Influence of social media on purchase behavior of millennials: An empirical study in Bangalore city

Abstract

Today, abundance of information is available on the Internet due to the technology revolution which has evolved the way consumers make their purchase decisions. Marketers are always interested in studying the behavior of consumers. Millennials are the biggest segment in India demographically and comprise 47% of the working population. Social media exerts a powerful influence on the behavior of consumers. This study aims to study the influence of social media on different stages of the buying behavior of millennials, identify the most popular social media site among the millennials and also identify the purpose of using social media among them. A cross-sectional descriptive study is carried out using a standard structured questionnaire consisting of Likertscale questions. The questionnaire was administered through Google Form. SPSS v26 was used to analyse the results. Cronbach’s alpha was used to test the reliability of the scale, and data were analyzed using descriptive statistics and correlation and regression analysis. The study found that social media ads seem to be influencing the millennials in their buying decisions and the reviews on various platforms have a major influence on their purchase behavior.