Impact Of Instagram And YouTube Marketing On Purchase Intension Of Youngsters With Reference To Coimbatore City

Abstract: This study investigates the influence of influencer marketing, trust and trustworthiness, electronic word-of- mouth (e-WOM), and viral content on young people's purchase intentions through Instagram and YouTube marketing. It seeks to comprehend how social media platforms influence young users' consumer awareness, perception, and decision- making behaviour.
The results show that YouTube and Instagram are the most popular sites for finding products and have a big impact on purchase intent. The most significant predictors of purchasing behaviour were found to be peer-driven factors, including customer evaluations, word-of-mouth, and influencer recommendations. Transparent and relatable content positively impacted purchasing decisions, but false information and unfavourable reviews discouraged consumption. Trust and authenticity were found to be important motivators. Additionally, it was discovered that visually appealing forms like reels, shorts, and promotional videos increased user interest and attention. Overall, the study shows that social media marketing has a significant impact on young people's desire to buy, with peer validation, engagement, and credibility being more important than traditional advertising strategies.

Keywords: Instagram, YouTube, Purchase Behaviour, Influencer Marketing, Trustworthiness, e-WOM, Viral content.