An Empirical Study on Impact of Advertising on College Students
DOI:
https://doi.org/10.31305/rhimrj.2026.v13n06.011Keywords:
Advertising, Consumer Behaviour, College Students, Brand Awareness, Purchase Decision, Social Media MarketingAbstract
Advertising has become an integral part of modern life and significantly influences consumer behaviour, especially among young consumers. College students are frequently exposed to advertisements through television, social media, websites, mobile applications, and other digital platforms. The present study aims to examine the impact of advertising on college students with respect to their awareness, attitudes, purchasing decisions, and brand preferences. The study is based on primary data collected through a structured questionnaire administered to college students. Secondary data were collected from books, journals, research papers, and online sources. The findings reveal that advertising plays a significant role in influencing students' buying behaviour, increasing product awareness, and shaping brand preferences. Social media emerged as the most influential advertising medium among respondents. The study concludes that advertising has a substantial impact on college students and serves as an important factor in their purchasing decisions.
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