The influence of social media marketing on Gen Z’s buying behavior; A case study of restaurant cafe’s in Lahore

Abstract

This research aims to analyze the impact of social media marketing on the purchasing and consumption behavior of Generation Z in Lahore cafes and restaurants. The research examines the impact of Instagram, TikTok, visual and aesthetic content, online reviews, eWOM, influencer marketing. The quantitative study was conducted through a structured self-administered online survey method targeting 203 Gen Z respondents in Lahore, using purposive and convenience sampling techniques. The survey comprised two sections. Section B used a five-point Likert scale to measure social media activity, and behavioral/attitudinal responses. Section A collected demographic data (gender, age, occupation, and monthly dining spend). Descriptive statistics, including frequency distribution, percentage analysis, and mean score interpretation, were performed. Social media platforms such as Instagram (75.4%) and TikTok (16.7%) were places where cafes could be found. The survey’s highest agreement rate was 72.9% of respondents preferring cafes with attractive backgrounds for personal photography, and 65.0% saying they visited cafes frequently due to visually appealing social media content. The study found that social media marketing has a significant, quantitative and complex impact on Gen Z café consumption in Lahore. The visual aesthetics, platform-specific content tactics and online reputation management influence the behavior. The results add to the limited empirical research on the direct behavioral effects of social media marketing in Pakistan’s hospitality industry and provide practical guidance for digital marketers and café owners targeting Gen Z in Lahore.