Impact of social media marketing on purchasing behviour of generation z

Abstract

This study investigates the impact of Facebook marketing on the apparel purchasing behavior of Generation Z consumers in Biratnagar. With the rapid growth of social media usage in Nepal, particularly Facebook’s dominance, understanding how these marketing efforts influence young consumers is critical for apparel brands. The research focuses on examining demographic influences, the effectiveness of various Facebook marketing features, and the role of advertisement frequency on purchase decisions. A structured questionnaire was administered to 200 respondents aged 14 to 40, selected to represent Generation Z and adjacent age groups. Data analysis involved descriptive statistics, chi- square tests, and One-way ANOVA to test relationships between variables. Findings reveal that while demographic factors such as age, gender, education, and occupation do not significantly affect the impact of Facebook marketing on apparel purchase behavior, the frequency of Facebook advertisements plays a crucial role in shaping consumer decisions. Respondents frequently exposed to Facebook ads showed higher engagement and purchase influence compared to those with rare exposure. Additionally, factors like brand image and time spent on Facebook were found to have no significant effect. These insights highlight the importance of ad frequency and engaging content over demographic targeting or mere platform usage time in influencing Generation Z’s apparel buying choices. The study contributes to the growing literature on social media marketing by providing specific evidence from the Nepalese apparel sector, emphasizing the strategic importance of consistent Facebook advertising. Apparel businesses aiming to connect with Generation Z should focus on maintaining frequent, interactive, and appealing Facebook campaigns to enhance purchase behavior. This research offers valuable guidance for marketers to refine their digital marketing strategies and better engage with young consumers in emerging markets.