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Impact of Social Media Advertising On Purchase Intention Among College Students
Subject area: Science,Engineering and Technology · Area of research: Social Media Advertising
DOI: 10.64388/IREV9I12-1718635
Abstract
Social media has become an essential platform for the communication, entertainment, and marketing. Businesses increasingly use social media advertising to reach potential consumers, particularly college students who spend considerable time on digital platforms. This study examines the impact of social media advertising on purchase intention among college students. The research investigates the influence of advertisement credibility, informativeness, entertainment value, and influencer endorsement on students' purchasing decisions. Data were collected using a structured questionnaire and analyzed through descriptive and inferential statistical techniques. The findings indicate that social media advertising significantly affects purchase intention, with credibility and influencer endorsement having the strongest impact. The study provides valuable insights for marketers seeking to develop effective digital advertising strategies targeted at young consumers.
Keywords
Social Media Advertising, Purchase Intention, Consumer Behavior, College Students, Digital Marketing, Influencer Marketing.
References
[1] A. A. Alalwan, “Investigating the Impact of Social Media Advertising Features on Customer Purchase Intention,” International Journal of Information Management, vol. 42, pp. 65–77, 2018.
[2] K. V. Sriram, K. P. Namitha, and G. B. Kamath, “Social Media Advertisements and Consumer Purchase Intention,” Cogent Business & Management, vol. 8, no. 1, 2021.
[3] P. Kotler and K. L. Keller, Marketing Management, 16th ed. Pearson Education, 2022.
[4] D. Chaffey and F. Ellis-Chadwick, Digital Marketing, 8th ed. Pearson Education, 2023.
[5] S. Kapoor, “The Influence of Social Media Advertising on Consumer Buying Behaviour,” Journal of Digital Marketing Research, vol. 12, no. 2, pp. 45–59, 2024.
How to cite this paper
@article{1718635,
author = {Suraj Saini, Dr. Ankur Sharma},
title = {Impact of Social Media Advertising On Purchase Intention Among College Students},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {9},
number = {12},
pages = {449-452},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1718635.pdf},
abstract = {Social media has become an essential platform for the communication, entertainment, and marketing. Businesses increasingly use social media advertising to reach potential consumers, particularly college students who spend considerable time on digital platforms. This study examines the impact of social media advertising on purchase intention among college students. The research investigates the influence of advertisement credibility, informativeness, entertainment value, and influencer endorsement on students' purchasing decisions. Data were collected using a structured questionnaire and analyzed through descriptive and inferential statistical techniques. The findings indicate that social media advertising significantly affects purchase intention, with credibility and influencer endorsement having the strongest impact. The study provides valuable insights for marketers seeking to develop effective digital advertising strategies targeted at young consumers.},
keywords = {Social Media Advertising, Purchase Intention, Consumer Behavior, College Students, Digital Marketing, Influencer Marketing.},
month = {June},
doi = {https://doi.org/10.64388/IREV9I12-1718635}
}