SWIPE, SHOP, REPEAT: “YOUTH SPENDING HABITS IN THE DIGITAL ERA”

Online Marketing is quickly evolving in front of our eyes, and it is almost impossible to reject and hide from this new form of media. “This shift in consumer influence indicates a need and an opportunity for companies to reprioritize the mix of communication channels they use to reach their consumers”. This study on the impact of online marketing among youth where a structured questionnaire was designed and circulated among young respondents to gather primary data of 60 responses. The responses collected were analyzed to identify trends, preferences, and the overall influence of online marketing. As we see in today's era consumers like to stay updated with the latest trends, mostly they believe in the reviews and feedback of other customers and make a purchase. Where they also believe that it is much safer than before.