How Social Media Affects Buying Decisions: A Study of Young Consumers

Abstract

Social media has become a disruptive force in the twenty-first century, changing consumer behavior, communication, and information sharing worldwide.  Social media sites like Instagram, Facebook, YouTube, TikTok, Snapchat, and Twitter have grown to be essential instruments for business, entertainment, and interpersonal communication, with over 5.07 billion members worldwide as of early 2025.  What began as a way to stay in touch with friends and family has developed into a huge ecosystem where customers interact with businesses, research new goods, exchange opinions, and make decisions about what to buy.  Due to this change, companies all over the world are now reevaluating their marketing plans and putting digital interaction at the center of their company operations. Young consumers, particularly those between the ages of 18 and 30, are the most active online of all age groups, making them the most vulnerable to the effect of social media on their purchasing decisions.