Many businesses are using social networking sites to try to change how people behave, but not many studies have looked into how these tactics influence the online purchasing habits of university workers throughout India. Therefore, this study examines the impact of social media marketing on the online shopping habits of university staff in Punjab. It focuses on how different demographics factors affect how often and how much people buy. Despite extensive research on the general impact of social media on buyer behaviour, the effects on Indian university workers have received less attention. This gap highlights the need for more focused research to enhance the effectiveness of marketing plans and understand the impact of social media on this specific group of individuals. The research employed quantitative methods, polling 673 workers from several universities in Punjab and analysing the data through multiple regression and other statistical techniques. We looked at major factors such as age, gender, ease of shopping, competitive price, number of choices, response to ads, and yearly income. The results show that gender, how simple it is to buy something, and income have a big effect on how people buy things online. Average age, price competition, number of options, and ad engagement have less impact. These results indicate that marketing strategies that prioritize ease of purchase and cater to specific gender and class groups are likely to yield better results.