iarjhssIARJHSSIARJHSS2708-6267https://doi.org/10.47310/iarjhss.2021.v02i02.037Social Media Penetration and Product Information Search by College StudentsMSumathyVipinK.P.Professor and Head, School of Commerce, Bharathiar University, Coimbatore, Tamil Nadu, IndiaResearch Scholar, School of Commerce, Bharathiar University, Coimbatore, Tamil Nadu, IndiaSocial media has been changed the scenario of marketing of goods and services. The entire marketing world has been changed due to the technological development of Web 2.0. Traditional advertising completely changed and new mode of advertising has been adopted by business concerns using new strategies in communication. There is a paradigm shift in content of advertisement, mode of delivery, reach of advertisements by the way of usage of social media, which helps consumers to search information about the product and services by the brands social media pages including Instagram on Facebook. Advertisements are more creative, entertaining and has the capacity to reach large number of customers. Instagram pages or Facebook pages of the products and services is available to interact with reviews and their viewpoints. All these changes makes goods and services become more popular among consumers including prospective buyers. This study focuses on usage of social media, penetration of social media by young people and how they search information regarding the products through various social media platforms. The study found that prospective and potential customers has got product information.