Impact of Digital Marketing on Youth’s Purchasing Behavior

Adheer A. Goyal, Shriram Joshi, Tejasvini Paralkar, Swati A. Goyal, S Md Shakir Ali

2023

Abstract

Consumer buying habits are swiftly changing, driven by factors such as product attributes, pricing, and quality, with the youth demographic presenting unique challenges due to their inclination towards current trends and fashion. The emergence of digital marketing has further transformed the retail sector, as younger consumers increasingly favor online shopping. This shift has prompted marketers to revamp their sales approaches. Given the substantial influence of youth behavior on purchasing patterns, this study aims to explore how digital marketing impacts their buying decisions. The results show that although many young people have access to digital media, they have no knowledge of how to use it.

Paper Citation

in Harvard Style

Goyal A., Joshi S., Paralkar T., Goyal S. and Shakir Ali S. (2023). Impact of Digital Marketing on Youth’s Purchasing Behavior. In Proceedings of the 2nd Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR-2; ISBN 978-989-758-723-8, SciTePress, pages 556-559. DOI: 10.5220/0012884500003882

in Bibtex Style

@conference{pamir-223,
author={Adheer Goyal and Shriram Joshi and Tejasvini Paralkar and Swati Goyal and S Md Shakir Ali},
title={Impact of Digital Marketing on Youth’s Purchasing Behavior},
booktitle={Proceedings of the 2nd Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR-2},
year={2023},
pages={556-559},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012884500003882},
isbn={978-989-758-723-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR-2
TI - Impact of Digital Marketing on Youth’s Purchasing Behavior
SN - 978-989-758-723-8
AU - Goyal A.
AU - Joshi S.
AU - Paralkar T.
AU - Goyal S.
AU - Shakir Ali S.
PY - 2023
SP - 556
EP - 559
DO - 10.5220/0012884500003882
PB - SciTePress