The Impact of Online Marketing Methods in the Social Media Era on Teenagers’ Purchase Behaviors

Abstract

During the period of the continuous development of social media, the influence of online marketing on the purchasing behavior of teenagers has received widespread attention. However, there are still deficiencies in terms of the consumption characteristics and environment of teenagers as well as the risks posed by the internet to teenagers. This article analyzes the consumption psychological characteristics of teenagers in the digital age, the promotion and influence of social media on the consumption environment, as well as the impact and problems of online marketing on the purchasing behavior of teenagers. The study found that teenagers have consumption characteristics such as being prone to the internet, following the crowd, being impulsive, and being influenced by brands. Social media has broadened their consumption horizons, but it also has incorrect behaviors that induce and mislead the values of teenagers. Based on this, this article suggests that enterprises implement responsible marketing, platforms strengthen protection mechanisms, and society and families strengthen consumption and financial education for teenagers.