Unveiling the Influence of Manipulative Marketing Tactics on Young Buyers

Dr. Poongodi B, Fahamidha Begum A, Gokul Kumar S, Dhanaprriya BM, Gayatiri C K

Abstract: Shopping decisions are increasingly influenced by manipulation tactics, particularly impacting the vulnerable young buyers who easily succumb to highly persuasive marketing content. While advertisements are designed to raise awareness about organisational offers, the predominant focus in current promotions involves actively pushing products through emotional appeals, giveaways, and endorsements. This study investigates whether young consumers are more susceptible to manipulation today, especially post-pandemic. Additionally, it examines the extent of social media?s contribution to manipulating these consumers. Results indicate that the brands exert greater influence on young buyers than in the past with social media subtly embedding convincing subliminal messages.

Keywords: Manipulation, Social media marketing, advertisement, Word of mouth