Name: G Kowsalya, Abirami
Country: India

Year: 2026
Volume: Volume-11, Issue-1, January-June 2026
Page Number: 378-381
DOI: https://doi.org/10.5281/zenodo.20023796

INTRODUCTION
The rapid growth of digital technology and social media has significantly transformed consumer purchasing behaviour. Facebook, as one of the world's largest social media platforms, has become a powerful advertising medium that reaches billions of users globally. Businesses increasingly leverage Facebook advertisements to target specific audiences based on their interests, demographics, and online behaviour. Students, as a dominant and highly active social media user group, are particularly susceptible to the influence of these digital advertisements. Being tech-savvy and constantly
connected, students frequently encounter Facebook ads that shape their product awareness, brand attitudes, and purchase intentions. The convenience of online shopping, combined with the persuasive nature of Facebook advertising, has made e-commerce increasingly popular among the student population. However, limited research has been dedicated specifically to understanding how Facebook
advertisements influence the online buying behaviour of students as a unique consumer segment.
Therefore, this study aims to examine the extent and nature of Facebook advertisement's influence on
student online buying behaviour, providing valuable insights for marketers, educators, and consumers
alike.
Keywords: Online buying behaviour, social media marketing, E-commerce purchasing intention,
Facebook advertising