Group 9

Influence Of Social Media Marketing On Buying Behavior

Of Millennial Towards Smart Phones In Bangalore City”

Member :
1. Angela Margaret Thanos - 20200102219
2. Elsamarina - 20200102232
3. Sabine Ezra Adrian - 20200102225
4. Siska Stephani Natalia - 20200102047
5. Vania Calista - 20200102218
 BASIC INFORMATION
Name(s) of the author(s) and affiliation(s)
& Title of Article
The article "Influence of social media marketing on buying behavior of
Millennial towards Smart phones in Bangalore City" was authored by
JagadeeshBabu MK, Dr. SaurabhSrivastava, Smita ManoharGaikwad,
Dr. AditiPriya Singh, and Mahabub Bahsa S. The authors are affiliated
with various institutions, including AIMS Peenya, University of Mysore,
ISBR Research Center, and KIMS Bangalore.
 BASIC INFORMATION
Title of journal, volume number, date, month
and page numbers

The article was published in the Palarch's Journal of Archaeology of

Egypt/Egyptology, volume 17, issue 9, in 2020. The article discusses the
impact of social media marketing on the buying behavior of Millennials
towards smartphones in Bangalore City.
 BASIC INFORMATION
Statement of the problem or issue discussed
The study found that Facebook is the most preferred platform for social media,
while YouTube is the most reliable. The majority of respondents said that social
media marketing influences their buying behavior, and regardless of
demographic features, social media usage among Millennials remains the same.
The study revealed a positive relationship between social media marketing and
the buying behavior of Millennials, with a significant impact of social media
marketing on their buying behavior.
 BASIC INFORMATION
The author’s purpose, approach or methods,
major findings
The authors' purpose was to understand the influence of social media
marketing on the buying behavior of Millennials, and they approached
this by collecting primary data and using a structural relationship model
for analysis. The major findings include the preference for Facebook and
the significant impact of social media marketing on the buying behavior
of Millennials.
 ABSTRACT
Is the title of the article appropriate and clear?

The title of the article is "Influence of social media marketing on buying

behavior of Millennial towards Smart phones in Bangalore City." The title is
appropriate and clear as it effectively communicates the focus of the study,
which is to examine the impact of social media marketing on the buying
behavior of Millennials in Bangalore City, specifically in relation to their
purchase of smartphones.
 ABSTRACT
What information is included in the abstract?

The information included in the abstract covers the purpose of the study, the
design/methodology/approach, the findings, and the originality/value of the
paper.
 ABSTRACT
Is the abstract specific, representative of the
article, and in the correct form?

The abstract is specific and representative of the article, providing details

about the study's focus, the data collection method, and the key findings. The
abstract is in the correct form, presenting a clear and structured summary of
the article.
 ABSTRACT
Overall evaluation about the abstract

Overall, the abstract provides a comprehensive overview of the study, its

objectives, and the main outcomes, making it an effective summary of the
article's content.
 INTRODUCTION
Is the purpose of the article made clear in the introduction?

The purpose of the article is not explicitly stated in the introduction. However, the
information provided suggests that the article aims to explore the impact of social
media on consumer buying behavior in India. It introduces key statistics related to
internet and social media usage, emphasizing the changing patterns in consumer
purchasing through social media platforms.
 INTRODUCTION
What is the main statement of the problem?

The main statement of the problem is how social media influences consumer buying behavior.
The way people make purchases has changed and significantly improved over the last few
decades. Customers previously often shopped in traditional stores, such as large shopping
centers, and many still employ the same approach today. However, with the aid of technology
and digital communication, consumers can now shop through social media platforms using
various websites. This mode of shopping is known by several terms, including online shopping,
online shopping activity, and internet shopping. These terms all refer to the process of buying
and acquiring goods or services over the internet through various social media sites.
 INTRODUCTION
What is the background information on the
problem? Is it clearly and logically presented?

The background information on the problem are the statistics on internet and social media usage in India.
In the paragraph “Internet penetration in India is still considered low; however, as of December 2018,
there were 566 million users online, with 493 million being daily internet users. By the end of 2018, the
number of social media users in India reached 326.1 million, and it was projected to increase to 351.4
million by the end of 2019.” it is less clearly and logically presented because it just conveys the growth
of online activities. It would be better if statistical data on online social media users engaged in online
shopping is added to the introduction."
 INTRODUCTION
What is the educational significance of the
problem discussed?

