THE ROLE OF SOCIAL MEDIA IN SHAPING CONSUMER CHOICES AND SOCIAL INTERACTIONS AMONG BANGALORE’S MILLENNIAL POPULATION- A REVIEW

Abstract

The rapid penetration of digital technologies and the rise of interactive platforms have positioned social media as a powerful force influencing consumer decisions and shaping social interactions, particularly among millennials. In Bangalore, a city characterized by its vibrant youth demographic and technological advancement, social media has emerged as a dominant medium guiding purchase intentions, lifestyle choices, and peer-to-peer communication. This review study critically examines existing literature on how social media platforms affect consumer preferences, trust formation, and social dynamics among Bangalore’s millennial population. The findings suggest that millennials rely heavily on digital reviews, influencer recommendations, peer feedback, and brand narratives shared across platforms such as Instagram, Facebook, and YouTube when making purchase decisions. Beyond consumption, social media also plays a pivotal role in constructing identity, fostering online communities, and reinforcing social belonging. However, the review highlights certain limitations, including issues of information overload, digital fatigue, and the challenge of distinguishing authentic content from sponsored messages. The study underscores the need for businesses to design culturally relevant, transparent, and interactive digital marketing strategies to effectively engage millennial audiences. Implications extend to policymakers and educators, as social media continues to influence not only consumption patterns but also communication styles and social cohesion. Future research should adopt mixed-method approaches to investigate long-term behavioral changes, generational differences, and the evolving role of emerging technologies such as artificial intelligence, augmented reality, and virtual influencers in shaping consumer and social behaviors within urban Indian contexts.