Impact of Social Networks on the Purchasing Decisions and Behavior of University Students: A Quantitative Study in an Emerging Context

Abstract

In a world where social networks transform consumption, this study analyzes their impact on consumer behavior and online purchasing decisions of university students in the emerging context of the Amazon region, Peru. The objective of this research was to determine how platforms such as WhatsApp, Instagram and Facebook influence this group, considering the increasing digitalization and the limitations of local physical commerce, for this, a descriptive quantitative approach was used, surveying 337 students of the Universidad Nacional Toribio Rodríguez de Mendoza in February 2025 through a structured questionnaire. Results show that 80% of students perceive social networks as essential in their purchasing decisions, with reviews, recommendations and price as key factors, reflecting trust and economic sensitivity, with WhatsApp standing out in social interaction, while Instagram predominates in commercial promotion, evidencing differentiated roles, given the relevant influence on young people. In conclusion, social networks not only facilitate purchases, but also compensate for structural deficiencies, providing a unique vision from an emerging Latin American context. This finding guides digital strategies and enriches the understanding of youth consumption in similar environments.