The use of social media has become pervasive across diverse population groups and is acknowledged as a powerful tool for digital marketing and promotional activities, significantly shaping consumer buying behavior. The reliance on these platforms has surged notably amid the COVID-19 crisis. This study explores how social media influences purchasing decisions through e-marketing, taking into account demographic variations such as age and gender. The research targeted students from the University of Algiers, collecting data from 845 participants via online surveys distributed through various channels. Data was analyzed utilizing SPSS version 24 alongside hierarchical linear regression analysis. Findings reveal a meaningful relationship between social media engagement and consumer purchasing behavior driven by digital marketing efforts. The study offers practical insights for university administrators and contributes to academic discourse, serving as a resource for future research.
