Shop now! Impact of social media on purchase intention of millennials

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Ferro, Manuella
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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.