Engaging Gen Z through social media marketing

International Journal of Research in Management ISSN 2249-5908 Available online on http://www.rspublication.com/ijrm/ijrm_index.htm Volume 15 No. 5, 2025 DOI: 10.5281/zenodo.17315125 Original Article 153 Engaging Gen Z through social media marketing Mr. G. Vigneshwaran II M.Com, Department of Commerce, Sri Krishnasamy Arts and Science College, Mettamalai, Sattur, Tamil Nadu, India |  +91 90804 55972 | ✉ [email protected] Mrs. M. Premalakshmi Assistant Professor, Department of Commerce, Sri Krishnasamy Arts and Science College, Mettamalai, Sattur, Tamil Nadu, India |  +91 90804 55972 | ✉ [email protected] ARTICLE INFO ABSTRACT Paper ID: IJRM68DA4455B278D Received: 2025-08-27 Published: 2025-1010 DOI: https://dx.doi.org/10.528 1/zenodo.17315125 Page No: 153-159 Born between the late 1990s and the beginning of the 2010s, Generation Z is a socially conscious, digitally native, and extremely connected consumer group. Traditional marketing techniques must give way to more genuine, engaging, and valuedriven approaches in order to engage this audience. This study examines how influencer relationships, user-generated content, short-form video, social responsibility, and platforms like TikTok, Instagram, and YouTube can all be used to effectively reach and connect with Gen Z through social media marketing. Important elements including platform selection, authenticity, community development, trend awareness, and data-driven engagement are highlighted in the report. Brands can create enduring connections and become more relevant in the constantly changing digital ecosystem by comprehending the values, behaviors, and expectations of Generation Z. INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT Available online on http://www.rspublication.com/ijrm/ijrm_index.htm ISSN 2249-5908 Cite This Paper : Mr. G. Vigneshwaran and Mrs. M. Premalakshmi (2025). " Engaging Gen Z through social media marketing". INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT (IJRM), vol. 15, no. 5, 2025, pp. 153-159, DOI: https://dx.doi.org/10.5281/zenodo.17315125 International Journal of Research in Management ISSN 2249-5908 Available online on http://www.rspublication.com/ijrm/ijrm_index.htm Volume 15 No. 5, 2025 DOI: 10.5281/zenodo.17315125 Original Article 154 Objectives of the Study 1.This study's primary goal is to investigate how social media marketing may help brands interact with Generation Z. 2. It seeks to determine which platforms are most popular with Gen Z users and examine the kinds of communication and information that appeal to them. 3. In order to establish trust with this generation, the study aims to comprehend the significance of user-generated content, influencer partnerships, and authenticity. 4. It also looks at how companies may match their messaging to the values of Generation Z, including environmentalism, social justice, and inclusivity. 5. The study also looks at how well interactive elements like challenges, polls, and short movies work to boost user engagement. 6. The ultimate objective is to offer advice and insights that assist marketers in creating enduring, solid connections with Gen Z online. Relevance of the Research In the quickly changing digital and consumer ecosystem of today, where Generation Z has a big impact on market trends and company performance, this research is extremely pertinent. Because Gen Z was born into a society that was heavily reliant on digital technology, its behaviors, attitudes, and expectations are very different from those of other generations, making traditional marketing strategies less successful.  For Students  Aids students in comprehending the distinct social media interests and behaviours of Generation Z.  Gives information about well-liked platforms and kinds of material that appeal to Generation Z.  Helps students get ready for jobs in digital media, marketing, and communication.  Increases understanding of contemporary marketing techniques aimed at youth.  For Academics (Teachers/Faculty)  Provides up-to-date information on Gen Z-relevant digital trends.  Helps create course materials that are in line with contemporary social media marketing strategies. International Journal of Research in Management ISSN 2249-5908 Available online on http://www.rspublication.com/ijrm/ijrm_index.htm Volume 15 No. 5, 2025 DOI: 10.5281/zenodo.17315125 Original Article 155  Provides research on youth engagement and real-world examples to support instruction.  Promotes integrated education in sociology, marketing, and communication.  For Institutions  Aids organizations and institutions in increasing their interaction with Gen Z audiences.  Informs social media outreach, branding, and recruitment tactics.  Encourages establishing more solid, long-lasting connections with students or young customers.  Directs the production of genuine and pertinent digital content for Generation Z.  For Policy Makers and Researchers  Gives information on Gen Z's values and online behaviour so that policymakers can make well-informed decisions.  Draws attention to the cultural and societal effects that social media marketing has on young people.  Supports the creation of laws to safeguard Gen Z's online safety.  Provides a starting point for additional study on young culture and digital marketing trends. Review of Literature: Because of the distinctive traits and substantial market influence of Generation Z, social media marketing has become a heavily explored issue. Important topics regarding Gen Z's favoured content, digital behavior, and successful marketing tactics are revealed by the literature. 