The educational significance of the problem is the impact of social

media on consumer behavior is crucial for various fields, including
industry, marketing, advertisement, and education. The article
suggests that social media serves users in these fields, and exploring
its influence on consumer behavior is important for both businesses
and consumers.
 INTRODUCTION
Overall evaluation of the introduction section

The introduction provides relevant statistics and touches upon the broader context of
social media's impact on various aspects of life. However, there is room for improvement
in terms of explicitly stating the purpose of the article, clearly articulating the main
statement of the problem, and enhancing the logical flow of background information. A
more cohesive structure and explicit statement of the research objectives would
strengthen the introduction. Additionally, highlighting the educational significance of the
problem could provide a clearer context for readers.
 LITERATURE REVIEW
Is the review comprehensive?

Yes, it is comprehensive. The journal explains about:

Social media is used by consumers to provide instant access to
information at their convenience, helping them decide what to purchase
or learn more about new goods or brands, when and where they want to.

SOCIAL SOCIAL MEDIA BUYING INTENTIONS

NETWORKING USAGE CYCLE OF CONSUMERS
 LITERATURE REVIEW
Are all cited references relevant to the
problem under investigation?

Yes it is relevant to the problem.

All cited references in the journal are related to the impact of social media on
consumer behavior. There are many references have researched the impact of
social media marketing which have been shown to have a causal effect on
consumer’s choice of product and purchasing behavior.
 LITERATURE REVIEW
Are there any hypotesis?

H1
There is a significant difference in
the usage and preferences of social
media platforms based on
demographic variables. H2
There is a significant impact of
social media marketing on the
buying behavior of the
millenials
 LITERATURE REVIEW
Have the references been critically analysed and the
results of various studies compared and contrasted?
Yes the references have been critically analysed.

1. Analysis of consumer behavior trends 2. Discussion on trust and realibility

Example: Consumers use social media to provide Example: Compared with corporate
instant access to information at their convenience, communications and advertising, social media is
helping them decide what to purchase or learn seen as a more reliable source of knowledge.
more about new goods or brands
 LITERATURE REVIEW
Overall Evaluation
Several scholars have recently researched the impact of social media on
consumer behavior. It also including various dimensions like decision-
making, the influence of online reviews, the emergence of participatory
culture, and the perceived reliability of social media compared to traditional
media.
 METHODOLOGY
What type of research methodology is used?

The research is using quantitative methodology

Includes descriptive
Using statistical
Using primary data Based on structured statistics and
software such as
from social media questionnare hypothesis testing
SPSS and AMOS R
 METHODOLOGY
Is it appropriate?
Yes, it is appropriate. Here are the reasons:

1. Clear Objectives: The study aims to explore the buying behavior of Millennials in Bangalore City related to the
purchase of smartphones influenced by social media marketing
2. Structured Questionnaire: The questionnaire is designed with ranking scale and Likert scale questions
3. Statistical Analysis Tools: The study plans to use statistical software like SPSS and AMOS R for data analysis
4. Objective Measurement: The study focuses on measurable variables such as usage of social media, perception of
social media marketing, and demographic details
 METHODOLOGY
What is the research design?
 METHODOLOGY
Describe the steps/procedure
Problem Identification:
Clearly identify the problem or research question. In this case, it's exploring the buying behavior of Millennials
in Bangalore City influenced by social media marketing.
Population and Sample:
Define the target population (Millennials in Bangalore City) and calculate an appropriate sample size.
Questionnaire Design:
Construct a questionnaire based on the identified variables and literature review. The questionnaire is divided
into parts, including demographic details, social media usage, perception of social media marketing, and buying
behavior. Use ranking scale and Likert scale questions.
Data Analysis:
Use statistical software (SPSS and AMOS R) to perform descriptive statistics to summarize the collected data.
Test hypotheses using appropriate statistical tests to analyze relationships between variables.
 METHODOLOGY
Describe the sample/object of research

Population Characteristics Sample

Millenials Generation
1. 165 respondents
Social media users in 1. Was born between 1981
2. The questionnaire is
Bangalore City, India and 1996
divided into four parts
2. Aged between 25 to 40
years
 METHODOLOGY

What research instruments/tools are used?

