Effects of Instagram Usage on Daily Life and Emotional Marketing Responses Among Gen Z in Amravati City

This study investigates how Instagram usage influences the daily life patterns and emotional marketing responses of Generation Z in Amravati City. Instagram, as a leading social media platform, plays a pivotal role in shaping attitudes, emotions, and consumer behavior among young adults. With an estimated 85% of Gen Z regularly using the platform for social interaction, content consumption, and brand engagement, its influence spans psychological well-being, time management, lifestyle behaviors, and emotional responses to marketing stimuli. Using a mixed-methods approach, quantitative data was collected from 400 Gen Z Instagram users across colleges in Amravati and supplemented with qualitative interviews. Results revealed significant relationships between Instagram usage intensity and emotional triggers like social comparison, mood changes, impulsive buying, and brand loyalty. Findings suggest that heavy users exhibit higher emotional reactivity to marketing content, often driven by peer influence and intrinsic motivations. Implications emphasize responsible social media use, digital literacy, and ethical marketing. The study contributes to academic understanding of social media behavior in regional contexts and provides actionable insights for marketers and educators.