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A Study on Impact of Digital Marketing and Social Media in Purchasing Decision of Youth of Raipur

Khushi Chandrawanshi -MBA , Amity University Chhattisgarh

Dr. Suresh Kumar Pattanayak – Associate Professor, Amity University Chhattisgarh

ABSTRACT

The purpose of this study is to examine how social media and digital marketing affect young people's purchase decisions in Raipur.  Traditional purchasing habits have changed due to the increase in internet penetration and smartphone usage, which makes digital marketing a crucial tool for companies.  Social media sites, particularly Facebook, Instagram, and YouTube, have emerged as the new markets where young people research, assess, and buy products.  Using structured questionnaires, the study collects data from 100 respondents between the ages of 18 and above. It investigates the ways in which influencer marketing, content marketing, and targeted advertising impact consumer preferences and ultimate decisions.

The proliferation of virtual technology and the substantial adoption of social media platforms have fundamentally transformed the landscape of marketing, particularly many of the young people demographic. This study observe explores the impact of virtual marketing and social media on the buying decisions of children in Raipur, a unexpectedly growing urban center in Chhattisgarh, India. The take a look at is driven by the commentary that youngsters elderly among sixteen to 30 years are increasingly more using structures like Instagram, YouTube, facebook, and WhatsApp now not most effective for social interplay however additionally as a primary supply of statistics and influence for their purchasing decisions.

Through a structured questionnaire administered to one hundred fifty respondents in Raipur, this have a look at investigates the behavioral styles of younger clients with regards to digital commercials, influencer advertising, brand content material, and peer evaluations shared on social systems. The studies adopts a descriptive design and analyzes both primary and secondary statistics to attract comprehensive insights. Key findings imply that virtual advertising substantially influences all stages of the client choice-making manner — from focus and hobby to evaluation, buy, and submit-purchase behavior.

The consequences screen that visual and video content material, specially influencer-driven promotions and peer-generated content, performs a main function in shaping perceptions and riding purchases. moreover, the consider component associated with relatable influencers regularly outweighs that of traditional celebrities or emblem ambassadors. The youngsters in Raipur show a sturdy preference for brands that hold a consistent, enticing, and actual virtual presence.

This observe offers valuable insights for entrepreneurs and nearby businesses seeking to connect to the kids phase in Tier-II cities. It underscores the need to craft localized virtual advertising techniques that concentrate on personalization, engagement, and network building. The paper concludes with the aid of recommending a strategic approach that integrates social media marketing, influencer collaborations, and content-driven campaigns to correctly capture the attention and loyalty of younger consumers in Raipur.