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VOL. 8, ISSUE 2 (2026)
A study on impact of social media usage on dupe consumption amoung Gen Z consumers
Authors
Hafsa Abdulla, Harini N K, Harini R, Harini V, Haritha M, Harshita R
Abstract
This study looks into how social media use
affects Generation Z Indian customers' dishonest purchasing habits. Karl
Pearson's Correlation Coefficient and Welch's One-Way ANOVA were applied to
data from 104 respondents. The findings show a significant positive link
between duplicate purchases and social media activity (r = 0.526, p <
0.001). The only demographic element that had a significant impact was
occupation; gender, spending, and device type showed no discernible variations.
Social media aspirational comparisons and influencer material play a key role
in normalizing Gen Z's use of deception.
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Pages:33-38
How to cite this article:
Hafsa Abdulla, Harini N K, Harini R, Harini V, Haritha M, Harshita R "A study on impact of social media usage on dupe consumption amoung Gen Z consumers". International Journal of Social Science and Humanities, Vol 8, Issue 2, 2026, Pages 33-38
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