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@article{200474,
        author = {Prathna solanki and Pratik mahaveer and Dr. Sadiya},
        title = {Influence of social media on purchase decision of youth},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {2413-2421},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=200474},
        abstract = {In recent years, social media has emerged as a powerful and influential platform, with a rapidly growing user base among youth across the globe. Its increasing popularity has significantly transformed traditional marketing practices and has had a profound impact on consumer behaviour and youth purchasing decisions. Organisations are increasingly adopting social media marketing and digital marketing strategies to promote their products and services, engage with customers, and build long-term relationships. Social media platforms not only enhance brand awareness but also provide a space for interaction, feedback, and content sharing, which further shapes consumer perceptions and preferences.
The primary objective of this study is to examine the extent to which social media influences the purchasing behaviour of young consumers. The research is based on primary data collected through a structured questionnaire distributed among youth respondents. The study considers various influential factors such as online reviews, influencer marketing, social media advertisements, and peer recommendations, all of which play a crucial role in shaping purchase intentions. These factors contribute to reducing information asymmetry, increasing product knowledge, and building trust among consumers.
The findings of the study indicate that social media has a significant and positive impact on the purchase decisions of youth. It has become a major source of product information, comparison, and evaluation, thereby influencing attitudes, preferences, and final buying decisions. Furthermore, the interactive nature of social media enables consumers to actively participate in content creation and sharing, which further strengthens its influence on purchasing behaviour.
The study concludes that in today’s digital era, it is nearly impossible for organisations to design an effective marketing strategy without incorporating social media. It is recommended that companies invest more in social media-based promotional activities, as they are cost-effective, highly engaging, and capable of reaching a wide and diverse target audience. Businesses should also focus on creating authentic content, leveraging influencer collaborations, and encouraging positive online reviews to enhance their overall marketing effectiveness.},
        keywords = {Social Media, Consumer Behaviour, Youth Purchasing Decision, Social Media Marketing, Online Reviews, Influencer Marketing, Brand Awareness, Digital Marketing.},
        month = {May},
        }