A Study on Social Media Advertising and its Awareness, Perception and Impact on Consumer Buying Behavior among Students in Coimbatore City

This study analyze on the impact of social media advertising on consumer behavior among students.Examining the factors like ad types, social media platform, trust, legacy and demographic data, the studyexplores the consumers preference and the challenges faced. The study uses convenience sampling andapproximately 140 respondents are collected. The data is collected through questionnaire for primary dataand secondary sources like journals, online articles for reference purposes. This research helps tounderstand the buying behavior of the consumers in context to social media advertising and providing theoptimal solutions for the platforms to choose, the types of ad to display and the type of product toadvertising through social media. This research serves as a base for the future studies, which could help tocontribute for the sustainable growth of business.