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Does social media advertising influence purchasing behavior via EWOM?: A survey study on millennials at LTU
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Social media is a big part of a millennial's life. It is where they communicate with their friends and share experiences. Companies know this and are subsequently trying to reach consumers on social media with their advertising. However, millennials are not highly affected by advertising but care a lot about what other people think and feel about products. The millennial generation is the adult generation that is using social media the most and is also one of the biggest consumer bases in e-commerce. This means that companies need to adapt and try new ways to reach these consumers. This thesis will therefore explore and describe if advertising on social media influences millennials purchasing behavior via Electronic Word Of Mouth (EWOM) rather than having a direct effect on their purchasing behavior. The research question that will fulfill the purpose is "Does advertising on social media influence millennials purchasing behavior via EWOM?".

To achieve results and answer the research question, a literature review was conducted and complemented with a self-administered, internet questionnaire.

The results show that there seems to be a correlation between millennials seeing advertising on social media and starting to search for more information about the product through EWOM before making a purchasing decision

Place, publisher, year, edition, pages
2019.
Keywords [en]
Advertising, Millennials, Social media, Purchase decision, Electronic Word Of Mouth (EWOM).
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ltu:diva-72322OAI: oai:DiVA.org:ltu-72322DiVA, id: diva2:1272298
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Supervisors
Examiners
Available from: 2019-01-22 Created: 2018-12-18 Last updated: 2019-01-22Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf