Abstract

Social media has a significant influence on how younger consumers, particularly millennials and Gen Z, make their buying choices. This article explores how social media affects these generations, particularly after the COVID-19 pandemic. During the pandemic, many people turned to social media for entertainment and connection, leading to a lot more time spent online. This trend continued even during the post-pandemic period, as many tasks, like shopping for everyday items or luxury goods, now happen through apps and websites particularly designed for that purpose. Influencers on platforms like TikTok, YouTube, and Instagram have become key players in this new shopping landscape. These individuals create engaging and fun content, which makes advertising feel more personal and relatable. Many brands are now using influencer marketing to help their products stand out, reach more people, and create a larger and more aware consumer base. The article emphasises how this method not only raises awareness about brands but also helps them connect with the interests and habits of today’s tech-savvy shoppers. This way, companies can grow their customer base in a very crowded marketplace. Social media influencers significantly impact the consumption habits of their followers. At times, this influence can interfere with followers' rational decision-making, leading them to buy "trendy" products and services in order to avoid missing out on the latest trends. The research paper shall further discuss how these young consumers focus more on wants and desires based on trends and hype created by influencers than on their current needs and future needs.