Online Content and Post-Purchase Behavior: A Study of Millennials

© Media Watch 10 (S) 64-77, 2019
ISSN 0976-0911 e-ISSN 2249-8818
DOI: 10.15655/mw/2019/v10/Spl/49615


Online Content and Post-Purchase Behavior: A Study of Millennials


Nilesh Gokhale

Symbiosis Institute of Media and Communication, India



With an estimated 35 percent Internet penetration and about 450 million internet users, India is the second largest internet using country in the world. Millennials form a significant part of Internet users in India. The rise of millennial and the age at which they adopted the internet makes it extremely crucial for marketers to understand the role played by their online content consumption in their buying behavior. Noticeable research has been conducted about how internet usage affects pre-buying and Purchase steps of the buying decision process. At the same time, it is equally essential for marketers to focus on post-purchase behavior a stage wherein buyer satisfaction is shaped and realized. The study aimed to explore the effect of online content (product-related content) on the post-purchase behavior of millennials. While studying post-purchase behavior, this study focused on post-purchase satisfaction and post-purchase dissonance in specific. The study considered smartphones to study post-purchase behavior.


Keywords:    India, Internet, millennials, online content, post-purchase behavior, buying decision




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Nilesh Gokhale (Ph.D., Savitribai Phule Pune University, 2012) is an Associate Professor and Brand Communication specialization in charge at Symbiosis Institute of Media and Communication, Symbiosis International (Deemed University), Pune, India. His research interests include consumer buying decision process, Generational studies involving Gen Y and Gen Z with reference to their buying behavior and brand loy


Correspondence to: Nilesh Gokhale, Symbiosis Institute of Media and Communication, Symbiosis International (Deemed University), Symbiosis Knowledge Village, Lavale, Mulshi, Pune-412 115, India