A study of social media marketing strategies on youngsters purchase intention

Name: Mohammed Sahil

keyword: Independent Study

ThaSH: Electronic commerce

Classification :.DDC: 658.83

; social media platforms

ThaSH: Marketing research

; online marketing

ThaSH: Consumer satisfaction

; youngsters

ThaSH: Decision making in adolescence

; online shopping

ThaSH: Marketing -- Decision making

; purchase intention

Abstract: In contemporary online market environments, social media assumes a pivotal role, significantly shaping consumer behaviors, particularly among youngster demographics. This study endeavors to elucidate the multifaceted influence of social media marketing on youngsters online purchasing behaviors. Drawing upon a comprehensive review of extant literature, key factors including word-of-mouth, e-advertising, consumer trust, perceived usefulness, perceived quality, promotion, and purchase intention effectiveness are highlighted. This study used the quantitative research method. Data collection was conducted through convenience sampling with 390 youngsters who were the target respondents, and participants were selected based on their willingness to participate online. The collected data was then loaded into SPSS software, KMO, and Bartlett’s spherical test, and the reliability, validity, and correlation with the all variables were tested. The analysis revealed that there is a positive effect of word of mouth, e-advertising, consumer trust, perceived usefulness, perceived quality, and promotion (dependent variable) on purchase intention (independent variable) in online shopping. This research offers a substantive contribution to scholarly discourse by empirically delineating the salient factors shaping youngster’s purchase intention on social media platforms. By discerning the underlying drivers of consumer behavior in the digital milieu, this study advances theoretical understanding regarding the nexus between social media engagement and consumer decision-making processes. The managerial implications derived from this study hold paramount significance for marketers and practitioners seeking to optimize their social media marketing strategies targeted at youngster cohorts. By discerning the pivotal determinants driving youngster’s purchase intention, marketers can tailor their promotional endeavors to align with the preferences and behavior of the target group. Furthermore, strategic interventions aimed at fostering trust, enhancing social influence, and augmenting perceived usefulness can be deployed to cultivate a favorable consumer response and engender sustained engagement on social media platforms. Keywords: social media platforms, online marketing, youngsters, online shopping, purchase intention

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Warangrat Nitiwannakul

Role: Advisor

Created: 2567

Modified: 2568-07-29

Issued: 2025-07-29

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

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