Abstract
The advent of social media advertising has created significant opportunities for enterprises to engage with consumers by disseminating promotional content directly via digital platforms. In India, there is a growing trend among consumers to depend on social media platforms for information pertaining to products and services, which plays a crucial role in shaping their purchasing decisions. Individuals frequently pursue advertisements that provide valuable information, demonstrate credibility, and capture their interests before finalising their purchasing decisions. Social media advertising has become a crucial tool for marketers looking to shape consumers' behaviours. The interaction between marketers and consumers on social media platforms is ongoing, resulting in a more dynamic and consumer-focused advertising landscape. In the current landscape, it is crucial to analyse consumers' perceptions of social media advertising and its influence on their purchase decisions. This study aims to investigate the correlation between social media advertising and consumers' purchasing behaviours. The research involved a sample of 180 participants who regularly engage with social media platforms and are subject to online advertising exposure in Palakkad. The study used convenience sampling techniques for participant selection, and a structured questionnaire was implemented as the primary instrument for data collection. The methodologies used to achieve the research objectives include descriptive analysis, multiple regression and one-way ANOVA. The findings indicate a reliability coefficient of 86.2%. The data analysis was performed using SPSS version 26. The results demonstrate a positive correlation between elements of social media advertising and consumers' purchasing decisions. The findings indicate that factors such as age, education, annual income, and occupation have a notable impact on consumers' purchasing behaviours.