Role of Social Media Advertisements in Shaping Purchase Intentions among Young Consumers

Abstract

This study explores the role of social media advertisements in shaping the purchase intentions of young consumers in Mehsana, Gujarat. The research examines attitudes toward social media advertisements, demographic influences, and the relationship between social media usage and consumer behaviour. Data was collected from 113 participants aged 18-35 through structured surveys, utilizing standardized scales to measure dimensions such as awareness, knowledge, credibility, privacy concerns, and preferences. The study found that Instagram, YouTube, and WhatsApp were the most used platforms, with 77% respondents spending 30 minutes to 3 hours daily on social media. Key reasons for use included entertainment, brand information, and staying connected. Significant differences in attitudes were found based on social media usage duration for dimensions like awareness, knowledge, liking, intention to purchase, and purchase behavior. Only awareness differed by income, and gender differences were found in privacy concerns and liking. Brand followers showed higher levels of awareness, knowledge, and purchase intention.