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Social media marketing influences teenagers' purchase of unhealthy products in three key ways: 1) Exposure to ads creates interest in harmful products like junk food; 2) Teenagers discuss and influence each other on social media to try new products; 3) Social media influencers impact purchase decisions by endorsing products. The conclusion is that social media marketing influences teenagers' intentions and increases consumption of products that can negatively impact their health.

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Margaret Ndungu
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70 views8 pages

PPT

Social media marketing influences teenagers' purchase of unhealthy products in three key ways: 1) Exposure to ads creates interest in harmful products like junk food; 2) Teenagers discuss and influence each other on social media to try new products; 3) Social media influencers impact purchase decisions by endorsing products. The conclusion is that social media marketing influences teenagers' intentions and increases consumption of products that can negatively impact their health.

Uploaded by

Margaret Ndungu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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The Influence of Social Media Marketing on the

Purchase Intention of Teenagers Towards Unhealthy


Products
Factors Facilitating Social Media Marketing
• Globalization
• Technological Opportunities
• Ability to reach a wider target market than traditional
media
• Cheaper in comparison to traditional or mass media
• Two-way communication (B2B, B2C)
Teenagers Behavior on Social Media
• Spend a majority of the time online communicating with
their friends, and family.
• Ideal for entertainment and searching for information
• Popular Sites that they access: Facebook, Twitter, You
Tube, and Instagram
Influence of Social Media in Pre-Purchase
Stage
• Helps in creating needs that a buyer did not know that he
or she had through triggering of the external and internal
stimuli
• Facilitates in information search for new products, or the
ones that a potential customer perceives as risky
• An effective tool in the evaluation of the alternatives
Influence of Social Media on Purchase
Stage
• Determines consumer's attitude towards a product based
on the feedbacks and comments from family and friends
• Influences the customer motivation and ultimately
behavior towards a product
• Heps the customer to develop a perception for a product.
If it is provided with positive reviews, he or she will
probably purchase it, and vice versa
Influence of Social Media on Post-Purchase
Stage
• The feedbacks provided by the customers, family, and
friends will influence future purchase.
• A client can state whether a product satisfied or
dissatisfied the need that it initially created
Influence on the Purchase Decision of Harmful
Products
• Exposure to these advertisements will create interest
towards a harmful product such as junk food, soft drinks ,
and even alcohol.
• Teenagers in different forums such as Facebook may
begin to discuss about the product and influence each
other to try out the new products.
• Social media influencers can also impact the teenagers to
purchase some harmful products by endorsing them
• Business and brand marketing strategies are meant to be
trendy and this influences the purchasing decision of
Conclusion
• Social media marketing influences the purchase intention
of teenagers towards unhealthy products
• The marketing strategies they implement create interest,
make the products popular, and therefore increase their
consumption rate
• These products can have short and long term impact on
the teenagers especially if they become frequent users

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