Title: THE INFLUENCE OF SOCIAL MEDIA: A SPECIAL EMPHASIS ON
ONLINE BUYING BEHAVIOUR OF MILLENNIALS IN BANGALORE
Authors: Roopa K V,
Dr. Sanjeev Kumar
1Roopa K V,
2Dr. Sanjeev Kumar 1. PhD Research Scholar, Akkamahadevi Women's University
Assistant Professor, Koshys Institute Of Management Studies, Bangalore 2. Professor, Department of MBA,
Akkamahadevi Women's University, Vijayapura, Karnataka
MLA 8 K V, Roopa, and Dr. Sanjeev Kumar. "THE INFLUENCE OF SOCIAL MEDIA: A SPECIAL EMPHASIS ON ONLINE BUYING BEHAVIOUR OF MILLENNIALS IN BANGALORE." Int. j. of Social Science and Economic Research, vol. 4, no. 2, Feb. 2019, pp. 738-755, ijsser.org/more2019.php?id=57. Accessed Feb. 2019.
APA K V, R., & Kumar, D. (2019, February). THE INFLUENCE OF SOCIAL MEDIA: A SPECIAL EMPHASIS ON ONLINE BUYING BEHAVIOUR OF MILLENNIALS IN BANGALORE. Int. j. of Social Science and Economic Research, 4(2), 738-755. Retrieved from ijsser.org/more2019.php?id=57
Chicago K V, Roopa, and Dr. Sanjeev Kumar. "THE INFLUENCE OF SOCIAL MEDIA: A SPECIAL EMPHASIS ON ONLINE BUYING BEHAVIOUR OF MILLENNIALS IN BANGALORE." Int. j. of Social Science and Economic Research 4, no. 2 (February 2019), 738-755. Accessed February, 2019. ijsser.org/more2019.php?id=57.
References . Statista India Digital Population (January 2018). Retrieved from
. Forbes India , India is now the second largest internet user market after china (June2016)
retrieved from http://www.forbesindia.com/article/special/india-is-now-the-secondlargest-internet-user-market-after-
. Techworm (March 13 2015) retrieved from https://www.techworm.net/2015/03/to-reach50-million-users-telephone-
. Skyword Social media usage statistics (April 26 2018) retrieved from
. Semantic scholar consumer behaviour model (April 2007) retrieved from
. Sharma, R., Alavi, S., & Ahuja, V. (2017). Generating trust using Facebook-A study of 5
online apparel brands. Procedia computer science, 122, 42-49.
. Mahalaxmi, K. R., & Ranjith, P. (2016). A Study on Impact of Digital Marketing in
Customer Purchase Decision in Trichy. International Journal for Innovative Research in
Science & Technology, 10, 332-338.
. Nadeem, W., Andreini, D., Salo, J., & Laukkanen, T. (2015). Engaging consumers online
through websites and social media: A gender study of Italian Generation Y clothing
consumers. International Journal of Information Management, 35(4), 432-442.
. Amonrat Thoumrungroje(2014) The influence of social media intensity and EWOM on
conspicuous consumption. Procedia -social and behavioural sciences 148. 7-15.
. Bamini KPD Balakrishnan et al. (2014) The impact of social media marketing medium
toward purchase intention and brand loyalty among generation Y.Procedia -social and
behavioural sciences 148. 177-185.
. Hajli, M. N. (2014). A study of the impact of social media on consumers. International
Journal of Market Research, 56(3), 387-404.
. Kulandairaj, A. J. (2014). Impact of social media on the lifestyle of youth. International
Journal of Technical Research and Applications, 2(8), 22-28.
. Sharon S Pate, Melinda Adam (2013) The influence of social networking sites on buying
behavior of millenials. Atlantic Marketing Journal vol 2 No. 1 Article -7, 92-108.
. Hayta, A. B. (2013). A study on the of effects of social media on young consumers'
buying behaviors. Management, 65, 74.
Abstract: India being the second largest internet user in 2016-17 after china has paved its way for
generating revenue in E- retailing through digitalization of social media for creating and sharing
information, ideas and carrier interest through the virtual communities and networks via web
based technologies, computers, desktop ,laptop, smart phones and tablet computers through
popular social networking sites like Facebook, YouTube, Instagram, Twitter, Reddit, pinterest,
Google plays, LinkedIn, Snap chat and many others. India being a probable prospect for
marketers accounts to more millennial than the combined US and UK. The penetration of social
media usage in India accounts to 250 million where 2hr 26 minutes is the average time spent on
social media. The study emphasises on the influence of social media on online behaviour of
millennial. Data was collected through questionnaires which were distributed among 274
respondents out of which 26 questionnaire were not included in the final responses. 248
completely filled questionnaires were utilised for the study. The data was analysed through
descriptive statistics. Factor analysis and multiple regression analysis were carried out to find the
factors which influence the most for millennial to buy products online through social media. .The
study revealed that the most influencing factors for millennial's to buy the products through
social media is the credibility of information from the retailers through Live photo and video
streaming of products, Algorithm updates on the present trending posts, hash tags, discount
coupon codes, Social campaigning and marketing through relevant content on social media.
The International Journal of Social Science and Economic Research Inviting Papers/Articles for Current Issue Volume 5 No. 1 January 2020.
Submit your Paper through Online Submission System. Authors also can Send Paper to email@example.com ....... Editor in Chief IJSSER