INFLUENCE OF SOCIAL MEDIA MARKETING ON THE BUYING BEHAVIOUR OF YOUTH: A STUDY OF NILAMBUR TALUK

AbstractThis study examines the influence of social media marketing (SMM) on the buying behaviour of youth (aged 18–30) in Nilambur Taluk, Kerala. With the rapid growth of digital platforms, businesses increasingly leverage social media to engage consumers, particularly the tech-savvy younger generation. The research adopts a descriptive approach, using primary data collected through structured questionnaires from 73 respondents via convenience sampling. Key findings indicate that Instagram is the most preferred platform (84.9%), and social media significantly impacts product discovery, purchase decisions, and brand trust. A moderate positive correlation (0.475) exists between discovering products on social media and purchasing after seeing ads. The study highlights the effectiveness of influencer marketing, visual ads, and personalized promotions in shaping consumer behaviour. Recommendations include optimizing Instagram-based campaigns, enhancing engagement strategies, and leveraging influencer collaborations. The findings contribute to academic literature on digital consumer behaviour and offer practical insights for marketers targeting youth in semi-urban regions.