The impact of visual and social factors on Generation Z's purchasing decision through social media advertising

The study aimed to assess the visual elements of social media advertisements and their impact on the purchasing decisions of Generation Z in e-commerce within the UAE. This research significantly contributes to the scientific literature on consumer behavior in the digital age, particularly regarding Generation Z. Using a descriptive-analytical approach with quantitative tools (questionnaires), the study collected data on how visual and social factors affect purchasing decisions via social media. 85.0% of participants found that prominent colors help them better remember brands. 82.5% felt that colors directly impact their feelings towards a product or brand, enhancing positive or negative impressions. 79.0% said high-quality product images make them more likely to purchase. 74.0% confirmed that clear, direct text helps them understand the product or service better. 90.0% believed that attractive, innovative designs capture their attention and increase their interest in the product. The study recommended using colors that align with the brand’s visual identity, incorporating animations and interactive content (like short videos or animated images) to boost engagement. It emphasized the use of realistic, emotionally engaging images that reflect Generation Z's interests and values. Additionally, it advised leveraging influencers and micro-influencers, using artificial intelligence to enhance ad experiences, and ensuring advertisements are optimized for smartphones to provide a seamless user experience.