• Ajay Kumar Tanwar
• Dr.Kamlesh

This study investigates the impact of digital marketing—including targeted advertising, social media promotions, influencer support, and personalized offers—on the spending behaviour of youth in Jaipur City, focusing on individuals aged 18–30 years. Motivated by the widespread adoption of digital platforms and the need to understand how these strategies shape consumer preferences, the research aims to analyze: (1) which digital marketing strategies most affect youth spending, (2) key factors driving purchasing decisions, and (3) the relationship between digital exposure and shopping patterns. Employing a mixed methods approach, primary data were collected via structured questionnaires from 200 respondents, supplemented by qualitative literature insights. The findings reveal personalized offers and influencer promotions as the most influential mediums (28.5% each), while age and income levels strongly correlate with spending and shopping frequency. Essential categories like food & groceries and fashion dominate purchases, and youth display polarized shopping pat.

e-commerce, Spending behaviour, Social media promotions, Youth, Purchase decisions, Online shopping behaviour.

"The Impact of Digital Marketing on Youth Spending Behaviour in Online Shopping : A Study of Jaipur City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 9, page no.b723-b733, September-2025, Available :http://www.jetir.org/papers/JETIR2509189.pdf

"The Impact of Digital Marketing on Youth Spending Behaviour in Online Shopping : A Study of Jaipur City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 9, page no. ppb723-b733, September-2025, Available at : http://www.jetir.org/papers/JETIR2509189.pdf