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A Study Investigating the Role of Social Media Marketing in Shaping Brand Awareness, Consumer Preferences, and Purchase Intentions, Targeting Young Consumers

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  • Dr Mahesh Kumar K.R

    (Dayananda Sagar College of Arts Science and Commerce, India)

  • V R RAJENDRA KUMAR

    (Dayananda Sagar College of Arts Science and Commerce, India)

Abstract

This research examines the impact of social media marketing (SMM) on brand recognition, consumer preferences, and buying intentions among young adults in Bengaluru, India. The study explores how SMM tactics affect millennials' interactions with durable goods in the context of increasing digitization and evolving marketing strategies. The investigation employed a mixed-methods approach, gathering primary data from 400 social media-active young consumers (18-45 years old) via structured surveys, complemented by secondary data from scholarly sources. The relationships between SMM and key consumer behavior variables were analysed using statistical techniques, including correlation analysis, regression models, and hypothesis testing. The results indicate a Strong Positive Correlation between SMM and purchasing decisions (r = 0.804, p

Suggested Citation

  • Dr Mahesh Kumar K.R & V R RAJENDRA KUMAR, 2025. "A Study Investigating the Role of Social Media Marketing in Shaping Brand Awareness, Consumer Preferences, and Purchase Intentions, Targeting Young Consumers," International Journal of Latest Technology in Engineering, Management & Applied Science, International Journal of Latest Technology in Engineering, Management & Applied Science (IJLTEMAS), vol. 14(5), pages 935-943, May.
    • Handle: RePEc:bjb:journl:v:14:y:2025:i:5:p:935-943
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