EXPLORING GEN Z CONSUMERS' PERCEPTIONS OF SOCIAL MEDIA PROMOTION AND BRANDING AS TRIGGERS OF IMPULSE BUYING
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Abstract
As content and commerce continue to merge in the digital age, Generation Z has emerged as a hyper-connected and emotionally responsive consumer group, particularly vulnerable to impulse buying. This systematic literature review synthesizes findings from 46 empirical studies published between 2019 and 2024 to examine how Gen Z perceives social media branding and promotional strategies, and how these perceptions influence unplanned purchasing behavior. Results reveal that emotionally immersive content, influencer endorsements, and algorithm-driven advertisements play a significant role in bypassing rational decision-making. Emotional states such as boredom, loneliness, and fear of missing out (FOMO) frequently act as triggers, especially on platforms like TikTok and Instagram. Thematic and bibliometric analyses highlight recurring themes including emotional branding, digital identity, and social validation. However, the literature still lacks cultural diversity, longitudinal perspectives, and coverage of emerging platforms. This review offers a deeper understanding of Gen Z’s impulse buying psychology and urges marketers, educators, and policymakers to adopt digital strategies that are not only effective but also ethical, inclusive, and emotionally responsible.
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