Abstract

This research investigated the social media factors that influence the e-Commerce buyer behavior of Millennials and Post-Millennials. In today’s social media savvy environment, it is becoming increasingly important for companies to incorporate effective social media marketing into their business strategies. Further, companies should understand what is most important to customers while engaging on social media platforms. As a result, companies will need to know how to best utilize social media as a tool for increasing sales. This research included a survey that was sent to all undergraduate and graduate students in the College of Art and Design at the Rochester Institute of Technology. In order to derive a meaningful and diverse range of responses, the survey was also sent to individuals reached through social media platforms and in-person interactions. The survey questions identified respondents' behavioral tendencies when browsing various products on social media platforms, along with the factors that drive them to ultimately make e-Commerce purchases after viewing those products on social media. Specifically, the survey aimed to determine the effect various social media factors have on the purchasing habits of Millennials and Post-Millennials. Rogers’ Diffusion of Innovation Model was used to analyze social media acceptance and to drive the survey design and research methodology.

Publication Date

2020

Document Type

Master's Project

Student Type

Graduate

Degree Name

Media Arts and Technology (MS)

Department, Program, or Center

School of Photographic Arts and Sciences (CAD)

Advisor

Christopher Bondy

Campus

RIT – Main Campus

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