The Influence of Social Networking Sites on Buying Behaviors of Millennials

Social media sites have become an important part of Millennials lives. According to the Pew Research Center (2010), Millennials' are living their lives on the internet. Social media can be linked to a positive association providing instrumental value that assists consumers in making decisions about what product to buy, when to buy, and where to buy (Weigand, 2009). With social media becoming a large portion of the promotion mix, it is important to understand the motivation behind buying behaviors and if social media plays a role in influencing those behaviors. The purpose of this research was to determine the influence of social networking sites influence on buying behaviors of Millennials.