Abstract:
To assess the impact of social media on the decision making process among the millennial's in Pakistan. The study’s general purpose was to establish the impact of social media on consumer’s decision-making process among the millennial. Objectives: The following specific objectives guided the study: To find out how social media influences the pre-purchase stage in buyer’s decision process, To determine how social media influences the purchase stage in buyer’s decision process, and to determine how social media influences the post-purchase stage in buyer’s decision process. Design/Methodology/Approach: Data collection is carried out via Questionnaire and data analysis is carried out with the use of SPSS (Statistical Package for the Social Sciences). Findings: The results of the findings indicated that social media has an impact on the respondent’s pre-purchase stage. Findings of the study also established that during purchase stage, social media is more reliable if one has uncertainties regarding a purchase, it contributes towards changing initial purchase preference after attaining relevant information available on social media. The findings of the research also established that social media influence post-purchase behavior since the study’s results revealed that feedback on social media affect the future purchase, that information regarding product/service has higher credibility on social media than on other media channels.
