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Impact of Social Media on Brand Preference, Buying Behaviour and Purchase Decision among Millennials Towards Various Electronic Products


Affiliations
1 Vivekananda Institute of Management Studies (VIMS), (Affiliated to Anna University) Coimbatore – 641107. Tamil Nadu, India
2 Department of Management Studies, SCAD College of Engineering and Technology, Cheranmahadevi- 627414. Tirunelveli, Tamil Nadu, India
 

The emergence of social media on the face of global society has created a new network of social connections. With the advancement in the technology, the interest of Millennials has shifted from traditional methods to the social media for gaining information. Millennials constitutes a large proportion of world‘s population with immense purchasing power enabling many businesses targeting them. Researches show that this generation has different buying behavior as compared to the earlier generation characterizing them as one of the biggest consumer community in the overall global consumption. The role social media played in making them one of the biggest consumer community has also revolutionized the market for Electronic Products. Social networking has armed the fashion apparel industry with the ability to grasp a gigantic mass of consumer with just a single update on social media. Almost all the electronic product brands and consumers are now interacting genuinely on social media platform. This area, studying the impact of social media on consumer buying behaviour has become a favorite topic among the researchers across the world. The current paper aims to dig deeper into the impact of social media on buying behaviour of Millennials at the same time finding the factors influencing the buying of Electronic Products on social media platform.

Keywords

Social Media, Buying Behaviour, Online Shopping Sites, Social Media Platforms.
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Abstract Views: 431

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  • Impact of Social Media on Brand Preference, Buying Behaviour and Purchase Decision among Millennials Towards Various Electronic Products

Abstract Views: 431  |  PDF Views: 272

Authors

K. Durai
Vivekananda Institute of Management Studies (VIMS), (Affiliated to Anna University) Coimbatore – 641107. Tamil Nadu, India
K. Saravanan
Department of Management Studies, SCAD College of Engineering and Technology, Cheranmahadevi- 627414. Tirunelveli, Tamil Nadu, India

Abstract


The emergence of social media on the face of global society has created a new network of social connections. With the advancement in the technology, the interest of Millennials has shifted from traditional methods to the social media for gaining information. Millennials constitutes a large proportion of world‘s population with immense purchasing power enabling many businesses targeting them. Researches show that this generation has different buying behavior as compared to the earlier generation characterizing them as one of the biggest consumer community in the overall global consumption. The role social media played in making them one of the biggest consumer community has also revolutionized the market for Electronic Products. Social networking has armed the fashion apparel industry with the ability to grasp a gigantic mass of consumer with just a single update on social media. Almost all the electronic product brands and consumers are now interacting genuinely on social media platform. This area, studying the impact of social media on consumer buying behaviour has become a favorite topic among the researchers across the world. The current paper aims to dig deeper into the impact of social media on buying behaviour of Millennials at the same time finding the factors influencing the buying of Electronic Products on social media platform.

Keywords


Social Media, Buying Behaviour, Online Shopping Sites, Social Media Platforms.