Impact of social media advertisement on buying behavior of youth consumers : A perspective of Pakistani university students

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.