IMPACT OF SOCIAL MEDIA MARKETING ON THE

BUYING BEHAVIOR OF MILLENNIALS AND

GENERATION Z

Research Dissertation report submitted

in partial fulfillment of the requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

By

SMRITI PANDEY
236289

Under the esteemed guidance of

DR. KUSHENDRA MISHRA

Department of Management Studies

Babasaheb Bhimrao Ambedkar University
Vidya Vihar, Raebareli Road, Lucknow-226025
May 2025

1
 DECLARATION

I, Smriti Pandey, Roll No: 236289, hereby declare that the Project Report titled “Impact of Social media
marketing on the buying behavior of Millennials and Generation Z” is submitted by me in partial
fulfillment of the requirement for the award of the degree of Master of Business Administration under the
guidance of Dr. Kushendra Mishra.

I confirm that this Report has not been submitted to any other University or Institution in full or in part for the
award of any Degree or Diploma.

Place: Lucknow Signature:

Date: Smriti Pandey

2
 CERTIFICATE

This is to certify that Smriti Pandey, Roll No. 236289 worked under my supervision for the
Project Report titled during the academic year 2023-25 in partial fulfillment of the
requirement for the award of the degree of Master of Business Administration.

Signature of the Student Signature of Faculty Supervisor

Signature of the HOD

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 ACKNOWLEDGEMENT

With profound humility, I extend my deepest gratitude to my family, whose unwavering

support has been the cornerstone of my journey towards obtaining my Master’s degree.

Words seem inadequate to express my gratitude to Mahadev for bestowing upon me the
invaluable guidance of Dr. Kushenda Mishra, Professor in the Department of Management
Studies at Babasaheb Bhimrao Ambedkar University. Dr. Kushendra Mishra dedication,
counsel, and unwavering inspiration have been instrumental in shaping my academic
endeavors. I am truly honored to acknowledge his sincere devotion and systematic guidance
that have propelled me forward.

I am also indebted to the invaluable insights and support provided by Dr. Amit Kumar Singh,
Professor and Head of the Department of Management Studies at Babasaheb Bhimrao
Ambedkar University. His constructive advice and commitment to fostering an environment of
academic excellence have greatly contributed to my growth.

I also wish to express my gratitude to my friends, particularly, Swati chaturvedi, Riya singh,
Archana, Niharika yadav, Sneha kumari and others, whose camaraderie has made the entire
course journey unforgettable and enjoyable.

Finally, I extend my apologies to anyone inadvertently omitted from this acknowledgment.

Date: Name: Smriti Pandey

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 TABLE OF CONTENTS

Chapter Content Page Number

Chapter Introduction to the Topic
1
1.1 Introduction 11

1.2 Theoretical background/ Conceptual framework 17

1.3 Research Problems 22

1.4 Research Questions 23

Chapter Review of literature & Research gap

2
2.1 Review of International Studies 25

2.2 Review of National Studies 32

2.3 Research Gap 36

2.4 Objectives of the study 37

Chapter Research methodology

3
3.1 Research design 38

3.2 Sampling design 38

3.3 Methods of data collection 39

3.4 Statistical design 39

3.5 Operational Design 39

Chapter Data Analysis & Findings

5
 4.1 Data Analysis & Findings 41

Chapter Conclusion & Implications

5
5.1 Conclusion 59

5.2 Implications of the findings 60

5.3 Scope for further studies 62

6
 LIST OF FIGURES

Page
Figure No. Figure Name
Number
Age 41
Figure 4.1
Gender 42
Figure 4.2
Educational Qualifications 43
Figure 4.3
Employment Status 44
Figure 4.4
Preference of social media platform 45
Figure 4.5
Frequency of social media use 46
Figure 4.6
Motive behind social media use 47
Figure 4.7
Most convincing social media content 48
Figure 4.8
Trust on influencers or celebrities 49
Figure 4.9
Impulse purchasing decisions 50
Figure 4.10
Authenticity of products' recommendation 51
Figure 4.11
Feeling about targeted ads 52
Figure 4.12
Participation in social media trends 53
Figure 4.13
Impact of advertisement on social media 54
Figure 4.14
Impact of social media marketing on brand perception 55
Figure 4.15
Post purchase engagement 56
Figure 4.16

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 LIST OF TABLES

Table No. Table Name Page Number

Age 41
Table 4.1
Gender 42
Table 4.2
Educational Qualifications 43
Table 4.3
Employment Status 44
Table 4.4
Preference of social media platform 45
Table 4.5
Frequency of social media use 46
Table 4.6
Motive behind social media use 47
Table 4.7
Most convincing social media content 48
Table 4.8
Trust on influencers or celebrities 49
Table 4.9
Impulse purchasing decisions 50
Table 4.10
Authenticity of products' recommendation 51
Table 4.11
Feeling about targeted ads 52
Table 4.12
Participation in social media trends 53
Table 4.13
Impact of advertisement on social media 55
Table 4.14
Impact of social media marketing on brand perception 56
Table 4.15
Post purchase engagement 57
Table 4.16

EXECUTIVE SUMMARY

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This dissertation investigates the intricate relationship between social media marketing and the
buying behavior of these influential demographics. The study begins by examining the pervasive
presence of social media platforms in the daily lives of Millennials and Generation Z. These
cohorts not only use social media for communication but also rely heavily on it for product
discovery, brand interaction, and purchase decision-making.

Through a comprehensive review of literature and empirical research, the dissertation explores
how social media marketing initiatives impact the attitudes and behaviors of Millennials and
Generation Z. It delves into various strategies employed by brands, including content marketing,
influencer collaborations, user-generated content, and targeted advertising, to engage these
audiences effectively.

Key insights emerge regarding the effectiveness of different social media platforms in reaching
and resonating with Millennials and Generation Z. The study identifies the importance of
authenticity, relevance, and interactivity in social media content, highlighting the role of
usergenerated content and influencer endorsements in building trust and credibility.

Moreover, the dissertation investigates the nuanced preferences and behaviors of Millennials and
Generation Z in response to social media marketing efforts. It considers factors such as brand
values, product transparency, and experiential marketing in shaping consumer perceptions and
purchase intentions.

Furthermore, the study examines the moderating variables that influence the effectiveness of
social media marketing on Millennials and Generation Z. These include demographic
characteristics, psychographic traits, platform algorithms, which impact the receptivity and
engagement levels of target audiences.

By synthesizing these findings, the dissertation provides actionable insights for marketers
seeking to optimize their social media strategies for Millennials and Generation Z. It emphasizes
the importance of data-driven decision-making, continuous experimentation, and agile
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adaptation to evolving consumer preferences in the dynamic landscape of social media
marketing.

Ultimately, this dissertation underscores the transformative power of social media in shaping
consumer behavior and highlights the imperative for brands to leverage this influential channel
effectively to engage and inspire Millennials and Generation Z.

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 CHAPTER 1-Introduction

1.1 Introduction

In recent years, the landscape of consumer behavior has undergone a profound transformation,
catalyzed by the proliferation of digital technologies and the widespread adoption of social media
platforms. This shift is particularly evident among Millennials and Generation Z, who represent
the forefront of digital natives and wield significant influence over contemporary consumer
trends.
One of the most significant drivers of this transformation is the rise of social media as a dominant
force in shaping consumer behavior. Social media platforms such as Facebook, Instagram,
Twitter, and TikTok have evolved beyond mere communication tools to become powerful
marketing platforms. Brands now have the ability to engage with consumers directly, in real-time,
and on a highly personalized level through these channels.

To comprehend the impact of social media marketing on consumer behavior, it is crucial to

understand the distinct characteristics and preferences of Millennials and Generation Z.
Millennials, often referred to as digital pioneers, were the first generation to grow up with the
internet and are known for their tech-savviness, diverse interests, and desire for authentic
experiences. Generation Z, on the other hand, is the first truly digital-native generation,
characterized by their fluency in digital communication, social activism, and preference for visual
content.

Evolution of Marketing?

The fundamental principle of marketing is to align the supply and demand on a macroeconomic
level, whereas sales aim to address individual needs, utilities, and solutions on a microeconomic
scale. In ancient times, the barter system facilitated trade, with producers exchanging goods based
on mutual necessity, as documented by the historian Herodotus. The earliest mention of

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marketing origins is attributed to Herodotus (Dixon & Donald, 1967). The introduction of gold
and silver coinage by Indians marked a shift towards formalized retail trade. The term 'marketing'
emerged in ancient Turkey, denoting the exchange of goods and services, spreading thereafter to
regions like Greece and beyond.

Over time, the concept of marketing evolved from individual gain to a focus on social bonds, with
consumer behavior influencing trading patterns. Philosophers such as Socrates, Plato, St.
Augustine of Hippo, and St. Thomas Aquinas delved into societal behaviors related to balancing
supply and demand, self-management of resources, and pricing mechanisms (Jons & Shaw,
2002).

