In e na ional Jou nal o Resea ch in Managemen ISSN 2249-5908
A ailable online on h p://www. spublica ion.com/ij m/ij m_index.h m Volume 15 No. 5, 2025
DOI: 10.5281/zenodo.17315125
O iginal A icle
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Engaging Gen Z h ough social media ma ke ing
M . G. Vigneshwa an
II M.Com, Depa men o Comme ce, S i K ishnasamy A s and Science College, Me amalai,
Sa u , Tamil Nadu, India | +91 90804 55972 | ✉ now ickp [email protected]
M s. M. P emalakshmi
Assis an P o esso , Depa men o Comme ce, S i K ishnasamy A s and Science College,
Me amalai, Sa u , Tamil Nadu, India | +91 90804 55972 | ✉ now ickp [email protected]
ARTICLE
INFO
ABSTRACT
Pape ID: IJRM-
68DA4455B278D
Recei ed: 2025-08-27
Published: 2025-1010
DOI:
h ps://dx.doi.o g/10.528
1/zenodo.17315125
Page No: 153-159
Bo n be ween he la e 1990s and he beginning o he 2010s, Gene a ion Z is
a socially conscious, digi ally na i e, and ex emely connec ed consume g oup.
T adi ional ma ke ing echniques mus gi e way o mo e genuine, engaging, and alue-
d i en app oaches in o de o engage his audience.
This s udy examines how in luence ela ionships, use -gene a ed con en ,
sho - o m ideo, social esponsibili y, and pla o ms like TikTok, Ins ag am, and
YouTube can all be used o e ec i ely each and connec wi h Gen Z h ough social
media ma ke ing. Impo an elemen s including pla o m selec ion, au hen ici y,
communi y de elopmen , end awa eness, and da a-d i en engagemen a e
highligh ed in he epo .
B ands can c ea e endu ing connec ions and become mo e ele an in he
cons an ly changing digi al ecosys em by comp ehending he alues, beha io s, and
expec a ions o Gene a ion Z.
INTERNATIONAL JOURNAL OF RESEARCH IN
MANAGEMENT
A ailable online on
h p://www. spublica ion.com/ij m/ij m_index.h m
ISSN 2249-5908
Ci e This Pape : M . G. Vigneshwa an and M s. M. P emalakshmi (2025). "
Engaging Gen Z h ough social media ma ke ing". INTERNATIONAL JOURNAL OF
RESEARCH IN MANAGEMENT (IJRM), ol. 15, no. 5, 2025, pp. 153-159, DOI:
h ps://dx.doi.o g/10.5281/zenodo.17315125
In e na ional Jou nal o Resea ch in Managemen ISSN 2249-5908
A ailable online on h p://www. spublica ion.com/ij m/ij m_index.h m Volume 15 No. 5, 2025
DOI: 10.5281/zenodo.17315125
O iginal A icle
154
Objec i es o he S udy
1.This s udy's p ima y goal is o in es iga e how social media ma ke ing may help b ands in e ac
wi h Gene a ion Z.
2. I seeks o de e mine which pla o ms a e mos popula wi h Gen Z use s and examine he kinds
o communica ion and in o ma ion ha appeal o hem.
3. In o de o es ablish us wi h his gene a ion, he s udy aims o comp ehend he signi icance o
use -gene a ed con en , in luence pa ne ships, and au hen ici y.
4. I also looks a how companies may ma ch hei messaging o he alues o Gene a ion Z,
including en i onmen alism, social jus ice, and inclusi i y.
5. The s udy also looks a how well in e ac i e elemen s like challenges, polls, and sho mo ies
wo k o boos use engagemen .
6. The ul ima e objec i e is o o e ad ice and insigh s ha assis ma ke e s in c ea ing endu ing,
solid connec ions wi h Gen Z online.
Rele ance o he Resea ch
In he quickly changing digi al and consume ecosys em o oday, whe e Gene a ion Z has
a big impac on ma ke ends and company pe o mance, his esea ch is ex emely pe inen .
Because Gen Z was bo n in o a socie y ha was hea ily elian on digi al echnology, i s beha io s,
a i udes, and expec a ions a e e y di e en om hose o o he gene a ions, making adi ional
ma ke ing s a egies less success ul.
Fo S uden s
Aids s uden s in comp ehending he dis inc social media in e es s and beha iou s o
Gene a ion Z.
Gi es in o ma ion abou well-liked pla o ms and kinds o ma e ial ha appeal o
Gene a ion Z.
