SOCIAL MEDIA MARKETING AND THE BEHAVIOR OF YOUNG GENERATIONS: A COMPARATIVE ANALYSIS OF INDONESIA AND UZBEKISTAN

Abstract

Purpose. This article examines how social media platform marketing influences the behavior of young generations in Indonesia and Uzbekistan. It explores how digital marketing on platforms such as Instagram, TikTok, YouTube, and Telegram shapes youth consumption patterns, brand engagement, social identity, and purchase decisions — two emerging-market contexts with different cultural, economic, and digital development trajectories.

Design/Methodology/Approach. The article adopts a comparative, literature-based structure that integrates concepts from digital marketing, youth consumer behavior, media studies, and social psychology. The discussion links platform use, influencer marketing, peer effects, trust, and digital engagement to behavioral outcomes among young users in both countries.

Findings. Three main patterns emerge. First, influencer credibility, social proof, and repeated platform exposure shape youth behavior in both countries. Second, Indonesian youth — with 139 million social media users — navigate a dense, highly commercialized ecosystem, while Uzbekistani youth (8.70 million social media users, 83.3% internet penetration) are more strongly shaped by trust, community-based communication, and emerging digital consumption norms. Third, social media marketing affects not only purchase intent but also self-presentation, peer conformity, and lifestyle aspiration.

Practical Implications. Firms targeting young consumers in Indonesia and Uzbekistan should tailor social media strategies to local digital culture rather than applying a one-size-fits-all approach. Marketers need to prioritize authenticity, creator relevance, and platform-specific communication styles. Educators and policymakers should invest in digital literacy and advertising awareness programs for young users.

Originality/Value. This article offers a comparative perspective on how social media marketing affects young generations in two under-researched emerging markets. It connects platform-based marketing with broader behavioral and cultural dynamics, showing that social media's reach extends well beyond product promotion into everyday identity formation and decision-making.