Instagram-Based Social Media Marketing and Its Influence on the Purchase Intention of Generation Z: A Study on Mamaearth Skincare Products

Abstract

This study investigates the degree to which Instagram-driven social media marketing affects the purchase intent of Generation Z consumers with specific reference to Mamaearth skincare products. In an era where digital interaction dominates consumer decision-making, Instagram has carved out a unique position as a discovery-to-purchase channel, particularly within the beauty and wellness segment. The research draws on primary data gathered from 150 Gen Z respondents aged 18–28 years who are active Instagram users. Four key marketing constructs were examined: influencer marketing, sponsored advertisements and promotional campaigns, user-generated content (UGC), and customer–brand interaction (engagement). Findings indicate that all four constructs exert a significant positive effect on purchase intention. Notably, brand connectivity driven by active Instagram engagement emerged as the strongest influence, followed by promotional discounts, advertisement appeal, influencer credibility, and UGC-based social proof. Chi-square analysis confirmed meaningful associations between age group, platform usage frequency, and purchase intention. A substantial majority of respondents who had previously purchased Mamaearth products attributed the decision, at least partially, to Instagram exposure. The study concludes that a well-crafted, authentic Instagram strategy is pivotal for skincare brands targeting digital-native audiences, and offers actionable recommendations to enhance content personalization, influencer authenticity, and UGC amplification.