THE INFLUENCE OF SOCIAL MEDIA ADVERTISING ON CONSUMER BUYING BEHAVIOUR: A STUDY OF URBAN MILLENNIALS WITH REFERENCE TO THE E-COMMERCE INDUSTRY
The proposed research explores the effects of social media advertisement on consumer purchasing behavior in the Indian e-commerce market among urban millennials. It was done in a quantitative and explanatory manner where primary data was gathered on 372 millennials in Bengaluru, as frequent users of e-commerce websites such as Amazon, Flipkart, Myn...
By C. Nandan, Suresh Ranganathan, Karthik Reddy, S. Ramesh Babu, M. Krishnamoorthi, Venkata Raghu Babu Nallamalli, S. Mahabub Basha