MBA7103 Research Methodology Assignment 2026 | Jesselton University

Abstract

Consumer behaviour is really important for businesses these days. With many people using social media companies are using these platforms to try and influence what people buy. This study is about how social media marketing affects millennials, who`re a big part of the global consumer market. We collected data from a survey of 30 people to see how social media marketing influences their purchasing decisions. The results show that millennials trust social media content that`s genuine and trustworthy. They also care about the quality of products and how much they cost. Our study suggests that marketers should focus on making products and working with influencers who are credible to build trust with customers and make them want to buy things.

Chapter 1: 1.1 Context

The way people buy things is always changing.

Companies need to understand what makes people want to buy something.

Social media has made it possible for businesses to talk to customers directly through platforms like Instagram, Facebook, TikTok and YouTube.

A lot of people use media. There are billions of users around the world and in Malaysia alone there are over 33 million users.

Millennials are one of the most active groups on social media.

So companies are using social media marketing to try and influence what millennials buy.

With all the digital marketing going on some businesses still struggle to get customers to buy things.

If marketing strategies do not work it can limit how much a business can grow and make customers less engaged.

That is why it is so important to understand how millennials respond to media marketing.

1.2 Aim

The goal of this study is to see how social media marketing affects what millennials want to buy and to understand their behaviour as consumers.

1.3 Objectives

• To find out what social media marketing strategies make millennials engage with a product.
• To see how social media affects what millennials buy.
• To understand how social media marketing affects how millennials trust feel about and see brands.
• To recommend marketing strategies that can help businesses sell more to millennials through media.

1.4 Research Questions

• What social media marketing strategies make millennials engage with a product?
• How do social media platforms affect what millennials buy?
• How does social media marketing affect how millennials trust feel about and see brands?
• What can businesses do to attract millennials through media marketing?

1.5 Rationale

Understanding how people buy things is crucial for businesses to succeed. Social media marketing is a tool that companies use to influence what people buy. Millennials are a group because they are always on social media and have a big influence on what people buy.

This study is about how social media marketing affects what millennials buy. The results of this study can help businesses make marketing decisions and engage with customers more effectively.

1.6 Research Structure

This research is divided into five parts:

• Literature Review
• Research Methodology
• Analysis of Findings
• Discussion and Conclusion

Each part focuses on an aspect of the research including understanding the theory collecting data analysing the results and making final recommendations.

Chapter 2: Literature Review

2.1 Introduction

This chapter looks at studies about social media marketing how millennials buy things and what makes them want to buy something.

The goal is to understand the topic and find gaps in the research that this study can address.

2.2 Social Media Marketing

Social media marketing is about promoting products and services on media platforms like Instagram, Facebook, TikTok and YouTube.

It is different from advertising because it allows businesses to talk to customers directly and in real-time.

Businesses use techniques to attract customers, such as working with influencers making videos using content made by users and visual advertising.

These strategies help brands build connections with customers and make them more engaged.

However if businesses advertise much it can be annoying for customers and make them frustrated.

So companies should balance content with informative and entertaining content.

Social media also gives businesses feedback from customers through likes, comments, shares and engagement metrics.

This helps organisations adjust their strategies to what customers want.

2.3 Consumer Behaviour of Millennials

Millennials are people born between 1981 and 1996.

This generation is very connected to technology and spends a lot of time online.

Compared to generations millennials are more comfortable buying things online using digital payments and talking to people on social media.

Millennials care about values such as transparency, sustainability and social responsibility when they buy things.

They also look at reviews, influencer recommendations and social media content when making purchasing decisions.

Their strong engagement with media makes them a major target market for social media marketing campaigns.

2.4 Purchase Intention

Purchase intention is when customers want to buy something in the future.

It is used by businesses to predict what customers will do and to evaluate the effectiveness of marketing campaigns.

Many factors influence purchase intention, such as the quality of the product the price, how much customers trust the brand and online reviews.

Social media plays a role in shaping these perceptions among millennials.

Even if customers want to buy something things like concerns about delivery, lack of trust or high prices can still stop them from buying it.

2.5 Impact of Social Media Marketing on Purchase Intention

Social media marketing has an influence on what customers think and decide.Platforms like Instagram, TikTok and Facebook give businesses the chance to talk to customers directly and build trust. Content that is visually appealing endorsed by influencers and has customer reviews helps create positive brand perceptions.

Millennials, who are very active on media are particularly influenced by authentic influencer recommendations and engaging content. When customers interact with brands on media, such as through likes, comments and shares it strengthens the emotional connection between customers and brands.

However much advertising can be bad for customer trust and reduce engagement.

So successful social media marketing depends on being authentic, creative, interactive and emotionally valuable.

2.6 Literature Gap

Previous studies have looked at media marketing and consumer behaviour a lot. However not much attention has been given to how social media marketing affects millennials purchase intention especially when it comes to things like trust, product quality, pricing and influencer credibility.

Also changes in consumer behaviour, after 2020 have not been looked at much in research. This study aims to fill these gaps by focusing on how millennials buy things in the digital environment.