Impact of Digital Marketing on Purchase Decisions of Young Consumers

Abstract

This study examines how digital marketing influences the purchase decisions of young consumers, focusing on factors such as social media advertising, influencer marketing, online reviews, website quality, and personalized promotions. The data has been collected by using primary source with structured questionnaire of 300 respondents of young consumer The study focus on awareness of digital marketing on young consumer and to analyse the social media advertisement on purchase decision. The study applies statistical tools to identify key determinants of buying behaviour. Convenience sampling method has been used for the study. The findings reveal that digital marketing plays a significant role in shaping awareness, interest, and final purchase decisions, making it a critical strategy for modern businesses.