Role of Instagram Advertising in Purchase Decisions of Gen Z

A Research Paper Submitted in Partial Fulfilment of Academic Requirements

Authors:

Umesh Ganjare, Sanket Shinde, Suraj Kamble

Abstract

The rapid proliferation of social media platforms has transformed the landscape of digital marketing, with Instagram emerging as one of the most powerful advertising channels targeting younger demographics. This study examines the influence of Instagram advertising on the purchase decisions of Generation Z broadly defined as individuals born between 1997 and 2012. Drawing on a mixed-methods approach that integrates survey data from 150 Gen Z respondents and a thematic review of existing literature, the paper investigates how various Instagram ad formats including Stories, Reels, sponsored posts, and influencer collaborations  shape brand perceptions and drive consumer behaviour. Findings reveal that visual appeal, authenticity of influencer endorsements, interactivity, and personalised ad delivery are the most significant drivers of purchase intent among Gen Z users. The study also highlights the pivotal role of peer social proof and algorithmic targeting in reinforcing purchase motivations. Implications for digital marketers and brands seeking to engage Gen Z audiences are discussed, along with recommendations for ethical, transparent, and culturally resonant advertising strategies.

Keywords: Instagram advertising, Generation Z, purchase decision, influencer marketing, social media marketing, digital consumer behaviour