EXPLORING THE ROLE OF SOCIAL MEDIA IN SHAPING MILLENNIAL AND GEN Z CONSUMER PREFERENCES

Abstract

In the digital age, social media has become a pivotal platform for shaping consumer behavior, particularly among Millennials and Generation Z. This study explores how social media influences the preferences and purchasing decisions of these two generations, who are often characterized by their high engagement with digital technologies. By analyzing the various social media channels, including Instagram, TikTok, YouTube, and Twitter, the research identifies key trends such as brand engagement, influencer marketing, and the role of user-generated content in shaping consumer perceptions. The study also highlights how social media fosters brand loyalty and community building, particularly through interactive and personalized content. The findings suggest that Millennials and Gen Z consumers are increasingly looking for authenticity, social consciousness, and convenience in their purchasing decisions. Social media, thus, serves not only as a tool for marketing but also as a space where these generations actively engage with brands, creating a dynamic relationship that influences their consumer behavior. The implications for businesses seeking to target these groups are discussed, with an emphasis on leveraging social media strategies to enhance brand appeal and consumer trust.