Abstract
The aim of this research is to understand how brands can create a better experience for
millennials in social media. This research project will provide an overview of customers'
buying process and use of social media. In addition, it will propose a conceptual framework
for the impact of social media marketing on the purchase intention of millennials in the Irish
market. Using convenience sampling method, the study selected 195 participants through an
online Microsoft Form questionnaire. Data collected were analysed through Pearson
Correlation analysis. Findings showed that millennials consider social media an important
factor to decide between brands before a purchase. Other findings explain that review from
friends has a significant impact during the decision-making process. To conclude, this study
recommends that companies increase investment to create more quality and frequency of
content on social media, once they are important in millennials’ decision.
