Changing Patterns of Teenage Consumer Behaviour in The Era of Social Commerce

Abstract

A young person's life is being shouted at by the voice of media and the internet, whether it's through a vivid magazine image, a television commercial, or an internet pop-up ad. Teenagers are responding to media advertisements by modifying their lifestyles and values in accordance with these influences. Marketers are fighting to find the best way to attract and influence consumers. The silver lining here is that the popularity and increased usage of social media that has led to the growth of user-generated content, and the publishing of consumer opinions. The study was conducted with the objective to understand the changing patterns of teenage buying behaviour in the era of social commerce. In order to achieve this objective, various social media factors influencing teenage buying behaviour has been extracted, examine the shift in teenage buying behaviour towards S-Commerce and examining their mediating role of brand consciousness between social media and buying behaviour.