visual and interactive features of social media advertisements, the effectiveness of targeted messaging, and the perceived authenticity of advertised content. The empirical investigation employs statistical analyses, including regression models and hypothesis testing, to discern patterns and correlations within the data.

The geographical focus on the Jammu and Kashmir region adds a contextual dimension to the study, considering the unique sociocultural landscape of the area. Results and findings are anticipated to contribute to the refinement of marketing strategies tailored to the distinct preferences and behavioural patterns of Generation Z consumers within this specific geographic and cultural milieu. This research aspires to offer valuable insights to marketers, advertisers, and policymakers seeking to optimize their engagement with Generation Z consumers through social media platforms. The empirical evidence generated from this study aims to foster a deeper understanding of the intricate dynamics governing consumer behavior in the region, facilitating more effective and culturally sensitive marketing practices.

Keywords: Consumer Purchase Intentions, Social Media Advertising, Generation Z, Consumer Behavior, Advertising, Social Media Impact, Purchase Decision, Social Media Engagement, Consumer Preferences, Marketing Strategies, Influencer Marketing.