Social media marketing impact on the purchase intention of millennials (original) (raw)
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201 ISSN No. 2349-7165 Presently, the dominance of social media over the young population’s life is so powerful that they have become social media addicted. The popularization of social media has prompted a marketer to promote a brand using social media to woo the target audiences. Talking about this research, the present study has been set out to understand the opinions and perception of young consumers about social media marketing. A sample comprising of 160 young consumers from two cities namely Vadodara and Nadiad was drawn by adopting conveniently sampling method and the relevant data were gathered by administering a structured non-disguised questionnaire. The questionnaire contained 24 criteria related to the study and the responses were rated on five points Likert Scale. For data analysis and hypothesis testing, descriptive statistics, Correlation & Regression Analysis percent score and frequency distribution were used. The results indicated that 46.3 percent of young consume...
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