Digital Influence of Instagram Ads: Understanding Generation Z's Purchase Decisions and Engagement

Abstract: With the rapid evolution of digital marketing, Instagram has emerged as a key platform influencing Generation Z’s purchasing decisions. This study explores the impact of Instagram advertising on Generation Z consumers in Gujarat, focusing on engagement with interactive ads, influencer marketing, and personalized brand content. Using a structured survey-based methodology, the research reveals that visually appealing and authentic advertisements, supported by influencer collaborations, significantly shape brand perception and drive purchase intent. The study offers practical implications for marketers to refine Instagram strategies tailored to Gen Z preferences. Keywords: Instagram advertising, Generation Z, consumer behavior, influencer marketing, brand engagement JEL Classification Number: M31, D91, L82