Abstract:
Youth consumers play very important role in buying and selling of new products and
services. Companies now try to target particularly youth consumers. Social media is very
important invention and very important for companies to specifically target youth. Youth
spends most of its time on social media networking sites. After passing some time social
media starts affecting the youth’s buying behavior. So this research was conducted to
assess the impact and significance of social media advertisements on buying behavior of
youth consumer.
As this study is about youth consumers so university students were chosen as
representative group to collect the data. Moreover primary and secondary sources of data
were used to build theoretical frame work. A questionnaire methodology was used and
this questionnaire was distributed to 102 respondents in three universities. On the basis of
findings of the study it is concluded that there is a significant relationship between social
media advertisement of products or service and buying behavior of youth consumer.