Contemporary markets blend traditional and digital marketing systems, catering to three types of
consumers: traditional, online, and hybrid buyers. Modern marketing largely mirrors its historical
counterpart, albeit with notable differences in the exchange of goods and services. Promotion and
transactions now predominantly occur in virtual spaces, replacing traditional methods with
information and computational systems. Online marketing emphasizes virtual reality over
physical tangibility, factual information transfer over emotional appeals, system-based processes
over interpersonal influences, virtual transactions over hard currency, convenience over effort,
and speed over delay.

Social Media Marketing

Social media marketing, also known as digital marketing or e-marketing, harnesses social media
platforms where users create networks and share information to bolster a company's brand, boost
sales, and drive website traffic. Beyond facilitating interactions with existing customers and
expanding reach to new ones, SMM provides specialized data analytics enabling marketers to
measure their success and uncover further avenues for engagement.

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In a span of just 18 years, from 2004 (when MySpace hit one million users) to 2022, the
explosive growth of interactive digital channels propelled social media to heights rivaling
traditional media like television and radio. By the beginning of 2023, global social media users
numbered 4.76 billion—constituting over 59% of the world's population.

Utilizing platforms such as Facebook, Twitter (now X), and Instagram, social media
marketing promotes products and services, fosters engagement with current customers, and taps
into new audiences. Its potency lies in three key marketing realms: connectivity, interactivity, and
customer insights.

Social media marketing has revolutionized consumer behavior influence for businesses, enabling
them to craft content that sparks engagement and tailor messaging using personal data to resonate
with users. Given the ubiquitous nature of social media today, leveraging these platforms for
marketing purposes is paramount for businesses.

While social media marketing often offers cost-effective exposure, it necessitates ongoing
maintenance and may entail unforeseen negative feedback repercussions. Hence, mastering social
media marketing techniques is imperative for contemporary businesses seeking to thrive in the
digital landscape.

The Role of Social Media in Shaping Consumer Behaviour

Social media platforms serve as virtual marketplaces where consumers discover new products and
brands. Through targeted advertisements, influencer endorsements, and organic content sharing,
users are exposed to a wide array of products and services. The visually rich and interactive
nature of platforms like Instagram and Pinterest enhances product visibility, sparking interest and
creating awareness among consumers.

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Social media platforms facilitate peer-to-peer recommendations and user-generated content,
which significantly influence consumer purchasing decisions. Consumers often seek validation
from their social networks before making buying choices. Positive reviews, ratings, and
testimonials shared by friends, family, or influencers build trust and credibility around a brand,
ultimately impacting consumer preferences.
Social media fosters two-way communication between brands and consumers, enabling direct
engagement and interaction. Brands leverage features like comments, direct messages, and polls
to solicit feedback, address inquiries, and cultivate relationships with their audience. Meaningful
interactions humanize brands, instill loyalty, and positively influence purchase intentions.
Influencer marketing leverages the reach and influence of individuals with large social media
followings to promote products and services. Influencers, who are perceived as authentic and
relatable figures within niche communities, wield significant sway over consumer behavior. Their
endorsements, sponsored content, and product reviews shape consumer perceptions and drive
purchasing decisions.
Social media platforms increasingly integrate e-commerce functionalities, enabling seamless
shopping experiences within the social ecosystem. Features like shoppable posts, in-app
checkout, and product tagging facilitate frictionless transactions, reducing the barriers between
product discovery and purchase. The convenience and accessibility of social commerce expedite
consumer decision-making and drive impulse purchases.
Active participation on social media can cultivate brand advocacy and loyalty among consumers.
When individuals align with a brand's values, mission, or aesthetics, they are more likely to
become vocal advocates, sharing content, recommending products, and defending the brand
against criticism. Building a community of loyal brand advocates amplifies word-of-mouth
marketing and strengthens brand affinity. Social media platforms serve as valuable sources of
consumer insights and market research data for businesses. Through social listening tools and
analytics, brands can monitor conversations, track trends, and gather feedback in real time. These
insights inform product development, marketing strategies, and customer experience
enhancements, ensuring alignment with consumer preferences and behaviors.

Scope of the Study

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The scope of this dissertation encompasses an in-depth investigation into the impact of social
media marketing on the buying behavior of Millennials and Generation Z. The study will focus on
analyzing the various facets of social media marketing strategies and their effectiveness in
influencing consumer attitudes, preferences, and purchase decisions within these demographic
cohorts.

• Demographic Focus:
- The study will specifically target Millennials and Generation Z, two key demographic
groups that wield significant influence in the marketplace and exhibit distinct
consumption patterns shaped by their digital fluency and social media engagement.

• Social Media Platforms:

- The dissertation will explore the influence of various social media platforms, including
but not limited to Facebook, Instagram, Twitter, Snapchat, TikTok, and YouTube, on
consumer behavior. Each platform offers unique features and engagement mechanisms
that may impact consumer perceptions and purchasing decisions differently.

• Marketing Strategies:
- The study will analyze a range of social media marketing strategies employed by
brands to engage Millennials and Generation Z, including content marketing,
influencer collaborations, user-generated content, targeted advertising, and experiential
marketing. The effectiveness of these strategies in driving brand awareness,
consideration, and conversion will be examined.

• Consumer Behavior Dimensions:

- The dissertation will investigate multiple dimensions of consumer behavior influenced
by social media marketing, such as brand awareness, brand perception, purchase
intention, purchase motivation, brand loyalty, and post-purchase behavior. By
examining these dimensions, the study aims to provide a comprehensive
understanding of the consumer journey in the context of social media marketing.

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 • Moderating Variables:
- The study will explore various moderating variables that may influence the
effectiveness of social media marketing on Millennials and Generation Z. These
variables may include demographic characteristics (e.g., age, gender, income),
psychographic traits (e.g., lifestyle, values, personality), platform preferences, content
relevance, and authenticity.

• Geographic Context:
- While the primary focus of the study will be on Millennials and Generation Z in a
global context, regional differences and cultural nuances may also be considered
where relevant. Geographic variations in social media usage, consumer behavior, and
marketing effectiveness may be explored to provide a more nuanced understanding of
the topic.

• Timeframe:
- The scope of the study will encompass relevant literature, empirical research, and case
studies published up to the present date. However, historical perspectives on social
media marketing and consumer behavior may also be considered to provide context
and continuity to the analysis.

Overall, the scope of this dissertation is comprehensive yet focused, aiming to provide
valuable insights into the intricate relationship between social media marketing and the
buying behavior of Millennials and Generation Z. By examining a range of factors and
dimensions, the study seeks to contribute to the existing body of knowledge in the field of
marketing and consumer behavior.

Importance of the Study

The importance of this study lies in its potential to contribute valuable insights into the evolving
dynamics of consumer behavior in the digital age, particularly among Millennials and Generation
Z. As these demographic cohorts increasingly dominate the consumer landscape, understanding
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their preferences, motivations, and interactions with social media marketing is paramount for
businesses seeking to remain competitive and relevant. By investigating the impact of social
media marketing on the buying behavior of Millennials and Generation Z, this study can offer
practical guidance to marketers on how to effectively engage and resonate with these digitally
savvy consumers. Moreover, the findings of this study can inform strategic decision-making
processes, helping brands optimize their social media strategies, allocate resources effectively,
and drive meaningful outcomes in terms of brand awareness, consideration, and conversion.
Additionally, by exploring moderating variables and regional nuances, the study can provide a
nuanced understanding of consumer behavior in different contexts, thereby facilitating targeted
and tailored marketing efforts. Ultimately, the insights generated from this study have the
potential to inform industry practices, contribute to academic scholarship, and shape future
research agendas in the field of marketing and consumer behavior.

1.2 Theoretical Background/ Conceptual Framework

1.2.1 Social Influence Theory

Social influence theory, rooted in psychology and sociology, explores how individuals' thoughts,
feelings, and behaviors are shaped by the influence of others within their social networks. This
theory posits that people are inherently social beings and are constantly influenced by the actions,
opinions, and behaviors of those around them. Developed by researchers such as Solomon Asch,
Stanley Milgram, and Kurt Lewin, social influence theory has been instrumental in understanding
various aspects of human behavior, including conformity, obedience, and persuasion.

