MBA7103 Assignment
PROGRAMME – MASTER OF BUSINESS ADMINISTRATION
Chosen Topic : “Impact of Social Media Marketing on Purchase Intention among Millennial”
MODULE – MBA7103 RESEARCH METHODOLOGY
Abstract
Consumer behaviour is one of the most important factors for contemporary businesses. Especially in the era of enhanced social media interaction, companies want to impact the behaviour of the consumer by directly engaging with them through various social media platforms. This study explores the influence of “social media marketing” strategies on the Millennial customers, as they form the largest customer group across the globe. Primary quantitative data is collected by conducting survey among 30 customers. The findings show that the customers are influenced by the social media marketing activities when they notice factors like authenticity and trust in the marketing content. Also, prioritise the quality of the product and price for making purchasing decisions. Therefore, it is important for marketers to focus on product quality along with collaboration with social media influencers who have a positive reputation. This can enhance the purchasing decision of the customers and create loyalty for the brand.
Chapter 1: Introduction
1.1 Context
Consumer behaviour is a very dynamic aspect in the contemporary business world. As the purchasing of consumers depends on their changing behaviour, exploring the influencing factors is crucial so that the companies can develop strategies effectively. The increasing use of social media in contemporary times has provided an opportunity for marketers to target their customers by the use of the platforms of the social media. The report of Petrosyan (2025) depicts that there are a total of 5.66 billion users of social media across the globe. In the country of Malaysia in particular, there are more than 33 million social media users (Siddharta, 2025). On the other hand, it is evident that the millennials constitute a significant portion of the social media population. Therefore, it can be understood that the “social media marketing” activities conducted by the marketers over various platforms like Instagram, Facebook, TikTok and so on, impact the customers and their purchasing decisions. Influence of the “social media marketing” activities on the millennial customers in particular is evaluated in this study.
However, it is evident that the organisations often face problems regarding proper customer targeting and increasing their sales. It can be understood that there may be inadequacies regarding their marketing strategies as they are not able to effectively attract customers. Millennials, being a significant part of the social media population, are also targeted by marketers; however, their reaction to the marketing activities determines the success of the initiatives by the companies because they are the largest portion of the global consumer group. The study of Struckell et al. (2022), shows that ineffective marketing strategies can be the cause of stagnant growth of the companies, and it is important for the companies to understand consumer behaviour and effectively develop strategies to attract them and ensure the growth.
1.2 Aim
The study has the aim of evaluating the purchase intention of the millennials and how this is impacted by social media marketing to understand the consumer behaviour of the millennials.
1.3 Objectives
- To explore the strategies used for social media and how they impact consumer engagement of millennials.
- To evauate the role of social media in promotional and marketing purposes of products and their impact on millennials’ purchase decisions.
- To explore the trust, attitudes and brand perception of the millennials and the impact of social media on them.
- To develop strategies for marketers to improve the purchasing attraction of the millennials using social media marketing.
1.4 Questions
- What are the key social media strategies, and how are they impacting the consumer engagement of millennials?
- What role do social media platforms play in the marketing and promotional process, and how do they impact the purchase decisions of millennials?
- How are he aspects like brand perception, trust, and attitudes of the millennials impacted by social media marketing?
- What can be the best strategies for developing the purchasing attraction of the millennial customers through social media marketing?
1.5 Rationale
Understanding consumer behaviour is one of the most important requirements for making a business successful. In order to influence consumer behaviour and enhance purchasing intention, companies utilise social media marketing extensively. Millennial customers constitute the largest portion of consumers across the globe, and they are the most influential among consumers (Schulz, 2025). Therefore, it is important to understand the actual impact of “social media marketing” activities on the purchasing decision and overall consumer behaviour of the millennials. Hence, in this study, the behaviour of the millennials as consumers is evaluated along with the impact of “social media marketing” on their consumer behaviour. The outcome of the study would be helpful for the industry stakeholders as they would be able to make effective decisions regarding their investment in social media marketing activities.
1.6 Research Structure
The study is conducted in 5 chapters. The initial chapter is named Introduction and it depicts context of the topic and research problem along with the research aim, objectives and questions. This chapter also presents the rationale of the research.
