Paper Title
ROLE OF SOCIAL MEDIA ON PURCHASE DECISION AMONG THE YOUTH OF RAIPUR
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Registration ID: IJNRD_324855
Published ID: IJNRD2605264
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Keywords
Social Media, Purchase Decision, Consumer Behaviour, Instagram, Facebook, Influencer Marketing, Online Reviews, Youth Consumers, Digital Marketing, Raipur.
Abstract
The rapid growth of digital technology and social media platforms has significantly transformed consumer buying behaviour. Social media platforms such as Instagram and Facebook have emerged as influential tools for marketing, communication, and customer engagement. The present study focuses on analysing the role of social media in influencing purchase decisions among the youth of Raipur. The study examines how social media advertisements, influencer marketing, online reviews, peer recommendations, and digital engagement affect consumer attitudes and buying behaviour. Primary data was collected from respondents in Raipur through structured questionnaires, while secondary data was gathered from books, journals, and online sources. The findings reveal that social media platforms strongly influence purchase decisions among youth consumers. Instagram is found to be more influential due to visual content and influencer engagement, while Facebook is widely used for product discovery and communication. The study concludes that social media has become an essential factor influencing consumer purchase behaviour and modern marketing strategies.
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How To Cite (APA)
Pranjal agrawal (May-2026). ROLE OF SOCIAL MEDIA ON PURCHASE DECISION AMONG THE YOUTH OF RAIPUR. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(5), c574-c577. https://ijnrd.org/papers/IJNRD2605264.pdf
Issue
Volume 11 Issue 5, May-2026
Pages : c574-c577
Other Publication Details
Paper Reg. ID: IJNRD_324855
Published Paper Id: IJNRD2605264
Research Area: Management All
Author Type: Indian Author
Country: Raipur, Chhattisgarh , India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2605264.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2605264
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