Social Media Impact on Young Consumers’ Behavior: A Consideration of Purchase Decision-Making Drivers, and the Mediating Role of E-Marketing for Achieving Business Leadership
Social networking is vital in shaping digital marketing strategies and consumer purchasing decisions across demographics. This study, involving 900 youths from the University of Algiers 03 during the school year 2024-2025, investigates social media’s influence on purchasing behavior, focusing on age...
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| Format: | Article |
| Language: | English |
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Academic Research and Publishing UG (AR&P)
2025-03-01
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| Series: | Business Ethics and Leadership |
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| Online Access: | https://armgpublishing.com/wp-content/uploads/2025/04/BEL_1_2025_3.pdf |
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| author | Nadia Hima Djamel Benarous Bilal Louail Walid Hamadi |
| author_facet | Nadia Hima Djamel Benarous Bilal Louail Walid Hamadi |
| author_sort | Nadia Hima |
| collection | DOAJ |
| description | Social networking is vital in shaping digital marketing strategies and consumer purchasing decisions across demographics. This study, involving 900 youths from the University of Algiers 03 during the school year 2024-2025, investigates social media’s influence on purchasing behavior, focusing on age and gender differences. Several key findings emerged from using hierarchical linear regression and SPSS 24 for analysis. Initially, 78% of participants reported that social media had a considerable impact on their purchasing choices, with 62% acknowledging its contribution to improving the efficacy of email marketing. This underscores the dual function of social media in influencing direct purchases and augmenting other digital marketing strategies. Second, there were differences in gender: 55% of female respondents reported significant influence from social media marketing as opposed to 45% of males, indicating that females are more susceptible to such marketing strategies. Finally, even within the relatively homogenous sample of students, there were age-related differences: 65% for the 18–21 age group as opposed to 35% for the 22–25 group, indicating that the younger the individual, the more the influence. These results emphasize the necessity for customized marketing strategies that consider demographic elements. The research enhances the comprehension of consumer behavior and provides valuable perspectives for creating individualized methods in digital marketing, especially within the Algerian setting. |
| format | Article |
| id | doaj-art-8a8ceb922ebc422cb668579798dfa50c |
| institution | OA Journals |
| issn | 2520-6761 2520-6311 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Academic Research and Publishing UG (AR&P) |
| record_format | Article |
| series | Business Ethics and Leadership |
| spelling | doaj-art-8a8ceb922ebc422cb668579798dfa50c2025-08-20T02:16:59ZengAcademic Research and Publishing UG (AR&P)Business Ethics and Leadership2520-67612520-63112025-03-0191274210.61093/bel.9(1).27-42.2025Social Media Impact on Young Consumers’ Behavior: A Consideration of Purchase Decision-Making Drivers, and the Mediating Role of E-Marketing for Achieving Business LeadershipNadia Hima0https://orcid.org/0000-0002-4767-8199Djamel Benarous1https://orcid.org/0000-0001-7957-3466Bilal Louail2https://orcid.org/0000-0002-2383-4329Walid Hamadi3https://orcid.org/0000-0002-6647-6517Ph.D., Associate Professor, University of Batna 01, AlgeriaPh.D., Associate Professor, University of Batna 01, AlgeriaPh.D., Associate Professor, Faculty of Economic, Commercial and Management Sciences, University of Algiers 03, AlgeriaManagement Laboratory for Sustainable Economic Institutions, El-Oued University, AlgeriaSocial networking is vital in shaping digital marketing strategies and consumer purchasing decisions across demographics. This study, involving 900 youths from the University of Algiers 03 during the school year 2024-2025, investigates social media’s influence on purchasing behavior, focusing on age and gender differences. Several key findings emerged from using hierarchical linear regression and SPSS 24 for analysis. Initially, 78% of participants reported that social media had a considerable impact on their purchasing choices, with 62% acknowledging its contribution to improving the efficacy of email marketing. This underscores the dual function of social media in influencing direct purchases and augmenting other digital marketing strategies. Second, there were differences in gender: 55% of female respondents reported significant influence from social media marketing as opposed to 45% of males, indicating that females are more susceptible to such marketing strategies. Finally, even within the relatively homogenous sample of students, there were age-related differences: 65% for the 18–21 age group as opposed to 35% for the 22–25 group, indicating that the younger the individual, the more the influence. These results emphasize the necessity for customized marketing strategies that consider demographic elements. The research enhances the comprehension of consumer behavior and provides valuable perspectives for creating individualized methods in digital marketing, especially within the Algerian setting.https://armgpublishing.com/wp-content/uploads/2025/04/BEL_1_2025_3.pdfage and gender differencesbusiness leadershipclient-oriented marketingconsumer interests and behaviore-marketingpurchase decisionssocial media |
| spellingShingle | Nadia Hima Djamel Benarous Bilal Louail Walid Hamadi Social Media Impact on Young Consumers’ Behavior: A Consideration of Purchase Decision-Making Drivers, and the Mediating Role of E-Marketing for Achieving Business Leadership Business Ethics and Leadership age and gender differences business leadership client-oriented marketing consumer interests and behavior e-marketing purchase decisions social media |
| title | Social Media Impact on Young Consumers’ Behavior: A Consideration of Purchase Decision-Making Drivers, and the Mediating Role of E-Marketing for Achieving Business Leadership |
| title_full | Social Media Impact on Young Consumers’ Behavior: A Consideration of Purchase Decision-Making Drivers, and the Mediating Role of E-Marketing for Achieving Business Leadership |
| title_fullStr | Social Media Impact on Young Consumers’ Behavior: A Consideration of Purchase Decision-Making Drivers, and the Mediating Role of E-Marketing for Achieving Business Leadership |
| title_full_unstemmed | Social Media Impact on Young Consumers’ Behavior: A Consideration of Purchase Decision-Making Drivers, and the Mediating Role of E-Marketing for Achieving Business Leadership |
| title_short | Social Media Impact on Young Consumers’ Behavior: A Consideration of Purchase Decision-Making Drivers, and the Mediating Role of E-Marketing for Achieving Business Leadership |
| title_sort | social media impact on young consumers behavior a consideration of purchase decision making drivers and the mediating role of e marketing for achieving business leadership |
| topic | age and gender differences business leadership client-oriented marketing consumer interests and behavior e-marketing purchase decisions social media |
| url | https://armgpublishing.com/wp-content/uploads/2025/04/BEL_1_2025_3.pdf |
| work_keys_str_mv | AT nadiahima socialmediaimpactonyoungconsumersbehavioraconsiderationofpurchasedecisionmakingdriversandthemediatingroleofemarketingforachievingbusinessleadership AT djamelbenarous socialmediaimpactonyoungconsumersbehavioraconsiderationofpurchasedecisionmakingdriversandthemediatingroleofemarketingforachievingbusinessleadership AT bilallouail socialmediaimpactonyoungconsumersbehavioraconsiderationofpurchasedecisionmakingdriversandthemediatingroleofemarketingforachievingbusinessleadership AT walidhamadi socialmediaimpactonyoungconsumersbehavioraconsiderationofpurchasedecisionmakingdriversandthemediatingroleofemarketingforachievingbusinessleadership |