The second chapter of the study is the Literature review. In this chapter,r the previous research works regarding the related concepts are evaluated properly for developing a thorough understanding of the subject area, and at the same time, developing an understanding about the knowledge gap so that these areas can be focused on in this study.
The third chapter of this study is the “Research framework and methodology”. The research framework, along with the chosen methodological approaches, is presented in this chapter, along with proper justification so that their selection can be evaluated.
The fourth chapter of this study is Analysis of Findings, where the collected primary quantitative data are evaluated along with their presentation in the form of graphs.
The final chapter of this study is the Discussion and Conclusion. In this chapter, the underlying meaning of the findings is discussed properly, and their utilisation for fulfilling the purpose and the objectives in this research.
Chapter 2: Literature Review
2.1 Introduction
This section evaluates the previous findings on the concepts that are related to the topics of this study. This is important not only for developing a better subject area understanding, rather it is also crucial for identifying the gap in the previous research works. Initially, the concept of social media marketing is evaluated along with the consumer behaviour of the millennial customers. After that, the concept of purchasing intention of the customers is evaluated, and the impact of “social media” on the “purchasing intention” is also explored. In the concluding section of this chapter literature gap has been identified.
2.2 Social Media Marketing
Utilisation of “social media platforms” like YouTube, Instagram, Facebook, TikTok and so on for promotional activities of products by sharing information and engaging with the customers is called social media marketing (Islam & Sheikh, 2024). It is different from the traditional marketing activities in the context that there are opportunities for the brands to engage with the customers by not only posting content, but also replying to the comments of the customers and engaging with them in real time (Khanom, 2023). Hence, social media is a powerful marketing tool for marketers. Various methods are utilised by the companies to do social media marketing, like sharing photos and videos, promotion through social media influencers, sharing user-generated content and so on. These strategies are useful not only for targeting the customers directly, but also make them feel a personal attachment to the brands. However, it is evident that the users are annoyed because of the simple repetition of ads, and they often feel overwhelmed because of increased exposure to the contents of the brands. Hence, it is evident that there must be a balance in the social media marketing strategies to mix the promotional content with entertainment.
The use of social media has been useful for marketers as they get a chance to get feedback quickly by seeing various metrics, including view counts, likes, shares, comments, click-through rates and so on (Dwivedi et al., 2021). This is also important in the context that the companies can improve their products and services by understanding the feedback of the customers. On the other hand, they can also understand the change in consumer behaviour quickly to make their strategies flexible.
Therefore, it is evident that there is are combination of constant learning, creative content, direct interaction and measurement in social media marketing. In case effective strategies are utilised, there can be an enhancement of trust and brand loyalty, which can maximise the growth of a company.
2.3 Consumer Behaviour Of The Millennials
Millennials are those who were birth between the time period of 1981 to 1996 (Dimock, 2019). People belonging to this group are a very important group of consumers in contemporary times. As identified above, millennials are the largest group of consumers across the globe (Schulz, 2025). It can be understood that this generation has a different attitude as compared to the previous generations because of their exposure to technologies like the internet, mobile phone, and social media in the phase of their growing up. Unlike the previous generations, their tendency of online is higher. The study of Han (2023) depicts that millennials are more accustomed to digital technologies for shopping and making payments.
Another thing about the millennial customers is that they are more value-driven than others (McKinsey, 2017). They not only want qa uality product at a justified price, rather their expectation is also that the values of the brands are aligned with their personal values. Therefore, their values like social responsibility, transparency, and sustainability are gaining importance in the current business world. The report of Ordun (2015) also depicts the price-sensitive nature of the millennials than the older generations which makes them shop from various retailers rather than just taking products from a single one.
The experience-oriented approach is also evident among the millennials as customers. They evaluate their own feeling during the purchase and the fit of the purchase in their lifestyle. Moreover, there are a lot of influences of “social media” content on the purchasing decisions of the millennial customers. Zhang (2023), shows that “social media marketing” strategies significantly impact the purchasing decisions of customers. They are also comfortable with a digital environment. And the price-sensitive nature makes them switch brands in case they get a better price at a different place.
