Social commerce has transformed the conventional consumer decision-making process by integrating social interaction, user-generated content, influencer recommendations, product discovery, and online purchasing within digital platforms. Generation Z, characterized by high digital engagement and frequent use of social networking platforms, represents an important consumer segment for social-commerce businesses. This study examines the role of social commerce in influencing the buying decisions of Generation Z, with particular emphasis on social media influencers, electronic word-of-mouth, perceived trust, social interaction, perceived usefulness, perceived risk, and platform engagement. The study proposes a case-study-based empirical framework focusing on Indian Generation Z consumers who actively interact with social-commerce content on platforms such as Instagram, YouTube, and other social networking environments. Previous research indicates that trust, perceived usefulness, influencer characteristics, and social-commerce features significantly influence purchase intention among young consumers. The proposed study combines descriptive analysis and inferential techniques to examine the relationships between social-commerce factors and consumer buying decisions. The findings are expected to provide useful implications for marketers, influencers, and social-commerce platforms seeking to develop credible, engaging, and Gen-Z-oriented digital marketing strategies.
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