Scrolling into Influence: A Theoretical Study on the Acceptance of Social Media Marketing Among Youth

LAGINA K

Scrolling into Influence: A Theoretical Study on the Acceptance of Social Media Marketing Among Youth

Author(s)	Ms. LAGINA K
Country	India
Abstract	The rapid proliferation of social media platforms has transformed the landscape of marketing, especially among youth who represent the most active digital demographic. This theoretical article examines the acceptance of social media marketing among young consumers by integrating established behavioral and technology adoption theories. Drawing on frameworks such as the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), Uses and Gratifications Theory (UGT), and Diffusion of Innovation (DOI), the study explores how perceived usefulness, ease of use, social influence, content relevance, and trust shape youth attitudes toward social media marketing. The article also highlights the role of influencer credibility, interactivity, and personalization in enhancing engagement and purchase intention. Additionally, the study discusses moderating variables such as demographic factors, cultural context, and digital literacy. The findings suggest that youth acceptance is largely driven by hedonic and social motivations, alongside perceived authenticity and relatability of content. The article contributes to the theoretical understanding of digital consumer behavior and provides implications for marketers seeking to design effective youth-centric strategies. Future research directions emphasize empirical validation and cross-cultural comparisons.
Keywords	Social Media Marketing, Youth Behavior, Technology Acceptance, Influencer Marketing, Digital Consumer Behavior
Field	Business Administration
Published In	Volume 17, Issue 2, April-June 2026
Published On	2026-06-13

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International Journal on Science and Technology

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Scrolling into Influence: A Theoretical Study on the Acceptance of Social Media Marketing Among Youth

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