A Study on the Impact of Facebook Social Media Engagement on Online Purchasing Decisions Among College Students

Abstract

Social media has emerged as a powerful influence on consumer behaviour, particularly among young and digitally connected consumers. Facebook provides students with continuous exposure to product advertisements, brand promotions, customer reviews, influencer content, recommendations, and promotional offers, which can shape their perceptions and purchasing intentions. This study examines the impact of Facebook social media engagement on the online purchasing decisions of college students. It focuses on key factors such as advertising exposure, electronic word-of-mouth, peer recommendations, customer reviews, promotional offers, brand trust, and perceived usefulness of information. The study aims to understand whether and to what extent Facebook-related interactions influence students product awareness, purchase intention, and final online purchase decisions. Primary data may be collected from college students through a structured questionnaire and analyzed using descriptive statistics, correlation, and regression techniques. The study is expected to provide insights into the role of Facebook as a digital marketing platform and its influence on student consumers. The findings can help online retailers, marketers, and brands develop more effective social-media-based strategies for reaching and influencing young consumers. Keywords Facebook, Social Media, Online Purchasing Behaviour, Purchase Decision, College Students, Digital Marketing, Consumer Behaviour, Social Media Advertising, Electronic Word-ofMouth, Brand Trust.