Key Concepts:

Conformity: Conformity refers to the tendency of individuals to adjust their beliefs, attitudes,
and behaviors to align with those of a majority group or social norm. Studies like Solomon Asch's
conformity experiments demonstrated how individuals may knowingly give incorrect answers to
conform to the group consensus, even when they know it's wrong.
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Obedience: Obedience involves complying with the directives or commands of an authority
figure, even if those commands go against one's personal beliefs or values. Stanley Milgram's
famous obedience experiments illustrated how individuals could be persuaded to administer
potentially harmful electric shocks to others under the influence of authority figures.
Compliance: Compliance refers to the act of agreeing to a request or demand from another
person, often through persuasion or manipulation. Techniques such as foot-in-the-door (starting
with a small request before asking for a larger one) and door-in-the-face (making a large request
followed by a smaller one) are commonly used to elicit compliance.
Persuasion: Persuasion involves the deliberate attempt to change or influence someone's
attitudes, beliefs, or behaviors. The persuasive communication process typically involves the
source (who delivers the message), the message itself (content and format), the audience
(recipient of the message), and the context (environment in which the message is received).

Application to Social Media Marketing:

In the context of social media marketing, social influence theory provides insights into how
brands and marketers can leverage the power of social influence to shape consumer perceptions,
attitudes, and behaviors. Social media platforms serve as powerful channels for social influence,
allowing individuals to interact, share information, and influence each other's opinions and
decisions.

Examples of Social Influence in Social Media Marketing:

Social Proof: Brands often use social proof tactics, such as displaying customer reviews, ratings,
and testimonials, to demonstrate the popularity and credibility of their products or services.
Seeing others endorse or engage with a brand can influence consumers to follow suit. Influencer
Marketing: Influencer marketing capitalizes on the social influence of individuals with large
followings on social media platforms. By partnering with influencers whose values align with
their brand, marketers can leverage the influencer's authority and credibility to endorse products
or services to their audience.

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User-Generated Content (UGC): User-generated content, such as customer photos, videos, and
reviews, serves as authentic social proof of a brand's value and quality. Encouraging consumers to
create and share UGC fosters a sense of community and belonging around the brand, influencing
others to engage with and trust the brand.
Peer Recommendations: Social media platforms facilitate peer-to-peer recommendations and
referrals, where individuals share their experiences with products or services with their social
networks. Positive word-of-mouth endorsements from friends, family, or online connections can
significantly influence consumer purchase decisions.

1.2.2 Consumer decision making models

• Traditional Consumer Decision Journey (CDJ):

The traditional CDJ, popularized by marketing scholars such as Philip Kotler, outlines a linear
process consisting of five stages: problem recognition, information search, evaluation of
alternatives, purchase decision, and post-purchase evaluation. In this model, consumers move
sequentially through these stages, with the goal of maximizing utility and satisfaction.

• Cognitive-Affective-Conative Model:
The Cognitive-Affective-Conative (CAC) model, also known as the ABC model, proposes that
consumer decision-making is influenced by cognitive (thinking), affective (feeling), and conative
(behavioral) factors. According to this model, consumers first process information cognitively,
then form emotional responses based on this information, and finally engage in behavioral actions
such as purchasing or recommending the product.

• Theory of Reasoned Action (TRA):

The Theory of Reasoned Action (TRA), developed by Martin Fishbein and Icek Ajzen, posits that
individuals' behavioral intentions are determined by their attitudes towards the behavior and
subjective norms (perceived social pressure to perform the behavior). According to TRA, attitudes
are influenced by beliefs about the outcomes of the behavior and evaluations of these outcomes,
while subjective norms are influenced by normative beliefs and motivation to comply with these
beliefs.

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 • Heuristic-Systematic Model:
The Heuristic-Systematic Model (HSM), proposed by Shelly Chaiken, suggests that individuals
use two distinct processing modes when making decisions: heuristic processing (relying on
mental shortcuts or rules of thumb) and systematic processing (carefully considering all available
information). Depending on factors such as motivation and cognitive resources, consumers may
employ either heuristic or systematic processing strategies.

• Dual-Process Theory:
Dual-process theories, such as the elaboration likelihood model (ELM) and the dual-systems
model, posit that human decision-making involves two distinct processing systems: a fast,
intuitive, and automatic system (System 1) and a slow, deliberate, and analytical system (System
2). According to these models, consumer decisions can be influenced by both automatic,
instinctual responses and conscious, reasoned evaluations.

1.2.3 Technology Acceptance Model (TAM): The Technology Acceptance Model (TAM) posits
that users' acceptance and adoption of new technologies are influenced by perceived usefulness
and perceived ease of use. Applied to social media marketing, TAM helps explain consumers'
adoption and engagement with branded content, interactive features, and e-commerce
functionalities on social media platforms, as well as their attitudes towards targeted advertising
and personalized recommendations.

1.2.4 Trust and Relationship Building: Theoretical frameworks related to trust, relationship
marketing, and brand-consumer relationships shed light on the role of trust, credibility, and
authenticity in social media marketing efforts. These frameworks highlight the importance of
fostering trust and building meaningful relationships with consumers through transparent
communication, consistent engagement, and ethical business practices.

1.2.5 Social Identity Theory: Social identity theory suggests that individuals' self-concepts are
shaped by their membership in social groups and communities, influencing their behaviors,
preferences, and affiliations. Applied to social media, this theory elucidates how individuals'
20
online identities and group affiliations influence their interactions with brands, their engagement
with branded content, and their adoption of brand-related behaviors and attitudes.

1.2.6 Content Marketing and Engagement: The concept of content marketing, rooted in
communication and media studies, emphasizes the creation and dissemination of valuable,
relevant, and engaging content to attract and retain audiences. This framework provides insights
into the role of content strategy, storytelling, and multimedia content formats in driving consumer
engagement, brand awareness, and conversion on social media platforms.

1.2.7 The Role of Influencers: The phenomenon of influencer marketing draws upon principles
of social influence, celebrity endorsement, and brand advocacy to leverage the credibility and
reach of influencers in shaping consumer attitudes and behaviors. Theoretical frameworks related
to social influence, source credibility, and parasocial interaction offer insights into the
mechanisms through which influencers impact consumer perceptions, preferences, and
purchasing decisions on social media.

1.2.8 Ethical Considerations: Ethical frameworks and principles related to digital marketing,
privacy, and consumer protection inform discussions surrounding the ethical implications of
social media marketing practices. These frameworks provide guidance for marketers and brands
in navigating ethical dilemmas, ensuring transparency, and safeguarding consumer rights in the
digital age.

1.3 Research problem

• Understanding the Influence of Social Media Marketing:

-How does social media marketing influence the buying behavior of Millennials and
Generation Z?

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 -What specific social media marketing strategies are most effective in engaging and
influencing these demographic cohorts?

• Exploring Consumer Engagement and Interaction:

-How do Millennials and Generation Z engage with brands and content on social media
platforms?
-What factors drive consumer interaction with social media marketing content, such as
likes, shares, and comments?

• Examining Brand Perception and Preference:

-How does exposure to social media marketing content shape consumer perceptions of
brands and products?
-To what extent does social media marketing contribute to brand preference and loyalty
among Millennials and Generation Z?

• Investigating Purchase Decision-Making:

-What role does social media marketing play in the consumer decision-making process for
Millennials and Generation Z?

-How do social media marketing efforts influence purchase intent, consideration, and
conversion among these demographic cohorts?

• Identifying Moderating Variables:

-What are the moderating variables that influence the effectiveness of social media
marketing on Millennials and Generation Z?
-How do demographic characteristics, psychographic traits, platform preferences, and
cultural factors impact consumer responses to social media marketing initiatives?

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 • Assessing the Effectiveness of Social Media Strategies:
-How do brands measure the effectiveness of their social media marketing efforts in
targeting Millennials and Generation Z?
-What metrics and KPIs are most relevant for evaluating the impact of social media
marketing on consumer behavior within these demographic segments?

1.4 Research questions

1. Demographic questions.
2. Which of the following best describes your educational qualification?
3. How would you describe your current employment status?
4. On which social media platforms do you spend the most time?
5. How many times a day do you check your social media accounts on average?
6. Why do you primarily use social media platforms?
7. Which of the following types of social media content do you find most convincing in
influencing your buying decisions?
8. How often do you trust recommendations or reviews from influencers or celebrities on social
media when making purchasing decisions?
9. What factors motivate you to make impulse purchases while browsing social media?
10. How much do you think the product recommendations on social media are authentic?
11. How do you feel about targeted ads based on your social media activity and preferences?
12. Have you ever participated in social media challenges or trends initiated by brands or
companies? (e.g., hashtag challenges, viral trends)
13. How likely are you to research a product or service on social media after seeing it advertised?
14. Do you feel that social media marketing campaigns influence your perception of a brand or
company?
15. After making a purchase influenced by social media marketing, how likely are you to engage
with the brand on social media (e.g., follow their page, share your purchase)?

23
16. Is there anything else you would like to share about your experiences with social media
marketing and its influence on your buying behavior?

