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Research Paper | Commerce and Economic Studies | Volume 15 Issue 4, April 2026 | Pages: 600 - 604 | India
Digital Marketing and Its Impact on Youth Buying Behaviour: A Study with Special Reference to Kandhamal District of Odisha
Abstract: This study examines the impact of digital marketing on youth buying behaviour, with special reference to Kandhamal District of Odisha. The main objective of the study is to understand how social media platforms, online advertisements, influencer marketing, and e-commerce services influence the purchasing decisions of youth in a predominantly rural and tribal area. The study adopts a descriptive and analytical research design to analyse existing trends and their effects. The research was conducted in the Phulbani, Chakapad, Tikabali, and Baliguda blocks of Kandhamal District. A sample of 400 respondents was selected using simple random sampling for the survey, while purposive sampling was used for interviews to gain deeper insights. Both primary and secondary data were used in the study. Primary data were collected through structured questionnaires and interviews, whereas secondary data were obtained from research articles, government reports, books, and online sources. The data were analysed using frequency distribution, percentages, and weighted scores based on a five-point Likert scale. The findings reveal that digital marketing has a significant influence on youth buying behaviour. Factors such as social media promotions, online reviews, discounts, and convenience play a major role in shaping purchase decisions. However, the study is limited to a small regional sample, which restricts broader generalisation.
Keywords: Digital Marketing, Youth Buying Behaviour, Social Media Influence, Kandhamal District, Online Advertising, Consumer Behaviour
How to Cite?: Brajabandhu Mallick, Dr. Ajaya Kumar Nanda, "Digital Marketing and Its Impact on Youth Buying Behaviour: A Study with Special Reference to Kandhamal District of Odisha", Volume 15 Issue 4, April 2026, International Journal of Science and Research (IJSR), Pages: 600-604, https://www.ijsr.net/getabstract.php?paperid=SR26406142606, DOI: https://dx.dx.doi.org/10.21275/SR26406142606