LAUSR

Abstract This study indicates the selected social media marketing (SMM) dimensions such as influence social media content, engagement and interaction, brand awareness and perception, and influencer marketing that have influence on young consumers and drive their online purchase decisions. This study addresses these factors focusing on the context of young consumers in Bangladesh. For this investigation, a quantitative approach is employed through a structured questionnaire survey, and the data was collected from 412 Bangladeshi young users age limit is between 18 to 30, who purchase their products in online platform. The young population is between the ages of 18 and 30, and these samples were selected purposively. Data was inputted through MS Excel, and the PLS-SEM version 4 software was used to evaluate the hypothesized relationships among the variables. The findings reveal that the influence of social media content, engagement and interaction, brand awareness and perception, and influencer marketing encourage the young customer in social interactions that significantly influence their purchase decisions. This research contributes to a deeper understanding of how this young generation interacts with SMM and how businesses can leverage these SMM dimensions (content, engagement, brand perception) to effectively reach and convert this important online shopping demographic in Bangladesh.