IJFANS INTERNATIONAL JOURNAL OF FOOD AND NUTRITIONAL SCIENCES ISSN PRINT 2319 1775 Online 2320 7876 Research paper © 2012 IJFANS. All Rights Reserved, UGC CARE Listed ( Group -I) Journal Volume 11, Iss 10, 2022 1485 | Page IMPACT OF SOCIAL MEDIA MARKETING ON YOUNG MINDS Prof. Meena Mashru Asst. Professor, Management (MMS Department), Rohidas Patil Institute of Management Studies meenamashru@gmail.com Dr. Sakshi Khatri Academic Coordinator, Management (MMS Department), Rohidas Patil Institute of Management Studies sakshinkhatri@gmail.com Prof. Dilip Jain Asst. Professor, Management (MMS Department), Rohidas Patil Institute of Management Studies dilip.mahendra.jain@gmail.com Abstract Technology is drastically changing how people live nowadays and has made a noticeable impact on the lifestyles of young minds. Social networking sites like Facebook, Instagram, Twitter, and others have ingrained themselves as essential components of young people's life. Since a few years ago, social media usage has significantly increased. The primary goal of this research was to determine what kind of social media marketing messages have an impact on youth minds cognitive, affective, and behavioural attitudinal components. The study conducts research to comprehend the efficacy of social media as a marketing tool and makes an effort to examine the degree to which social media aids in making purchasing decisions in youth. Data were collected through qualitative and quantitative methods. Secondary data were gathered in the form of a literature review and previously published research publications. In quantitative data collection method, the survey through questionnaire utilised a 4-point Likert scale and underwent the necessary internal validation. Total of 104 surveys were gathered to know youth perspective in context to social media marketing. The findings demonstrate that every business uses posts, shares, images, and videos to advertise their services on social media by informing users of new or existing services, offers, events. According to the study, social media marketing messages can have a favourable impact on respondents' cognitive, emotive, and behavioural responses. Additionally, when social media marketing communications were accessible via a smartphone, the cognitive response was the most favourable, but the emotive and behavioural responses were preferred. In addition, although some individuals displayed higher levels of purchase and liking in terms of social media marketing communications, the gender demographic variable did not demonstrate a significant impact on attitude. According to the findings, social media promotion was the main strategy for luring youth with attractive pricing, regular equipment replacement, and facilities. Social media are for those where youth can vote on Facebook for new service ideas, are encouraged to remark on existing services, comment on any issues they have with services. This research conclusions is about the formal integration of social media into marketing strategy. There are presented managerial implications. Keywords: Advertisements, young minds, Electronic Word of Mouth, Purchase Intention, Social Media