Role Of Social Media in Changing the Buying Behaviour of Adolescents in Thiruvannamalai District

Abstract

The momentum of social media marketing is increasing in the technological world to influence their target consumers and have their capacity to change their buying behaviour and purchase decision pattern. Many marketers and manufacturers exploit the present marketing trends of social media marketing to reach their target consumers very easily and also they are able to interact with them frequently. The main aim of the study is to study and validate the different factors responsible for social media marketing perception prevailing among adolescents as well as to classify the adolescents buying behaviour based on their intensified social media activities. It is found that social media marketing and social media activities are found to dominate the adolescents based on their immediate communication and useful information to create perception about the products they intended to purchase. The social media marketing paves the way for the adolescents to have the frequent interaction with the social media users and the marketers directly. These information and interaction motivate them to transform the learned information through social media to others and are meticulously observe the promotions of the product by the marketers to take their decision ultimately. Similarly the buying behaviour of adolescents can be studied over six important factors that are specific interest of socialization and mingling with peer group and their friends.