Social media is no longer a novel phenomenon. Whilst both individuals and companies around the world have been utilising and employing it for over a decade, the intriguing question to ask ourselves is: Does the city or location in which the user resides have a cultural impact on how they use and interact with different social media platforms, particularly from a marketing perspective? This master thesis deals with the question as to whether the socio-cultural sphere of Graz has an influence on the social media marketing consumption of its residents by inquiring into the dynamics and interactions of its generational demographics (i.e. focusing on generations X, Y, and Z). This is effectuated by inquiring particularly on their interactions with the four most popular social media platforms in Austria, namely, Facebook, Instagram, YouTube, and TikTok. This thesis begins with providing definitions for generations X, Y, and Z, followed by depictions and explanations of the selected social media platforms, including an explanation of the social media phenomenon, as well as social media usage among the aforementioned generations, as per supported by the statistics. Subsequently, an attempt was made to define the culture of Austria as well as of Graz, in order to set the scene. Furthermore, greater underlying context was provided with respect to consumer behaviour and the impact of culture on consumption and marketing. The methodology chosen for this master thesis incorporated qualitative research methods, which included focus group discussion and semi-structured interviews, followed in the chapter by a detailed explanation on the data collection and data analysis process. The findings of the qualitative research demonstrated that the socio-cultural sphere of Graz itself can have an impact on the generational usage of social media and their interactions with social media-based marketing practices according to most participants. Further influencing factors are additionally explained in extensive detail. This study further indicated the most used social media platform among all included generations is Instagram as well as several other noteworthy findings.