Social Media Marketing Strategies for Enhancing Brand Engagement and Purchase Decisions Among Generation Z Consumers

Abstract

This article examines social media marketing strategies that can strengthen brand engagement and influence purchase decisions among Generation Z consumers. The study uses a qualitative literature review to synthesize findings from twenty scholarly publications on social media marketing activities, consumer brand engagement, influencer marketing, electronic word-of-mouth, brand trust, and Generation Z purchasing behavior. The synthesis indicates that effective strategies are not limited to promotional exposure; they depend on the quality of interaction created between consumers, content, influencers, and brands. Five strategic dimensions emerge as particularly important: entertaining and interactive content, authentic and informative storytelling, credible influencer partnerships, user-generated and peer-to-peer content, and personalized social commerce experiences. Brand engagement functions as a central mechanism through which social media activities are translated into stronger attitudes, trust, brand preference, and purchase intentions. The literature also shows that credibility and authenticity are increasingly important because Generation Z consumers evaluate commercial messages through social comparison, peer communication, and perceived relational closeness. Accordingly, brands should move from one-way promotional communication toward participatory, transparent, and community-oriented strategies. The article proposes an integrated strategic framework in which social media marketing activities stimulate cognitive, emotional, and behavioral engagement, which subsequently supports purchase decisions. Future research should test the framework across platforms, product categories, cultures, and longitudinal consumer journeys.