Impact of social media engagement on consumer buying behaviour of youth in Patna, Bihar
DOI:
https://doi.org/10.69968/zzep2994Keywords:
consumer buying behaviour, social media engagement, digital influence, digital marketing strategiesAbstract
In today’s digital age, social media has become a powerful influence on how young people think, connect, and make purchasing decisions. The study focuses on how social media engagement influences the buying behaviour of young consumers in Patna. It is among the most developing cities of Bihar, especially in the context of today’s fast-moving digital world. The study aims to understand the influence of social media platforms on consumer buying behaviour of youth. It also investigates the types of social media content that affect decision making in digital commerce. The study helps us to understand the link between engagement on social media and actual purchase intentions. Now that social media has become such a big part of everyday life, it’s necessary to understand how these platforms structure their marketing strategies, attitudes, preferences, and decisions as consumers.
In the VUCA (volatile, uncertain, complex, ambiguous) world it is important to understand the changing style of marketing in uncertain and volatile environment as factors affecting the major consumer buying behaviour.
This study is based on primary data, which is collected from young audience in Patna, Bihar. This research will provide maximum benefit to marketers, brands, and businesses aiming to connect with youth more effectively. By understanding what attracts their attention and influence their choices, companies can create better strategies in the evolving prospect of e-commerce.
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