The Study On Buyer Behavior Towards Instagram Purchase With Reference To Generation Z

Abstract

Instagram is the prominently used social media platform in the digital world. Instagram is not only used for fun and social connections, but also for digital marketing purposes. It is evidently seen that most of the brands have presence in the instagram platform to cater the needs and preferences of the present generation. These marketers are showcasing the products features and highlighting the offers to attract the customers. Customer’s behaviour towards the social media platforms has increased with the technological advancements in the mobile internet connectivity. However, majority of the social media platforms are used by the youngsters. Thus this paper attempts to study the purchase behaviour of these targeted customers called as Zoomers or Generation Z. This study aims at understanding the awareness about the instagram purchases and the satisfaction levels of the customers.