" Analysing the Impact of Social Media Advertising on the Perception of Online Purchases among Indian Students "

Abstract

This study investigates the influence of social media advertising on the perception of online purchases among Indian students, using a sample size of 287 respondents collected through convenience sampling. Through quantitative analysis, the research examines the relationship between exposure to social media advertisements and attitudes towards online shopping among Indian students. Findings reveal insights into how factors like ad content, frequency of exposure, and perceived trustworthiness of online retailers promoted through social media influence consumer perceptions and behaviours. Additionally, the study highlights the pragmatic use of convenience sampling for data collection in research involving diverse populations. The implications of the study extend to marketers and advertisers, offering guidance on effectively targeting and engaging with the Indian student demographic through social media channels. Ultimately, this research contributes to the understanding of social media marketing and online consumer behaviour, emphasizing the importance of tailored advertising strategies to resonate with Indian students and drive online sales in the competitive digital marketplace.