A Study of Millennials and Their Influence on Branding and Advertising in Gujarat

Abstract

The present study examines the influence of Millennials on branding and advertising in Gujarat, with particular focus on social media usage, advertising techniques, brand awareness, purchase intention and brand loyalty. The study aims to understand the role of social media in shaping Millennial responses towards brands and advertising. A structured questionnaire using a five-point Likert scale was considered for the study. The analysis is based on 250 respondents and includes frequency and percentage analysis, descriptive statistics, reliability analysis, correlation analysis, Chi-square test and regression analysis. The findings indicate that Instagram was the most-used social media platform among the respondents, while the largest proportion reported using social media for 2–4 hours daily. The reliability analysis showed good internal consistency across all major constructs. Correlation results indicated positive and significant relationships among Social Media Usage, Advertising Techniques, Brand Awareness, Purchase Intention and Brand Loyalty. Regression analysis showed that Social Media Usage and Advertising Techniques explained 38.7% of the variation in Brand Awareness, while Brand Awareness, Advertising Techniques and Social Media Usage explained 34.1% of the variation in Purchase Intention. The study highlights the relevance of social media-based branding and advertising in understanding Millennial consumer responses in Gujarat.