Financial Resilience Illusion: Social Media Marketing Drives E Commerce Youth Impulse Buying
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Abstract
Contemporary electronic commerce choice architectures systematically exploit macroeconomic anxiety, subverting adolescent financial resilience into algorithmic overconsumption. Extant literature overlooks how digital marketing weaponizes consumer stress. This qualitative study investigated how social media platforms distort youth financial behavior within emerging markets. Employing an exploratory design, qualitative interviews were conducted with six adolescents and analyzed via thematic network analysis. The empirical evidence reveals the financial resilience illusion, where disciplined saving practices are continuously neutralized by frictionless digital checkout mechanisms and targeted recommendations. Chronic macroeconomic uncertainty fails to foster precautionary austerity; instead, it induces cognitive fatigue that transforms impulsive consumption into a therapeutic coping mechanism. Furthermore, algorithmic peer pressure and gamified interfaces severely override baseline personal control, confirming that traditional financial literacy offers insufficient defense against advanced digital persuasion. Advancing beyond individual deficit models, this study establishes a robust theoretical paradigm demanding strict platform accountability to protect consumers across global digital business markets.
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