The Role of Social Media in Redefining Purchasing Behaviors Among the Young Generation

Abstract

The rapid expansion of social media platforms has significantly transformed various aspects of daily life, particularly influencing the purchasing behaviors of the young generation. This study investigates the role of social media in redefining how young consumers approach shopping, including the impact of influencers, targeted advertising, and peer interactions on decision-making processes. Through a mixed-methods approach combining surveys and qualitative interviews, the research explores how traditional buying patterns are evolving into digital consumption cultures that emphasize identity expression and social belonging. The findings highlight the complex interplay between technology, culture, and consumer behavior, offering insights into the sociological and psychological dimensions of digital-era consumption among youth.