Abstract
This study employs the S-O-R approach to analyze the impact social media communications experts on consumer-brand metrics of smartphones during COVID-19. A survey of 513 millennials from India through a well-structured questionnaire reveal that user-generated content on social media positively influences the purchase intent of consumers whereas firm-created social media content does ‟t directly influence the purchase intention. In addition to it, social media content generated by the firm significantly and positively influences user created communication on social media. Besides being insightful to the marketers on how they can target the millennials in a better way during COVID-19, this research bestows to the subsisting literature on how communication on social media influence the brand metrics of a high involvement purchase when incremented hours are being spent on social media due to lockdowns and homestay restrictions.
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