The data analysis is carried out by illustrating the descriptive statistics and then
test the hypothesis using SPSS Version 25 and AMOS R Version 23 software
 METHODOLOGY
Overall Evaluation

1. Clear Objectives: The study's objectives are well-defined, focusing on a specific

demographic group (millennials) and a particular geographical area (Bangalore City)
2. Structured Methodology: The use of a quantitative approach with a structured
questionnaire, statistical software (SPSS and AMOS R), and a calculated sample size
3. Detailed Questionnaire: The questionnaire is designed with sections covering
demographic details, social media usage, perception of social media marketing,
and buying behavior. It includes ranking scale and Likert scale questions.
 RESULTS/FINDINGS
What are the main results/findings?
Demographic Variables and Social Media Usage:
The study investigates demographic variables like age,
gender, education, marital status, and income in relation to
social media usage preferences.
ANOVA tests were conducted to determine if there's a
significant difference in social media platform preferences
based on these demographic factors.
Results indicate that social media usage preferences do not
significantly vary based on demographic features among
millennials.
Impact of Social Media Marketing on Millennial
Buying Behavior:
Another hypothesis focuses on the influence of social
media marketing on the buying behavior of millennials
S.tructural Equation Modeling (SEM) was used to
analyze the relationship between social media marketing
and buying behavior.
Overall, the text outlines a study that examines how
demographic factors relate to social media preferences
among millennials and confirms the influence of social
media marketing on their buying behavior, despite the
limited magnitude of the effect.
 RESULTS/FINDINGS
Are the hypotheses tested? Are they supported or rejected?

Hypothesis 1:
Hypothesis 1 aimed to assess if there was a significant difference in social media platform preferences based
on demographic variables (age, gender, qualification, marital status, income).The text mentions the use of
ANOVA tests to analyze this relationship.
Hypothesis 2:
Hypothesis 2 focused on determining if there is a significant impact of social media marketing on the buying
behavior of millennials.
In summary, Hypothesis 1, which suggested a relationship between demographic variables and social media
preferences, was rejected due to insignificant results from ANOVA tests. On the other hand, Hypothesis 2,
which proposed an impact of social media marketing on millennial buying behavior, was supported by the
results of the Structural Equation Modeling analysis.
 RESULTS/FINDINGS
Are the results clearly presented?
1. Clarity in Reporting: The text provides ANOVA and SEM results, but the organization could be better
structured for clearer understanding. Breaking down the results into distinct sections or bullet points
could enhance readability.
2. Explanation of Statistical Measures:The text includes statistical measures such as F-values, significance
levels, and regression estimates. Providing a brief explanation or context for these statistical measures
can aid readers who might not be familiar with statistical analysis.
3. Visual Aid for Results: Visual aids like tables, charts, or graphs could be integrated to present the results
more comprehensively. For instance, the ANOVA results and SEM findings could be visually represented
to enhance clarity.
4. Language Simplification: Simplifying complex statistical language or technical jargon where possible could
make the results more accessible to a broader audience.
 RESULTS/FINDINGS
Are the tables and figures (if any) well
organized and easy to understand?
Based on the information provided, it seems that the tables and figures could be
beneficial in presenting findings more clearly and aiding comprehension. However,
without direct access to these visuals or their content within the text, it's challenging to
assess their organization, clarity, and effectiveness in conveying the study's results.
Including these tables and figures directly in the text or providing more detailed
descriptions could significantly enhance the overall understanding and evaluation of
the study's findings.
 RESULTS/FINDINGS
Are the data in each table and figure
described in the text
While the text does reference these tables and figures and attempts to offer some
interpretation of the data they contain, the descriptions provided are quite limited. A
more comprehensive discussion or breakdown of the data within these visual aids
would greatly enhance the understanding and interpretation of the study's findings.
Providing detailed insights, specific statistics, and explanations related to the content
within these tables and figures would improve the overall clarity and comprehension
of the results.
 RESULTS/FINDINGS
Overall evaluation about the Results section

