The rapid rise of social media platforms has made them integral to digital marketing strategies, shaping consumer purchasing decisions across various demographics. The importance of these platforms has grown even further in the wake of the COVID-19 pandemic. This study aimed to investigate how social media influences consumer purchasing behavior through e-marketing, with a particular focus on gender and age differences. The research was conducted with students at the University of Algiers, with 845 electronic surveys distributed across multiple channels. The data were analyzed using SPSS version 24 and hierarchical linear regression. The findings revealed a strong relationship between social media usage and purchasing decisions driven by e-marketing. These results provide valuable insights for decision-makers at Algerian universities and academics, contributing to the existing literature on social media’s role in shaping purchasing behavior.
