Examining Purchase Intentions of Consumers and Attributes of Social Media Advertising amongst Generation Z: An Empirical Inquiry in the Jammu and Kashmir Region

DOI

10.2991/978-2-38476-416-7_4How to use a DOI?

Keywords

Purchase Intentions of Consumers; Advertising; Consumer Behavior; Advertising Practices; Influence of Social Media; Engagement on Social Media; Preferences of Consumers; Strategies in Marketing; Marketing through Influencers

Abstract

Within the context of Jammu and Kashmir, this empirical study explores the complex relationship amongst Generation Z consumers’ purchase intents and the unique characteristics of social media advertising. Statistical techniques, such as hypothesis testing and regression models, are used in the empirical study to find connections and trends in the data. Considering the distinct social milieu of the Jammu and Kashmir region, the research gains a contextual component via its geographical emphasis. The data analysis revealed several key insights. The analysis of demographic factors and consumer behaviors revealed significant insights into purchase decisions. Age distribution showed a balanced representation, with 18–24, 25–30, and 41 + age groups each comprising 22% of the sample, while individuals aged 31–40 were underrepresented at 14%. Gender distribution was relatively even, with females at 42%, males at 38%, and ‘Other’ at 2%. Education levels varied, with 28% holding postgraduate degrees, 24% high school diplomas, 22% college degrees, and 18% bachelor’s degrees. Social media usage varied, with 24% daily users, 22% weekly, 18% monthly, 6% rarely, and 10% never. Correlation analysis highlighted associations between variables, such as age and social media usage. Regression analysis confirmed the impact of interactive engagement and visual attractiveness on purchase likelihood. Overall, these insights aid marketers in targeting diverse demographics and improving brand performance. No other variables showed significant influence, emphasizing the role of interactive involvement in shaping customer behavior and purchase decisions. The results and conclusions are expected to help improve marketing tactics that target Generation Z customers in this geographic and cultural context, considering their unique tastes and behavioural patterns. This study aims to provide policymakers, marketers, and advertisers with vital data to help them enhance their social media interaction with Generation Z customers. To develop more successful and culturally appropriate marketing strategies, this research seeks to provide empirical information that will help us comprehend the complex mechanisms that drive customer behavior in the area.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Raja Wiqar
AU  - Sarita Agrawal
AU  - Syed Idrees
PY  - 2025
DA  - 2025/06/14
TI  - Examining Purchase Intentions of Consumers and Attributes of Social Media Advertising amongst Generation Z: An Empirical Inquiry in the Jammu and Kashmir Region
BT  - Proceedings of Innovative Multidisciplinary Approaches to Global Challenges: Sustainability, Equity, and Ethics in an Interconnected World (IMASEE 2025)
PB  - Atlantis Press
SP  - 42
EP  - 66
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-416-7_4
DO  - 10.2991/978-2-38476-416-7_4
ID  - Wiqar2025
ER  -