A Study Regarding the Way Consumer Psychology is Affected by Digital Marketing
1 Mr Varun Kandari
MBA SOB GALGOTIAS UNIVERSITY
2 Dr Nishtha Dwivedi
Asst. Professor
SOB GALGOTIAS UNIVERSITY
Region: Delhi, India
Abstract:
Businesses now frequently use social media to connect with their target market. It has completely changed how companies communicate with their customers and is now a crucial component of their marketing plan. This study aims to look into how millennial consumers' behaviour is affected by social media marketing. The study will investigate how social media marketing affects consumer behaviour and whether it alters consumers' intentions to make purchases or their actual behaviour when making purchases.
The data for this study will be gathered using a survey questionnaire, and the research methodology will be quantitative. Targeting millennials between the ages of 18 and 35 who have made purchases influenced by social media marketing, the questionnaire will be distributed online. The survey will consist of closed-ended questions and Likert scale questions.
Statistical methods like regression analysis and descriptive statistics will be used to analyse the survey data. The study's findings will show how much social media marketing has an impact on millennial consumers' behaviour. The study will also determine which social media marketing techniques are most successful at engaging and reaching millennial consumers. The findings of this study will advance knowledge of how social media marketing influences consumer behaviour and offer guidance to companies looking to enhance their social media marketing plans. Keywords: Social Media Marketing, Millennial Consumers, Purchase Intention, Buying Behaviour, Marketing Strategy. Discussion:
The study's findings will be interpreted in the thesis discussion section, where they will also be compared to other research on social media marketing and consumer behaviour. The talk will also cover the findings' useful business applications and offer suggestions for enhancing firms' social media marketing plans.
Limitations:
The study's shortcomings, such as the possibility of sample bias, the dependence on self-reported data, and the limited generalizability of the results beyond the millennial cohort, will be explored.
