Dr. Kanchan Rani, & Mr. Parvinder Singh Bajwa. (2026). OPTIMIZING SOCIAL MEDIA ADVERTISING STRATEGIES: IDENTIFYING BEST PRACTICES INFLUENCING ONLINE BUYING BEHAVIOUR OF GENERATION Y. IJRDO - Journal of Applied Management Science, 12(1), 10-15. https://doi.org/10.53555/ams.v12i1.6616