Impact of Digitalised Social Media Marketing on Consumer Purchasing Behavior among Millennials in Business Markets

Tairat Abiola Titiloye, Rahmat Lasisi, Simbiat Yinusa, Ademola Lawal, Simbiat Yinusa, Success Afolabi and Summayah Layole
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Tairat Abiola Titiloye: University of Hertfordshire, Hatfield, United Kingdom SAYNE Development Foundation, Lagos Nigeria
Rahmat Lasisi: SAYNE Development Foundation, Lagos Nigeria Verraki Partner, Lagos Lagos State University, Ojo, Lagos
Simbiat Yinusa: Lagos State University, Ojo, Lago
Ademola Lawal: SAYNE Development Foundation, Lagos Nigeria
Simbiat Yinusa: Lagos State University, Ojo, Lagos
Success Afolabi: Lagos State University, Ojo, Lagos
Summayah Layole: Lagos State University, Ojo, Lagos

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 3, 3229-3258

Abstract: The swift advancement of digital technologies has profoundly altered marketing methodologies, with social media emerging as a preeminent factor in influencing consumer behavior. This research investigates the impact of social media marketing on the purchasing choices of consumers, with a particular focus on the Millennial demographic. Employing a quantitative research methodology, data was obtained via structured questionnaires, facilitating statistical examination of critical variables such as brand engagement, responsiveness, and consumer satisfaction. The result reveal that 94.94% of respondents use social media, with 88.68% accessing it daily. Over 81% of respondents indicated that social media brand pages provide sufficient product information to inform purchasing decisions. Additionally, 77.36% acknowledged that brand-related social media interactions (likes, shares, comments) influenced their opinions. Brands’ responsiveness to customer queries on social media was considered “quite responsive†by 53.55% of respondents. A Chi-Square test result (X² = 93.58, p

Date: 2025
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