The Influence of Creative Multimedia and Social Media on Purchasing Decisions Among Newly Employed Youth: An AIDA Model Perspective

Abstract

The emergence of social media has become a powerful force in shaping consumer behaviour, particularly among young consumers. Drawing on the AIDA Model (Attention, Interest, Desire, Action), this study examines the purchasing decisions of newly employed youths by analysing their perspectives on social media use and the associated forms of digital social influence. The primary aim of the study is to identify the most influential social media platforms and the key social factors that affect purchasing decisions among this group. Using a qualitative research approach, semi-structured interviews were conducted to examine participants’ experiences with frequently used platforms such as TikTok, Instagram, X (formerly Twitter), and Facebook. The findings reveal that TikTok is the most dominant platform influencing purchasing behaviour due to its algorithm-driven content, creative multimedia elements, user-generated videos, and interactive features. Additionally, social factors such as peer influence, digital word-of-mouth, social proof, influencer engagement, and pre-purchase information searching were found to significantly shape purchase decisions. These findings highlight the importance of social interactions and platform design in influencing young consumers’ buying behaviour and contribute valuable insights into the evolving digital consumer landscape. The findings further reinforce the relevance of the AIDA Model in understanding the role of social media in shaping purchasing decisions among newly employed youth.