A STUDY ON THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER PURCHASE DECISIONS AMONG YOUTH

Abstract

This study is to evaluate impact of social media marketing on consumers purchasing decision in particular how digital platforms influence buying behavior, brand perception, and purchase intent in this digital and interactive world. The motivation for this study arose from the rapidly increased utilization of social media by the youth and an understanding of the growing role of digital marketing in today's businesses to connect with the target consumers. Brands have utilized socialimedia networks such as Facebook, Youm Tube, X for communicating with their target consumers hence they have now become an indispensable marketing tool in influencing thoughts and decisions to buy. Social media marketing is now a commonplace practice but the correlation between social media marketing parameters & young consumers buying decision behavior is still not well understood. Therefore thisIstudy attempts to provide an in-depth and data driven investigation of the correlation between social media marketing activities and consumer buying behavior among the youth. The research employs quantitative approach a descriptive research design analyze the impact ofsocial media marketing on the consumer buying decision. Youth consumers including students and working young professionals as a research target, were chosen due to their avid utilization of digitalplatforms, where they interact and engage with ads, social media influencers, and brand promotions extensively. Primary data collection done through questions, distributed to respondent across different demographics. Factors such as advertisement on social media, influence marketing, e-WOM, consumer's brand interaction, product reviews, promotional offers, and quality of content are incorporated into the study to assess their influence on consumer buying behavior. Secondary data is collected from Journals, and online publications to supplement the theory building regarding consumer behavior, and digital marketing trends. Descriptive statistics reveal that social media is inseparable partof young consumers' life, influencing their awareness, choices and final decisions to buy. Young consumers are heavily influenced by consumers' buying decisions through visually appealing content, recommendations of their social media influencers and reviews by fellow consumers. The respondents majority state that social media is one of the top v sources for consumerism pre purchase. The correlation study revealed a +ve association between socialmedia utilization and purchase intention, indicating that the interactive marketing methods adopted via social media contribute to consumer buying behavior positively among the youth. The study also indicates that the trust from peers and celebrity endorsement coupled with a good brand image and consumer-customer interaction lead to a successful purchase decision. Consumers will believe the recommendations made by people they trust and know and a purchase decision will be likely based on favorable reviews. Targeting advertisement on social media and the use of interactive marketing methods through digital platforms improve consumers attention and brand recall but it negatively influences the level of trust that consumers have for such advertisements and a potential for misleading ads and fraudulent reviews due to concern about their privacy may arise. Firms that take advantage of the digital platforms as communication, engagement, and promotional channels for their business will likely win and retain customers. The findings contribute significantly towards marketer, business firms and policy makers regarding the growingi significance of digitalimarketing in affecting consumer behavior among the youth. It is highlighted that social media marketing have become a crucial part of modern business and marketing strategy, particularly firms targeting young audience will benefit more by using digital media as a communication, interaction and promotion channel to win and retain customers. This finding provides significant and valuable insight to the marketers, firms and policy makers regarding the significance of digital marketing among the young consumers. Concluding the study, this provides an overview of the influence of socialmedia marketing on the purchasing decision of young consumer, highlighting its role in shaping their perception and buying intentions through providing entertainment, information and opportunities to engage with brands. This study suggest companies to develop authentic and interactive contents that connect with consumers and will help to enhance their marketing strategies. The future of research includes influence of artificial intelligence on social media marketing, how new digital platform is impacting consumer behavior, and long term effects of online consumer engagement on purchase intent and brand loyalty.