International Journal of Social Science & Economic Research
Submit Paper

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
[1]. Statista India Digital Population (January 2018). Retrieved from https://www.statista.com/statistics/309866/india-digital-population/
[2]. 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- china/43415/1
[3]. Techworm (March 13 2015) retrieved from https://www.techworm.net/2015/03/to-reach50-million-users-telephone- took-75-years-internet-took-4-years-angry-birds-took-only35-days.html
[4]. Skyword Social media usage statistics (April 26 2018) retrieved from https://www.skyword.com/contentstandard/marketing/10-social-media-usage-statisticsyou-should-know-and-what-they-mean-for- your-marketing-strategy/
[5]. Semantic scholar consumer behaviour model (April 2007) retrieved from https://pdfs.semanticscholar.org/5247/dbcd652da7092dbfe2c968f9d83796304e63.pdf
[6]. Sharma, R., Alavi, S., & Ahuja, V. (2017). Generating trust using Facebook-A study of 5 online apparel brands. Procedia computer science, 122, 42-49.
[7]. 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.
[8]. 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.
[9]. Amonrat Thoumrungroje(2014) The influence of social media intensity and EWOM on conspicuous consumption. Procedia -social and behavioural sciences 148. 7-15.
[10]. 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.
[11]. Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.
[12]. Kulandairaj, A. J. (2014). Impact of social media on the lifestyle of youth. International Journal of Technical Research and Applications, 2(8), 22-28.
[13]. 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.
[14]. 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.