International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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The Impact of Digital Marketing on Youth: An Academic Analysis

Author(s) Dr. Gudipati Srinivasa Rao, Ms. Sasupalli Triveni, Mr. Seesa Santosh
Country India
Abstract Digital marketing has transformed how firms communicate, persuade, and transact with consumers—particularly youth. This paper examines the multifaceted impact of digital marketing on adolescents and young adults through a synthesis of empirical studies, public reports, and theoretical perspectives. We analyze exposure patterns, persuasive mechanisms (including influencer marketing and microtargeting), behavioral outcomes (consumption, civic participation), and psychosocial effects (identity, body image, mental health). Findings indicate that digital marketing reaches youth at unprecedented scale and frequency, shapes consumer preferences and normative beliefs, and exerts both economic benefits and psychosocial risks. Influencer marketing and platform algorithm dynamics amplify persuasive power, while targeted food and lifestyle advertising raise public-health concerns. Policy responses and educational interventions are reviewed, and implications for researchers, practitioners, and policymakers are discussed. Recommendations include media literacy integration, platform-level transparency, stricter protections for minors, and prioritized research on long-term developmental impacts.
Keywords digital marketing, youth, social media, influencer marketing, mental health, media literacy
Field Business Administration
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-10-15
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.57925
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E-ISSN 2582-2160
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