A Study on How Social Media Influences the Spending and Saving Behaviour of Genz's

This research work focuses on the impact of social media on the spending and saving habits of Generation Z (Gen Z), a generation known for their extensive use of digital resources and exposure to social media content.As social media platforms continue to influence consumer behaviour, financial attitudes, and lifestyle choices, this research work aims to explore the extent to which social media platforms influence the financial decision-making process of young individuals.The research work employed a descriptive research methodology, where primary data was gathered using structured questionnaires from Gen Z participants.The results of the study show that social media platforms have a significant impact on purchasing behaviour, driven by advertisements, influencer marketing, social trends, and lifestyle comparisons, resulting in a rise in impulse buying and a tendency to prioritize short-term lifestyle choices over long-term financial planning.At the same time, the availability of financial literacy content and educational resources on social media platforms has had a positive impact on saving behaviour among a significant number of participants.