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
