SOCIAL MEDIA ADVERTISING’S INFLUENCES ON MILLENNIAL’S CONSUMER PREFERENCE

Author Name: 1. Kaenneth C. Punzalan, MBM

Volume/Issue: 05/02

Country: Philippines

DOI NO.: 08.2020-25662434 DOI Link: https://doi-ds.org/doilink/07.2024-57568559/UIJIR

Affiliation:

1. Instructor III, Don Honorio Ventura State University, Philippines

ABSTRACT

This paper examines how social media advertising influences Millennial consumers' preferences. Millennials are drawn to the interactive nature of platforms like Facebook, Twitter, YouTube, Instagram, and TikTok, which businesses use to create persuasive advertising. The study explores how social media advertising impacts consumer behavior among Millennials (born between 1981-1996), focusing on their procurement decisions. A survey of 60 respondents from Floridablanca, Sta. Rita, and Porac revealed that social media significantly affects Millennials' preferences and decision-making processes. The study found that Facebook is the most influential platform, followed by YouTube. Around 61.7% of respondents reported making unplanned purchases due to positive feedback seen on social media, highlighting the effectiveness of social media advertising in shaping consumer behavior.

Key words: Millennial, social media platforms, preference