2.4 Evaluation Of The Concept Of Purchase Intention
Willingness of the customers to purchase services or products of a particular brand in the near future is called purchase intention. It is slightly different from the purchase behaviour, but is helpful in predicting the action of a person regarding their purchasing of a product. In the context of marketing research, the companies utilise purchasing intention for designing their strategies, forecasting the demand and predicting the reaction of the customers to a particular promotional activity and advertisement.
` The study of Etheridge et al. (2023) shows that there are three main factors, “subjective norms, attitude toward behaviour, and perceived behavioural control”, that impact the intention of a person to “perform a behaviour”. This is the main proposition of the pallend behaviour theory, which is highly relevant to evaluating consumer behaviour. According to Etheridge et al. (2023) these factors are impactful even in the case of online purchase of products.
1: Theory of Planned Behaviour
(Source: Etheridge et al., 2023)
There are various variables that can impact the purchase intention of products in the digital age, including reviews of products in the online media, brand trust, quality of product, influencer marketing, and emotional bond with the product. In particular, the millennials are exposed to social media. Hence, the recommendations for the peers, along with the advertising they see on the social media platforms, are very crucial in their purchasing behaviour. As per the study of Yin et al. (2025), the purchasing intention of the customers can be positively impacted by interactive marketing campaigns on the one hand, and personalised product recommendations on the other.
However, it is evident that there is no guaranteed purchase of a product just because of a high purchase intention. Certain barriers like concerns of delivery, price, lack of trust create problem for positive purchasing decisiosn. Hence, the marketers must focus on how to address these aspects for attracting the customers effectively.
2.5 Purchase Intention Impacted By “Social Media Marketing”
In the context of influencing the thinking, feeling, and decision-making, social media marketing has become one of the most impactful tools. Various social media platforms, including “TikTok, Facebook, Instagram, and YouTube”, have become ways for brands to reach their potential customers and feed them creative content to develop trust and loyalty. This is because these tools provide an opportunity for two-way communication. The interaction between the customers and the companies is important for turning potential customers into customers.
The study of Lawand (2015), shows that the exposure of customers to visually attractive content frequently, which is relevant for them, creates a positive impression about the brand. This positive attitude develops purchasing intention. Millennials are the most active group who use social media and often use social media platforms to form their purchasing decisions. Therefore, in case influencer marketing can be used in a way where authenticity is maintained, it can develop trust among the customers and impact their purchasing intention.
On the other hand, the engagement of the customers through activities like sharing posts, liking, commenting, and so on creates a comfortable environment and provides them with a personal feeling. As per the study of Wang et al. (2021), the purchase intention of people is directly linked with their intention to purchase the product, as there is a feeling of emotional bond with the company. However, it is also evident that there can be a negative impression of a brand because of repetitive promotional advertisements, as it can reduce the trust and interest of the customers and cause fatigue.
Hence, it is clear that the relationship purchase intention of the customers and the “social media marketing” is dependent on the management of interaction quality, emotional value and trust by the brands. In case there is emphasis on creativity and authenticity, along with proper and effective communication with the customers, there are higher chances of pushing the customers from merely being aware to actual customers.
2.6 Summary Of Literature Gap
Based on the evaluation of the previous studies, it is evident that while the aspects like purchasing intention and social media marketing have been carefully evaluated by the previous scholars, there is are lack of adequate focus on the purchasing intention of the millennials. Moreover, the dominant focus in the previous research works was on online advertisement or influencer marketing. However, there was limited focus on the coordination of factors in creating the purchasing decisions. Moreover, the change in behaviour of the consumers in the aftermath of 2020 is not adequately considered by the previous researchers. Hence, this study aims to fill the gap in the previous research works by addressing the behaviours of the millennials while purchasing products and how their purchasing decisions are impacted by social media marketing efforts of the brands.
Chapter 3: Research Framework And Methodology
3.1 Introduction
This chapter of the study focuses on presenting the research framework on the one hand, and the choices of the methodological approach on the other. In the initial section, the research framework is presented. After that, this chapter presented the “research design, population and sampling strategy, data collection method and analysis technique” one by one. Towards the end of this chapter, the ethical consideration for using the primary data is discusse, and the limitations of this study are also acknowledged. The selection of the methodological approaches is also justified with proper academic references.
