A PANORAMIC VIEW ON SOCIAL MEDIA MARKETING AND PURCHASE DECISIONS OF COLLEGE STUDENTS IN KOZHIKODE

Social media marketing has emerged as a powerful tool influencing consumer behaviour, particularly among young and digitally active populations such as college students. In recent years, platforms like Instagram, Facebook, YouTube, and Twitter have transformed traditional advertising into interactive, personalized, and engaging experiences. Against this backdrop, the present study provides a panoramic view of the role of social media marketing in shaping the purchase decisions of college students in Kozhikode. The study explores how various elements of social media advertising such as influencer endorsements, user-generated content, targeted advertisements, brand engagement, and promotional campaigns affect the awareness, interest, and buying intentions of students. College students, being highly active on digital platforms, are more susceptible to online trends, peer opinions, and visual content, which significantly impact their preferences and consumption patterns. The research also examines the psychological and social factors, including trust, perceived credibility, and social proof, that mediate the relationship between social media exposure and purchase decisions. Primary data for the study are typically collected through structured questionnaires administered among college students in Kozhikode, ensuring representation across different age groups, academic disciplines, and usage patterns. Analytical tools such as percentage analysis, correlation, and regression are employed to interpret the data and identify key influencing factors. The findings indicate that social media marketing has a substantial and positive impact on students’ purchase decisions, with influencer marketing and peer reviews playing a crucial role in building trust and driving engagement. Visual appeal, frequency of exposure, and personalized content further enhance the effectiveness of advertisements. However, concerns regarding misleading information and overexposure to advertisements are also noted. The study concludes that social media marketing is a dominant force in shaping modern consumer behaviour among college students, offering valuable insights for marketers to design more effective and ethical digital marketing strategies.