Impact of Social Networks on the behavior of young consumers: A study on social media use among 18- to 25 years old
Keywords:
Social media; consumer behavior; Instagram; TikTok; digital marketing.Abstract
Social media has been promoting profound changes in consumption habits, especially among young people. This study investigates the impact of platforms such as Instagram and TikTok on the purchasing choices of consumers aged 18 to 25. Consumer behavior is widely discussed in various theoretical approaches, which highlight the multiple influences that guide their purchasing decisions. According to Solomon (2011), these decisions are the result of the dynamic interaction between cultural, social, personal, and psychological factors, varying according to the context in which the consumer is embedded. The research, of a quantitative and exploratory nature, used a digital questionnaire applied to 120 young active users of these networks. The instrument, structured with closed questions, was developed based on specialized literature on digital consumer behavior. The findings reveal that content produced by digital influencers, native advertising, and viral trends exert a direct influence on purchase intention and behavior. Finally, it is concluded that these platforms not only shape the preferences of young people, but also accelerate their consumption decisions, largely due to the emphasis on image, immediacy, and social validation.
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