The rapid growth in digital technology has greatly impacted marketing activities, where social media has become an influential medium that affects consumer decision-making. The following study entitled “Social Media Marketing and Student Buying Behavior: An Empirical Study with Special Reference to Belthangady Taluk” seeks to determine the effect of social media marketing on consumer buying behavior among students. This study is concerned with identifying the impact of different aspects of social media marketing such as advertising, promotion, endorsements, and product information on students' knowledge of products, preferences, and buying intentions. Various social media sites are vital sources of information regarding products during consumers' searches for products and evaluation of product features. Descriptive and analytical research methodologies were applied in this study to gather primary data from the target population using questionnaires. Results show that most students frequently visit social media sites like Instagram, Facebook, and YouTube, which highly influence their purchases. Social media marketing has been effective in increasing product knowledge, establishing trust in brands, and influencing impulse buying.