The increasing popularity of social media platforms has transformed marketing strategies across industries. Influencer marketing and social media advertising have emerged as powerful tools for influencing consumer attitudes and purchasing decisions, particularly among young consumers. This study examines the impact of influencer marketing and social media advertising on students in Punjab. The research aims to analyze how digital promotional activities affect students' purchasing behavior, brand awareness, and consumer preferences. A survey-based approach involving 200 student respondents was adopted for data collection. Statistical tools such as percentage analysis, mean score analysis, correlation analysis, and Chi-square testing were used to interpret the data. The findings indicate that influencer marketing significantly affects students' purchase intentions, while social media advertising plays a crucial role in increasing brand awareness and product engagement.