Vol. 5, Issue 1, Part F (2019)

Abstract
The number of Indians who use social media is growing by the day, and many businesses are embracing social media marketing as a means of increasing their brand awareness and marketing techniques. Specifically, the objective of this study is to look at the use of social media platforms and how they affect customer purchase decisions. Without a doubt, the nature of this investigation is exploratory. Customers who are users of social media are surveyed to obtain first-hand information. The Cochran Method for estimating uncertain population sample sizes predicts 165 responses. The questionnaire, which contains questions on the Rating Scale and Liker Scale, is divided into four sections, and the convergent validity of the questionnaire is tested. Using the rankings stated, data analysis was carried out, and then the hypotheses were evaluated with the use of the SPSS V25 and AMOS R V23 software packages. The study is limited to the city of Bangalore and a sample of Millennials alone, with no consideration of other generations. According to the findings of the study, Facebook is the most popular social media site, while YouTube is the most dependable platform. When it comes to social media marketing, customers give it overwhelmingly good reviews. The vast majority of respondents stated that social media marketing had an impact on their purchasing decisions. It does not matter what demographic features a consumer has, their use of social media stays constant. Using data from the Indian market, this study is the first to investigate the impact of social media marketing on smart watch purchases by customers in the country.