A Study on Impact of Social Media Marketing o...

A Study on Impact of Social Media Marketing on Adolescent Consumer Attitude

Author Name : Syeda Zehra, Professor Dr. Subodh Kesharwani

ABSTRACT The advent of technology has brought about a profound transformation in contemporary everyday life and has significantly influenced the lifestyles of adolescents. Social networking sites such as Facebook, Instagram, Twitter, and others have become profoundly integrated into the lives of young adults. Over the past few years, there has been a substantial surge in the use of social media. The main aim of this study was to ascertain the impact of social media marketing on the attitudinal properties of young individuals. This study aims to investigate the effectiveness of social media as a marketing tool and assess the extent to which social media influences attitude among young people. Collection of data was conducted using both qualitative and quantitative methodologies. Secondary data were collected by a comprehensive examination of existing literature and previously published research papers. Within the quantitative data collecting approach, the survey employed a 4-point Likert scale and underwent the required internal validation. An aggregate of 74 questionnaires were collected to ascertain the viewpoint of young people about social media marketing. The results indicate that all businesses utilize posts, shares, photos, and videos to promote their services on social media platforms, therefore alerting people about new or current services, offers, and events