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.
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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 4 No. 11 November 2019.
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