Abstract
<jats:p>This article addresses the need to understand how digital marketing influences the purchasing intentions of Generation Z, a key demographic for the restaurant industry due to its strong digital presence. While studies on digital marketing exist, few focus specifically on this generation within the restaurant sector. Therefore, the objective is to identify the digital marketing factors that impact their purchasing intentions in this specific sector. The research is based on a systematic literature review following the PRISMA methodology, using the Web of Science, Scopus, and Google databases. From the thematic analysis, three influential factors were identified: electronic Word of Mouth [eWOM], Social Media Marketing [SMM], and Social Media Influencers [SMI]. The results provide clarity on this topic within the academic field and offer recommendations for restaurants to connect with this segment.</jats:p>