An Analysis of the Effect of Social Media on the Decision-making Process of Millennial Consumers in Bengaluru

Description

Page: 250-253

Rajendra Kumar V.R.¹ and Mahesh Kumar K.R.² (Department of Management, University of Mysore, Mysore, Karnataka¹ and Department of Management Science, Srishti College of Commerce and Management, Bengaluru, Karnataka²)

Modern information and communication technologies foster A setting where individuals can exchange products, services, ideas, knowledge, and media content. Social media’s ascent is a landmark event in commerce and industry, becoming indispensable in today’s world. With rapid advancements in technology and communication, customers increasingly depend on the Internet, of which social media is the most important instrument. It offers detailed product and service information, transforming platforms like Facebook and Twitter into vast marketplaces. Shoppers are heavily influenced by others’ opinions when making purchase decisions. This study investigates how social media influences millennial consumers’ decision-making processes. Respondents primarily use social media for news and information rather than leisure and entertainment, with YouTube (33%) being the most popular platform, followed by Facebook (30%) and Instagram (27%). Social media has a big influence on customer decisions by acting as a modern form of word-of-mouth marketing and plays a key role in stages of the buying process, such as gathering information and evaluating options.