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Titre : |
The influence of social media marketing activities in purchase intention of millennial consumers |
Type de document : |
Mémoire |
Auteurs : |
Brenda Joanna FAJARDO LUIS, Auteur |
Année de publication : |
2020 |
Importance : |
46 p. |
Note générale : |
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Langues : |
Français (fre) |
Mots-clés : |
Management MARKETING ACHAT ; CONSOMMATEUR ; ACHAT
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Résumé : |
In line with the current fast growing trend of using social media marketing (SMM) activities among brands and the variety of social networking advertising categories that exist nowadays; this research aims to examine the effectiveness in purchase intention of millennial consumers through an experimental study. The model will also test the partial mediating role of brand equity and the analysis of age and social media usage in this relationship. 118 participants answered an online survey in Qualtrics that measures purchase intention of respondents toward two stimuli; influencer’s recommendation and digital content on official brand social networking accounts. In order to reduce bias caused by previous brand attachment, two brands were taken into consideration in this experiment, in which one brand was randomly assigned to each participant. It was demonstrated that social media marketing content has direct relationship on building brand equity through engagement content, and consequently, brand equity triggers purchase intention in millennial consumers. Moreover, this study reveals that the impact of age and social media usage does not affect the relationship of purchase intention after being exposed to social media content. Finally, it was found, under the demographic conditions of this research, that the positive effect of purchase intention is stronger in digital content generated by brand social networking accounts than influencers endorsement.
The findings of this study can enable brands to have a better landscape of future purchase behaviour of their millennial consumers, as well as, provide a guidance to manage their marketing efforts more efficiently.
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Programme : |
MSc Marketing French Excellence |
Permalink : |
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