1.Characteristics of Generation Z Research continuously characterizes Gen Z as digital natives, having grown up with smart phones, social media, and continual internet access (Turner, 2015; Williams et al., 2019). According to Francis and Hoefel (2018), they place a high importance on social duty, sincerity, and openness. Gen Z, in contrast to Millennial, favors interactive, personalized material that honors their need for immediate, significant connection (Fromm & Read, 2018). 2.Social Media Platforms Popular with Gen Z According to research, Gen Z's primary social media platforms are TikTok, Instagram, YouTube, and Snap chat (Smith, 2020; Anderson & Jiang, 2018). The rise of TikTok is also noteworthy because of its focus on viral trends and short-form videos, which cater to Gen Z's taste for engaging and dynamic material (Montage et al., 2021). 3.Role of Influencers and User-Generated Content (UGC) Numerous studies demonstrate how social media influencers are increasingly influencing Gen Z's purchase decisions (Freiberg et al., 2011; De Vermin et al., 2017). Gen Z prefers genuine material and peer recommendations to conventional advertising. Because it promotes active International Journal of Research in Management ISSN 2249-5908 Available online on http://www.rspublication.com/ijrm/ijrm_index.htm Volume 15 No. 5, 2025 DOI: 10.5281/zenodo.17315125 Original Article 156 participation and engagement, user-generated material is regarded as a potent instrument for fostering community and trust (Laroche et al., 2013). 4.Importance of Authenticity and Social Responsibility According to research, Gen Z prefers companies that exhibit social responsibility and true principles (Williams et al., 2019; Nielsen, 2015). This generation is more likely to connect with marketing initiatives that emphasize ethical behavior, environmental consciousness, and inclusivity (Huang & Rust, 2021). 5.Interactive Content and Engagement Strategies Challenges, polls, and live videos are examples of interactive elements that have been found to be successful in raising Gen Z's social media participation (Kumar & Mirchandani, 2012; Sheldon & Bryant, 2016). According to Zeng et al. (2020), Gen Z users are more likely to share and pay attention to short-form videos. 6. Data-Driven Marketing and Personalization According to recent research, marketing performance can be increased by employing data analytics to comprehend Gen Z's tastes and behavior (Chaffey, 2020). Targeted advertising and personalized content enhance user experience and relevancy, two factors that are crucial for holding Gen Z's attention (Tuten & Solomon, 2020). Aspects of Engaging Gen Z through Social Media Marketing Platform Selection Pay attention to the platforms that Gen Z uses most frequently, such as YouTube, Instagram, Snap chat, and TikTok. Recognize the distinct characteristics and user patterns of each platform. Authenticity and Transparency Make use of sincere messaging that captures the essence of the brand. Gen Z appreciates authenticity and honesty, so steer clear of highly polished or false content. Influencer Collaborations Join forces with Gen Z-friendly influencers who have genuine connections with their fans. Micro-influencers frequently increase engagement and trust. User-Generated Content (UGC) International Journal of Research in Management ISSN 2249-5908 Available online on http://www.rspublication.com/ijrm/ijrm_index.htm Volume 15 No. 5, 2025 DOI: 10.5281/zenodo.17315125 Original Article 157 Urge fans to produce and distribute brand-related content. UGC makes marketing feel more intimate by fostering a sense of community and trust. Short-Form and Visual Content To get attention fast, use reels, memes, stories, and videos. Content that is brief, interesting, and imaginative fits in with Gen Z's propensity for rapid consumption. Social Responsibility and Values Alignment Encourage social issues such as social justice, diversity, inclusivity, and ecology. Brands that uphold moral principles and benefit society are favoured by Generation Z. Advantages of Engaging Gen Z through Social Media Marketing Access to a Large, Influential Audience Gen Z is a sizable and expanding consumer group that has tremendous purchasing power and trends-setting power. Increased Brand Awareness Social media marketing increases company awareness and recognition by connecting with Gen Z where they spend the majority of their time. Higher Engagement Rates Stronger brand interaction results from platforms like Instagram and TikTok that promote active participation through likes, shares, comments, and user-generated content. Cost-Effective Marketing Campaigns on social media, particularly those that use influencers and organic content, can be less expensive than traditional advertising. Real-Time Feedback and Insights Gen Z answers, tastes, and trends may be swiftly gathered and analysed by brands, enabling flexible marketing changes Conclusion Brands hoping to reach this socially conscious and digitally native generation must engage Generation Z through social media marketing. Because of Gen Z's distinct preferences, which International Journal of Research in Management ISSN 2249-5908 Available online on http://www.rspublication.com/ijrm/ijrm_index.htm Volume 15 No. 5, 2025 DOI: 10.5281/zenodo.17315125 Original Article 158 include a penchant for social responsibility, authenticity, and interactive content, marketers must abandon traditional advertising and adopt creative, sincere, and value-driven approaches. Brands may create enduring connections with Gen Z by concentrating on well-known platforms like YouTube, Instagram, and TikTok, utilizing influencer relationships, promoting user-generated content, and matching up with their core values. Additionally, by customising content to Gen Z's interests, data-driven and personalized marketing strategies boost engagement and loyalty. To remain relevant and successful in the rapidly evolving digital landscape, brands must comprehend and adjust to the expectations and behaviors of Generation Z. 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