{"id":320,"date":"2026-09-02T13:22:04","date_gmt":"2026-09-02T10:22:04","guid":{"rendered":"https:\/\/eahjournal.ru\/en\/?p=320"},"modified":"2026-09-02T13:22:24","modified_gmt":"2026-09-02T10:22:24","slug":"04eah226","status":"publish","type":"post","link":"https:\/\/eahjournal.ru\/en\/04eah226.html","title":{"rendered":"The influence of digital media and visual content on the consumer behavior of young people"},"content":{"rendered":"<p style=\"text-align: right;\"><strong>Ismoilova Umida Ramatillaeva<\/strong><br \/>\nEducational and Scientific Research Center \u00abYakhont\u00bb, Khorezm, Republic of Uzbekistan<br \/>\nE-mail: ismoilovaumida402@gmail.com<\/p>\n<p style=\"text-align: justify;\"><strong>Abstract.<\/strong> The article is devoted to the influence of digital media and visual content on the formation of young people\u2019s consumer behavior in the context of digital transformation. Based on an analysis of theoretical approaches (attention economy, social construction of reality, the concept of the \u00abextended self\u00bb) and empirical data obtained in Russia and Uzbekistan, the main marketing tools (visual content and influencer marketing), as well as the psychological and social mechanisms of their impact on the youth audience, are examined. The empirical basis consists of survey data presented in the studies, statistical reviews by VTsIOM (2025), and reports from the DataReportal analytical platform (2025). It has been shown that the effectiveness of marketing tools is explained by reduced cognitive load when making decisions, emotional motivation, and the need for social identification through consumption. The significance of social approval in the digital environment is confirmed by survey results: 59 % of young people trust bloggers\u2019 recommendations, and 57 % take into account their friends\u2019 assessment of publications. The dangers of digitalizing marketing have been identified: manipulation of consciousness through personalized content, information bubbles, and the financial and psychological consequences of impulsive consumption. Data for Russia and Uzbekistan show that young people in both countries exhibit similar patterns of consumer behavior, so it is possible to speak of the global nature of the processes described. The need to develop media literacy and the ethical responsibility of participants in the digital market is substantiated. The results of the studies and statistical data presented are \u0446\u0435\u043b\u0435\u0441\u043e\u043e\u0431\u0440\u0430\u0437\u043d\u043e to be used in the development of educational programs on media literacy and in the practice of marketing communications aimed at a youth audience.<\/p>\n<p style=\"text-align: justify;\"><strong>Keywords:<\/strong> consumer behavior; young people; digital media; social networks; visual content; influencer marketing; digital attention economy; marketing communications<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ismoilova Umida Ramatillaeva Educational and Scientific Research Center \u00abYakhont\u00bb, Khorezm, Republic of Uzbekistan E-mail: ismoilovaumida402@gmail.com Abstract. The article is devoted to the influence of digital media and visual content on the formation of young people\u2019s consumer behavior in the context &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,4],"tags":[],"class_list":["post-320","post","type-post","status-publish","format-standard","hentry","category-issue-2-2026","category-article"],"_links":{"self":[{"href":"https:\/\/eahjournal.ru\/en\/wp-json\/wp\/v2\/posts\/320","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/eahjournal.ru\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eahjournal.ru\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eahjournal.ru\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/eahjournal.ru\/en\/wp-json\/wp\/v2\/comments?post=320"}],"version-history":[{"count":1,"href":"https:\/\/eahjournal.ru\/en\/wp-json\/wp\/v2\/posts\/320\/revisions"}],"predecessor-version":[{"id":321,"href":"https:\/\/eahjournal.ru\/en\/wp-json\/wp\/v2\/posts\/320\/revisions\/321"}],"wp:attachment":[{"href":"https:\/\/eahjournal.ru\/en\/wp-json\/wp\/v2\/media?parent=320"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eahjournal.ru\/en\/wp-json\/wp\/v2\/categories?post=320"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eahjournal.ru\/en\/wp-json\/wp\/v2\/tags?post=320"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}