Social media marketing impact on the purchase intention of millennials

During the last decade we have seen an enormous growth of new channel of interaction i.e., social media such as Facebook, Twitter and YouTube, where people can share their feelings, likes, dislikes publicly in the forum. Social media is emerging as a new sophisticated and uncontrollable element influencing consumer behaviour. They have also changed the way now businesses and consumers communicate with each other by instigating a power shift from business towards consumers. Due to a widespread use of social media, publicly as a medium of marketing communication, it is the need of time to examine the social media marketing (SMM) empirically. From past relevant studies three constructs namely eWOM, attitude toward social media advertising and peer communication has been identified and through it, an attempt has been made to find out the effect of all these mediums of SMM on purchase intention of millennial consumers.