Social media platforms are widely utilized by individuals of varying demographics and are recognized as a significant source for promotion and digital marketing, influencing consumer purchasing choices. The prevalence of these platforms has further amplified during the COVID-19 pandemic. This research aimed to examine the association and influence of social media on purchasing decisions via digital marketing while considering disparities in gender and age. The study was conducted among a sample of students from the University of Algiers, with 845 electronic questionnaires distributed through various communication channels. The collected data was analyzed employing SPSS version 24 and hierarchical linear regression. The study's findings established a correlation and impact between social media usage and purchasing decisions facilitated by digital marketing. This study will provide valuable insights for the decision-makers in Algerian universities and academic scholars. This topic is seen as a valuable contribution to the existing body of literature, which will be utilized by future recipients.