24
 Chapter 2. Review of Literature & Research Gap

The literature review constitutes a pivotal phase within the research process, serving as the
foundation for scholarly inquiry. Primarily, it involves delving into the historical backdrop of
the subject or topic under investigation, aiming to grasp its fundamental essence. This
examination functions as a documentation of past endeavors, shedding light on previous
research endeavors and delineating current trends within the chosen field. Through this
comprehensive analysis, researchers refine their expertise, elevating their mastery of the
subject matter. Moreover, it not only elucidates past endeavors but also delineates future
avenues of exploration, charting the course for subsequent research endeavors. Emphasizing
the importance of originality, it underscores the necessity to steer clear of duplicative efforts,
while also offering insights into methodological approaches employed by esteemed scholars.
Notably, discerning researchers eschew reliance on textbooks and encyclopedias, opting
instead for scholarly sources that align with their research objectives. Central to this process is
the articulation of research objectives and the meticulous selection of pertinent literature. By
distilling overarching themes from the literature, researchers can refine their focus from broad
to specific concerns, thereby facilitating a nuanced understanding of the subject matter.
Notably, this review encompasses diverse research studies pertaining to the impact of social
media marketing on consumer behavior, gleaned from both national and international journals.

2.1 Review of International studies

The researcher has done literature review on various International Publications, Articles, and
Journals which are described below:

15 Williams et al., (2000) In his study reveal that Social-media marketing influences
perception, shopper selection behavior, buying-decision and attitude from pre-purchase data
phase to post purchase behavior.

25
Belch and Belch et al., (2003, p120-122) Described in their study that at some situation
during
the purchasing process, shoppers stop looking out and evaluating data before going to the next
stage. At this stage, shoppers decide whether or not they can obtain products or not. The
buying decision depends on the motivation and influence of other shoppers through reviews
and recommendation.

Young Ae Kim et al., (2007) Explains in their study that buying choices are powerfully
affected by people who the buyer knows and believes. Several internet buyers ask for the 50
opinions before buying a new product. Internet social communities allow chatting among
trusting members, allow customers to share their experiences by means of writing reviews and
rating others‟ reviews. E-commerce websites have started to obtain information on the
interaction between customers in their websites, to understand and investigate social influence
on purchase process, to boost CRM and improve sales.

Achille (2008) This study indicates that due to reviews and recommendations posted in various
social media sites by the online buyers has increased the number of online buyers to forty
percent in the past two years. As an impact of social media, through online forty one percent of
consumers purchased books, thirty six percent consumers purchased clothes and shoes, twenty
four percent consumers purchased video games and DVDs, twenty four percent consumers
purchased airline tickets and twenty three percent consumers purchased equipment.

OTX analysis DEI Worldwide (2008) In their study, analysed the influence of social media on
buying behaviour of customers and a survey was conducted among US population, which
shows that buyers presently use social media as high information resource for brands,
companies, or product. It additionally concludes that social media outreach by brands and
firms, particularly if a private on-line representative will make this outreach, are often far more
important on shopper behavior than advertisements or different promotional devices. In fact,
two thirds of shoppers are doubtless to pass the knowledge they receive to others and over half
are doubtless to require action on this information. There is a significant stronger impact on
shopper behavior when the social media is used as a positive outreach to share information.

26
JiXiaofen et al., (2009) This paper has created a model of on-line spoken and opinion people
have influenced on consumer’s shopping intention. The study has known that the massage
impression of on-line spoken and leader’s comments have lot of influence on consumer’s
temperament of shopping garments; the data of online spoken influences its receiver’s attitude
towards bran and consumer’s temperament of buying clothes completely at the end.

Gursakal (2009) This study analyses the influence of media society and the amount of time
that customers spent on the net and social media. Nowadays, consumption trends have
modified. The usage of magazines, interviews and catalogs by buyers and sellers are altered by
searching on emails, internet sites and sharing information in social media. Because of the
effective role of social media, the time consumed on the net increases, and consumers‟
withdraw from traditional searching methods. Social media have become an important place
where opportunities are mentioned, products are advertised and products are commented.

Miller et al., (2010) In his study revealed that over eleven million shoppers use 70% of social
networking to buy various product and services. The consumers provide useful data
concerning the product and share comments with different consumers over social media.

Penn Schoen and Berland Associates LLC (2010) In their study explains how the social
media can impact consumer electronics. The study was conducted by 1012 web interviews
with U.S. general population aged above eighteen. The results discovered that social media
network has become integrated into people’s lives. Social media helps to form shopper
behavior. About 30% of social media users made purchases supported by social media reviews
and recommendations from friends and unknown net users, nearly sixty-eight percent of
respondents believe that these recommendations are more or less-closer to traditional
recommendations. About, 33% believe that social media reviews and recommendations they
receive are far better than they receive through other means.

Cvijikj (2010) In their study examines the Influence of Face book on buying decision making
process. Consumers have confidence on opinions of different people or teams during buying
27
decisions. This study evaluates the power of Face book on decision making method. A model
Face book application was developed by researcher for sharing opinions with friends and
making repositories of things. The study analyses the internet survey of thirty-three
participants. The survey 52 contained twenty queries, divided into 3 parts. The primary cluster
involved data concerning the participant, like gender and age. The next cluster of questions
involved the buyer’s shopper behavior 17 and the last centered on the conception, thought and
model Face book. The results make sure that consumers see their friends as the most reliable
supply of knowledge when compared to other things. Results also indicates that friend’s
opinion on a product plays a bigger role than whether or not they posesses the product.

According to McKinsey Company (2010) In his study, Social-media has a notable influence
on customers particularly who are first time purchasers of a product. It has a greater influence
on highpriced products because the consumers want to conduct additional analysis and to get
opinions for buying the product. This indicates that Social-media has an impact on customers
in their data search stage of buying a product and as a result, customers will use Social-media
to get data concerning the product and services.

Hoyer et al., (2010) In his study explains that Social-media is a non-marketing factor which
has a significant influence on customer buying decision process than the other sources of
marketing. Social media is platform where customers exchange much information with others
via electronic word of mouth, reviews and recommendations. Social Media websites helps
individuals to share and communicate each other via communities. According to the author,
buyers on Social-media are ready to pay attention to others opinion and have a trust on the
peers and influenced by the peer in their buying decision process.

Kozinets et al., (2010) Suggest that on-line teams make an understandable influence on the
buying behavior of the consumer and also in buying decision. For instance, the public
discussion forum in the websites of social media offers consumers to collect information about
the product, which helps them to take the decision on purchase selections.

28
Pookulangaran et al., (2011) In his article states that purchasing is always an experience and
social media permits the consumers to connect with people who are mostly strangers. 53
Cultural characteristics impacts on consumers‟ usage of social media and a great impact on the
online buying behavior.

Haciefendioglu (2011) In his study brings to light that buyers are influenced by the opinion of
their friends on social media during their purchase decision. The study also states that the
opinions of their friends in social media direct the consumers to take decision for purchase a
specific product or from a specific company.

MehmoodRehmani et al., (2011) In their analysis, investigated the various social media
parameters that greatly affected the purchasing decision of consumers. The analysis gave
importance to find the influence of social media on the consumers buying decision. The
authors outlined the objectives of the studies, so as to realize the objectives, a suitable research
model is predicted and research hypotheses were tested on the model.

Constantinides et al., (2011) Analysed and reported that Social-media differentiates

Shopper‟s behaviors. Socio-cultural, Demographic, situational and psychological factors have
an effect on shopper‟s purchasing behavior. Business people can handle up more practical
social media selling activities by categorizing social media users by their age, gender,
academic level, geographical location and occupation/income level. In the same way,
psychological factors like learning, motivation, perception and personality, Socio-cultural
factors like family, social status and family culture. These variables provide benefits for
business people to find and target the consumers of social media through proper social media
marketing activities.

Diffley et al., (2011) In their research investigation, it is clear that, Marketers have analyzed
whether or not social media sites may be used as a good tool for selling and whether to involve
buyers to participate in marketing on social media sites. They say that firms ought to undertake
a distinct approach that attracts shoppers instead of loading their inbox. If more selling
advertisements are pushed on to the shoppers, then shoppers will get frustrated over the
29
product. This author’s talks about developing a proper approach to use websites as advertising
tool. As a conclusion the author suggests that firms has to develop 54 good relationship with
shoppers to make social media sites a better tool for selling.

ErkanAkar et al., (2011) In their study revealed the thing that affects consumer’s attitudes
towards selling through social media. For a businessman, Shopper communities act as new
marketplaces for businessmen. The analysis aims to spot the factors that have an effect on the
consumer‟s attitude towards selling a product on a social media platform.

Edison (2011) In his recent analysis, on users of on-line social networks in America revealed
that about 52% of United States citizens have a minimum of one or additional social network
profiles. The analysis showed that one fourth of on-line social marketing users buy their
favorite brands, on these on-line social network’s sites, of which many users use Face book as
brand pages. The result shows that on-line social networks became a source of information on
products for buying decision making by 19 consumers.

