Why We Scroll, Why We Buy: Applying S-O-R and Uses-and-Gratifications Theory to Examine Social Media–Induced Purchase Decisions of Gen Z

Gen Z, social media marketing, S O R model, Uses and Gratifications, purchase behavior, SEM

Increasing social media use by Generation Z has rendered this channel as the primary source of discovering new products. Thus, this study examine the role social media platforms play in influencing the actual purchase behaviour of GenZ consumers, by integrating the Stimulus-Organism-Response framework with the Uses and Gratification Theory. Based on the quantitative approach, the study analyses the behaviour based on the primary data collected using five point Likert scale. Out of the 412 samples collected throughout India, after cleaning and processing, final study was done on 387 samples. Structural Equation Modelling was used to analyse the impact of informativeness, entertainment, interactivity, and credibility on customer gratification, studied under hedonic, informational, and social gratification, and finally on the actual purchase behaviour as the outcome. All the social media variables were found to have a significant impact on the customer gratification experiences, and this gratification in turn collectively had a positive impact on the actual purchase behaviour. Informational gratification was identified as the major predictor. Further, the results also established the mediating role of gratification dimensions, highlighting the role of cognitive, social and affective pathways on digital persuasion. The study shifts the focus from purchase intention to actual purchase decision, offering a mechanism based explanation for social media engagements being translated into consumption outcomes.