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IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOR:TARGETING THE YOUTH MARKET OF INDIA

AUTHORS:
Mehedi Hasan Shurov · Harsh Goel
Mentor
Dr. Richa Pandey ,Dr.Rakesh Sharma
Affiliation
DOI: 10.55041/ijsmt.v2i4.371
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

This study investigates the influence of social media on consumer behavior among Indian youth (aged 15–30), with a specific focus on trust formation in social commerce platforms including Instagram Shops, YouTube Shopping, and Facebook Marketplace. Using a quantitative survey methodology with 37 respondents, the research examines platform preference, the comparative credibility of influencer-endorsed vs. brand-sold products, and demographic correlates of trust. Chi-square analysis reveals significant gender differences in fraud exposure (χ²=7.258, p=0.007) and flash-sale susceptibility (χ²=8.341, p=0.039). Results indicate Instagram dominates social commerce (54.1%), peer reviews are the foremost trust signal (59.5%), and influencer trust remains modest (mean=2.81/5). Findings offer actionable insights for marketers targeting India's digitally native Gen-Z and Millennial segments.

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 04
Review Rounds:
2
Article Type:
Research Article
Publication Date:
Apr 18 2026
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Goel, M. H. S. . H. (2026). Impact of Social Media on Consumer Behavior:Targeting the Youth Market of India. International Journal of Science, Strategic Management and Technology, 02(04). https://doi.org/10.55041/ijsmt.v2i4.371

Goel, Mehedi. "Impact of Social Media on Consumer Behavior:Targeting the Youth Market of India." International Journal of Science, Strategic Management and Technology, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i4.371.

Goel, Mehedi. "Impact of Social Media on Consumer Behavior:Targeting the Youth Market of India." International Journal of Science, Strategic Management and Technology 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i4.371.

References
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2.Brown, D., & Hayes, N. (2018). Influencer Marketing: Who Really Influences Your Customers? Routledge.

3.Chevalier, J. A., & Mayzlin, D. (2019). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354.

4.Cialdini, R. B. (1984). Influence: The Psychology of Persuasion. HarperCollins.

5.Dhanajeyan, C. S. (2021). The Impact of Social Media on Online Purchasing Behaviour of Consumers: An Empirical Study of Youth in Tamil Nadu, India (Doctoral dissertation, Manipal International University Malaysia).

6.Gupta, A., Banga, G., & Kumar, B. (2021). Influence of social media on consumer buying decision process. Indian Journal of Economics and Development, 17(1), 120–127.

7.Johnson, M. et al. (2019). Social media advertising and consumer behaviour: A meta-analysis. Journal of Digital Marketing, 5(2), 112–130.

8.Lalwani, E., Kumar, G. U., & Rani, M. (2021). The Influence of Social Media on Buying Behaviour of Generation Z. Palarch's Journal of Archaeology of Egypt/Egyptology, 18(9), 760–768.

9.Lee, K., & Park, J. (2021). Influencer vs. celebrity endorsements in digital marketing. Journal of Consumer Psychology, 31(1), 45–62.

10.Miller, R., & Davis, T. (2021). Personalized advertising and youth consumer behaviour. Journal of Interactive Marketing, 55, 88–102.
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✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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