Helps s uden s ge eady o jobs in digi al media, ma ke ing, and communica ion.
Inc eases unde s anding o con empo a y ma ke ing echniques aimed a you h.
Fo Academics (Teache s/Facul y)
P o ides up- o-da e in o ma ion on Gen Z- ele an digi al ends.
Helps c ea e cou se ma e ials ha a e in line wi h con empo a y social media ma ke ing
s a egies.
In e na ional Jou nal o Resea ch in Managemen ISSN 2249-5908
A ailable online on h p://www. spublica ion.com/ij m/ij m_index.h m Volume 15 No. 5, 2025
DOI: 10.5281/zenodo.17315125
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P o ides esea ch on you h engagemen and eal-wo ld examples o suppo ins uc ion.
P omo es in eg a ed educa ion in sociology, ma ke ing, and communica ion.
Fo Ins i u ions
Aids o ganiza ions and ins i u ions in inc easing hei in e ac ion wi h Gen Z audiences.
In o ms social media ou each, b anding, and ec ui men ac ics.
Encou ages es ablishing mo e solid, long-las ing connec ions wi h s uden s o young
cus ome s.
Di ec s he p oduc ion o genuine and pe inen digi al con en o Gene a ion Z.
Fo Policy Make s and Resea che s
Gi es in o ma ion on Gen Z's alues and online beha iou so ha policymake s can make
well-in o med decisions.
D aws a en ion o he cul u al and socie al e ec s ha social media ma ke ing has on
young people.
Suppo s he c ea ion o laws o sa egua d Gen Z's online sa e y.
P o ides a s a ing poin o addi ional s udy on young cul u e and digi al ma ke ing ends.
Re iew o Li e a u e:
Because o he dis inc i e ai s and subs an ial ma ke in luence o Gene a ion Z, social
media ma ke ing has become a hea ily explo ed issue. Impo an opics ega ding Gen Z's
a ou ed con en , digi al beha io , and success ul ma ke ing ac ics a e e ealed by he li e a u e.
1.Cha ac e is ics o Gene a ion Z
Resea ch con inuously cha ac e izes Gen Z as digi al na i es, ha ing g own up wi h sma
phones, social media, and con inual in e ne access (Tu ne , 2015; Williams e al., 2019).
Acco ding o F ancis and Hoe el (2018), hey place a high impo ance on social du y, since i y,
and openness. Gen Z, in con as o Millennial, a o s in e ac i e, pe sonalized ma e ial ha hono s
hei need o immedia e, signi ican connec ion (F omm & Read, 2018).
2.Social Media Pla o ms Popula wi h Gen Z
Acco ding o esea ch, Gen Z's p ima y social media pla o ms a e TikTok, Ins ag am,
YouTube, and Snap cha (Smi h, 2020; Ande son & Jiang, 2018). The ise o TikTok is also
no ewo hy because o i s ocus on i al ends and sho - o m ideos, which ca e o Gen Z's as e
o engaging and dynamic ma e ial (Mon age e al., 2021).
3.Role o In luence s and Use -Gene a ed Con en (UGC)
Nume ous s udies demons a e how social media in luence s a e inc easingly in luencing
Gen Z's pu chase decisions (F eibe g e al., 2011; De Ve min e al., 2017). Gen Z p e e s genuine
ma e ial and pee ecommenda ions o con en ional ad e ising. Because i p omo es ac i e
In e na ional Jou nal o Resea ch in Managemen ISSN 2249-5908
A ailable online on h p://www. spublica ion.com/ij m/ij m_index.h m Volume 15 No. 5, 2025
DOI: 10.5281/zenodo.17315125
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pa icipa ion and engagemen , use -gene a ed ma e ial is ega ded as a po en ins umen o
os e ing communi y and us (La oche e al., 2013).
4.Impo ance o Au hen ici y and Social Responsibili y
Acco ding o esea ch, Gen Z p e e s companies ha exhibi social esponsibili y and ue
p inciples (Williams e al., 2019; Nielsen, 2015). This gene a ion is mo e likely o connec wi h
ma ke ing ini ia i es ha emphasize e hical beha io , en i onmen al consciousness, and
inclusi i y (Huang & Rus , 2021).
5.In e ac i e Con en and Engagemen S a egies
Challenges, polls, and li e ideos a e examples o in e ac i e elemen s ha ha e been
ound o be success ul in aising Gen Z's social media pa icipa ion (Kuma & Mi chandani, 2012;
Sheldon & B yan , 2016). Acco ding o Zeng e al. (2020), Gen Z use s a e mo e likely o sha e
and pay a en ion o sho - o m ideos.
