BUFT Journal of Business and Economics

Impact of Social Media on Consumer Buying Behavior through Online Value Proposition: A Study on E-Commerce Business in Bangladesh

Bangabandhu Sheikh Mujibur Rahman Science and Technology University (BSMRSTU)
Email: alamin.bba@bsmrstu.edu.bd

Abstract

Purpose: The research aims at how social media influences consumer buying behavior through the online value proposition. The study considers the integrated digital platform to be utilized for sophisticated business activities to assess the online buying behavior of consumers, which can be effective with the online value proposition. The study further aims to explore the effects of social media to improve consumer interest which can create a successful e-commerce marketplace. Methodology: For comprehending the research outcome, the work follows deductive research approach being conclusive in nature considering a triangulation research method. Non-probability snowballing sampling technique is used to determine the significance of research. Data was collected from 150 respondents by means of a survey questionnaire and a face to face interview. Data were analyzed through regression, correlation and ANOVA. Findings: The research findings revealed positive results for the social media' effectiveness in the e-commerce sector. Nonetheless, companies operating in Bangladesh are underestimating the opportunity of branded e-commerce development within social media. Limitations: This research suffered from a considerable amount of time & budget. Though, proper time allocation and budget can take this study further. Practical Implications: Research the implications for the advancement of the e-commerce sector is essential to understand the further growth of social media in the e-commerce sector. All social media must be expressed more clearly so that sufficient communication tools are distributed. Originality/Value: The research has illustrated consumer buying behavior is changing significantly through online value proposition as well as the reason behind this consequence. Therefore, the research has fulfilled the prior literature gap and maintained its originality.