Article
The Influence of Instagram and YouTube Content on College Students' Consumption Patterns, Opinion Formation, and Decision-Making Behaviour Evidence from Mumbai
Social media algorithms significantly shape how urban Indian college students consume content, form opinions, and make decisions. Platforms such as Instagram and YouTube function not merely as entertainment but as drivers of opinion and purchasing behaviour. Yet algorithmic influence on this demographic remains underexplored in the Indian urban context. Grounded in three theoretical frameworks - Uses and Gratifications Theory, Elaboration Likelihood Model, and Pariser's Filter Bubble Theory - this study examines content consumption patterns, opinion formation across social, cultural, consumer, lifestyle and political domains, and behavioural outcomes including purchasing decisions. Findings indicate that students rely predominantly on algorithmic content discovery, exercise selective scepticism toward influencer credibility, and show stronger pre-purchase research behaviour (WM = 3.46) than direct influencer-driven purchasing (WM = 3.14). Content format emerges as a stronger influence driver than influencer endorsement. Across all usage contexts, algorithmic recommendations consistently extend platform engagement beyond users' original intent.