A STUDY ON INFLUENCE OF SOCIAL MEDIA ADVERTISEMENTS ON THE BUYING BEHAVIOR OF DEGREE COLLEGE STUDENTS IN DOMBIVLI CITY

Social media has become an integral part of daily life. With the widespread use of platforms like Instagram, Facebook, YouTube, and Twitter, businesses increasingly rely on social media advertisements to attract and engage potential customers. Due to high engagement of young demographics on social networking platforms, it is important to understand how social media advertisements influence their buying behaviour. This study investigates the influence of social media advertisements on the buying decisions of degree college students, both undergraduates and postgraduates from selected colleges in Dombivli City.