International Journal of Social Science and Economic Research THE INFLUENCE OF SOCIAL MEDIA: A SPECIAL EMPHASIS ON ONLINE BUYING BEHAVIOUR OF MILLENNIALS IN BANGALORE (original) (raw)

Abstract

India being the second largest internet user in 2016-17 after china has paved its way for generating revenue in E-retailing through digitalization of social media for creating and sharing information, ideas and carrier interest through the virtual communities and networks via web based technologies, computers, desktop ,laptop, smart phones and tablet computers through popular social networking sites like Facebook, YouTube, Instagram, Twitter, Reddit, pinterest, Google plays, LinkedIn, Snap chat and many others. India being a probable prospect for marketers accounts to more millennial than the combined US and UK. The penetration of social media usage in India accounts to 250 million where 2hr 26 minutes is the average time spent on social media. The study emphasises on the influence of social media on online behaviour of millennial. Data was collected through questionnaires which were distributed among 274 respondents out of which 26 questionnaire were not included in the final responses. 248 completely filled questionnaires were utilised for the study. The data was analysed through descriptive statistics. Factor analysis and multiple regression analysis were carried out to find the factors which influence the most for millennial to buy products online through social media. .The study revealed that the most influencing factors for millennial's to buy the products through social media is the credibility of information from the retailers through Live photo and video streaming of products, Algorithm updates on the present trending posts, hash tags, discount coupon codes, Social campaigning and marketing through relevant content on social media.

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