THE INFLUENCE OF SOCIAL MEDIA ADVERTISING ON THE PURCHASING DECISIONS IS OF JOSEPH AYO BABALOLA UNIVERSITY UNDERGRADUATES

This study examines the influence of social media on the purchasing decisions of undergraduates at Joseph Ayo Babalola University. It explores how platforms such as Instagram, Facebook, Twitter, and WhatsApp shape students’ perceptions of products, brands, and services, thereby impacting their buying behavior. The research emphasizes the significance of social media as a key information source, peer influence, and marketing tool in the decision-making process. Drawing on empirical data from Nigeria and other African contexts, the review highlights that effective use of social media involves targeted content, peer reviews, influencer endorsements, and real-time engagement. The study also discusses the role of digital trust, perceived authenticity, and social proof in influencing undergraduates’ choices. However, gaps remain in understanding the specific mechanisms through which social media literacy and platform preferences affect purchase decisions among students in higher education settings. Utilizing a quantitative research design, data were collected from 339 undergraduate students through questionnaires administered to a sample of undergraduates across selected colleges at Joseph Ayo Babalola University to explore their perceptions on the influence of social media on purchasing decisions. The findings indicate that social media platforms significantly influence students' purchasing behaviors, primarily through peer recommendations, targeted advertising, and influencer endorsements. The study also highlights the predominant role of platforms such as Instagram, Facebook, and TikTok in shaping consumer preferences. The results suggest that marketers can leverage social media's reach and engagement to effectively target the undergraduate demographic. The study concludes that social media greatly influences the purchasing decisions of undergraduate student. Recommendations are included for businesses to optimize their social media strategies to better influence student consumers and for educational institutions to incorporate media literacy programs that foster critical evaluation of online content.