Impact of Social Media Advertisement on Consumer Behaviour of Millennial - A Case of Electronic Gadgets

Author: Supriya Pathak, Unmesh Mandloi

Abstract:
Social media is changing the way information is communicated to and from people around the world. The rapid use of social media is changing the way companies respond to consumer’s needs and wants and increasing the opportunities for companies to market their products and services in a personalized way. However, there is still limited research to answer some of the key issues concerning the extent to which social media advertisements is being utilized in firms and their effectiveness in marketing from a business perspective. The purpose of this study is to investigate the impact of social media advertisement on millennial and the perceived effects of these marketing practices on electronic gadgets. Data was collected by e-mail questionnaire with Information technology professionals of social media user. The empirical results showed that social media advertisements help the companies to create and enhance brand awareness and in turn this leads to increasing sales performance of companies. Additionally, the study found that most of Millennial consumer behaviour affected by social media advertisement rather than only blog or review.

Keywords:Social media, Social media Advertisement, Millennial, Consumer Behaviour

DOI:

International Journal of Trade & Commerce (Vol: 6 Issue:2)