SOCIAL MEDIA ADVERTISING: A STUDY ON MILLENNIAL PURCHASE INTENTIONS

Abstract

Millennials represent one of the most significant consumer groups, combining high purchasing power, technological literacy, and a strong influence on the behaviour of other consumers. Despite their significance, the impact of social media advertising on their purchase intentions remains underexplored in the Slovenian context. The aim of this study was to examine how Slovenian millennials perceive advertisements on social media and how these ads influence their purchasing behaviour and intentions. Data analysis revealed that ad personalization has a positive impact on brand perception, primarily by reducing the perceived intrusiveness of advertising. A key factor influencing purchase intentions is the opinion and recommendations of other users, highlighting the role of social proof. The lack of statistically significant direct influence of advertising on purchasing decisions suggests the importance of long-term trust-building and meaningful user engagement. These findings emphasize the value of strategic approaches that prioritize relevant content and align with consumer values. The study enhances the understanding of millennials' digital behaviour and provides practical guidance for more effective use of social media in marketing.