Explaining the Impact of Social Media on Making Similarity and Adaptability of Millennials' Purchasing Behavior in Purchasing Luxury Clothing

Document Type : Original Article

Author

PhD Candidate, Department of Media Management, Faculty of Management, University of Tehran, Tehran, Iran.

Abstract

Objective
The primary objective of this research was to delve into the intricate relationship between social media usage and millennials' purchasing behavior, employing Analytic Hierarchy Process (AHP) and Analytic Network Process (ANP) methods. The study aimed to uncover the multifaceted influences of social media on the decision-making processes of millennials when it comes to making purchases. By employing these sophisticated methods, the research sought to provide a nuanced understanding of the hierarchy and interconnections among various factors affecting millennials' consumer choices in the digital age.
Research Methodology
The research adopted a quantitative approach, utilizing AHP and ANP methods to systematically analyze the effects of social media on millennials' purchasing behavior. AHP was employed to establish a hierarchical structure of key factors influencing millennials' decision-making, allowing for the prioritization of these factors based on their significance. On the other hand, ANP was utilized to capture the intricate relationships and dependencies among these factors, providing a more holistic perspective on the decision-making process.
The study involved a carefully selected sample of millennials, ensuring diversity in demographics, social media usage patterns, and purchasing habits. Participants were surveyed to gather data on their social media engagement, preferences, and the impact of online content on their purchasing decisions. The collected data was then processed using AHP and ANP methodologies to generate comprehensive insights into the complex web of influences shaping millennials' consumer behavior.
Findings
The findings of this research highlighted the profound impact of social media on millennials' purchasing behavior. AHP analysis revealed that factors such as online reviews, influencer recommendations, and social media advertising significantly influenced millennials' decision-making processes. Interestingly, the study identified that the perceived authenticity of content and the trustworthiness of influencers played pivotal roles in shaping preferences.
ANP analysis further elucidated the interconnected nature of these factors, emphasizing the dynamic relationships between social media content, brand perception, and purchasing decisions. The study unveiled that the influence of social media on millennials' consumer behavior extends beyond individual factors, creating a complex network where each element interacts with others in a synergistic manner. For instance, the perceived authenticity of online reviews was found to enhance the impact of influencer recommendations, creating a cumulative effect on purchasing choices.
Additionally, the research identified that social media platforms themselves played a crucial role in shaping millennials' brand perceptions. The interactive nature of platforms allowed for direct engagement with brands, influencing how millennials perceived and interacted with products or services. AHP and ANP methods provided a nuanced understanding of the hierarchy and interdependencies among these factors, offering valuable insights into the intricate dynamics at play in millennials' purchasing decisions in the digital landscape.
Discussion & Conclusion
In conclusion, this research employed AHP and ANP methods to comprehensively explore the effects of social media on millennials' purchasing behavior. The findings underscored the multifaceted nature of these influences, highlighting the interconnected relationships and hierarchies among various factors. The study demonstrated that social media, through a combination of influencer recommendations, online reviews, and platform engagement, significantly shapes millennials' consumer choices.
Understanding the dynamics uncovered in this research is crucial for marketers and businesses seeking to target the millennial demographic. The study emphasized the importance of authenticity and trust in social media content, urging brands to prioritize genuine connections with their audience. Moreover, the interactive nature of social media platforms emerged as a powerful tool for brand engagement, emphasizing the need for strategic and authentic online presence.
By leveraging AHP and ANP methodologies, this research provided a comprehensive framework for understanding the intricate web of influences shaping millennials' purchasing decisions in the digital age. Moving forward, businesses can utilize these insights to tailor their marketing strategies, fostering genuine connections with millennials and enhancing their brand perception in the dynamic landscape of social media.

Keywords

Main Subjects

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Media Management Review
Volume 2, Issue 2
2023
Pages 257-276

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