Karimov et al., (2011) In their research suggesting that purchasing of products online may be
considered risky by customers because of the lack to make physical product analysis, lack of
personal information contact, and in some cases the dearth of secure transactions. The efforts
towards increasing the basic issue of trust in shopper behaviour can be supported with the
employment of social media channels, like Face book, YouTube, Twitter, and company blogs
as they enhance the sensation of social presence additionally, shoppers may use social media
as a communication tool which can facilitate them decide what to shop for. The recent addition
to the capabilities of social media is the addition of mobile applications to communicate with
others.

Stephen Guo et al., (2011) This paper analyses a Chinese marketplace, Taobao, which is the
world’s largest e-commerce site. Integrated instant electronic messaging tool makes Taobao
high from its competitors. In our study, this study specializes how a person’s transaction are
embedded in the social media. The analyses conclude a model for purchasing a product
through buyer recommendation, if an individual wants for a product, how he will act to decide
30
the shop. The 55 model uses data retrieval techniques from the websites and demonstrates how
social factors will help to understand client behavior.

According to Drell (2011) This study analyses the internet behavior of customers of social
media and disclosed 2 main types of information shared through online. They were
categorized as high information sharers and low information sharers. In this study, out of 100
percent, High information sharers of on-line shoppers were 20 percent and belong to the age of
teens, they are dedicated to brands, and had several of electronic equipment to share the
information. On the other hand, Low information sharers of on-line shoppers were 80 percent,
were commonly older, concentrated on quality instead of brand.

IremErenErdogmus et al., (2012) The aim of this study is to identify the impact of social
media on brand trust of the customers. This study takes into account of customers following
one brand on the social media and, therefore, the information was collected through the
structured form with a sample of 338 folks and tested using various statistical tools. The study
concludes that brand loyalty of consumers is affected when the brand was found in various
applications and platforms on social media.

Greenleigh, (2012) In his study, investigates the behavior of young agers in connection with
social media on shopping decision. Millennials are the shoppers who are in the age group
between teen to mid-30s. In step with the researcher, Millennials have the characteristics like,
always connected to social media, hyper-social, looking into other people activity, shopping
and enjoying, strangers as their friends. This study detailed that fifty-one percent of
Millennials trust strangers for shopping the product, over relatives or friends. 56 The study
shows that eighty-four percent of Millennials takes the opinion from social media communities
before shopping for products.

Pietro et al., (2012) Explore the extend of social media, particularly Face book, influence
buying decision. They find happiness in using social media for buying decision. The study
reveals about consumer‟s suggestions and recommendations on merchandise on Face book,
enjoyment in finding the information on brands and products, attitude in the usage of various
31
tools provided by social media for the buying decision of products. The study also infers a
good relationship between the views of consumer towards buying intention of customer and
social media.

SaadiaNasir et al., (2012) This analysis targets on the buying behavior of women customers
in Pakistan. Study has been conducted with two hundred feminine respondents from Lahore
town. The results indicate that women consumers take into account traditional word of mouth
to be more promising information than social media for purchase choices.

Angella J. Kim et al., (2012) This study identifies the attributes of social media activities that
influence consumer purchase towards branded luxury products. The study identifies 5 apparent
Social-media activities of luxury brands and they are amusement, communication, fashionable,
tailor made and word of mouth. The results indicate that there exists significant positive
relation between social 21 media and purchase intention of consumer.

Forbes et al., (2013) Made an analysis with a study of around 240 sample consumers on their
purchases in relation to the type of the product bought and its costs. The conclusion shows that
the purchase decision is influenced by the suggestion of the consumers on-line friends. The
study reveals that fifty-nine percent of the sample uses Face book and used public media to
receive product information from contacts or friends. These result shows that there is an
influence on shopping behavior by social media.

2.2 Review of National studies

SakkthivelAM et al., (2015)19 In their analysis makes an attempt to check the influence of
social media sites over young woman consumer’s shopping behavior from Islamic faith
countries. This study employs structural equation modeling to check out the influence of
young woman consumers and the results disclosed that brand, society and reference teams

32
exert additional influence over young woman consumer’s shopping behavior through social
media.

NimaBarhemmati et al., (2015)18 In their study found that Social Network Marketing is
becoming the most successful model in advertising. This study aims at how Social Network
Marketing influences the shopper buying behavior among consumers who use social
networking sites. The study also analyzes the relationships between customer engagement,
social media selling activities and shopper purchase behavior. A survey was conducted among
fifty students of Malaysian National University. The results showed positive relationships
between consumer engagement of social media and their buying behaviors.

Tayyaba Noreen et al., (2015)17 The researchers conducted the study about the Social-media
impact in Pakistan and Korea. This study investigates the impact of social media on the buying
behavior of consumers. This study focuses on e - word of mouth, social media publicity and
social media. The findings indicated that consumers of Korean consumers have higher
intention to buy a product using social media platforms when compared to customers in
Pakistan. The results 49 proved that e - word of mouth have a bigger impact on buying
intention when compared to publicity on social networks.

Prof. Assoc. Dr. ElenicaPjero et al., (2015)16 The researchers conducted the study in Albania
reality sector. Their article targeted on Social-media and its capacity to effect buying behavior
of customer. The researchers discussed the growth and adaptability of Social Media networks
by numerous users in the world. The researchers made a multifaceted analysis on the impact of
Social-media on consumers and buying intentions. The samples are selected from users of
Social-media in all dimensions and the result depicts the significant behavior of consumers.

Dr. Sourbhi Chaturvedi et al., (2014)13 In their study indicated that there may be 100 crore
members present in social media; social media sites became an important medium for firms
and consumers to meet each us for the exchange of information about products. They also
suggest that the influence of social media on customer buying behavior is tremendous. Buying
behavior in social network is influenced by gender, education, income, age etc.,
33
Aindrila Biswas et al., (2014)12 In her paper, aims to look the influence of social media on
consumer selection behavior. Technology Acceptance Model was adopted to find the social
media usage perceptions. The employees of the Multinational companies in India are the
samples for the study. An equation modeling was used to test the eligibility of the model. The
results state that users of social media inclined to have more purchase intention than the
occasional users.

Geetanjali Naidu et al., (2013)10 47 In their study analyses the influence of social media in
purchasing behavior of customer in Raipur. According to the survey result 75% of Indian
youth uses internet for sharing their opinion, views and comment in numerous websites. The
analysis concludes that people use social media widely for collecting information regarding
product.

Garima Gupta (2013)09 In her paper analysed the influence of social media on product
buying. The results proved of the actual fact that social media have an effect on product
buying intentions. Particularly, there's a powerful impact of 3 factors called information about
product, peer communication and the level of product involvement on shoppers purchase
intentions with respect to social media. The author infers that, because the product is sold
through on-line, it can't be examined; perceived data shared about the product on social media
and information sharing among peer teams facilitates consumer‟s analysis on the product and
makes decisions accordingly.

TeenaBagga et al., (2013)08 The study analyses the inner and outer factors of consumer‟s
online buying behavior. A structured form was used and a survey was conducted with two
hundred samples. Questionnaires were sent through the mail and also posted through online
web pages and were answered by the respondents themselves. The statistical analysis found
seven major factors that govern the consumer‟s buying behavior. These seven factors were:
would like for Social Communication, website Attributes, on-line Advertising, Recreation,
Convenience, privacy issues and data Search.

34
Dehghani et al., (2013)07 Their study analyses the knowledge inheritance on customer‟s
action and reputation of brand. Knowledge inheritance on the social media happen once a
person observes behavior of others and make a similar decision that other people have already
made. The knowledge cascade are often used for one amongst 2 effects on shoppers,
Knowledge cascading causes the brand to appear high or low in Customer Intention on
purchasing and additionally may have an effect on consumers trust on brand .The study aims
at customers who have trust on brand image. These kind of customers are influenced by
decision taken by others.

RaghuramIyengar et al., (2012)05 Investigated in Korea, how friends influence shopping

through Social Network. Their study concentrate on two important questions, the first question
is “Is there any influence by friends on purchases by consumers in social media network”, the
second question is “if there is such influence which consumers are affected”. To strengthen the
analysis, sample data were taken from social networking website Cyworld. Sample data of 208
users of Cyworld for ten weeks of purchase and non-purchase information was collected. The
researchers build a model on the decision of buying and nonbuying and also with the amount
spent. Markov chain Monte Carlo technique and Bayesian approach is used to estimate the
model. The results indicated that there are three different categories of consumers with
different buying behavior.

Ramsunder (2011)04 In their study says that shoppers‟ decisions are influenced heavily by
online brands. Opinion of consumers will influence one another. This type of opinion by other
consumers affects the repurchases. So, Consumers are moving to Internet to get more data for
their buying decision.

