The Impact of Digital Marketing on Consumer Buying Behaviour Among Generation Z: An Empirical Study of Advertising Exposure, Trust and Purchase Decisions
Abstract: Digital marketing has changed the way products reach young consumers. Instead of a single advertisement seen on television, a member of Generation Z now meets a brand through a short video, an influencer's recommendation, a customer review and a discount code, often within the same hour. This paper examines the extent to which such digital marketing activity influences the purchasing decisions of Generation Z consumers. Primary data were collected from 150 respondents aged between sixteen and twenty-four through a structured questionnaire, and the responses were analysed using simple percentages, mean scores and comparative charts. The study finds that digital marketing has a strong influence on the early stages of the buying process, particularly on product discovery and shortlisting, but a weaker influence at the moment of final purchase, where peer reviews, price and past experience take over. Influencer content and user reviews emerged as the two most persuasive formats, while static banner advertisements and promotional emails were rated the least persuasive. The paper concludes that digital marketing works for Generation Z mainly as a source of discovery and social proof rather than as a direct instruction to buy, and recommends that marketers invest in credible, review-based and value-driven content instead of high-frequency advertising.
Keywords: digital marketing, Generation Z, consumer behaviour, influencer marketing, social proof, purchase decision, online advertising
How to Cite?: Gagandeep Singh Goraya, Raghu Raja Mehra, "The Impact of Digital Marketing on Consumer Buying Behaviour Among Generation Z: An Empirical Study of Advertising Exposure, Trust and Purchase Decisions", Volume 15 Issue 9, September 2026, International Journal of Science and Research (IJSR), Pages: 1627-1633, https://www.ijsr.net/getabstract.php?paperid=SR26917203613, DOI: https://dx.doi.org/10.21275/SR26917203613