Paper Contents
Abstract
The primary goal of this study is to determine the influence of social media advertising on the buying behaviour of youngsters aged 18-24 in Bangalore. With the rapid growth of social media, digital marketing is influencing the purchasing behaviour of youngsters. The data was collected from a primary source. Using a well-structured questionnaire, the data was analysed using mean, standard deviation, chi-square, and one-way ANOVA. The simple random sampling of 50 sample sizes was selected. The collected data was tabulated and analysed with the help of statistical tools like SPSS and Excel. The study showed a positive relationship between the buying behaviour of youngsters and social media and digital marketing. The study further found that there was no relationship between the amount of time spent by users on social media and their purchasing behaviour, and the results also showed that gender didnt have much impact on the shopping behaviour of the individual. However, the study is limited only to urban youngsters of Bangalore, and results might differ in rural areas and different age groups. Future research could help to explore different additional factors with an increased sample size.
Copyright
Copyright © 2025 Syed Rayan. This is an open access article distributed under the Creative Commons Attribution License.
