Oluwaseun ONASANYA2025-06-192025-06-192024-12Kate TurabiaM.Schttps://repository.lcu.edu.ng/handle/123456789/975Social media has become an integral part of daily life for millions worldwide, offering a platform for communication, entertainment, and commerce. One notable aspect of social media is its role in advertising. The study examined the influence of Pepsi digital advertisement on buying behaviour and brand loyalty among undergraduate students of Lead City University. The theory of Reasoned Action and Technological Determinism provided the theoretical framework for the study. The descriptive survey method was adopted, and 388 respondents were randomly selected to form the sample population. A self-structured questionnaire was used to source the data. The collected data were presented and analyzed using statistical package for social sciences (SPSS). The results obtained revealed that the majority of the majority of respondents reported that they easily recognized Pepsi's digital advertisements among other brands' advertisements online. The study revealed that majority of respondents are consistently exposed to Pepsi's digital content on social media platforms stating that they always see Pepsi contents on their timelines. Findings further revealed that the majority of respondents believe that Pepsi's digital advertisements significantly influence there purchasing decisions. It was further revealed that the majority of respondents agreed that these advertisements reinforced their loyalty to the Pepsi brand and positively impacted their loyalty. From the findings, it was also revealed that the majority of the respondents acknowledged the significant role of Pepsi's digital advertisements in retaining customers, indicating Pepsi should enhance social media engagement by creating interactive content. Pepsi should explore diverse ad formats to maintain audience interest and Strengthen partnerships with influencers for wider reach. Keywords: Digital advertisement, Advertising, Marketing, Internet, Online advertising Word Count: 258enDigital advertisementAdvertisingMarketingInternetOnline advertisingThesis