This study examines the influence of the social media marketing mix on the buying behavior of Generation Z consumers in Mysore City. With the rapid advancement of digital technologies and widespread social media usage, traditional marketing approaches have evolved into more interactive, personalized, and engagement-driven strategies. Generation Z, being highly digital-native, relies extensively on social media platforms for product discovery, evaluation, and purchasing decisions, making them a critical segment for marketers. The research adopts a descriptive design and is based on primary data collected from 410 respondents using structured questionnaires and interviews. The study analyzes the impact of four key components of the marketing mix—product, price, place (distribution), and promotion—on consumer buying behavior using multiple regression analysis. The findings reveal that all four components significantly influence Generation Z purchasing behavior, with pricing strategies showing the strongest impact. Factors such as social media discount coupons, transparent pricing, and promotional offers strongly drive purchase decisions. In terms of product strategy, visual appeal, product variety, personalization, and user-generated content play a crucial role in influencing consumer preferences. Distribution strategies emphasize the importance of brand authenticity, brand attitude, and experiential engagement, while convenience factors alone are less impactful. Promotion strategies highlight the effectiveness of influencer marketing, sponsored advertisements, and engaging, shareable content. Interestingly, certain variables such as overly promotional content, excessive product showcasing, and some discount strategies exhibit negative relationships, indicating potential consumer skepticism and overexposure. The study concludes that while social media marketing is highly effective, its success depends on maintaining authenticity, transparency, and balanced communication. The research provides valuable insights for businesses to design more effective and consumer-centric social media marketing strategies targeting Generation Z