The Impact of Social Media Platforms on Youth Shopping Decisions: The Role of Influencer Endorsements

This paper explores the impact of social media influencers affecting purchasing behavior among young consumers, focusing on platforms such as Instagram, TikTok, and YouTube.With the rise of social media, influencers have become key players in shaping consumer behavior, particularly among younger demographics.As digital natives, young consumers are highly influenced by online content and personalities.Through a mixed-methods approach, including a quantitative survey of 40 youth, the study examines the mechanisms of influence, including credibility, relatability, and engagement.Findings reveal that influencers significantly impact youth purchasing decisions by leveraging their perceived trustworthiness and authentic engagement.By analyzing the impact of influencer marketing on youth, the paper provides insights for brands seeking to effectively connect with this demographic and leverage social media strategies to drive consumer behavior.This study examines how influencer endorsements affect youth purchasing decisions, the mechanisms behind these influences, and the broader implications for brands and marketers.