THE IMPACT OF DIGITAL MARKETING TOOLS ON YOUNG CONSUMERS' PURCHASE INTENTION AND BEHAVIOR

Abstract

This study investigates how digital marketing tools shape young consumers' purchase intention and actual purchase behavior. Drawing on the Theory of Planned Behavior, the Technology Acceptance Model, social media marketing theory, eWOM research, and influencer credibility literature, the article develops an integrated framework linking social media advertising, influencer credibility, online reviews/eWOM, personalization, content usefulness, privacy concerns, trust, engagement, purchase intention, and purchase behavior. The empirical section uses an illustrative simulated questionnaire dataset of 312 young consumers aged 18-29 to demonstrate the full statistical procedure. Data were analyzed through descriptive statistics, reliability assessment, Pearson correlation, standardized multiple regression, group comparison, and bootstrapped mediation testing. Results show that online reviews/eWOM, influencer credibility, and social media advertising are the strongest direct predictors of purchase intention, while trust and engagement serve as important psychological mechanisms. Purchase intention, trust, personalization, and eWOM further explain variation in purchase behavior, whereas privacy concerns negatively affect behavioral outcomes. The paper contributes to digital marketing research by combining tool-level analysis with mechanism-level explanation and provides practical guidance for designing transparent, credible, and consumer-centered digital campaigns for young audiences.