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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
Compliance: UGC Journal Norms
License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 05

Published on: May 2026

EFFECTIVENESS OF SOCIAL MEDIA MARKETING ON YOUTH BUYING DECISION

Akrati Dixit

NITISH KUMAR

Maharana Pratap Engineering College

Kanpur Uttar Pradesh India
DOI:https://doi.org/10.55041/ijcope.v2i4.698

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Plagiarism Passed Peer Reviewed Open Access

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Abstract

Social media has emerged as one of the most powerful communication and marketing tools in the modern digital era. Youth represent the most active and influential demographic on platforms such as Instagram, YouTube, Facebook, and Snapchat. This study investigates the effectiveness of social media marketing on the buying decisions of young consumers. Using a descriptive research design and a structured questionnaire administered to 100 respondents, the study finds that social media advertisements, influencer promotions, product reviews, and discount campaigns exert a significant and measurable influence on youth purchasing behavior. The results affirm all four hypotheses, confirming that social media marketing is an effective strategy for businesses targeting the youth segment. The paper concludes with practical recommendations for marketers and identifies avenues for future research.

Keywords: Social Media Marketing, Youth Buying Decision, Influencer Marketing, Consumer Behavior, Digital Marketing, eWOM

How to Cite this Paper

Dixit, A. (2026). Effectiveness of Social Media Marketing on Youth Buying Decision. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i4.698

Dixit, Akrati. "Effectiveness of Social Media Marketing on Youth Buying Decision." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i4.698.

Dixit, Akrati. "Effectiveness of Social Media Marketing on Youth Buying Decision." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i4.698.

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Ethical Compliance & Review Process

  • •All submissions are screened under plagiarism detection.
  • •Review follows editorial policy.
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  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: May 02 2026
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