A STUDY ON THE IMPACT OF INSTAGRAM AND YOUTUBE ON YOUTH BUYING BEHAVIOUR IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

Social media platforms have become powerful tools influencing the buying behaviour of youth. Among them, Instagram and YouTube play a significant role due to their visual content, influencer marketing, and product reviews. This study examines how these platforms affect purchasing decisions among youth in Madurai city. The study focuses on the impact of reels, shorts, influencer endorsements, product reviews, and advertisements on consumer behaviour. Instagram has a stronger influence on impulse buying, while YouTube plays a key role in product search and decision-making. The study concludes that social media significantly shapes youth consumption patterns but also highlights the importance of honest reviews and informed purchasing.

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Keywords

Social Media, Youth Buying Behaviour, Instagram Marketing, YouTube Reviews, Marketing, Consumer Behaviour.