The Implication of Social Media on Online Purchasing Behavior in Bangladesh: An Empirical Study Focusing University Students
Mahathy Hasan Jewel, Md. Al Amin, Tamanna AkterJagannath University, Hamdard University Bangladesh
Email: jewelbhola@yahoo.com
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Abstract
Purpose: The study aimed to investigate the implication of social
media networks on online purchasing behavior, specifically focusing on consumer
patronage, decision-making processes, and purchase intentions.
Methodology: This study utilized convenience sampling as a form of
non-probability sampling. This investigation utilized a quantitative research
design and gathered data from 200 University students using a structured
questionnaire. Structural Equation Modeling (SEM) techniques with SMART PLS-4.0
were used to test hypotheses.
Findings: According
to the research, social media networks significantly impact the purchasing
habits of internet users, influencing the decision-making process, purchase
inclinations and store brand patronage. Consumers, as a result, take into
consideration social media platforms like Facebook and Twitter etc. while
making purchases from online retailers.
Practical Implications: This study's
findings will streamline the e-commerce industry by attracting more e-commerce
customers, especially the young generation. This study will
assist internet marketing practitioners in creating campaigns that
take into account social media networks and customer purchasing behavior.
Value: This
study examined online purchasing behavior in three contexts: customer
patronage, decision-making process, and purchase intentions, to provide a
comprehensive understanding of the online buying landscape inside the realm of
social media.