IMPACT OF DIGITAL MARKETING ON YOUNGSTERS' BUYING BEHAVIOR TOWARDS GADGETS

This study explores the impact of digital marketing on youngsters' buying behavior toward gadgets. As digital technology continues to evolve, the younger generation, being digital natives is significantly influenced by digital marketing strategies such as social media engagement, influencer marketing, and targeted advertisements. Gadgets like smart phones, laptops, smart watches, and other tech devices are integral to their lifestyle, and brands are increasingly using digital marketing to capture their attention. The research examines how factors like social media influence, peer recommendations, price sensitivity, and the convenience of online shopping shape youngsters' purchasing decisions. Data was collected from 150 respondents through a structured questionnaire, and analysis tools such as the Chi-square test, ranking method, and simple percentage were employed. The findings reveal a strong relationship between digital marketing efforts and gadget-buying behavior among youngsters, emphasizing the role of personalized, trend-driven marketing strategies. This study contributes to the existing body of knowledge on consumer behavior and offers insights for marketers aiming to engage the youth demographic more effectively.