The Way Young Consumers Behave Prior to Their
Purchase Decision and Consumption
A consumer’s belief and attitude have a major impact on how they perceive advertising and, conversely, the effectiveness of advertising helps shape consumer attitude and beliefs . Various studies have revealed that this concept applies to social media advertising too. Wang and Sun found that consumer attitude towards social media advertising is greatly influenced by their beliefs . If the consumer is sceptical about online advertising and social media as a medium of conveying genuine messages to masses, they are more likely to respond negatively or simply ignore social media advertising .
Young people form one of