Published Paper Details:

The rapid growth of social media has significantly transformed modern marketing practices and consumer purchasing patterns. Social media platforms such as Facebook, Instagram, YouTube, and Twitter have become powerful tools for businesses to promote products and interact with consumers. This study examines the impact of social media marketing on the buying behavior of college students with special reference to Keonjhar District. The primary objective of the study is to analyse how social media influences students' awareness, preferences, and purchasing decisions. The research is based on primary data collected from college students through structured questionnaires. The study explores various factors such as online advertisements, influencer recommendations, product reviews, brand promotions, and peer opinions that affect consumer buying behavior on social media platforms. It also examines the frequency of social media usage among students and their level of trust in online marketing content. The findings indicate that social media plays a significant role in shaping the buying decisions of college students. Attractive advertisements, promotional offers, influencer marketing, and positive online reviews strongly influence students' purchasing intentions. Moreover, social media platforms provide easy access to product information, price comparisons, and user feedback, which further guide consumers in making informed decisions. The study concludes that social media marketing has become an effective and influential marketing strategy for businesses targeting young consumers. Understanding the behavior of college students in Keonjhar District can help marketers design more effective promotional strategies and improve customer engagement. The research also highlights the growing importance of digital marketing in shaping consumer behavior in the modern marketplace.