A Study on the Impact of Digital Marketing on Consumer Buying Behaviour among College Students

Author(s)	Mr. Nithyanandham E, Dr. Sampathkumar M
Country	India
Abstract	Digital marketing has become an important part of the marketing process as college students increasingly interact with brands through social media, search engines, video platforms, online reviews and personalized advertisements. This study examines the impact of digital marketing on the buying behaviour of college students, with specific attention to exposure, preferred digital platforms, online purchase frequency, advertising influence, online reviews and personalized promotional messages. For demonstration of primary-data analysis, an illustrative data set of 100 college students is used. Data are presented through percentage analysis and descriptive interpretation. The model results indicate that social media advertisements are the most influential digital marketing tool, while online reviews and personalized advertisements also affect purchase decisions. The study suggests that marketers should provide credible information, relevant content, transparent offers and engaging digital experiences to attract and retain student consumers. The primary-data figures in this paper are illustrative and should be replaced with the researcher’s actual questionnaire responses before academic submission.
Keywords	Digital Marketing, Consumer Buying Behaviour, College Students, Social Media Marketing, Online Advertising
Field	Business Administration
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-03

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