• Hari Singh
• Surbhi Sharma

This study explores the impact of advertisements through social media marketing on consumer buying behavior, focusing specifically on the student demographic at Khalsa College, Amritsar. With the growing faith on social media platforms for communication and entertainment, businesses increasingly target young consumers through tailored advertisements. This research aims to understand how these digital marketing strategies influence purchasing decisions, brand perception, and consumer behavior among students. Using a combination of surveys and interviews, the study analyzes students’ interactions with social media ads, the effectiveness of influencer endorsements, and the role of promotions and discounts in driving purchases. The findings reveal that social media advertisements significantly affect students’ buying behavior, with emotional appeal, personalized content, and peer influence being key drivers. Additionally, trust in the brand and perceived relevance of the ads were found to impact purchase intentions. The study highlights the need for brands to adopt strategic, appropriately designed social media campaigns to better engage with this demographic, which constitutes a significant portion of digital consumers. This research contributes to the understanding of consumer behavior in the digital age and provides insights for marketers targeting youth through social media platforms.

Advertising, Social Media, Marketing, buying Behavior

"THE IMPACT OF ADVERTISEMENTS ON PURCHASING THROUGH SOCIAL MEDIA MARKETING AND ITS INFLUENCE ON CONSUMER BUYING BEHAVIOUR STUDY ON STUDENTS OF KHALSA COLLEGE, AMRITSAR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 1, page no.e431-e445, January-2025, Available :http://www.jetir.org/papers/JETIR2501457.pdf

"THE IMPACT OF ADVERTISEMENTS ON PURCHASING THROUGH SOCIAL MEDIA MARKETING AND ITS INFLUENCE ON CONSUMER BUYING BEHAVIOUR STUDY ON STUDENTS OF KHALSA COLLEGE, AMRITSAR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 1, page no. ppe431-e445, January-2025, Available at : http://www.jetir.org/papers/JETIR2501457.pdf