@masterthesis{Kapinos2025, type = {Bachelor Thesis}, author = {Kapinos, Noah Joel}, title = {The impact of Social Media Advertisements on the Buying Behavior of Gen Z}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-21949}, school = {Hochschule Rhein-Waal}, pages = {58}, year = {2025}, abstract = {Social media has changed digital marketing, which makes it possible for businesses to engage with consumers through targeted advertising. Generation Z is an important demographic because they spend a high amount of time on social media platforms and have strong purchasing power. This study explores the impact of social media advertisements on the buying behavior of Generation Z by investigating key factors such as platform preferences, ad effectiveness, trust in social media advertisements, and purchasing motivations. By using a mixed method approach, this study gives insights into the impact of social media advertisements from 200 participants with a survey. The findings show that Instagram and TikTok are the most influential social media platforms in driving purchasing decisions, while Facebook does not have a strong impact on this generation. In addition, this study emphasizes that specific advertising formats, such as Instagram Stories and TikTok In-Feed ads, are the most effective in catching attention and influencing purchases. Furthermore, this study shows that trust plays an important role in social media advertising and many consumers from this generation are skeptical toward social media advertisements over traditional stores emphasizing that companies need to prioritize authenticity, transparency, and influencer marketing. This research provides important insights for businesses to improve their digital marketing strategies and improve engagement with Generation Z. Companies can have higher conversion rates and enhance their advertising effectiveness by focusing on platform-specific ad formats, personalized advertisements, and trust building to influence this generation.}, language = {en} }