3.2 Research Framework
In this study, the conceptual framework integrates social media marketing as the main independent variable. On the other hand, the purchase decisions of the millennials are the dependent variable in this study. In the framework, it is assumed that there are various factors impacting the attitudes of the millennials. These factors include credibility, trust, appeal of the advertisement, quality of content, credibility of the influencer, and brand interaction. The confidence of the consumers is increased in case these factors are positive.
3.3 Research Design
Primary quantitative data is used in this study, and the data is collected by conducting an online survey among 30 millennial consumers. The survey research design to collect “quantitative data” from the primary sources has been helpful in this study. The study of Goodfellow (2023) describes that quantitative data helps in analysing any topic by seeing the statistics. On the other hand, primary sources are reliable for collecting first-hand, authentic and reliable information that can be used for generating a credible outcome. In this study, the purchasing behaviour of the millennial customers is evaluated along with the impact of “social media marketing” on their “purchasing intention”. The data regarding their purchasing behaviour and how they feel regarding online social media marketing activities is collected by conducting an online survey. The study of Ponto (2015) shows that a survey helps in reaching a large number of participants in a limited period of time and thereby collects a large amount of data. Therefore, it can be said that the use of a survey as a research design is actually helpful here.
3.4 Population And Sampling
In order to collect the required information regarding the purchasing behaviour of the millennial consumers, 30 millennial consumers who purchase products from the online sites are recruited in this study. The convenience sampling technique is used to select the consumers in this study so that it can be ensured that only the millennials are taking part in the study. Although 30 is not a very large number to understand the consumer behaviour deeply, it can be understood that the major traits and behavioural patterns of the millennial customers can be understood from the responses provided by the 30 consumers. Therefore, it is evident that the selection of 30 millennial customers and supplementing the findings by using relevant secondary information has made the outcome of this study credible. The study of Golzar and Tajik (2022) shows that convenience sampling is very efficient and easy to use and provides the needed result in a time-efficient manner. Therefore, it can be said that the use of convenience sampling has been justified for this research.
3.5 Data Collection Method
For collection of data from the participants, an online survey has been conducted. Initially, the participants were contacted, and after taking their consent, survey links were sent to them, and they were asked to complete the survey. A set of 12 questionnaires was used in this study for conducting the survey. The questionnaire contains demographic questions, along with questions regarding the social media use pattern of the consumers on the one hand, and their online behaviour while seeing any online ads on the other. The study of Ranganathan and Caduff (2023) a structured questionnaire is a very efficient way of collecting required data because it helps in the collection of information systematically and analysing it to generate a credible outcome. On the other hand, the study of Salmons (2024) shows that a survey helps in collecting information from a large population in a limited period of time. In this study, it was required to collect authentic data and analyse them in a particular time period. Hence, the use of a “structured questionnaire” and an online survey is appropriate for this study.
3.6 Data Analysis Technique
The information collected from the online survey process is analysed by using the auto-generated charts and graphs. Hence, the analysis technique in this study is a frequency analysis technique. The study of Al-Ameri et al. (2023) depicts that frequency analysis is helpful for understanding the distribution pattern from the responses that can lead towards meaningful conclusions. The use of this analysis technique helped in understanding the pattern of social media usage by the millennial customers, the platforms that they utilise, and what they feel regarding the social media marketing activities by the companies. On the other hand, this understanding has been crucial in exploring the weaknesses of social media marketing by the marketers and what strategies should be strategies to attract customers effectively and make them buy products. Therefore, this analysis technique is helpful for this study.
3.7 Ethical Considerations
In order to maintain, integrity and credibility of the study, it is important to maintain ethical considerations. In this study, all the participants are more than 18 years of age, and no participants from any vulnerable groups are included. Apart from that, consent from the participants is collected prior to the conduct of the survey. No participants could start the survey if there was no consent from their side. Hence, only those who were interested were recruited for this study. Moreover, no personal information was asked, and the data is stored in a very secured manner in a storage that is protected by secured password. All the university guidelines were followed. And the information will be deleted completely after the completion of the study.
