Effectiveness of Instagram Advertisements on College Students’ Buying Behaviour in Baddowal, Ludniana

Abstract

The present study examines the effectiveness of Instagram advertisements on the buying behaviour of college students aged 18–25 years in Baddowal, Ludhiana, Punjab.  This study takes a closer look at how effective Instagram ads are in shaping the buying habits Instagram has emerged as a top social media platform, popular for entertainment, communication, and marketing. Businesses are increasingly turning to Instagram ads like sponsored posts, reels, stories, and influencer promotions to reach younger audiences.

A large portion of Instagram's users are college students who frequently come across these ads in their daily online activities. This research aims to assess how often college students are exposed to Instagram ads, examine the influence these ads have on their purchasing behavior, and identify the key factors that contribute to the effectiveness of these ads.

The study specifically targets college students aged 18 to 25 be located in in the Baddowal area of Ludhiana, Punjab. To gather data, the research utilizes quantitative method. The quantitative aspect involves collecting primary data through a well-structured survey questionnaire distributed among college students. The responses are then analyzed using simple statistical tools like percentages, tables, and graphs. The findings from this study will provide valuable insights into how Instagram ads influence consumer awareness, product interest, brand perception, and purchasing choices among young individuals. The results are anticipated to help marketers, advertisers, and businesses develop more effective and engaging social media advertising strategies targeted at young consumers.