Social Media Marketing and Generation Z Consumer Purchase Decisions in the Digital Era: A Literature Review

Abstract

The development of digital technology has transformed communication patterns, consumer behavior, and corporate marketing strategies. One of the fastest-growing marketing approaches is social media marketing, which utilizes social media platforms as a medium for communication, promotion, and relationship building with consumers. As a generation that has grown up alongside digital technology, Generation Z possesses characteristics that distinguish them from previous generations, particularly in terms of information seeking, interaction, and purchasing decision-making. This study aims to examine the characteristics of Generation Z consumers in the digital era, the role of social media marketing in modern marketing strategies, and its relationship with the purchasing decisions of Generation Z consumers. The study employs a qualitative method with a literature review approach by examining various books, national and international journal articles, and other relevant scientific sources. Data were analyzed using content analysis to identify, classify, and synthesize research findings related to the topic. The results indicate that Generation Z consumers are highly influenced by social media throughout the processes of information searching, product evaluation, and purchasing decision-making. Furthermore, elements of social media marketing, including content marketing, influencer marketing, electronic word of mouth (e-WOM), customer engagement, and visual marketing, play significant roles in shaping consumer perceptions and preferences. The findings also reveal that social media functions not only as a promotional tool but also as an essential medium for creating value and fostering long-term relationships between companies and consumers. Therefore, businesses need to develop adaptive, interactive, and consumer-oriented digital marketing strategies that align with the characteristics of Generation Z to enhance marketing effectiveness in the digital era.