The influence of social media marketing on college student's consumptive behavior and wellbeing
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This study investigates the influence of social media marketing on college students' consumptive behavior and well-being, focusing on TikTok and Instagram Reels. Considering the pervasive nature of social media advertising, particularly in the short-form vertical video format, it is crucial to understand its impact on young adults. Through in-depth interviews with 10 college students, this study explores their attitudes toward social media ads, their purchasing behavior, and the effects of advertising on their well-being. Findings reveal a general distrust of ads, a preference for influencer endorsements, and the importance of peer influence in purchase decisions. Additionally, the study highlights feelings of discontentment and comparison triggered by frequent exposure to ads. The research underscores the need for ethical advertising practices and offers insights for marketers seeking to engage with college students effectively.
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M.A.