Authors: Assistant Professor Ms. Nandhini, R, Mr.Noyal Mathew
Abstract: In today's digital era, social media platforms have become powerful influencers of consumer behaviour, particularly among the student community. Facebook, being one of the most widely used social networking platforms in India, plays a significant role in shaping students' purchasing decisions through advertisements, peer recommendations, sponsored posts, and marketplace features. This study explores the impact of Facebook on the online buying behaviour of students, focusing on factors such as social influence, product awareness, peer reviews, and promotional offers. The research analyses the frequency of Facebook usage, the nature of purchases made, and the degree to which Facebook content drives buying decisions among college students. The findings reveal that Facebook significantly influences product discovery and purchase intent among students, while also highlighting concerns related to trust, product quality, and data privacy. The study provides strategic recommendations for businesses targeting the student demographic through Facebook marketing.
