A Study Of Millennials And Their Influence On Branding And Advertising In Gujarat

Abstract

This study investigates the role of Millennials in shaping branding and advertising outcomes in Gujarat, with a particular focus on the influence of social media. It evaluates constructs such as social media usage, social media engagement, advertising strategies, brand awareness, purchase intention, brand loyalty, brand advocacy, and consumer trust in digital advertising. Using a structured questionnaire based on a Likert scale, the study assesses the impact of advertising techniques, the extent of digital engagement, and the deciding factors that influence brand preference. Results demonstrate that Millennials are significantly influenced by social media, and their interaction with brands online directly impacts purchase intentions, brand loyalty, and advocacy. The findings provide practical implications for marketers to leverage digital platforms effectively to enhance brand trust and customer retention.