International Journal of Academic Accounting, Finance & Management Research (IJAAFMR)   Year: 2023 | Volume: 7 | Issue: 5 | Page No.: 22-28 The Impact of Social Media on Consumer Buying Habits Download PDF Nata?a Lizdek Abstract: The research was conducted with the aim of determining the impact of social media on consumer buying habits with a focus on the differences between the older and younger population. The research was conducted on a sample of 90 respondents, 50 of whom were aged 20-35, and 40 aged 50-65. A questionnaire consisting of 12 questions was used to collect data. The results indicate a significantly higher use of social media and a tendency to shop online among the younger population. Also, young people proved to be more susceptible in using internet services. These results can be useful for marketing campaigns targeting these target groups of consumers and indicate the need to adjust marketing strategies according to the characteristics of the target group. We can conclude that social media has a great influence on consumer behavior. It would be interesting to study the impact of social networks on consumer buying habits in different countries and cultures, given that these factors may differ in different parts of the world.