IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR AMONG YOUTH

AUTHOR – ADITYA TRIPATHI* & DR. ARVIND KUMAR SINGH**

* STUDENT AT AMITY LAW SCHOOL LUCKNOW, AMITY UNIVERSITY UTTAR PRADESH LUCKNOW CAMPUS

** ASSISTANT PROFESSOR OF LAW AT AMITY LAW SCHOOL LUCKNOW, AMITY UNIVERSITY UTTAR PRADESH LUCKNOW CAMPUS

BEST CITATION – ADITYA TRIPATHI & DR. ARVIND KUMAR SINGH, IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR AMONG YOUTH, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 6 (4) OF 2026, PG. 706-712, APIS – 3920 – 0001 & ISSN – 2583-2344.

ABSTRACT

Social media marketing is an essential part of modern business strategy and plays an important role in influencing customer purchasing behavior, especially among the youth. The rapid emergence of digital media platforms such as Facebook, YouTube, and Instagram has changed the manner in which businesses promote their products. Young people spend a significant amount of time on social media platforms, and this influences their purchasing behaviour. The main aim of the study is to examine the effect of social media marketing on the buying decisions of the youth. The aim of the study is to comprehend the effect of social media on consumer preferences, brand awareness, and buying decisions. The study uses both primary and secondary data, and the research approach is descriptive in nature. While the study uses secondary data from books, journals, and research papers, the primary data is obtained from 100 respondents using a standardized questionnaire.

The findings from the study indicate that social media marketing has a substantial influence on young people’s buying decisions. Influencer marketing, reviews, and ads influence a majority of respondents who often use YouTube and Instagram. Purchase decisions are also largely affected by factors such as discounts, brand, and online interactions. The study indicates that social media marketing can attract young customers and improve a company’s growth.

Keywords: Social media marketing, youth, consumer buying behaviour, influencer marketing, brand awareness, purchase decision.