Title: Social media marketing impact on the purchase intention of millennials

Authors: Ashutosh Pandey; Rajendra Sahu; Manoj Kumar Dash

Addresses: ABV-Indian Institute of Information Technology and Management, NH # 92, Morena Link Road, Gwalior, Madhya Pradesh 474015, India ' ABV-Indian Institute of Information Technology and Management, NH # 92, Morena Link Road, Gwalior, Madhya Pradesh 474015, India ' ABV-Indian Institute of Information Technology and Management, NH # 92, Morena Link Road, Gwalior, Madhya Pradesh 474015, India

Abstract: During the last decade we have seen an enormous growth of new channel of interaction i.e., social media such as Facebook, Twitter and YouTube, where people can share their feelings, likes, dislikes publicly in the forum. Social media is emerging as a new sophisticated and uncontrollable element influencing consumer behaviour. They have also changed the way now businesses and consumers communicate with each other by instigating a power shift from business towards consumers. Due to a widespread use of social media, publicly as a medium of marketing communication, it is the need of time to examine the social media marketing (SMM) empirically. From past relevant studies three constructs namely eWOM, attitude toward social media advertising and peer communication has been identified and through it, an attempt has been made to find out the effect of all these mediums of SMM on purchase intention of millennial consumers.

Keywords: social media; marketing; eWOM; peer communication; purchase intention.

DOI: 10.1504/IJBIS.2018.091861

International Journal of Business Information Systems, 2018 Vol.28 No.2, pp.147 - 162

Received: 27 Aug 2016
Accepted: 28 Oct 2016
Published online: 20 May 2018 *

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