@article{CRSIJ25000042,
                  author = {Prachi shah, Jiya patel},
                  title = {The Influence of Social Media Marketing on Purchasing Decision of Beauty Products of Among GenZ in Ahmedabad},
                  journal = {Cosmo Research and Science International Journal},
                  year = {2025},
                  volume = {1},
                  number = {3},
                  pages = {293-306},
                  issn = {3108-1584},
                  url = {https://cosmorsij.com/published/CRSIJ25000042.pdf},
                  abstract = {In the digital age, social media has become a powerful force shaping consumer behaviour, particularly in the beauty industry. This study investigates how social media influences the purchasing decisions of Generation Z consumers in Ahmedabad, with emphasis on influencer marketing, content credibility, and user engagement. Using a descriptive research design, data was collected from 125 respondents and analysed through SPSS. Results show that Instagram is the most influential platform for beauty content, aiding in trend awareness and brand discovery. However, price and product quality remain key purchase drivers. Most users engage passively and show mixed trust in influencers. The findings support theoretical frameworks like the COBRA Model and Source Credibility Theory. The study emphasizes the importance of authenticity and localized marketing, while highlighting future research opportunities in digital trends, generational differences, and emerging technologies like AR.
},
                  keywords = {Social Media Marketing, Generation Z, Influencer Credibility, Beauty Industry, Consumer Behaviour, Instagram Engagement},
                  month = {November
}
        }