In today's highly competitive and technologically advanced environment, organisations must consistently revise their strategies to accommodate changing market demands and prevent becoming obsolete. In an era characterised by devices and the internet, conventional business models are no longer adequate. As a result, it is imperative for businesses to develop marketing strategies that incorporate social media and networking. Companies have adopted social media as an indispensable element of their marketing and promotional strategies. Businesses have extensively adopted and embraced online marketing through social networking sites as a fundamental component of their overall strategy. The impact of social media marketing on Madhya Pradesh university students' brand trust and purchase intention is investigated in this study.It is essential for businesses to understand the influence of social media on young consumers in order to improve customer engagement and loyalty, as it plays a dominant role in modern marketing. A structured questionnaire was distributed online to 60 students who were selected through convenience sampling. The analysis suggests that the implementation of effective social media marketing strategies can significantly increase the brand trust and purchase intent of college students. These findings empirically validate the critical role of social media marketing in shaping consumer behaviour. By utilising these insights, businesses that are focussing on youthful consumers can create more effective social media campaigns that foster brand trust and increase purchase intent. The study contributes to the existing body of knowledge by offering a focused analysis of a specific demographic, which provides practical insights for businesses and marketers seeking to engage with university students of Madhya Pradesh.