The Relationship between Consumer Attitudes, Perception Shaped by Social Media Marketing and Subsequent Purchasing Behavior: A Case Study of Generation Z in Jammu Division

Abstract

This study investigates the relationship between consumer attitudes shaped by social media marketing and subsequent purchasing behaviour among Generation Z in Jammu Division. Using a structured questionnaire administered to 500 college students, the research employs multivariate analysis, correlation tests, and regression modeling to analyze the data. Findings reveal a statistically significant positive relationship (r=0.613,p<0.001r=0.613,p<0.001) between attitudes influenced by social media marketing and purchasing behaviour. The study also highlights the mediating role of demographic factors such as age and gender, with younger males exhibiting stronger correlations. The results underscore the importance of targeted, authentic, and engaging social media marketing strategies in shaping consumer attitudes and driving purchase decisions in semi-urban regions like Jammu.