A STUDY ON STUDENTS ONLINE BUYING BEHAVIOR INFLUENCED BY FACEBOOK ADVERTISING WITH SPECIAL REFERENCE TO COLLEGES

Abstract

Worldwide advertising expenditures have been on the rise. When it comes to customization, facebook's advertising platform is unrivalled. It's safe to say that Facebook ads are now standard equipment for any serious marketer. In recent years, social media has become increasingly important to people. Platforms like Facebook affect students' decisions to buy certain products. The paper has the following objectives to study the socio-economic characteristics of the sample respondents, to ascertain whether students take notice of advertisements engaged on FB medium and to comprehend whether ads on FB influence students .This is descriptive study made to understand the effect of Facebook advertisement. 300 sample respondents are selected from students of higher education using survey method. Google form has been prepared and circulated for collecting the primary data. The study concluded that the Facebook advertisements are reaching the Facebook users and significantly influence on their buying behviour.