The impact of social media marketing and brand image on smartphone purchase intention among generation z consumers

The rapid growth of digital technology and social media platforms has significantly transformed consumer purchasing behaviour, particularly among Generation Z consumers who actively depend on online platforms for product information, reviews and recommendations. The presesnt study examined the impact of Social Media Marketing and Brand Image on Smartphone Purchase Intention among Generation Z consumers. The findings indicate that both Social Media Marketing and Brand Image have a significant positive influence on consumer’s intention to purchase smartphones. The proposed research objectives were successfully achieved and the statistical analysis supported the hypotheses that these variables play an important role in shaping consumer purchase decisions. The study revealed that social media marketing activities such as informative advertisements, influencer marketing, customer engagement, interactive content and electronic word-of-mouth (eWOM) positively influence consumer’s awareness and perceptions of smartphone brands. These digital marketing activities enable companies to communicate directly with consumers, build stronger relationships and create greater brand visibility, ultimately increasing purchase intention. In addition, the findings confirm that Brand Image is an important determinant of consumer behaviour. A strong brand image enhances consumer trust, perceived quality, brand preference and confidence, making consumers more likely to choose a particular smartphone brand over competing alternatives. The study also highlights that Generation Z consumers actively seek information through social media platforms before making purchasing decisions. Therefore, smartphone manufacturers should invest in innovative social media marketing strategies, collaborate with credible influencers, encourage positive customer engagement and maintain a consistent brand image to strengthen customer relationships and improve market competitiveness. Overall, this research contributes to the growing literature on digital marketing and consumer behaviour by providing empirical evidence on the combined influence of Social Media Marketing and Brand Image on Smartphone Purchase Intention. Although the study is limited to 207 respondents from the Generation Z population, the findings provide valuable insights for marketers and business organizations. Future research may expand the sample size, include consumers from different age groups and regions and examine additional variables such as brand trust, perceived value, customer satisfaction and influencer credibility to further understand smartphone purchase behaviour in the evolving digital marketplace.

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