The Influence of Social Media on Product Usage and Consumer Behaviour among Generation Z in Mysuru District, Karnataka

Abstract

Social media has become a major force in shaping economies and cultures globally. The speed at which it has evolved is due to constant innovation and research, which has in turn driven significant changes in how economies operate. Over the past few decades, social media platforms have proliferated and expanded, leading to dramatic shifts in communication, marketing and consumer behaviour. Continuous innovation and research have accelerated the development of new features, platforms and technologies within social media. Social media’s research not only affects globally but also in local markets. Understanding the intersection of social media influence and Generation Z consumer behaviour in specific locales like Mysuru District, Karnataka can help brands and marketers tailor their strategies to resonate with this influential demographic. MysuruDistric’s residents are active on a variety of social media platforms, including Instagram YouTube and Tiktok. Mysuru District is home to a growing number of micro-influencers who have built a strong following within their local markets. Brands are leveraging the reach of these local influencers to connect with the Gen Z customers in marketing field in Mysuru Districts. In this research paper exploring how social media influences product usage and consumer behaviour, particularly among Generation Z in Mysuru District, Karnataka.