Assessing the Influential Factors of Buying Behaviour of College Students With Reference to Social Media Advertisement in Instagram

Online social networking has become one of the foremost standard online activities that additional and more individuals ideally pay their free time on. Instagram has become one of the most social media employed by youngsters especially college students. The aim of the researchers is to understand the influence of social media advertising on Instagram on shopper behaviour with special reference to college students. The information collected on primary knowledge through Google form and picked up secondary data from the websites. The research paper presents the results of a survey of 125 college students in Coimbatore by adopting the convenience sampling method. The researcher had used the chi-square test for analysing data collected about the behaviour of Instagram users. From the analysis, the researcher found that consumers' behaviour is primarily tormented by advertisements and the family's monthly income.