Social media has become an essential platform for the communication, entertainment, and marketing. Businesses increasingly use social media advertising to reach potential consumers, particularly college students who spend considerable time on digital platforms. This study examines the impact of social media advertising on purchase intention among college students. The research investigates the influence of advertisement credibility, informativeness, entertainment value, and influencer endorsement on students' purchasing decisions. Data were collected using a structured questionnaire and analyzed through descriptive and inferential statistical techniques. The findings indicate that social media advertising significantly affects purchase intention, with credibility and influencer endorsement having the strongest impact. The study provides valuable insights for marketers seeking to develop effective digital advertising strategies targeted at young consumers.
Saini et al. (Fri,) studied this question.