Authors : Pratik Jagtap; Anand Kunjir

Volume/Issue : Volume 11 - 2026, Issue 6 - June

Google Scholar : https://tinyurl.com/4ptah7t3

Scribd : https://tinyurl.com/3y2kcbk2

DOI : https://doi.org/10.38124/ijisrt/26jun1015

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This research aims to examine the potential of the social media ads on impulse buying behavior among the consumers of Gen Z (born between 1997 and 2012) and Millennial (born between 1981 and 1996) consumer segments of India. In recent years, algorithmic personalization has grown to be a key force in what ads people are seeing and understanding these psychological/behavioural processes is essential for both marketing companies and consumer welfare research. The questionnaire was used to gather data from 247 college students and young professionals. These constructs were assessed for the first time using validated Likert-like scale questionnaires in this survey: ad frequency, personalized advertising, emotional appeal, and impulse purchase behaviour. Results indicate that both the personalisation of ads and their emotional content are most strongly linked to impulse purchasing: with moderate positive relationships for ad frequency. Not only was gender a significant moderator, but the type of social media platform also significantly moderated responses. Finally, the paper draws conclusions for the use of those in-management and policy positions as well as opportunities for further research.

Keywords : Social Media Advertising, Impulse Buying, Gen Z, Millennials, Consumer Behaviour.

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