Impact of Social Media Advertising on Youth Purchasing Decisions: Evidence from Bhopal, India

This research aims to explore the impact of social media advertising on the purchasing behaviors of youngsters in Bhopal, India. With the development of digital technologies, social media has become a key driver of marketing activity, influencing the purchasing behaviors of consumers, especially youngsters. This research focuses on a quantitative descriptive research method and relies on primary research based on questionnaire results obtained from 50 respondents belonging to the age group of 15-25 years. The results show that the most influential group consists of those who access social media like Instagram and YouTube. In addition, it has been identified that promotions via influencers and video ads are the most persuasive type of advertisement. It has been recognized that a considerable percentage of the respondents made purchases based on social media ads. However, it has been revealed that the respondents show limited trust levels regarding ads, and social influence, aesthetics, and repetition were vital factors. The research contributes localized empirical evidence from a burgeoning urban city and sheds light on the escalating role of digital advertising in shaping the consumption behavior of youth. The study also offers potential practical implications for marketers aiming to target youth in developing markets worldwide.