With the rapid growth of social media platforms, businesses increasingly target consumers through platform-specific advertising. This study aims to propose a research model that examines the impact of social media advertising on millennials’ purchase intentions. Data were collected from 670 social media users via an online survey using non-probability sampling. Exploratory and confirmatory factor analyses were conducted to validate measurement scales, followed by path analysis using SPSS and AMOS v26 to test the proposed hypotheses. The results supported hypotheses H1a, H1c, H1d, H1e, H3, and H4, indicating that key advertising elements significantly influence millennials’ attitudes and cognitive responses towards ads. These findings provide practical insights for marketers, advertisers, and brand managers in designing effective social media advertisements that resonate with millennial consumers.
Varikunta et al. (Thu,) studied this question.