Impact of Social Media Marketing on the Purchase Decisions of Youth.

In the digital era, the intersection of social media and consumer behaviour has transformed marketing paradigms. This research explores how social media marketing (SMM) affects the purchase decisions of youth in India, focusing on platforms like Instagram, Facebook, and YouTube. Using survey data and supported by psychological and marketing theories, the study finds that influencer promotions, content personalization, and peer interactions significantly influence buying behaviour among youth aged 18–35.

Publication Details

Journal
Zenodo (CERN European Organization for Nuclear Research)
Published
2025-06-12
DOI
https://doi.org/10.5281/zenodo.15656811
Primary Topic
Geological formations and processes
Type
article
Field-Weighted Citation Impact
0.00
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article

Impact of Social Media Marketing on the Purchase Decisions of Youth.

Zenodo (CERN European Organization for Nuclear Research)
Geological formations and processes
article

Impact of Social Media Marketing on the Purchase Decisions of Youth.

article en

Abstract

In the digital era, the intersection of social media and consumer behaviour has transformed marketing paradigms. This research explores how social media marketing (SMM) affects the purchase decisions of youth in India, focusing on platforms like Instagram, Facebook, and YouTube. Using survey data and supported by psychological and marketing theories, the study finds that influencer promotions, content personalization, and peer interactions significantly influence buying behaviour among youth aged 18–35.

Zenodo (CERN European Organization for Nuclear Research)
Decent work and economic growth
Openalex Percentile: Top 50%
Geological formations and processes
DOIOpen Access PDFOpenAlex
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Impact of Social Media Marketing on the Purchase Decisions of Youth. · Zenodo (CERN European Organization for Nuclear Research) (2025) | TGRS Research Map | TGRS