Influence of Social Media Sites on Youth’s Purchasing Habits

Abstract

Aim of the Study: E–commerce is one of the growing modes of shopping.  In this method there are various ambiguities but as per new generation it is very popular and cheap way of shopping. The social media like Facebook & Instagram give it a new hype. Social media platforms such as Facebook and Instagram have significantly contributed to its proliferation. This quantitative study aimed to analyze the influence, preferences, and perspectives of university and college students regarding social media advertisements.

Methodology: The quantitate study conducted to find out the influence of social media particularly Facebook and Instagram among youth’s purchasing habits, the main objective of this research was to analysis the impact, preference and views of University and College students about social media advertisement. The researchers make 2 hypotheses and apply some test to explore the role of social media among different genders regarding purchasing. The data has been analyzed through SPSS and results are manipulated in tabular and graphical form.

Findings: The findings reveal that frequent engagement with social media significantly influences both male and female preferences towards e-shopping. However, the analysis suggests that males tend to exhibit a higher inclination towards e-commerce compared to females, despite both genders showing a preference for online shopping due to their active presence on social media.

Conclusion: It is concluded that frequent visiting of female and male on social media give preference to E-shopping but female has less influence as compare to male.