Manisha Khanna

Faculty  Of Management Studies

National PG College (Autonomous) Lucknow, Uttar Pradesh-India

Abstract- Social media is a vital point of contact in today’s consumer decision-making process. The basic leadership process, linked to social media promotion, is associated with consumer behaviour. The clarity and accessibility of information have significantly influenced the decision-making process. Every social media platform contributes to the unfettered exchange, reception, and distribution of knowledge. The advancement of information technology has had a significant impact on the travel and tourism sector, which is heavily reliant on social media. For the tourism business to determine customer desires, decision-making processes and data searches heavily rely on social media. Digital media has been a crucial factor in influencing consumer behaviour in the modern period, especially among the technologically sophisticated Generation Z (Gen Z). This study, with a focus on Varanasi, India, aims to investigate how digital media fundamentally impacts the choices, attitudes, and purchasing decisions of Gen Z. Varanasi, a historically significant and culturally active city, is currently experiencing a spike in digital media consumption, which influences this group’s consumer preferences. The research examines several digital platforms, such as social media, online marketing, influencer interaction, and e-commerce, to identify the distinctive ways digital media influences Gen Z in Varanasi. The study’s conclusions will be helpful for marketers, decision-makers, and companies trying to adjust their strategies to successfully engage and serve the Gen Z consumer category in Varanasi and related cultural contexts.

Keywords-Digital Media, Consumer Behaviour, Religious Tourism, Varanasi, Gen Z.

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