Browsing by Author "Christy, R"

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    PublicationOpen Access
    The Impact of Social Media Marketing on Generation Z’s Purchasing Behavior in the Fashion Retail Industry
    (SLIIT City UNI, 2025-07-08) Christy, R
    This research paper explores how Social media advertising is a strong force of Generation Z consumers in the fashion retail industry. The study explores the influence of advertising, user-generated content, and AI-based recommendations on consumer purchase decisions. Based on secondary research studies, it identifies the key drivers of brand consideration and conversion. The study understands that top fashion brands like Zara and Shein effectively support micro influencers, interactive content, and one-toone marketing, while traditional brands like Gap miss the consumer target. This study highlights the importance of originality, personal experiences, and sustainability messaging to engage Gen Z consumers. The results to brands are to extend micro-influencer partnerships, adopt AI driven content personalization, and step up interactive marketing. This study also provides practical outcomes to policymakers and industry stakeholders who wish to maximize digital marketing effectiveness and consumer interaction.