Student Consumer Behavior in the Age of Social Media Marketing: A Study on Engagement and Purchase Intentions

Abstract

Social media has transformed business-customer interactions by opening avenues for businesses to reach out, interact with, and influence target consumers. Bangalore students form a very technology-oriented population that is greatly involved in social media platforms and thus form a critical consumer segment. This study investigates the effects of social media marketing among Bangalore students through their usage patterns on social media platforms, brand engagement, consumer attitudes, and purchasing intentions. The research utilizes a literature-based analytical framework to assess the impact of influencer collaboration, personalized approaches, and ethical implications on student behavior. The findings demonstrate that relatability, authenticity, and interactive content are critical engagement and purchasing drivers. The research advances digital marketing scholarship by providing actionable recommendations for firms to personalize strategies for students in urban Indian settings.