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@article{180723,
        author = {Sreejith P and Dr. P. Kannan},
        title = {Influence of Artificial Intelligence and social media on online purchase of fashion products among Z generation people},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {1},
        pages = {2394-2399},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=180723},
        abstract = {The rapid advancement of digital 
technologies has significantly transformed consumer 
behavior, particularly among Generation Z, a cohort 
defined by its digital nativity. Use of AI and its allied 
tools for making purchase decisions are very common 
in these days, it provide very accurate result for the 
better purchase. Most of the studies are carried out for 
analyzing the general awareness and usage of AI in 
individual purchase. The main objective of this 
research was to analyse the impact of AI and social 
media influence on individual online purchase. Data 
were collected through a structured questionnaire and 
analyzed with the help of some statistical tools such as 
Anova, T test, etc. The findings of this research reveal 
that AI tools are greatly influence the individual 
purchase decision. Secondly, Social media are having 
prominent role for shaping the individual purchase. 
Instagram is the major social media individuals are 
using. AI-driven tools such as personalized 
recommendations, virtual try-ons, and chatbots have 
become integral in shaping their purchase decisions. 
Simultaneously, social media platforms like Instagram, 
TikTok, and Pinterest play a pivotal role in trend 
dissemination, peer influence, and brand engagement. 
AI enhances user experience by providing tailored 
shopping journeys, while social media serves as a 
powerful tool for product discovery and validation 
through influencers, user-generated content, and 
targeted advertising. The study concludes that fashion 
retailers and brands must strategically integrate AI 
capabilities with social media marketing to effectively 
engage and convert Gen Z consumers. This paper 
contributes to the understanding of evolving digital 
consumer behavior and offers practical insights for 
fashion marketers aiming to leverage technology for 
improved customer engagement and sales conversion.},
        keywords = {Artificial intelligence, Z generations, Social  media, perception, online purchase},
        month = {June},
        }