“Impact of social media marketing on buying behavior of Millennial towards Smart Watches in Bangalore city”

Abstract

Aim: The number of Indian social media users is rising every day, and many companies are entering into social media marketing in order to increase their branding and marketing tactics. The purpose of this study is to examine the use of social media platforms and their influence on consumer purchasing.

Design/methodology/approach: This analysis is certainly of an exploratory character. Primary data are gathered in their Millennials from social media consumers. The Cochran Method of unsure population sample sizes estimates 165 respondents. Including Rating Scale and Liker Scale items, the questionnaire is separated into four sections and the convergent validity of the questionnaire is examined. The data analysis was conducted using rankings explained and then the Hypotheses were tested using SPSS V25 and AMOS R V23 tools. The study focuses on the City of Bangalore and the sample of Millennials alone.

Findings: Study results showed that Facebook is the favourite social media site and that Youtube is the most trustworthy. The Millenials gave significant positive evaluations in social media marketing. Most respondents indicated that the marketing of social media affects their purchase behaviour. Whatever the demographic characteristics, the social media use remains the same for millennia.

Originality/value: This article is the first attempt to explore the effect of social media marketing on smart watch buying on the Millenials in the Indian Market