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NAAS Journal 2026

International Journal Of Engineering, Business And Management(IJEBM)

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  3. Vol-10,Issue-2, April - June 2026
  4. Social Media Marketing and Apparel Purchase Behaviour Among Generation Z: Empirical Evidence from Delhi, India

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Social Media Marketing and Apparel Purchase Behaviour Among Generation Z: Empirical Evidence from Delhi, India

Dr Kamaldeep Kaur , Dr Mansi Bansal , Sanchit Khandelwal


International Journal of Engineering, Business And Management(IJEBM), Vol-10,Issue-2, April - June 2026, Pages 59-65 , 10.22161/ijebm.10.2.8

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Article Info: Received: 26 May 2026; Received in revised form: 21 Jun 2026; Accepted: 23 Jun 2026; Available online: 27 Jun 2026

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With the growth of the social media platforms, the marketing strategy of the apparel industry is also changing rapidly, especially for the “Generation Z” who are depending more and more on the social media platforms to search for information, evaluate products and make their purchasing decisions. This research is guided by the Stimulus Organism Response(SOR) approach that explores the effect of SME(Social Media Exposure), Information Quality and Consumer Perception on Consumer Buying Behaviour in the Apparel Industry. Primary data was gathered using a structured questionnaire from 158 consumers of the Generation Z age group, from the city of Delhi, working, studying, or residing, who had bought the clothes after seeing the social media content. Data analysis techniques employed were descriptive statistics, reliability analysis, Pearson correlation and multiple regression. The results indicate that all three dimensions positively affect the consumer's buying behaviour and have a significant impact. Information Quality gave the highest value of β (.376, p < .001), followed by Consumer Perception (.326, p < .001) and Social Media Marketing Exposure (.270, p < .001). The model accounted for 72.9% of the variance in the buying behaviour (R² = .729). The study enhances the use of the SOR framework in the Indian apparel industry and offers practical implications to marketers for better consumer engagement and conversion to purchase using social media marketing strategies.

Social Media Marketing, Consumer Buying Behaviour, Generation Z, Apparel Industry, Information Quality, Consumer Perception.

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