The objective of the research is to know how digital marketing through social networks has influenced the purchasing behavior of students of the Faculty of Business Administration of the Regional University Center of Veraguas. The type of study that was used has a quantitative, descriptive approach, the technique selected for data collection was supported by a survey that included closed questions with multiple options as answers, supported by the Google Forms tool. The studied population consisted of 823 students. For sample purposes, the Surveymonkey program was used, in which a confidence level of 95% was established, with a margin of error of 5%, obtaining as a result a sample of 263 student to inquire. The results show that 98% of those surveyed make use of social networks, Instagram being the most used. 67% buy through these digital media, where publications and promotions influence the purchase decision with 79%. In conclusion, one of the most significant impacts of digital marketing through social networks on consumer behavior is its ability to provide a platform for customers to share opinions and experiences about products and services. This exchange of information has a direct influence on the decision making of buyers.
