@article{paperid:1100539,
author = {Latifian, Ahmad},
title = {Analysis of the impact of social media on the buying behavior of Generation Z consumers: a case study of Iran\\\'s clothing market},
journal = {Journal of Electrical Systems},
year = {2024},
volume = {20},
number = {10},
month = {November},
issn = {1112-5209},
pages = {6641--6649},
			numpages = {8},
keywords = {This study investigates the impact of social media on the buying behavior of Generation Z (Gen Z) consumers in Iran’s clothing market. As digital natives; Gen Z represents a significant consumer segment heavily influenced by online trends and social interactions. A quantitative methodology was employed; utilizing a cross-sectional survey design to collect data from a stratified random sample of Iranian Gen Z consumers. The survey measured various aspects of social media usage; brand engagement; and purchasing behavior. Data analysis techniques included descriptive statistics; correlation analysis; regression analysis; and structural equation modeling (SEM). Key findings reveal strong correlations between social media engagement and consumer behaviors. Increased time spent on platforms correlates with higher susceptibility to brand messaging; greater propensity to share content; and tendency towards impulse buying. Active engagement with clothing brands on social media significantly predicts actual purchase intentions. SEM analysis identified “social presence;” “perceived usefulness;” and “trust” as key mediating factors in the relationship between social media usage and purchasing decisions. This research contributes to the understanding of Gen Z consumer behavior in Iran’s clothing market by elucidating the complex interplay between social media engagement; brand interactions; and purchasing decisions. It offers valuable insights for marketers seeking to effectively engage this demographic through digital channels. The findings emphasize the importance of visual content; influencer collaborations; and addressing ethical and sustainability concerns to build trust and maintain a positive brand image.},
}