AN EMPIRICAL STUDY ON DIGITAL MARKETING'S IMPACT ON YOUNG CONSUMERS

This study concludes that digital marketing heavily shapes the buying choices of young consumers (aged 18–35). The traditional structured consumer funnel has evolved into a hyper-accelerated, loop-based digital model where product discovery and transaction completion happen in seconds. While algorithmic personalization and influencer validation successfully boost youth purchase intent, the modern youth consumer remains highly sensitive to data exploitation and authentic community feedback.

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