Relationship between social media marketing and millennials' purchase decision

Mayumi Uyejara-López, Carlos Javier García-Rodríguez, José Elías Murga-Montoya, Ángel Cárdenas-García and Orlando Terrones-Suarez

SCT Proceedings in Interdisciplinary Insights and Innovations, 2025, vol. 3, 10.56294/piii2025397

Abstract: Social media marketing has become an essential tool to influence consumer purchasing decisions. This study aimed to analyze the relationship between social media marketing and millennials' purchasing decisions. A quantitative approach was used, with a non-experimental, correlational and cross-sectional design, applying surveys to 379 customers. The data were analyzed using Spearman's correlation coefficient. The results revealed a significant and strong correlation between social media marketing and the purchasing decision (rho=0.749, p

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:procee:v:3:y:2025:i::p:1056294piii2025397:id:1056294piii2025397

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