Influence of Instagram on Buying Behavior of Gen-Z and Zillennial Consumers.

The paper examines the factors influencing consumer buying intention on Instagram, focusing on Gen-Z and Zillennial demographic in India. With the rapid growth of social media platforms, particularly Instagram, businesses are increasingly leveraging these platforms to connect with young consumers and stay updated on current trends. The study aims at identifying effective marketing tools on Instagram that influence the purchasing behavior of Gen-Z and Zillennials in India. Qualitative research was conducted through two focus groups, involving participants from the target demographic. The findings highlight gender differences in purchasing behavior on Instagram and demonstrate the platform's significant impact on impulse buying among Gen-Z and Zillennial consumers. The study also analyzes the influence of various users such as celebrities and bloggers on Instagram and their effective reach in the purchase decision process. Furthermore, the research explores the key influences in the consumer decision-making process among 120 respondents from India. It examines the marketing techniques employed by Instagram and their impact on online product selling. Given that Generation Z is set to become the largest consumer cohort, understanding their digital expectations and tendencies is crucial for brands seeking to tap into this market opportunity. Additionally, Zillennials, a distinct microgeneration between Millennials and Gen Z, exhibit unique characteristics and experiences, making them an appealing target audience for disruptive brands. [ABSTRACT FROM AUTHOR]