Analyzing the Relationship between the Social Media and the Decision Making Process of Travelers: A Case Study of Delhi NCR | Original Article
Millennials have been exerting a peculiar fascination not only on business leaders but also on the academic experts. Since the members of Generation Y are also called Digital Natives, their life has begun with the digital environment and information technology profoundly affects how they live and work. Most of the business managers, researchers and policy makers are interested in the identification of use of social media by millennials because this can reflect the positive and negative outcomes of these digital natives and subsequently managers can design and develop their products and the product line. Most of the business managers form customer identity by analyzing their habits and their brand loyalty along with their use of social media. With this, they can also assess the purchase behavior of these consumers and their perceived value towards the business organizations. The present study focuses on the relationship between social media and the purchase decisions made by the generation with regard to their travel. The study is done on the basis of responses received from the generation Y population. A questionnaire has been designed to assess the hypothesis that there is a strong relationship between the use of social media and the travel decisions made by them. Out of total 300 responses, 244 were found to be significant. Based on the responses received inferences have been made.