2. Sustainable Influence of Instagram and Its Linkages on Gen Z's Purchase Intention

Covid-19 brought in a lot of new technological developments when it plagued the world. Countries across stayed connected via social media. Applications such as Instagram, TikTok, and YouTube were ways to stay connected. Social media started off as a mere platform to connect but over the years it has transformed into so much more. Instagram has grown to be a marketplace. Businesses now have increased visibility and a better chance to reach their target audience. Gen Z particularly used such platforms for staying connected, for education, and even for entertainment. Instagram is the third most used application in the world and it has opened an array of opportunities both to the seller and to the buyer. A decade ago, no one would have thought that Instagram would end up being a marketplace too. India has one of the biggest Gen Z populations. Which is approx. 250 million people. Giving marketers a very new target audience generation, one that is thoughtful about a lot of agendas. Such as sustainability and ethics. Today’s customer has become demanding and it’s more difficult to convert them. But digital marketing makes it easier to make the right buyer and seller meet. In this research, we discover how Gen Z’s purchase behavior is on Instagram. With that intention, the study topic was chosen for research as it is relevant to today’s time and marketing practices. the study is descriptive in nature. A sample size of 86 was chosen randomly from the Gen Z population and data was collected using the survey method called structured questionnaire tool. Collected data was analyzed, interpreted, and presented in the report for further extension of research.