Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Influence of social media marketing on the purchase intention of Gen Z Subject The topic of the resource Brand awareness; Brand loyalty; Customer-business interaction; Gen Z; Product perception; Purchase intention; Social media marketing Description An account of the resource The purpose of this paper is to identify the influence of social media marketing on the purchase intention of Gen Z. A self-administered questionnaire is developed and distributed to 424 respondents who are born after 1994. Independent sample t-test and multiple linear regression model are used for statistical data analysis. The study finds social media marketing more effective than the traditional method of marketing on Gen Z indicating that social media marketing has a positive impact on their purchase intention, brand awareness, product perception, brand loyalty and customer-business interactions. It also reveals that developing the brand awareness, brand loyalty, product perception and customer-business interactions through social media marketing can ultimately influence the purchase intention of Gen Z. This paper addresses the differences in the purchase intention of those who prefer social media ads over traditional ads. It also highlights the importance of social media in marketing communications which help companies in retaining their customers and optimising search engine rankings. 2019 SERSC. Creator An entity primarily responsible for making the resource Ninan N.; Roy J.C.; Cheriyan N.K. Source A related resource from which the described resource is derived International Journal of Advanced Science and Technology, Vol-29, No. 1, pp. 1692-1702. Publisher An entity responsible for making the resource available Science and Engineering Research Support Society Date A point or period of time associated with an event in the lifecycle of the resource 2020-01-01 Identifier An unambiguous reference to the resource within a given context <a href="" target="_blank" rel="noreferrer noopener"></a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85081544979&amp;partnerID=40&amp;md5=b829748ed02bd5dc8f0f06770bbb370d" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85081544979&amp;partnerID=40&amp;md5=b829748ed02bd5dc8f0f06770bbb370d</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 20054238 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Ninan N., Marian International Institute of Management, Kuttikkanam, Kerala, India; Roy J.C., Bharat Mata College, Mahatma Gandhi University, Kerala, India; Cheriyan N.K., CHRIST (Deemed to be University), Bangalore, India