Running Title:
Youth Culture, Social Media, and Consumption in Africa
Abstract
The rise of social media has transformed consumer behaviour globally, with African urban youth at the forefront of this shift. As the continent experiences rapid urbanization, a youthful population, and increased internet penetration, platforms such as Instagram, TikTok, Twitter (X), and Facebook are shaping not only social interactions but also consumption patterns. Urban youth are increasingly influenced by online trends, influencers, and peer networks, which dictate preferences for fashion, technology, entertainment, food, and lifestyle products. This paper explores the intersection between urban youth culture, social media, and consumption behaviour in Africa. Using secondary literature review, case analysis, and cultural interpretation frameworks, the study examines how identity construction, peer validation, and digital marketing campaigns shape the buying habits of young consumers. Findings highlight that social media amplifies aspirational consumption, brand loyalty, and trend adoption while also raising concerns about overconsumption, materialism, and exposure to cyber manipulation. The study concludes that urban youth culture in Africa is both a driver of innovation and a site of vulnerability in the digital economy. Marketers must adopt culturally sensitive strategies that balance aspirational branding with social responsibility. Policy implications include the need for digital literacy campaigns, consumer protection laws, and ethical influencer marketing guidelines.
Keywords: Youth Culture, Social Media, Consumer Behaviour, Africa, Urbanization,
Influencer Marketing, Digital Economy
