Impact of the effectiveness of social media advertisement on purchase intention toward smartphones with specific reference on gen-Y customers Devi Lakshmi G.1,*, Lavanya R.2 1Research Scholar, Department of Media Sciences, College of Engineering, CEG, Chennai, Tamil Nadu, India 2Assistant Professor, Department of Media Sciences, College of Engineering, CEG, Chennai, Tamil Nadu, India *Corresponding author email id: keursrjoe87@gmail.com
Online Published on 16 February, 2024. Abstract Social media platforms, such as Facebook, Twitter, YouTube, and Instagram, provide users with extensive opportunities to globally create and share information about brands and products. Marketers increasingly rely on social media as a crucial medium for directly communicating messages to their target audiences. Organizations are embracing social media marketing and advertising campaigns to broaden the reach of their products and services. Millennials or Gen-Y consumers, given their strong affinity for mobile phone usage and prolonged presence on these platforms, are a primary focus of social media advertising. Over the past couple of years, the scale and impact of social media advertising have expanded rapidly, prompting businesses to make significant investments in this avenue to influence consumer behavior. However, comprehending the key elements determining the efficacy of social media advertising is crucial. This study investigates the impact of social media advertisements on the purchase intentions of Gen-Y customers regarding smartphone products. The authors developed a survey instrument based on insights from a comprehensive literature review, collecting data from 300 respondents who purchased smartphones online. Data analysis, performed using the Statistical Package for Social Sciences (SPSS) version 21.0, revealed that social media advertising indeed has a positive impact on the purchase intentions of smartphone products. The implications of these research findings extend significantly to the social media advertising and marketing industry, as well as to consumers of smartphone products. Top Keywords Social media advertising, Gen-Y consumers, Purchase intention, Smartphone products, Data analysis. Top |