A Qualitative Study on Millennial’s Response to Social Media Marketing on Purchase Intention: Framework Analysis

  • Nasreen Khan Senior Lecturer
  • Tan Swee Leng
  • Khan Shereen
  • Rossanne Gale Vergara

Abstract

Social media platform becomes popular and the numbers of users on social media have increased rapidly. Hence, social media marketing seems to be effective tools to engage with the customers. Millennial spend most of the time on social media and they have higher purchasing power. Companies are still uncertain the right social media platform that can be used for social media marketing activities to shape Millennia’s brand perception and their purchase intention. The objective of the study is to investigate the millennial response towards social media marketing on brand and purchase intention. This study used Hierarchy of effects theory to examine the sequence of step in buying behavior of Millennial. This study is qualitative in nature and interview was conducted to 12 Millennia’s response towards 3 top social media platforms in Malaysia i.e. YouTube, Facebook and Instagram.  Framework analysis approach was used to analyze the responses of Millennial regarding social media marketing activities on social media platform. The results indicated that YouTube marketing activities affects the brand awareness and improves brand image among millennial cohort. Result further showed that Instagram marketing activities enhances millennial willingness to buy the products if there are good reviews, testimonials and retailers engage with them is spontaneous. Surprisingly, Facebook marketing does not improve brand awareness. This study extends the understanding of Hierarchy effects of theory by showing that Millennial do not go through sequence of steps in their buying behavior. The study implies companies to use the integrated strategic approach for the use of social network platforms in social media marketing activities that are user-generated content. Future research should look into other geographic region with different demographic variables to analyse if similar affective and behaviour response are present.


 

References

Ahmed, M., and Zahid, Z., (2014). Role of social media marketing to enhance CRM and brand equity in terms of purchase intention. Asian Journal of Management Research. 4(3), pp. 533-549.

Ajzen, I. (1985), From Intentions to Actions: A Theory of Planned Behavior. Berlin: Springer Heidelberg. Ajzen, I., Fishbein, M. (1980), Understanding Attitudes and Prediction Social Behavior. New Jersey: Englewood Cliffs

Assael, Henry. (1998). Consumer Behavior and Marketing Action, Published by South-Western College.

Astuti, B. (2018). Analysis on the Effect of Instagram Use on Consumer Purchase Intensity. Review of Integrative Business and Economics Research, 7 (2). Retrieved from http://buscompress.com/journal-home.html.

Bashar, A., Ahmad, I., & Wasiq, M. (2012). Effectiveness of Social Media as a Marketing Tool: An Empirical Study. International Journal of Marketing, Financial Services & Management Research, Vol.1 (11), pp. 88-99.

Chivandi, A., Samuel, O.M., & Muchie, M. (2019). Social Media, Consumer Behavior, and Service Marketing. doi: 10.5772/intechopen.85406.Retrieved from: https://www.intechopen.com/online-first/social-media-consumer-behavior-and-service-marketing

Chungviwatanant, T., Prasongsukam, K., & Chungviwatanant, S. (2016). A study of factors that affect consumer’s attitude toward a “skippable in-stream ad” on YouTube. Au-Gsb E-J. 9, 83–96.

Clement, J. (2019). Facebook: number of monthly active users worldwide 2008-2019. Retrieved from https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/

Davis, F. (1989), Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.

Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49(1), 597-600, doi: 10.1016/j.chb.2015.03.051

The Digital Landscape 2019 – Malaysia. [Online] https://seraphstudios.net/the-digital-landscape-2019-malaysia/. (Assessed 20 June 2019)

Duffett, R., Petrosanu, D-M., & Negricea, I-C., Edu, T. (2019). Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and Romania. Journal of Sustainability. 11 (604). ; doi:10.3390/su11030604.

Fogel, E. (2019). New Study Examines How Brand Engagement on Social Influences Purchase Behaviour. https://www.socialmediatoday.com/news/new-study-examines-how-brand-engagement-on-social-influences-purchase-behav/561161/ (Accessed 15 August 2020).

Gale, N.K., Heath, G., Cameron, E., Rashid, S & Redwood, S. (2013). Using the framework method for the analysis of qualitative data in multi-disciplinary health research. BMC Medical Research Methodology, 3 (117).

