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

dc.contributor.advisorNaomi Kendalen
dc.contributor.authorFerro, Manuella
dc.date.accessioned2023-03-03T06:53:16Z
dc.date.available2023-03-03T06:53:16Z
dc.date.issued2022-01
dc.description.abstractThe 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.en
dc.identifier.citationFerro, M. (2022) Shop now! Impact of social media on purchase intention of millennials. Master's thesis, Dublin Business School.en
dc.identifier.urihttps://esource.dbs.ie/handle/10788/4378
dc.language.isoenen
dc.rights.holderItems in eSource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.urihttp://esource.dbs.ie/copyrighten
dc.subjectOnline social networks.en
dc.subjectInternet marketing.en
dc.subjectGeneration Yen
dc.subjectMillenialsen
dc.titleShop now! Impact of social media on purchase intention of millennialsen
dc.typeThesisen
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