Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{208687,
        author = {Buddhabhushan Durge and Dr. Anamika Singh},
        title = {FROM SOCIAL MEDIA TO ONLINE PURCHASE: A REVIEW OF DIGITAL ADVERTISING STRATEGIES INFLUENCING YOUNG CONSUMERS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {4},
        pages = {2415-2423},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=208687},
        abstract = {Digital advertising has become an important part of the buying journey of young consumers, particularly through social media platforms. Young consumers are exposed to advertisements through Instagram, YouTube, Facebook, short-video platforms, search engines and influencer content while making everyday purchase decisions. The present research examines how informativeness, entertainment, credibility, personalization, influencer communication and interactivity influence online purchase intention among young consumers.
A review of 15 research studies is used to identify the major factors that explain the movement of consumers from social media exposure to online purchase.
For the empirical part, a structured questionnaire and a sample of 250 young consumers are considered, and descriptive analysis, reliability analysis, ANOVA and regression are proposed. 
The analysis indicates that relevant and informative advertisements, credible content, attractive presentation and influencer recommendations have a positive relationship with consumers' willingness to purchase online.
The study concludes that digital advertising is more effective when it provides useful information, creates trust and makes the purchase process simple rather than merely displaying promotional messages.},
        keywords = {Digital Advertising, Social Media Advertising, Young Consumers, Online Purchase Intention, Social Media, Influencer Marketing, Advertising Credibility, Personalization, Consumer Behaviour, E-commerce},
        month = {September},
        }