Relationship between social media marketing and millennials' purchase decision
DOI:
https://doi.org/10.56294/piii2025397Keywords:
consumer behavior, interaction, personalization, social media, trendsAbstract
Social media marketing has become an essential tool to influence consumer purchasing decisions. This study aimed to analyze the relationship between social media marketing and millennials' purchasing decisions. A quantitative approach was used, with a non-experimental, correlational and cross-sectional design, applying surveys to 379 customers. The data were analyzed using Spearman's correlation coefficient. The results revealed a significant and strong correlation between social media marketing and the purchasing decision (rho=0.749, p<0.001). In addition, it was found that the dimensions entertainment (rho=0.742) and interaction (rho=0.752) had a high influence on the purchasing decision. It is concluded that social media marketing strategies directly impact purchasing decisions, which highlights their importance in the current business environment.
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Copyright (c) 2025 Mayumi Uyejara-López, Carlos Javier García-Rodríguez, José Elías Murga-Montoya, Ángel Cárdenas-García, Orlando Terrones-Suarez (Author)
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