The Role of Social Media Advertising in Shaping Student Lifestyle and Consumption Patterns with Special Reference to Chennai City

Abstract This study examines how social media advertising significantly influences Chennai City students' consumption and lifestyle choices. Social media platforms are now a significant source of influence among young people due to the growing use of smartphones and the internet. A structured questionnaire given to 300 college students in Chennai is one of the primary and secondary data sources used in this study. SPSS was used to perform statistical analysis, which included factor analysis, multiple regression, correlation, chi-square test, ANOVA, and descriptive statistics. The results show that students' lifestyle and purchase decisions are greatly influenced by social media advertising. Implications for policy and suggestions for marketers are examined. Keywords: Social Media Advertising, Student Lifestyle, Consumption Patterns