C. Agbonifoh

This study investigates the impact of social media advertising on consumer purchasing decisions among young adults at the University of Benin. It explores key factors such as engagement levels, advertisement effectiveness, brand trust, and the influence of different social media platforms on buying behavior. Using a quantitative approach, data was collected from university students and analyzed through regression analysis to determine the relationship between social media advertising and purchasing decisions. Findings reveal that high engagement, clear and creative advertisements, and strong brand trust significantly influence students’ buying choices. The study highlights the growing importance of social media as a marketing tool and provides valuable insights for marketers aiming to target young consumers effectively. Recommendations for future research and marketing strategies are also discussed.