3.8 Limitations
Although the completion of this study using primary quantitative data has been helpful in generating a credible outcome, the exclusion of other data sources, like qualitative data or any sort of secondary data, due to a lack of time, can be considered a limitation of this study. Moreover, due to time constraints, only 30 participants could be recruited in this study. The inclusion of a larger sample size could have enhanced the findings. Hence, this can be considered as one of the limitations.
Chapter 4: Analysis Of Findings
4.1 Introduction
This chapter of the study presents and analyses the primary quantitative data collected through the survey to fulfil the aim and objectives. In order to present the findings in a comprehensive manner, auto-generated graphs and charts are utilised, and frequency analysis is conducted regarding the social media behaviour of the customers and the impact of social media marketing on their purchasing behaviour. Initially, the demographic information is presented, and then the information related to the key variables of the study is also depicted.
4.2 Demographic Profile Of Respondents
2: Age of the participants
3: Gender of the participants
Analysis:
From the responses, it is clear that both male and female participants took part in the survey, which denotes that the insights generated through the survey contain viewpoints of both genders. On the other hand, it is also clear that there are various age groups as participants in the survey. Therefore, it can also be understood that the outcome of this survey includes the views of various age groups, which makes it enriched.
4: Online shopping frequency
Analysis:
Based on the responses, it is evident that the respondents are mainly very heavy online shoppers. It is evident from the fact that both the daily shoppers and weekly shoppers consist of 40% of the respondents, whereas the monthly shoppers consist of 16.7%. Therefore, the views of these participants are very helpful for understanding the overall online consumer behaviour of the millennial online shoppers. On the other hand, their views regarding the social media marketing activities of the companies can also give insightful outcomes that can be used for evaluating the current strategies on the one hand, and developing effective strategies on the other.
4.3 Analysis Of Key Variables
5: Social media use time
Analysis:
40% of the respondents spend 6 hours over social media, whereas 16.7% spend 3 hours, and 10% spend 6.7% spend 3 hours. Hence, it can be understood that the participants of this survey are very highly exposed to social media marketing activities of the brands. Hence, analysing the effectiveness of the social media campaigns for the participants can actually present a larger picture regarding the impact of the social media marketing activities by the companies on the millennial customers. Factors, like their frustration, overwhelmingness, and satisfaction, can actually be used for the generation of new social media strategies.
6: Type of social media used
Analysis:
Instagram, Facebook, and TikTok emerged as the most used social media platforms by the millennial customers. Whereas YouTube and Twitter (now X) are also used heavily by them. Therefore, it is important for marketers to use these platforms according to their popularity, which can enhance their reach.
7: Following brands and companies
Analysis:
The outcome shows that the users largely follow the companies and brands on social media handles. Therefore, it can be understood that they actually want to get connected with the brands, which makes the job of the marketers to target the customers easily.
8: Exposure to promotional posts
Analysis:
The responses of the participants show that they are very highly exposed to promotional posts of the brands. However, there are some participants who report moderate to low exposure to promotional posts. This indicates that there may be algorithmic functions to target customers repeatedly while leaving some of the customers without targeting through the social media marketing content.
9: Influence of social media marketing on consumers
Analysis:
Responses show that the customers are mostly influenced by influencer endorsement and organic posts of the brands. Whereas sponsored posts and reviews, and recommendations from other users seem to have less impact on the consumers. Therefore, it can be said that the marketers must focus more on influencer endorsement and organic posts and other strategies less.
10: Type of social media-marketing engagement
Analysis:
More than 50% of the customers said that they interact with the brand posts by strongly agreeing, whereas 20% showed their agreement. Therefore, it can be understood that there is no negative sentiment about the social media marketing content among the customers at large. However, the disagreement of some customers shows that there are opportunities for improving the social media content strategies.
11: Likelihood of product purchase
Analysis:
Although there are some participants who do not tend to purchase products after seeing ads, the overall majority of the participants actually buy products after seeing online advertisements. Therefore, it can be said that although the existing strategies of the marketers are strong enough, there is scope for improvement in this regard.