Strengths:
• Use of Statistical Tests: Utilization of ANOVA and Structural Equation Modeling (SEM) demonstrates a
rigorous approach to analyzing data.
• Clarity in Hypotheses Testing: Clear presentation of hypotheses and testing procedures.Results are linked
back to the hypotheses, offering a straightforward assessment of whether they are supported or rejected.
• Clear Conclusion on Hypotheses: The text decisively concludes whether each hypothesis is supported or
rejected based on the statistical analyses.
 RESULTS/FINDINGS
Overall evaluation about the Results section
Areas for Improvement:
• Clarity in Presentation: The presentation of results could be clearer and better structured.
Breakdowns of findings into distinct sections or bullet points might enhance readability. Lack of direct
inclusion or detailed descriptions of the tables and figures referenced makes it difficult to fully
understand the results.
• Details in Reporting: The text lacks detailed explanations of specific statistical measures, potentially
making it less accessible for readers unfamiliar with these methods.Insufficient elaboration on the
content within tables and figures limits the depth of understanding of the results.
• Visual Representation: While tables and figures are referenced, their absence from the text or
insufficient description hampers a comprehensive understanding of the findings. Visual aids could
greatly improve the presentation and clarity of results.
 DISCUSSION
Is each result discussed in terms of the
original hypothesis to which it relates?
This is true, because the results presented in the journal are the result
of testing the author's hypothesis, namely :

H1
Suggesting a relationship between
demographic variables and social media
preferences, was rejected due to the
insignificant results of the ANOVA test.
H2
Proposes the impact of social media
marketing on millennial purchasing
behavior, supported by the results of
Structural Equation Modeling
analysis.
 DISCUSSION
What is/are the limitation(s) of the present research?
The limitation of this research is the lack of teenagers aged 15-24 years as research
respondents because they are also included in millennials, because the majority of 69.7%
respondents are in the age group of 31-35 years, 13.3% respondents each are in the age group of
25-30 years and 36-40 years. A major 54.5% Millenial in the study are Female. 53.3% Millenials
are Graduates and 39.4% have completed post graduates indicating that the respondents under
study are literates and have completed their Secondary education and Higher. 55.8% respondents
are married. When enquired about the Annual Income 53.3% millennial under the study have
income between 2-6Lakhs, 26.7% have income between 6-10 Lakhs.
 CONCLUDING
Is the research important? Why?

Yes, the research is important as it provides insights into the evolving

dynamics of consumer behavior in a rapidly changing world, with a specific
focus on the preferences and perceptions of Millennials regarding social
media platforms. Understanding consumer behavior in the context of
digitalization and the role of social media marketing is crucial for businesses
to adapt and thrive in the current market landscape.
 CONCLUDING
Summarize the theoretical, methodological, and
practical implications of the research findings
Theoretical Methodological
• The research relies on survey
• The study suggests that social data to capture the preferences
media platforms play a significant and perceptions of Millennials,
role in shaping consumer indicating a quantitative
behavior, particularly among approach to understanding
Millennials. consumer behavior.
• The findings indicate that social • The study highlights the
media marketing has a positive universality of social media
influence on buying behavior, usage among Millennials,
emphasizing the importance of emphasizing its relevance across
online platforms in the consumer diverse demographic features.
decision-making process.
Practical
• Positive Millennial perceptions of
social media marketing indicate an
opportunity for businesses to boost
sales and income by strategically
utilizing these platforms.
• Emphasizing the significance of
keeping customers informed on
social media, the research highlights
its role in enabling businesses to
adapt to market changes and provide
timely updates.
 CONCLUDING
What are your suggestions to improve this research?

To enhance this research, consider diversifying demographic analysis among Millennials by exploring factors
like age, gender, and location for a nuanced understanding. Implementing a longitudinal study would capture
evolving social media trends and consumer behavior over time. Incorporating qualitative methods such as
interviews or focus groups could provide deeper insights into the motivations behind Millennial perceptions.
Additionally, comparing Millennial behavior with other generational groups and investigating any negative
perceptions towards social media marketing would offer a more comprehensive view. These suggestions aim to
refine the research and provide valuable insights for businesses navigating the digital landscape.
Thank You