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@article{198751,
        author = {Muskan Singh},
        title = {EXPLORING THE DYNAMICS OF SOCIAL MEDIA INFLUENCE ON THE PURCHASING PATTERNS OF COLLEGE STUDENTS OF LUCKNOW},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {11499-11509},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198751},
        abstract = {The analysis reveals that a substantial portion of student’s report encountering product promotions and peer-endorsed content on platforms like Instagram, which in turn contribute to impulsive or planned purchases. Peer-influence and FoMO emerged as significant factors driving purchase behaviour, while ease of access to product information on social media also facilitated buying decisions. However, the degree of influence varied some students remained cautious and attributed their purchases more to need than to social media prompts. The study underscores the dual role of social media as both an enabler of informed consumer choices and a channel for marketing-driven consumption among college students. The findings carry implications for marketers aiming to engage the student demographic, and for educators and policymakers concerned about responsible consumption and digital literacy.},
        keywords = {Social media influence; Consumer purchase decision},
        month = {April},
        }