This research examines the impact of dopamine-driven marketing on consumer behaviour in the present modern scenario, with a focus on young consumers aged between 16 and 22. With the quick growth of digital platforms such as social media, e-commerce websites, and mobile applications, marketing strategies have evolved into highly personalised and psychologically driven approaches. These platforms use features such as gamification elements (rewards, streaks, and badges, personalised advertisements, instant notifications, and limited-time offers) to stimulate the dopamine responses, which have a very strong impact on the user engagement and decision-making process.

This study is based on the primary data collected through a structured questionnaire using Google Forms from a sample of 60 respondents selected through convenience sampling. The data was analysed using descriptive statistics, where responses were converted into percentages to identify patterns and trends.

Findings show that many of the consumers have impulsive purchasing behaviour and thus many of them feel excited about offers and discounts and use the apps in an addictive way, such as checking them frequently and finding it very hard to stop using it. It also shows that features such as instant notifications and rewards increase the consumer's engagement and have a very strong impact on their buying decisions. One more critical finding of this research is that even though people know that these dopamine-driven marketing strategies affect them, they still continue to use these platforms in the same way.

In conclusion, dopamine-driven marketing has a strong impact on consumer behaviour in today’s digital world. However, it also raises ethical concerns because it can make people overly dependent on digital platforms. Therefore, there is a need for responsible marketing and better awareness among consumers to protect their well-being