6. Da a-D i en Ma ke ing and Pe sonaliza ion
Acco ding o ecen esea ch, ma ke ing pe o mance can be inc eased by employing da a
analy ics o comp ehend Gen Z's as es and beha io (Cha ey, 2020). Ta ge ed ad e ising and
pe sonalized con en enhance use expe ience and ele ancy, wo ac o s ha a e c ucial o
holding Gen Z's a en ion (Tu en & Solomon, 2020).
Aspec s o Engaging Gen Z h ough Social Media Ma ke ing
Pla o m Selec ion
Pay a en ion o he pla o ms ha Gen Z uses mos equen ly, such as YouTube,
Ins ag am, Snap cha , and TikTok. Recognize he dis inc cha ac e is ics and use pa e ns o each
pla o m.
Au hen ici y and T anspa ency
Make use o since e messaging ha cap u es he essence o he b and. Gen Z app ecia es
au hen ici y and hones y, so s ee clea o highly polished o alse con en .
In luence Collabo a ions
Join o ces wi h Gen Z- iendly in luence s who ha e genuine connec ions wi h hei ans.
Mic o-in luence s equen ly inc ease engagemen and us .
Use -Gene a ed Con en (UGC)
In e na ional Jou nal o Resea ch in Managemen ISSN 2249-5908
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DOI: 10.5281/zenodo.17315125
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U ge ans o p oduce and dis ibu e b and- ela ed con en . UGC makes ma ke ing eel
mo e in ima e by os e ing a sense o communi y and us .
Sho -Fo m and Visual Con en
To ge a en ion as , use eels, memes, s o ies, and ideos. Con en ha is b ie , in e es ing,
and imagina i e i s in wi h Gen Z's p opensi y o apid consump ion.
Social Responsibili y and Values Alignmen
Encou age social issues such as social jus ice, di e si y, inclusi i y, and ecology. B ands
ha uphold mo al p inciples and bene i socie y a e a ou ed by Gene a ion Z.
Ad an ages o Engaging Gen Z h ough Social Media Ma ke ing
Access o a La ge, In luen ial Audience
Gen Z is a sizable and expanding consume g oup ha has emendous pu chasing powe
and ends-se ing powe .
Inc eased B and Awa eness
Social media ma ke ing inc eases company awa eness and ecogni ion by connec ing wi h
Gen Z whe e hey spend he majo i y o hei ime.
Highe Engagemen Ra es
S onge b and in e ac ion esul s om pla o ms like Ins ag am and TikTok ha p omo e
ac i e pa icipa ion h ough likes, sha es, commen s, and use -gene a ed con en .
Cos -E ec i e Ma ke ing
Campaigns on social media, pa icula ly hose ha use in luence s and o ganic con en , can
be less expensi e han adi ional ad e ising.
Real-Time Feedback and Insigh s
Gen Z answe s, as es, and ends may be swi ly ga he ed and analysed by b ands, enabling
lexible ma ke ing changes
Conclusion
B ands hoping o each his socially conscious and digi ally na i e gene a ion mus engage
Gene a ion Z h ough social media ma ke ing. Because o Gen Z's dis inc p e e ences, which
In e na ional Jou nal o Resea ch in Managemen ISSN 2249-5908
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include a penchan o social esponsibili y, au hen ici y, and in e ac i e con en , ma ke e s mus
abandon adi ional ad e ising and adop c ea i e, since e, and alue-d i en app oaches.
B ands may c ea e endu ing connec ions wi h Gen Z by concen a ing on well-known
pla o ms like YouTube, Ins ag am, and TikTok, u ilizing in luence ela ionships, p omo ing
use -gene a ed con en , and ma ching up wi h hei co e alues. Addi ionally, by cus omising
con en o Gen Z's in e es s, da a-d i en and pe sonalized ma ke ing s a egies boos engagemen
and loyal y.
To emain ele an and success ul in he apidly e ol ing digi al landscape, b ands mus
comp ehend and adjus o he expec a ions and beha io s o Gene a ion Z. In o de o c ea e
success ul social media ma ke ing e o s ha engage wi h Gen Z and e en ually esul in g ea e
b and connec ions and long- e m g ow h, his esea ch emphasizes he signi icance o au hen ici y,
communi y building, and social esponsibili y.
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