Social media advertising impacts student purchasing decisions

A study conducted at the Universidad Nacional Daniel Alcides Carrión (UNDAC) examines how digital advertising influences the purchasing decisions of first-semester communication students in 2025.

Using a quantitative approach with a sample of 24 students, the research found that TikTok is the most viewed platform and the preferred medium for direct purchases. Over 58% of participants reported making a purchase in the previous quarter, confirming the effectiveness of social media advertising.

However, the study notes that influence is not absolute. Psychological and personal factors play a significant role, with uncertainty being the primary barrier; approximately 80% of participants avoided making purchases due to a lack of trust. The findings also indicate a preference for paid advertisements that provide functional demonstrations, such as explanatory videos.