About this document
Preprint Not Peer Reviewed: Title by Ansh Dogra is a document available to read on EtoBox.
This research paper examines the relationship between mindfulness, impulsive buying behavior, and social media engagement among Generation Z consumers in India. Findings indicate that while social media engagement significantly stimulates impulsive buying, mindfulness does not directly reduce impulsive behavior nor moderate its relationship with social media. The study emphasizes the importance of ethical digital marketing strategies that promote mindful consumption among Gen Z.
- Author
- Ansh Dogra
- Language
- EN