12: Impact of Positive reviews and Influencer endorsement
Analysis:
It is found that positive reviews and influencer endorsement increase the authenticity of the marketing content. Therefore, it can be said that the marketers must focus on endorsement of influencers, and at the same time, it is important to maintain high quality of the products and services so that there can be positive feedback from the users.
13: Influencing factors for purchasing decisions
Analysis:
It is evident that the price of products and services is the single largest driving factor for customers to make purchase decisions. However, the quality of the product, recommendations and social media marketing also play crucial roles. Hence, it is important for the brands to maintain the product quality on the one hand, and offer it at a sensible price, as this would attract the customers more.
4.4 Summary Of Findings
From the collected primary quantitative data, it is evident that the results adequately represent the views of both males and females, and there are views of various age groups. On the other hand, it is also found that the participants are very frequent online shoppers and spend a lot of time on social media. The top social media brands are Instagram, Facebook, YouTube, Twitter, and TikTok, and they follow the brands on social media. However, there is no uniformity of exposure of the participants to the social media posts by the brands. They like to interact with the posts and prioritise authenticity and positive views for purchasing decisions. Price and product quality are the two dominant factors that influence the purchasing decisions of customers. Hence, it is important for marketers to focus on enhancing the authenticity and quality of the product to get positive reviews at a sustainable price.
Chapter 5: Discussion And Conclusion
5.1 Discussion
From the findings of the study, it is evident that some of the customers are exposed to brand posts over social media very frequently, while others are not so much exposed. It is evident from this that the companies, as a strategy try to repeatedly target those customers who have already bought products from them. On the other hand, it is found that the customers follow the pages of the brands that denotes their acceptance towards the brand contents. The study of Malik et al. (2024) deipicts that the older purchase decisions are used as important insights for targeting the customers in future also. The findings show that authenticity and positivity are two aspects emphasised by the customers. On the other hand, quality and prices are also very important determiners of their purchasing decisions. As per the study of Zhao et al. (2021) denotes the importance of product quality and prices for the customers in terms of making purchasing decisions. On the other hand, the study of Pereira et al. (2025) shows that fair price for a quality product helps in attracting the customers. The behaviour theory depicts that the purchasing decisions are made not only on the basis of behavioural belief, but also on the basis of evaluation of them (Etheridge et al., 2023). The lack of annoyance of the customers because of the brand promotional activities is also evident from the findings. Therefore, it can be understood that the marketers have plenty of opportunities to target the millennials successfully by focusing on maintaining the quality of the product and offering it at a reasonable price. The study of Ordun (2015), depicts that the millennials are more price-sensitive than other generations. Hence, the best strategy to attract them would be to collaborate with social media influencers who do not have any negative publicity and to offer quality products at a reasonable price.
5.2 Conclusion
Based on the detailed discussion above, it is evident that consumer behaviour is a very important and dynamic thing, and this can be effectively impacted by the brands through social media marketing activities. The millennial customers are very price and quality sensitive, and these factors impact their purchasing decisions a lot. The first objective of the study was to find out the strategies used by marketers to target customers. By identifying the targeting pattern and endeavouring to retain them in the findings section, this objective is fulfilled. The second objective was to evaluate the social media marketing on developing purchasing decisions of the customers. It is found that the authenticity and positive impacts and sensible quality and pricing attract the customers to purchase a product. The third objective is also fulfilled by identifying the trust pattern of the customers, as it is found that they prioritise quality, price and positive feedback for purchasing products. The final objective of the study is also fulfilled by identifying the most effective strategies for attracting customers. It is found that collaborating with social media influencers who do not have any negative publicity and maintaining the quality of the product, and emphasising these things through social media marketing can be effective strategies for marketers.
5.3 Recommendations
In order to develop similar types of research, in the future, it would be helpful to use qualitative data alongside quantitative data by interviewing the marketers to understand their perspective regarding the issue. On the other hand, it would also be helpful to integrate secondary qualitative data, as that could help in tallying the findings with actual market conditions. Moreover, focusing on other consumers rather than just focusing on millennials can also enrich the studies in the future.
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