Muhammad ShafiqGul et al., (2004)03 In the analysis, the researchers concentrated on

finding the relationship of Social Media and buying behaviour of customer. The study
involved the students of academic institutes of karachi. Around two hundred and sixty
questionnaires were answered by the students. The study finds that there is no strong
relationship between Customer Buying behaviour and Social Media .

35
Manju Ahuja et al., (2003)02 In their article, targeted on investigating the factors that
influence the shopping behavior and browsing behavior of consumers during online purchase
specifically, the study has been conducted about the consumers using business-to-consumer
sites. The researchers also investigated buying preferences of consumers with varied
demographic profiles which may reveal different buying approaches and consumer behaviors
for a specific class of merchandise and services. Social media is the1 most effective factors
that influence buying behaviour of customers.

Bikh chandani et al., (1998)01 In their research describes whether or not shoppers shall
purchase a product and whether or not they suggest product to others. These are normally used
as parameters for purchase intention. The study additionally reveals the result of knowledge
cascades on social media by different product attributes is unconditional with different
involvement strengths by shoppers. It concludes that the shoppers try to show totally different
levels of involvement in different situations wherever they face with brand buying and
recommending to others.

2.3 Research gap

Limited Focus on Generation Z:

While there is ample research on the influence of social media marketing on Millennials, there
is a comparatively limited understanding of its impact on Generation Z. Investigating how
social media marketing strategies differ in their effectiveness between these two demographic
cohorts can help fill this gap.

Limited Exploration of Moderating Variables:

While some research has examined the moderating variables that influence the effectiveness of
social media marketing, there remains a need for more comprehensive analyses. Investigating
the role of demographic characteristics, psychographic traits, platform preferences, and
cultural factors as moderators can provide a nuanced understanding of how social media
marketing resonates with different segments of Millennials and Generation Z.
36
Emerging Trends and Technologies:
Research gaps exist in understanding how emerging trends such as personalized ads and live
streaming impact consumer behavior and the efficacy of social media marketing strategies
targeting Millennials and Generation Z.

2.4 Objectives of the study

The objectives of the dissertation are outlined with the aim of providing a comprehensive
understanding of the impact of social media marketing on the buying behavior of Millennials
and Generation Z. The research objectives are-

➢ To delve into the evolving landscape of consumer behavior in the digital age,
considering the profound influence of social media platforms on shaping consumer
perceptions, preferences, and purchasing decisions.

➢ To examine the specific ways in which social media marketing strategies influence the
attitudes and behaviors of Millennials and Generation Z, with a focus on engagement,
brand loyalty, and purchase intent.

➢ To identify the key factors driving engagement and interaction with social media
content among these demographic cohorts, exploring the role of authenticity,
relevance, and user-generated content in fostering consumer trust and brand affinity.

➢ To investigate the moderating variables that may influence the effectiveness of social
media marketing efforts targeting Millennials and Generation Z, encompassing factors
such as demographic characteristics, psychographic traits, platform preferences, and
cultural trends.

➢ Finally, the dissertation aims to provide practical recommendations for marketers to

optimize their social media strategies for engaging Millennials and Generation Z
37
 effectively, drawing insights from empirical research and case studies to inform
strategic decision-making and enhance brand-consumer relationships in the digital age.

Chapter 3. Research Methodology

3.1 Research Design

The research design for this dissertation involves a cross-sectional study aimed at investigating
the impact of social media marketing on the buying behavior of Millennials and Generation Z
in India. A quantitative approach is employed to gather data through a structured survey
questionnaire distributed via Google Forms.

3.2 Sampling Design

The sampling design is a combination of convenience sampling technique. The target

population includes Millennials and Generation Z residing in various parts of India. A total of
56 respondents voluntarily participated in the survey, representing diverse demographic
profiles and geographic locations.
Sampling Technique: Non-Probability sampling methods such as convenience sampling
technique to ensure representation across different demographic segments.

Sample Size: In order to meet the goals of the study, a sample size of 56 has been chosen.

Sample Unit: The study's sample unit is made up of Indian respondents who are at least 13
years old.

Sample Method: The sampling method employed is non-probability convenience sampling.

Research Tools: Questionnaire Survey

Sampling Techniques: Convenience Sampling
38
 Source of Data: Primary and Secondary data
Primary data collection: Through Questionnaire
Secondary data: Through Literature review, books and websites
Data Analysis: Through Pie charts, graphs

3.3 Methods of Data collection

Data collection is primarily conducted through an online survey administered via Google
Forms. The survey questionnaire consists of closed-ended questions designed to gather data on
respondents' social media usage patterns, engagement with social media marketing content,
brand perceptions, and purchasing behavior.

3.4 Statistical Design

The statistical design involves the analysis of survey data using descriptive statistical
techniques. Descriptive statistics, such as frequencies, percentages, and measures of central
tendency, are utilized to summarize key findings and demographic characteristics of the
sample.
Below is a list of the instruments that were used to analyze the data.
• The central tendency measures
• Average
• Percentage
• Microsoft Excel is used for the easy interpretation of the data collected.
Additionally, since some data are descriptive in nature, analyzing and comprehending them yields
important conclusions.

3.5 Operational design

39
The operational design encompasses the implementation of the research methodology and data
collection procedures outlined above. It includes the development and distribution of the
survey questionnaire, data cleaning and preparation, statistical analysis, and interpretation of
results. The operational design ensures the systematic execution of the research study to
achieve its objectives and contribute meaningful insights to the field of social media marketing
and consumer behavior.

40
 Chapter 4. Data Analysis & Findings

1. Age

Options Percentage

13-19 7.10%

20-26 80.40%

27-33 7.10%

34-40 1.80%

41-43 3.60%

Table 4.1: Age

response

45
40
35
30
25
20
15
10
5
0
13-19 20-26 27-33 34-40 41-43

Figure 4.1: Age

INFERENCE: The data indicates that the majority of respondents fall within the age range
of 20-26 years, comprising 80.40% of the sample. This suggests a predominant
representation of young adults and individuals in their early to mid-twenties in the survey.
This distribution underscores the focus on Millennials and younger members of Generation Z
in the study, reflecting their significant presence and influence in the context of social media
marketing and consumer behavior.

41
 2. Gender

Options Percentage

Male 57.10%

Female 42.90%

Other 0.00%
Table 4.2: Gender

Percentage

Neutral

Likely

Very likely

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%

Figure 4.2: Gender

INFERENCE: This data clearly indicates that the respondents are nearly in the ratio of 8:6::
male:female, which makes it a balanced survey.

3. Which of the following best describes your educational qualification?

42
 Options Percentage

High school 8.90%

Undergraduate 33.90%

Postgraduate 57.10%

Other 0.00%

Table 4.3: Educational qualification

Figure 4.3: Educational qualification

INFERENCE: The majority of respondents hold postgraduate qualifications (57.10%),
followed by undergraduate degrees (33.90%). Only a small proportion have completed high
school (8.90%), with no respondents selecting "Other." This indicates a well-educated
sample, with a focus on higher education levels.

43
 4. How would you describe your current employment status?

Options Percentage

Employed full-time 12.50%

Employed part time 3.60%

Unemployed 7.10%

Student 73.20%

Other 3.60%

Table 4.4: Employment status

Percentage
VERY UNLIKELY 1.80%

UNLIKELY 16.10%

NEUTRAL 37.50%
Percentage

LIKELY 32.10%

VERY LIKELY 12.50%

0.00% 10.00% 20.00% 30.00% 40.00%

Figure 4.4: Employment status

INFERENCE: The data reveals that a significant majority of respondents, at 73.20%, identify
as students, indicating that the surveyed population primarily consists of individuals currently
engaged in educational pursuits. Meanwhile, a smaller percentage are employed full-time
(12.50%) or report being unemployed (7.10%). A small proportion of respondents indicate other

44
employment statuses (3.60%), showcasing a diverse range of occupational situations within the
sample.

5. On which social media platforms do you spend the most time?

Options Percentage

Instagram 33.90%

Facebook 3.60%

Twitter 1.80%

Tiktok 0.00%

Snapchat 5.40%

YouTube 42.90%

LinkedIn 3.60%

Pinterest 1.80%

Others 7.10%

Table 4.5: Preference of social media platform

Percentage
40.00% 37.50%

35.00% 32.10%
30.00%
25.00%
20.00% 16.10%
15.00% 12.50%
10.00%
5.00% 1.80%
0.00%
Very Likely Neutral Unlikely Very
likely unlikely

45
 Figure 4.5: Preference of social media platform
INFERENCE: The survey data indicates that YouTube emerges as the most popular social
media platform among respondents, with 42.90% reporting it as their primary platform.
Instagram follows closely behind, with 33.90% of respondents spending the most time on
this platform. Snap chat and "Others" also garner notable percentages at 5.40% and 7.10%
respectively. However, platforms like Facebook, Twitter, TikTok, and LinkedIn have lower
reported usage percentages, suggesting varying preferences among the surveyed population.

