“The Impact of Social Media on Customer Behavior Between Ages 21-30”
Navya Bhatia, Omkar Deshpande, Omkar Surwase, Parinati Deshmukh, Praful Kharkar
INTRODUCTION:
The digital revolution has fundamentally reshaped how consumers interact with brands, discover products, and make purchasing decisions. Previously, marketing operated through controlled, one-way mass media advertisements. Today, platforms like Instagram, Facebook, and YouTube have empowered individuals to become active participants, with their reviews, shares, and content holding significant power. This shift has created a critical business challenge: understanding the dynamic, two-way relationship that now dictates brand perception and sales outcomes, effectively dismantling the traditional marketing funnel.
To address this challenge, this research specifically focuses on the consumer behaviours of the 21-to-30 age demographic. This group, consisting of late Millennials and early members of Generation Z, are true digital natives who use social media not just for communication, but as their primary search engine for product information. Their buying habits are driven by high expectations for authenticity, transparency, and value alignment, making them uniquely responsive—and sceptical—of online marketing efforts. This makes them the most relevant segment for analyzing modern digital influence.[1]
The core business issues this study investigates is how to effectively bridge the gap between business strategy and the fast-evolving digital behaviours of this key consumer segment. Our goal is to move beyond general observations to pinpoint specific mechanisms of influence. The research will specifically analyze the impact of key factors like brand image, online presence, brand generated content, the role of user-generated content (UGC), and the efficacy of platform-specific marketing strategies (e.g., short-form video ads) on the purchase intentions of young adults.
By employing a descriptive, quantitative approach, the study aims to generate empirical data that provides actionable insights for brands. The findings will help businesses determine which social media investments yield the highest return in terms of brand trust and loyalty within the 21-30 age bracket, allowing them to optimize their digital presence and secure future market relevance.
