Examining the Impact of Social Media Advertising on Consumer Buying Intentions and Buying Behavior for Home Appliances among Youth

Abstract

Social media has become a powerful tool for influencing consumer behavior, especially among youth, whose purchasing decisions are increasingly shaped by digital interactions. This study investigates the impact of social media advertising on youth consumer buying intentions and behaviors specifically for home appliances. The aim is to understand how social media advertising drives purchasing decisions in this high-involvement product category, using the Theory of Planned Behavior (TPB) as the guiding framework. A structured questionnaire was developed and administered to a sample of 240 young consumers, with responses analyzed using correlation and regression techniques to assess the strength of relationships between social media advertising and consumer intentions and behaviors. The results demonstrate a significant positive impact of social media advertising on both buying intentions and buying behaviors, supporting the effectiveness of targeted digital ads in influencing youth purchasing choices. Based on these findings, it is recommended that brands focus on interactive, visually appealing, and authentic content, including influencer partnerships, to enhance engagement. This approach could help maximize the effect of social media campaigns on youth consumers. The study’s implications highlight the value of personalized and credible content to foster trust and conversion in high-value product markets. However, the study has limitations, including its focus on youth, reliance on self-reported data, and a cross-sectional design that doesn’t capture long-term effects. In conclusion, social media advertising significantly affects youth purchasing decisions for home appliances, offering actionable insights for marketers targeting this demographic.