2.1 behavior. After that, the literature of Millennials

2.1 IntroductionBy conducting literature review, thisdissertation aims to explore the work that are already available within the researcharea.

The literature review begins with a focus on Social Media and its impacton consumer behavior. After that, the literature of Millennials is reviewed bydefining their characteristics and their use of Social Media. At the laterstage, the literature review is focused on Social Media and its usage in traveland tourism industry.

At the end, current literatures on how Social Media has changedthe way Millennials travel is reviewed. 2.2 Social Media and its impact on consumers’ behaviorsNowadays,Social Media like Facebook, Instagram, Snap Chat, Twitter, Google+, YouTube,TripAdvisor, etc. are inseparable from our daily lives thanks to the widely useof internet and technological advancement. Social Media platform is a placewhere people share and discuss almost about anything from their daily lives to theworld’s current issues.

It has been used by both individuals and organizations.Other than personal and corporate use, Social Media is also a platform wherepeople exchange their information and opinions about goods, products andservices. Whitingand Williams (2013) stated that “Social media includes a multitude of sourcesof online information that are created, circulated and used by consumers toeducate one another about products, services, and brands available in themarketplace. Social media sites are inexpensive and, more often than not,completely free to use.” Therefore, consumers are increasingly looking atSocial Media for peer reviews before purchasing products and services.Alsubagh(2015) mentioned that “consumer behavior can be described as a psychologicalmethod of decision making as well as physical action.

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The act of purchasing,therefore, is not just a stage in the sequence of physical and mentalactivities that occur during a particular period. Few of the activities occurbefore the real purchase, whereas others occur later”. Moreover, in his studies,he found out that Social Media is a great source of information and is a greathelp for customers in decision-making process. Peer review sites also play asignificant role regarding whether to purchase services or products.Asmentioned in various marketing and consumer literature, the information that consumersget from interpersonal source significantly influences their purchasingdecision towards brands.

Word-of mouth (WOM) which is known as informationchanging between different customers has play even more critical role in changingconsumer behavior and attitude toward different brands and services.Inconclusion, it can be assumed that Social Media plays quite a significant rolefor consumers in term of information searching before making a decision on apurchase of products and services.