This study explores the impact of social media marketing on Generation Z (Gen Z) consumer behavior and brand engagement. Born between 1997 and 2012, Gen Z is the first digitally native generation, characterized by high social awareness, technological fluency, and a preference for authentic, engaging brand interactions. The research investigates how social media influencers and platform-specific strategies shape brand perception and buying intentions. It highlights Gen Z’s unique social media usage patterns, favoring platforms like TikTok and Instagram for both entertainment and information. Challenges such as ad fatigue, privacy concerns, and platform fluidity are identified as barriers to engagement. A quantitative approach using surveys and statistical analysis, including Chi-square tests, reveals that Gen Z demonstrates significantly higher interaction with brand content compared to older age groups. Findings stress the importance of tailored, authentic, and dynamic marketing strategies to effectively engage this influential demographic and foster lasting brand loyalty.