SOCIAL MEDIA MARKETING COMMUNICATIONS’ INFLUENCE ON MILLENNIAL CONSUMER’S ATTITUDES

Abstract

People have always been looking for different ways for connecting and networking with each other. The advent of the numerous social networking platforms and apps gives different ways to the people to be socially active in the internet. Social media marketing has increased due to the increased growth of active users on social media sites. Advertisement strategy focusing on the interactive social media platforms are helpful to the marketers to reach, connect and communicate with a much wider audience precisely and effectively. Millennials are a truly unique generation. Their lives are completely integrated into the tech world, making platforms like social media a prime opportunity for marketers to reach them. The objective of this study is to analyse the influence of social media marketing communications on millennial consumers’cognitive , affective and behavioural attitudes. A descriptive study was conducted using convenient sampling methods. Data was collected from 300 respondents aged between 18 and 30 years old (Millennials) who are using at least two social media platforms on regular basis.EranaduTaluk of Malappuram District was selected as the sampling area. The collected data was analyzed via statistical software known as SPSS version20. Descriptive statistics Mean and Standard deviation were used for a detailed analysis. Study result concluded that social media marketing communication has a positive influence on each hierarchy response model stages but on a decreasing level