6. How many times a day do you check your social media accounts on average?

Less than 5 times 33.90%

5-10 times 42.90%

10-15 times 5.40%

More than 15 times 32.10%

Table 4.6: Frequency of social media use

Figure 4.6: Frequency of social media use

46
INFERENCE: The survey findings reveal that the majority of respondents check their social
media accounts between 5 to 10 times a day, comprising 42.90% of the sample. A significant
proportion also report checking their accounts more than 15 times daily (32.10%), indicating
a considerable frequency of social media usage among the surveyed population. Additionally,
a notable percentage check their accounts less than 5 times daily (33.90%), suggesting some
variability in usage habits among respondents.

7. Why do you primarily use social media platforms?

Options Percentage
To stay connected with friends and family 23.20%
To discover new products or services 12.50%
To follow influencers or celebrities 1.80%
To stay updated on news and current events 28.60%
To entertain myself 33.90%

Table 4.7: Motive behind social media use

Figure 4.7: Motive behind social media use

47
INFERENCE: The survey results indicate that the primary motivation for social media usage
among respondents is for entertainment purposes, with 33.90% reporting this as their main
reason. Additionally, staying updated on news and current events emerges as another
significant factor, with 28.60% of respondents citing it as their primary use. Staying
connected with friends and family (23.20%) and discovering new products or services
(12.50%) also.

8. Which of the following types of social media content do you find most
convincing in influencing your buying decisions?

Options Percentage
Sponsored posts 21.40%
Influencer endorsements 19.60%
User-generated content 32.10%
Interactive ads (e.g., polls, quizzes) 16.10%
Video ads 10.70%
Table 4.8: Most convincing social media content

Figure 4.8: Most convincing social media content

48
INFERENCE: The survey results indicate that user-generated content is the most convincing
type of social media content in influencing buying decisions, with 32.10% of respondents
finding it persuasive. Sponsored posts and influencer endorsements follow closely behind,
with 21.40% and 19.60% respectively. Meanwhile, interactive ads and video ads have lower
reported percentages at 16.10% and 10.70% respectively. These findings underscore the
significant impact of authentic and peer-generated content on consumer purchasing behavior
in the realm of social media marketing.

9. How often do you trust recommendations or reviews from influencers or

celebrities on social media when making purchasing decisions?

Options Percentage
Always 8.90%
Often 16.10%
Sometimes 30.40%
Rarely 28.60%
Never 16.10%
Table 4.9: Trust on influencers or celebrities

Figure 4.9: Trust on influencers or celebrities

49
INFERENCE: The survey findings reveal that recommendations or reviews from influencers
or celebrities on social media have varying degrees of influence on purchasing decisions
among respondents. A significant portion (30.40%) report trusting these recommendations
sometimes, while a substantial percentage (28.60%) indicate rarely trusting them.
Interestingly, a considerable proportion (16.10%) report never trusting influencer or celebrity
endorsements, suggesting skepticism or discernment regarding their credibility. Overall, these
results highlight the nuanced nature of consumer trust in influencer marketing within the
surveyed population.

10. What factors motivate you to make impulse purchases while browsing social
media?
Options Percentage
Limited-time offers or promotions 21.40%
Influencer endorsements 10.70%
FOMO (fear of missing out) 23.20%
Social proof (e.g., high number of likes or
shares) 26.80%
Appealing visuals or aesthetics 17.90%

Table 4.10: Impulse purchasing decisions

50
 Figure 4.10: Impulse purchasing decisions

INFERENCE: The survey data suggests that social proof, defined by factors such as high
numbers of likes or shares, is the most significant motivator for impulse purchases among
respondents, with 26.80% citing it as influential. FOMO (fear of missing out) closely follows
at 23.20%, indicating that the sense of urgency created by limited-time offers or promotions is
also a significant driver. Influencer endorsements and appealing visuals or aesthetics have
comparatively lower reported percentages at 10.70% and 17.90% respectively, suggesting that
while they contribute to impulse purchases, they are not as dominant as social proof and
FOMO. These findings emphasize the importance of perceived popularity and urgency in
influencing impulsive buying behavior on social media platforms.

11. How much do you think the product recommendations on social media are
authentic?

Options Percentage
Very authentic 8.90%
Somewhat authentic 32.10%
Neutral 42.60%
Somewhat inauthentic 10.70%
Not authentic at all 3.60%

Table 4.11: Authenticity of products’ recommendation

51
 40.00% 37.50%
35.00% 32.10%
30.00%
25.00%
20.00% 16.10%
15.00% 12.50%
10.00%
5.00% 1.80%
0.00%
Very Likely Neutral Unlikely Very
likely unlikely

Figure 4.11: Authenticity of products’ recommendation

INFERENCE: The survey results indicate a mixed perception of the authenticity of product
recommendations on social media among respondents. While a significant proportion
(42.60%) hold a neutral stance, suggesting uncertainty or ambivalence, a sizable portion
(32.10%) perceive these recommendations as somewhat authentic. However, a notable
percentage (10.70%) view them as somewhat inauthentic, indicating skepticism or doubt
regarding their credibility. Only a small minority (3.60%) perceive product recommendations
as not authentic at all. These findings highlight the varying levels of trust and skepticism
towards social media product endorsements within the surveyed population.

12. How do you feel about targeted ads based on your social media activity and
preferences?

Options Percentage
Appreciate them, as they show relevant
products/services
26.80%
Neutral 42.90%

Find them intrusive 17.90%

Not sure 12.50%

Table. 4.12: Feeling about Targeted ads

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 Percentage

Very unlikely 1.80%

Unlikely 16.10%

Neutral 37.50%

Likely 32.10%

Very likely 12.50%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%

Percentage

Figure. 4.12: Feeling about Targeted ads

INFERENCE: The survey data reflects a mixed sentiment towards targeted ads based on
social media activity and preferences among respondents. While a significant proportion
(42.90%) express a neutral stance, indicating a lack of strong sentiment either way, a notable
portion (26.80%) appreciate these ads for their relevance. However, a considerable percentage
(17.90%) find them intrusive, suggesting discomfort or annoyance with targeted advertising
practices. A smaller proportion (12.50%) indicate uncertainty or ambivalence towards targeted
ads, highlighting the complexity of consumer attitudes towards personalized marketing efforts
on social media platforms.

13. Have you ever participated in social media challenges or trends initiated by
brands or companies? (e.g., hashtag challenges, viral trends)?

Options Percentage

Yes 23.20%

No 66.10%

Sometimes 10.70%

Table 4.13: Participation in Social media trends

53
 Percentage

Very unlikely 1.80%

Unlikely 16.10%

Neutral 37.50%

Likely 32.10%

Very likely 12.50%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%

Percentage

Figure 4.13: Participation in Social media trends

INFERENCE: The survey findings suggest that a minority of respondents, at 23.20%, have
participated in social media challenges or trends initiated by brands or companies, indicating
moderate engagement with such marketing initiatives. However, a majority (66.10%) report not
having participated in these challenges, suggesting limited involvement or interest in brand-
initiated social media trends. Additionally, a smaller percentage (10.70%) indicate occasional
participation, highlighting some variability in engagement levels among the surveyed
population.

14. How likely are you to research a product or service on social media after
seeing it advertised?

Options Percentage
Very likely 17.90%
Likely 35.70%
Neutral 26.80%
Unlikely 14.30%
Very unlikely 5.40%
Table 4.14: Impact of advertisement on social media

54
 Percentage

40.00%

35.00%

30.00%

25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
Very likely Likely Neutral Unlikely Very unlikely

Figure 4.14: Impact of advertisement on social media

INFERENCE: The survey results indicate a considerable likelihood of respondents researching
a product or service on social media after seeing it advertised, with 35.70% expressing a
likelihood and 17.90% stating they are very likely to do so. While a significant portion hold a
neutral stance (26.80%), indicating uncertainty or ambivalence, a smaller percentage report
being unlikely (14.30%) or very unlikely (5.40%) to conduct research on social media post
advertisement exposure. These findings underscore the influential role of social media in
consumer research and decision-making processes

15. Do you feel that social media marketing campaigns influence your perception
of a brand or company?

Options Percentage
Strongly agree 14.30%
Agree 53.60%
Neutral 23.20%
Disagree 5.40%
Strongly disagree 3.60%

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 Table 4.15: Impact of Social media marketing on brand perception

PERCENTAGE

40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Very likely Likely Neutral Unlikely Very unlikely

Figure 4.15: Impact of Social media marketing on brand perception

INFERENCE: The survey findings suggest a strong positive impact of social media
marketing campaigns on respondents' perception of brands or companies, with a majority
(53.60%) agreeing and a notable portion (14.30%) strongly agreeing. While a significant
proportion express a neutral stance (23.20%), indicating some variability in the influence of
social media marketing efforts, only a small minority disagree (5.40%) or strongly disagree
(3.60%). These results highlight the significant role of social media marketing in shaping
consumer perceptions and attitudes towards brands and companies.

