Millet Marvels: unravelling the nexus between social media influence, expectation confirmation, and customer purchase intentions for millet products in the digital age

In the dynamically evolving landscape of consumer behaviour, this study explores the intricate relationships among social media interaction, confirmation, satisfaction, and repurchase intention of millet products. The study employs a quantitative research design, utilising survey data collected from a sample of 269 millet product consumers. The findings show that social media interactions and confirmations significantly contribute to customer satisfaction, ultimately fostering a higher likelihood of repurchase intention for millet products. The mediating effect of satisfaction underscores its pivotal role as a key determinant in shaping the repurchase intention of millet products. The study contributes to understanding consumer behaviour in the digital age and offers insights for marketers aiming to improve engagement and loyalty in India's millet product market.