Does Social Media Use Affect Consumers' Purchase Intention

Abstract

In an era of the widespread use of technology and digital connectivity the social on consumer behavior, particularly in relation to purchasing decisions, has become a highly significant. This explores the intricate connection between adolescents' use of social media and their inclination towards making purchases. Adolescence is a crucial stage where individuals shape their identities and consumption patterns due to significant cognitive and emotional development. The rapid rise of social media platforms has blurred the line between personal content and advertising, resulting in adolescents being exposed to their perceptions of what is desirable and normal when it comes to consumption. This research investigates various aspects of how social media affects adolescents' intention to, sociocultural, and economic factors, idealized portrayals of lifestyles and possessions social media can create aspirations that surpass one's financial means, leading to feelings of inside financial strain. Additionally, this study examines how social media mediates consumer engagement, industry-specific influences, trust-building processes through peer communication channels across different countries' perspectives as well as brand attitude formation among teenagers who are consumers with unique dynamics. Collectively, these investigations shed light on the complex media usage while providing valuable insights for businesses aiming to effectively leverage.