Abstract: This study delves into the impact of social media on the online purchasing habits of teenagers and adolescents within the vibrant Doaba region. With a focus on social media marketing, brand awareness, and adolescent engagement, we analyze how these factors influence their buying decisions. Utilizing data from 130 respondents, our research examines the interplay between these variables through hypothesis testing. Contrary to initial assumptions, our findings do not affirm a direct link between social media marketing and brand awareness.....
Keywords: online buying behavior, social media influence, teenagers, adolescents, brand awareness, Doaba region
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