The Influence of Social Media Marketing on Generation Z Consumers’ Purchase Intention for Online Shopping in Anambra State Nigeria

This study investigates the influence of social media marketing on Generation Z consumers’ purchase intention toward online shopping in Anambra State, Nigeria. Five social media marketing dimensions (trendiness, interaction, entertainment, customization, and electronic word of mouth) were examined to determine their effect on Gen Z purchase intention. A structured questionnaire was administered, and the data were analyzed using statistical package for social sciences, version 25. The findings reveal that trendiness, interaction, customization, and e-WOM significantly and positively influence purchase intention, with trendiness and interaction emerging as the strongest predictors. However, entertainment was found to have no significant effect, indicating that enjoyable content alone does not drive Gen Z purchasing decisions in this context. The study concludes that marketers targeting Gen Z in Anambra State must prioritize relevance, engagement, personalization, and credible peer influence to effectively drive online purchase intention. Recommendations were made for marketers to prioritize relevance, engagement, personalization, and social proof to enhance online purchase intention.