Understanding Gen Z Purchase Behaviour: A Conceptual Framework of Social Media Marketing, Brand Image, Online Reviews, and Influencer Credibility

Abstract

The increasing importance of digital platforms has transformed how Generation Z (Gen Z) consumers obtain product information, evaluate alternatives, and develop purchase-related responses. Although previous studies have examined individual digital marketing factors, a more integrated conceptual understanding of their relationships with Gen Z purchase behaviour remains valuable, particularly in the Malaysian context. This paper proposes a conceptual framework incorporating four factors: social media marketing activities, brand image, online customer reviews, and influencer marketing credibility. Drawing on the Engel–Kollat–Blackwell (EKB) Consumer Decision-Making Model and existing literature, the framework explains how these factors may contribute to consumers' information search, product evaluation, purchase intentions, and other purchase-related responses. Four theoretical propositions are developed to guide future empirical investigation. The framework also distinguishes the conceptual roles of marketing activities, brand perceptions, customer-generated reviews, and influencer credibility without assuming that these factors operate independently or possess equal predictive importance. The paper contributes a structured conceptual basis for examining Gen Z purchase behaviour and highlights the importance of future research to evaluate construct validity, overlapping relationships, and the applicability of the proposed framework to Malaysian university students.