A Study on the Influence of Social Media on Teenagers’ Shopping Preferences with Special Reference to Chennai City

The rapid growth of social media has significantly transformed the
lifestyle and behaviour of teenagers, particularly in the area of
shopping. This study aims to examine the influence of social media
on teenagers’ shopping preferences with special reference to Chennai
City. The research focuses on understanding how exposure to digital
platforms affects brand awareness, product interest, and purchasing
decisions among teenagers. The study is based on primary data
collected from teenage respondents in Chennai through a structured
questionnaire. It analyses the impact of factors such as influencer
marketing, online advertisements, peer opinions, product reviews,
and promotional content. The findings reveal that social media plays
a crucial role in shaping teenagers’ buying behaviour, especially in
categories such as clothing, beauty products, electronic gadgets, and
lifestyle accessories. Visual appeal, trending content, and attractive
offers were identified as major factors influencing their purchase
decisions. The study concludes that social media has become a powerful medium that directly and indirectly affects teenagers’
shopping patterns. It highlights the importance of responsible digital
marketing practices and the need for awareness among teenagers to make informed and thoughtful purchasing
decisions.
Keywords: Social Media; Teenagers; Shopping Preferences; Consumer Behaviour; Influencer Marketing;