THE PSYCHOLOGICAL IMPACT OF ONLINE MARKETING STRATEGIES ON ADOLESCENT'S EMOTIONAL RESPONSE AND CONSUMER BEHAVIOUR

This research paper focuses on the psychological effects of online marketing strategies on adolescents, considering their emotional responses and consumer behaviours. In some years, especially after pandemic, marketers are prominently using digital platform to influence consumer choices. Its more common among young individuals who are increasingly active on social media and digital platforms. Adolescents, as a vulnerable demographic, may be particularly susceptible to the persuasive techniques employed in online marketing, such as emotional appeals, influencer endorsements, and targeted advertisements. This study aims to understand how these marketing strategies shape adolescents’ emotions, attitudes, and purchasing decisions. This research study understands the relationship between online marketing content and adolescent emotional responses, as well as the broader implications for consumer behaviour. The findings highlight the critical role of emotional engagement in shaping consumer decisions and underscore the need for ethical considerations in digital marketing targeted at young audiences.