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