INFLUENCE OF SOCIAL MEDIA ADVERTISEMENT ON STUDENTS’ PURCHASE DECISIONS

Abstract

In the current digitalised world each and everywhere are one way or the other way linked with social media, either for education or for posting their views and ideas or for seeking jobs or attracted by various products’ ads, etc. This study mainly focuses on the factors influenced by the social media ads on buying decisions among students and what are the factors that attract them to watch the ads and induce them to buy it. The study was conducted through well- structured questionnaires and through personal interviews among 100 students in few parts of Chennai. Percentage Analysis, Garett Ranking and Factor analysis were used to analyses this study.