SOCIAL MEDIA ADVERTISING: A STUDY ON MILLENNIAL PURCHASE INTENTIONS
Millennials represent one of the most significant consumer groups, combining high purchasing power, technological literacy, and a strong influence on the behaviour of other consumers. Despite their significance, the impact of social media advertising on their purchase intentions remains underexplor...
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| Format: | Article |
| Language: | English |
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Editura Universitatii Agora
2025-06-01
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| Series: | Agora International Journal of Economical Sciences |
| Online Access: | https://univagora.ro/jour/index.php/aijes/article/view/7164 |
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| author | Tina Vukasović Lidija Weis Tina Kramar |
| author_facet | Tina Vukasović Lidija Weis Tina Kramar |
| author_sort | Tina Vukasović |
| collection | DOAJ |
| description |
Millennials represent one of the most significant consumer groups, combining high purchasing power, technological literacy, and a strong influence on the behaviour of other consumers. Despite their significance, the impact of social media advertising on their purchase intentions remains underexplored in the Slovenian context. The aim of this study was to examine how Slovenian millennials perceive advertisements on social media and how these ads influence their purchasing behaviour and intentions. Data analysis revealed that ad personalization has a positive impact on brand perception, primarily by reducing the perceived intrusiveness of advertising. A key factor influencing purchase intentions is the opinion and recommendations of other users, highlighting the role of social proof. The lack of statistically significant direct influence of advertising on purchasing decisions suggests the importance of long-term trust-building and meaningful user engagement. These findings emphasize the value of strategic approaches that prioritize relevant content and align with consumer values. The study enhances the understanding of millennials' digital behaviour and provides practical guidance for more effective use of social media in marketing.
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| format | Article |
| id | doaj-art-fdc8ea2a62da40bd803514331af7b784 |
| institution | Kabale University |
| issn | 2067-3310 2067-7669 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Editura Universitatii Agora |
| record_format | Article |
| series | Agora International Journal of Economical Sciences |
| spelling | doaj-art-fdc8ea2a62da40bd803514331af7b7842025-08-20T03:31:40ZengEditura Universitatii AgoraAgora International Journal of Economical Sciences2067-33102067-76692025-06-0119110.15837/aijes.v19i1.7164SOCIAL MEDIA ADVERTISING: A STUDY ON MILLENNIAL PURCHASE INTENTIONSTina VukasovićLidija WeisTina Kramar Millennials represent one of the most significant consumer groups, combining high purchasing power, technological literacy, and a strong influence on the behaviour of other consumers. Despite their significance, the impact of social media advertising on their purchase intentions remains underexplored in the Slovenian context. The aim of this study was to examine how Slovenian millennials perceive advertisements on social media and how these ads influence their purchasing behaviour and intentions. Data analysis revealed that ad personalization has a positive impact on brand perception, primarily by reducing the perceived intrusiveness of advertising. A key factor influencing purchase intentions is the opinion and recommendations of other users, highlighting the role of social proof. The lack of statistically significant direct influence of advertising on purchasing decisions suggests the importance of long-term trust-building and meaningful user engagement. These findings emphasize the value of strategic approaches that prioritize relevant content and align with consumer values. The study enhances the understanding of millennials' digital behaviour and provides practical guidance for more effective use of social media in marketing. https://univagora.ro/jour/index.php/aijes/article/view/7164 |
| spellingShingle | Tina Vukasović Lidija Weis Tina Kramar SOCIAL MEDIA ADVERTISING: A STUDY ON MILLENNIAL PURCHASE INTENTIONS Agora International Journal of Economical Sciences |
| title | SOCIAL MEDIA ADVERTISING: A STUDY ON MILLENNIAL PURCHASE INTENTIONS |
| title_full | SOCIAL MEDIA ADVERTISING: A STUDY ON MILLENNIAL PURCHASE INTENTIONS |
| title_fullStr | SOCIAL MEDIA ADVERTISING: A STUDY ON MILLENNIAL PURCHASE INTENTIONS |
| title_full_unstemmed | SOCIAL MEDIA ADVERTISING: A STUDY ON MILLENNIAL PURCHASE INTENTIONS |
| title_short | SOCIAL MEDIA ADVERTISING: A STUDY ON MILLENNIAL PURCHASE INTENTIONS |
| title_sort | social media advertising a study on millennial purchase intentions |
| url | https://univagora.ro/jour/index.php/aijes/article/view/7164 |
| work_keys_str_mv | AT tinavukasovic socialmediaadvertisingastudyonmillennialpurchaseintentions AT lidijaweis socialmediaadvertisingastudyonmillennialpurchaseintentions AT tinakramar socialmediaadvertisingastudyonmillennialpurchaseintentions |