Hajli M., 2013. A Study of the Impact of Social Media on Consumers. International Journal of Market Research, 56, 3, 387-404.

Hanlon, P. (2008). Expand you brand community online. http://proxy.foley.gonzaga.edu:2048/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=ufh&AN=28225980&site=ehost-live (Accessed 12 August 2020)

Hautz, J., Fuller, K., Hutter, K., & Thurridl, C. (2013). Let users generate your video ads? The impact of video source and quality on consumers’ perceptions and intended behaviors. Journal of Interactive Marketing, 28(1), 1-15. Crossref

Hearn, I. (2019). Findings That Prove Instagram Drives Shopping Behavior (New Data). https://www.impactbnd.com/blog/instagram-drives-shopping-behavior-new-data. (Assessed 12 August 2020)

Kim, J. (2012). The institutionalization of YouTube: From user-generated content to professionally generated content. Media, Culture & Society, 34 (I), 53-67. Retrieved from http://jour-nals.sagepub.com/doi/pdf/10.1177/0163443711427199.

Kotler, P. and Bliemel, F. (2001), Marketing-Management, Scha¨ffer-Poeschel Verlag, Stuttgart.

Lavidge, R.J., Steiner, G.A. (1961), A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.

Lepistö, E-J., & Vähäjylkkä, M. (2017). YouTubers’ impact on viewers’ buying behavior. Bachelor Thesis. Retrieved from https://www.theseus.fi/bitstream/handle/10024/132972/Lepisto_Emmi_Julia_Vahajylkka_Miina.pdf?sequence=1

Marijke, D, V., Veroline, C., & Liselot, H. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36:5, 798-828, DOI: 10.1080/02650487.2017.1348035

McLuhan, M. (1994). Understanding media: The extensions of man. Cambridge: MIT Press. (Original work published 1964).

MCMC (Malaysian Communications and Multimedia Commission) report (2018). Internet Users Survey 2018. https://www.mcmc.gov.my/skmmgovmy/media/General/pdf/Internet-Users-Survey-2018.pdf. (Accessed 17 August 2020).

Mehta, S. (2018). Social media marketing trends 2019. https://www.smartinsights.com/social-media-marketing/social-media-strategy/social-media-marketing-trends 2019/(Accessed 18 August 2020).

Mir, I. A., & Rehman, K. U. (2013). Factors Affecting Consumer Attitudes and Intentions toward User-Generated Product Content on YouTube. Management & Marketing Challenges for Knowledge Society, 8(4), 637-654.

Perera, G.R & Perara, I. (2016). Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka. International Journal of Asian Business and Information Management, Vol 7, No. 1, https://doi.org/10.4018/IJABIM.2016010103.

Putter, M. (2017). The Impact of Social Media on Consumer Behavior Intention. Journal of International Business Research and Marketing, 3(1), 7-13

Rehman, F, Ilyas, M and Hyder, S. (2014). How Facebook Advertising Affects Buying Behavior of Young Consumers: The Moderating Role of Gender. Academic Research International, 5(4).

Schivinski, B. and Dabrowski, D. (2016). The effect of social media communication on consumer perception of brands. Journal of Marketing Communications. 22(2), pp.1-22

Smith, K. (2018). Fascinating and Incredible YouTube Statistics. Accessed on May 2019. Retrieved from https://www.brandwatch. com/blog/39-youtube-stats/

Smith, M. (2019). The eye-opening influence of Instagram on buying [Infographic]. https://www.impactbnd.com/blog/influence-of-instagram-on-buying-infographic. (Accessed 20 August 2020).
Published
2020-06-15
How to Cite
KHAN, Nasreen et al. A Qualitative Study on Millennial’s Response to Social Media Marketing on Purchase Intention: Framework Analysis. International Journal of Business and Technology Management, [S.l.], v. 2, n. 2, p. 18-27, june 2020. ISSN 2682-7646. Available at: <http://myjms.moe.gov.my/index.php/ijbtm/article/view/9450>. Date accessed: 11 aug. 2020.
Section
Articles