16. After making a purchase influenced by social media marketing, how likely are
you to engage with the brand on social media (e.g., follow their page, share your
purchase)?

Options Percentage
Very likely 12.50%
Likely 32.10%
Neutral 37.50%

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 Unlikely 16.10%
Very unlikely 1.80%

Table 4.16: Post purchase engagement

Figure 4.16: Post purchase engagement

INFERENCE: The survey data suggests a moderate likelihood of respondents engaging with
brands on social media after making a purchase influenced by social media marketing, with
32.10% expressing a likelihood and 12.50% stating they are very likely to do so. A significant
portion hold a neutral stance (37.50%), indicating uncertainty or ambivalence towards post-
purchase engagement. Meanwhile, a smaller percentage report being unlikely (16.10%) or
very unlikely (1.80%) to engage with brands on social media following a purchase influenced
by marketing efforts. These findings highlight the varying degrees of post-purchase
engagement among consumers influenced by social media marketing.

17. Is there anything else you would like to share about your experiences with social
media marketing and its influence on your buying behavior?

• Tailored recommendations as per my interest and browsing history absolutely catch

my attention and led me to research about the product.

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• Impulsive buying most of the times.
• Social media platforms offer an expansive reach, allowing businesses to establish and
expand their brand presence. By creating compelling content and leveraging social media
algorithms, businesses can attract a wider audience, enhancing brand visibility and
recognition. This increased exposure leads to greater customer engagement as individuals
become more familiar with the brand and its offerings.

Chapter 5. Conclusion & Implications

5.1 Conclusion

The exploration into the intricate relationship between social media marketing and the
buying behavior of Millennials and Generation Z in India has provided a rich tapestry of
insights, offering profound implications for marketers, brands, and scholars navigating
the dynamic digital landscape. Through an in-depth analysis of survey data, this study has
uncovered several key findings that shed light on the multifaceted nature of consumer
engagement and preferences in the realm of social media.

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At the heart of this investigation lies the pervasive influence of social media platforms,
which have become integral components of everyday life for the surveyed demographic.
Platforms such as YouTube and Instagram have emerged as primary channels for
engagement, serving as hubs for content consumption, social interaction, and brand
discovery. This underscores the imperative for marketers to adopt a platform-specific
approach, leveraging the unique features and functionalities of each platform to
effectively reach and engage their target audience.

Furthermore, the study has illuminated the diverse array of motivations driving social
media usage among Millennials and Generation Z. While entertainment and information
seeking remain prominent drivers, the influence of social proof and FOMO (fear of
missing out) on impulse purchases highlights the emotional and aspirational dimensions
of consumer behavior. Brands must recognize these underlying motivations and craft
content and campaigns that resonate with the values, aspirations, and lifestyles of their
audience, fostering authentic connections and meaningful engagements.

Central to the discussion is the pivotal role of authenticity in social media marketing
efforts. User-generated content emerges as the most compelling type of content, embodying
the ethos of authenticity and reliability that resonates with today's discerning consumers.
This underscores the importance of empowering consumers as brand advocates and co-
creators of content, thereby fostering trust, credibility, and loyalty.

However, amidst the backdrop of authenticity lies a degree of skepticism and ambivalence
towards certain aspects of social media marketing. Influencer endorsements and targeted
ads are met with varying degrees of trust and skepticism, signaling the need for marketers
to tread carefully and ethically in their promotional efforts. Striking a delicate balance
between relevance and intrusiveness is paramount, ensuring that marketing messages are
perceived as value-added rather than disruptive to the user experience.

59
In conclusion, this dissertation offers a comprehensive exploration of the complex dynamics
of social media marketing and consumer behavior in India. By delving into the intricacies
of platform usage, consumer motivations, and perceptions of authenticity, marketers can
gain valuable insights to inform their strategies and foster meaningful connections with
their target audience. As the digital landscape continues to evolve, it is imperative for
brands to adapt and innovate, leveraging the power of social media to engage, inspire, and
delight consumers in the pursuit of shared goals and aspirations.

5.2 Implications of the findings

1. Platform-Specific Marketing Strategies: The dominance of platforms such as

YouTube and Instagram among Millennials and Generation Z underscores the need for
brands to develop platform-specific marketing strategies tailored to the preferences and
behaviors of each platform's user base.

2. Authenticity as a Key Driver: The preference for user-generated content

highlights the paramount importance of authenticity in social media marketing. Brands
should prioritize transparency and relatability to build trust and credibility with consumers,
fostering long-term brand loyalty.

3. Balancing Relevance and Intrusiveness: The varying degrees of trust and

skepticism towards influencer endorsements and targeted ads emphasize the importance of
striking a delicate balance between relevance and intrusiveness in marketing efforts.
Brands must prioritize ethical advertising practices to ensure marketing messages are
perceived as valuable rather than intrusive.

4. Harnessing the Power of Social Proof: The influence of social proof and FOMO
on impulse purchases signifies the significant impact of perceived popularity and urgency
in driving consumer behavior. Brands should leverage social proof mechanisms to create
trust and urgency that motivate consumers to take action.

60
5. Engaging Post-Purchase Communication: The moderate likelihood of consumers
engaging with brands on social media following a purchase influenced by marketing
efforts highlights the importance of post-purchase communication and
relationshipbuilding. Brands should seize the opportunity to nurture ongoing engagement
and brand advocacy among satisfied customers.

6. Targeted Content Creation: Understanding the motivations and preferences of

Millennials and Generation Z on social media enables brands to create targeted content that
resonates with their audience. By aligning content with consumer interests and aspirations,
brands can maximize engagement and drive conversions.

7.Investment in Influencer Marketing: Despite some skepticism, influencer

endorsements remain a valuable tool for brands to reach and engage their target audience.
Brands should carefully select influencers whose values align with their own and whose
authenticity resonates with their audience to maximize the impact of influencer marketing
campaigns.

8. Continuous Monitoring and Adaptation: The dynamic nature of social media

requires brands to continuously monitor consumer trends and preferences and adapt their
strategies accordingly. By staying agile and responsive to changes in the digital landscape,
brands can maintain relevance and effectively engage with their audience over time.

9. Ethical Advertising Practices: Given the growing concerns around data privacy and
online transparency, brands should prioritize ethical advertising practices to build and
maintain consumer trust in their marketing efforts.

10. Investment in Consumer Insights: Lastly, investing in comprehensive consumer

insights and market research enables brands to gain a deeper understanding of their target
audience's needs, preferences, and behaviors, guiding more effective marketing strategies and
driving long-term success

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5.3 Scope for further studies

While this dissertation provides valuable insights into the impact of social media
marketing on the buying behavior of Millennials and Generation Z in India, there remain
several avenues for further research and exploration in this field. The following are
potential areas that merit attention for future studies:

1. Cross-Cultural Comparison: Investigating the nuances of social media usage

and consumer behavior across different cultural contexts can provide valuable insights
into the universal and culturally specific factors influencing consumer preferences and
purchasing decisions.

2. Longitudinal Studies: Conducting longitudinal studies over extended periods can

offer insights into the evolving dynamics of social media marketing and consumer
behavior, allowing researchers to track trends, changes, and shifts in consumer
preferences over time.

3. Impact of Emerging Platforms: With the rapid emergence of new social media
platforms and technologies, there is a need to explore the impact of these platforms on
consumer behavior and marketing strategies, as well as their implications for
brandconsumer interactions.

4. Ethical Considerations: Examining the ethical implications of social media

marketing practices, including issues related to data privacy, transparency, and influencer
authenticity, can contribute to a deeper understanding of the ethical challenges facing
marketers in the digital age.

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5. Effectiveness of Engagement Strategies: Investigating the effectiveness of
various engagement strategies, such as gamification, interactive content, and community-
building initiatives, can provide insights into the most impactful approaches for fostering
consumer engagement and brand loyalty on social media.

6. Consumer Resistance and Skepticism: Exploring consumer resistance to social

media marketing efforts, including ad-blocking behaviors, skepticism towards branded
content, and strategies for overcoming consumer skepticism, can inform marketers' efforts
to effectively engage with increasingly discerning audiences.

7. Impact of Regulation and Policy: Assessing the impact of regulatory

frameworks and policy interventions on social media marketing practices and consumer
behavior can shed light on the role of government regulations in shaping the digital
marketing landscape and protecting consumer rights.

8. Measurement and Metrics: Developing robust measurement frameworks and

metrics for assessing the effectiveness of social media marketing campaigns and their
impact on key performance indicators, such as brand awareness, engagement, and sales,
remains an ongoing challenge that warrants further investigation.

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