Analysis of the Impact of Social Media on the Buying Behavior of Generation Z consumers: A Case Study of Iran's Clothing Market

This study investigates the impact of social media on the buying behavior of Generation Z (Gen Z) consumers in Iran’s clothing market. As digital natives, Gen Z represents a significant consumer segment heavily influenced by online trends and social interactions. A quantitative methodology was employed, utilizing a cross-sectional survey design to collect data from a stratified random sample of Iranian Gen Z consumers. The survey measured various aspects of social media usage, brand engagement, and purchasing behavior. Data analysis techniques included descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM). Key findings reveal strong correlations between social media engagement and consumer behaviors. Increased time spent on platforms correlates with higher susceptibility to brand messaging, greater propensity to share content, and tendency towards impulse buying. Active engagement with clothing brands on social media significantly predicts actual purchase intentions. SEM analysis identified “social presence,” “perceived usefulness,” and “trust” as key mediating factors in the relationship between social media usage and purchasing decisions. This research contributes to the understanding of Gen Z consumer behavior in Iran’s clothing market by elucidating the complex interplay between social media engagement, brand interactions, and purchasing decisions. It offers valuable insights for marketers seeking to effectively engage this demographic through digital channels. The findings emphasize the importance of visual content, influencer collaborations, and addressing ethical and sustainability concerns to build trust and maintain a positive brand image.