Consumers' Perceptions of Social Media Marketing among Youth; A Sustainable Marketing Approach

Abstract

The study explores the perceptions of social media marketing among youth, focusing on how these perceptions influence their engagement with brands and purchasing decisions. Key findings reveal that youth generally view social media marketing positively, appreciating its interactive and personalized nature. However, concerns about privacy and authenticity persist. The study identifies four primary themes in youth perceptions: engagement, trust, influence, and skepticism. The research concludes that while social media marketing holds significant potential for influencing youth consumer behavior, brands must navigate the delicate balance between personalization and privacy to maintain trust and authenticity. These insights provide valuable implications for marketers aiming to optimize their social media strategies to better connect with the youth demographic. The findings of the study reveal nuanced insights into student attitudes and behaviors regarding social media marketing. While students generally exhibit high levels of awareness and engagement with social media platforms, their responses to marketing messages vary depending on factors such as the perceived relevance, authenticity, and value of the content