A Study on Evaluating the Impact of Social Media Advertisements on Gen Z

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@article{1723238,
      author = {Rahul Kumar B P, Deepak Shyam},
      title = {A Study on Evaluating the Impact of Social Media Advertisements on Gen Z},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {10},
      number = {3},
      pages = {2104-2121},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1723238.pdf},
      abstract = {This study investigates the impact of social media advertising characteristics on the purchase responses of Generation Z consumers in India. Drawing on 200 survey responses, the research examines four key advertising dimensions—creativity and attention, informativeness, influencer credibility, and personalization and relevance—and their influence on consumer purchase behavior. Descriptive analysis revealed that Instagram is the dominant platform among respondents, with most spending between two and four hours daily on social media, while a significant proportion reported more than six hours of usage. Creativity and personalization emerged as the most valued advertising attributes, while influencer credibility showed mixed perceptions, and informativeness was rated moderately. Multiple regression analysis confirmed that personalization and relevance (β = 0.478, p < 0.001) was the strongest predictor of purchase response, followed by creativity (β = 0.312, p < 0.001) and influencer credibility (β = 0.276, p < 0.001). Informativeness, however, was not statistically significant (p = 0.645). The overall model was robust, with R² = 0.702, indicating that the selected advertising characteristics explained over 70% of the variance in purchase response. Hypothesis testing supported H1, H3, and H4, while H2 was not supported, highlighting that Generation Z values engagement, authenticity, and relevance more than raw information. The findings carry important managerial implications. Marketers must design campaigns that are creative, personalized, and credible, while recognizing that product quality and discounts remain decisive motivators. Heavy social media users are more susceptible to advertising influence, and gender differences suggest tailored strategies for male and female consumers. This study contributes to the literature by demonstrating that Generation Z’s purchase responses are shaped less by informativeness and more by creativity, personalization, and credibility, offering actionable insights for digital marketing strategies in the Indian context.},
      keywords = {Generation Z, social media advertising, creativity, personalization, influencer credibility, purchase response, India},
      month = {September},
  }