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International Journal of Research and Scientific Innovation (IJRSI)

Impact of Digital Marketing on Purchase Decisions of Young Consumers

byDr. Siraj Basha R

Published February 20, 2026  •  Vol. 13, Issue 1, pp. 2767–2772Open Access
DOI: 10.51244/IJRSI.2026.13010235

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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.

Keywords: Digital Marketing, Purchase Decision, Young Consumers, Social Media Marketing, Influencer Marketing, Consumer Behavior

JournalInternational Journal of Research and Scientific Innovation (IJRSI)
ISSN2321-2705
Volume / IssueVolume 13, Issue 1
Pages2767–2772
Publication dateFebruary 20, 2026
DOI10.51244/IJRSI.2026.13010235
PublisherRSIS International
LicenseOpen Access

How to cite this article

Dr. Siraj Basha R (2026). Impact of Digital Marketing on Purchase Decisions of Young Consumers. International Journal of Research and Scientific Innovation (IJRSI), 13(1), 2767-2772. https://doi.org/10.51244/IJRSI.2026.13010235

BibTeX

@article{Dr2026,
  title   = {Impact of Digital Marketing on Purchase Decisions of Young Consumers},
  author  = {Dr. Siraj Basha R},
  journal = {International Journal of Research and Scientific Innovation (IJRSI)},
  volume  = {13},
  number  = {1},
  pages   = {2767--2772},
  year    = {2026},
  doi     = {10.51244/IJRSI.2026.13010235},
  publisher = {RSIS International}
}