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Impact of Digitalised Social Media Marketing on Consumer Purchasing Behavior among Millennials in Business Markets

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Listed:
  • Tairat Abiola Titiloye

    (University of Hertfordshire, Hatfield, United Kingdom SAYNE Development Foundation, Lagos Nigeria)

  • Rahmat Lasisi

    (SAYNE Development Foundation, Lagos Nigeria Verraki Partner, Lagos Lagos State University, Ojo, Lagos)

  • Simbiat Yinusa

    (Lagos State University, Ojo, Lago)

  • Ademola Lawal

    (SAYNE Development Foundation, Lagos Nigeria)

  • Simbiat Yinusa

    (Lagos State University, Ojo, Lagos)

  • Success Afolabi

    (Lagos State University, Ojo, Lagos)

  • Summayah Layole

    (Lagos State University, Ojo, Lagos)

Abstract

The swift advancement of digital technologies has profoundly altered marketing methodologies, with social media emerging as a preeminent factor in influencing consumer behavior. This research investigates the impact of social media marketing on the purchasing choices of consumers, with a particular focus on the Millennial demographic. Employing a quantitative research methodology, data was obtained via structured questionnaires, facilitating statistical examination of critical variables such as brand engagement, responsiveness, and consumer satisfaction. The result reveal that 94.94% of respondents use social media, with 88.68% accessing it daily. Over 81% of respondents indicated that social media brand pages provide sufficient product information to inform purchasing decisions. Additionally, 77.36% acknowledged that brand-related social media interactions (likes, shares, comments) influenced their opinions. Brands’ responsiveness to customer queries on social media was considered “quite responsive†by 53.55% of respondents. A Chi-Square test result (X² = 93.58, p

Suggested Citation

  • Tairat Abiola Titiloye & Rahmat Lasisi & Simbiat Yinusa & Ademola Lawal & Simbiat Yinusa & Success Afolabi & Summayah Layole, 2025. "Impact of Digitalised Social Media Marketing on Consumer Purchasing Behavior among Millennials in Business Markets," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(3), pages 3229-3258, March.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-3:p:3229-3258
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    References listed on IDEAS

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    3. Wilbert Manyanga & James Kanyepe & Lovemore Chikazhe & Tendai Manyanga, 2024. "The effect of social media marketing on brand loyalty in the hospitality industry in Zimbabwe: the moderating role of age," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2302311-230, December.
    4. Farzin Arbabi & Seyed Mohammad Khansari & Aidin Salamzadeh & Abbas Gholampour & Pejman Ebrahimi & Maria Fekete-Farkas, 2022. "Social Networks Marketing, Value Co-Creation, and Consumer Purchase Behavior: Combining PLS-SEM and NCA," JRFM, MDPI, vol. 15(10), pages 1-21, September.
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