The rapid diffusion of social media platforms has fundamentally transformed marketing communication strategies across industries, particularly in the fashion and footwear sector. Generation Z consumers, characterized by their digital nativity and high social media engagement, are increasingly influenced by online advertisements, influencer endorsements, and brand narratives presented across digital platforms. This study examines the impact of social media advertisement, influencer marketing, and brand perception on online footwear purchase decisions among Gen Z consumers in Gujarat. Using primary data collected through a structured questionnaire and analyzed through reliability testing, correlation, and multiple regression analysis, the study reveals that brand perception is the strongest determinant of online footwear purchase intention, followed by influencer impact and social media advertisement exposure. The model explains 59.46% of the variance in purchase decision, indicating a strong explanatory power. The findings provide important insights for marketers targeting Gen Z consumers in emerging digital markets.
Yadav et al. (Sun,) studied this question.