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Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

Author

Listed:
  • Ismat Ara Eti

    (School of Business, Independent University Bangladesh, Dhaka, Bangladesh)

  • Mohammad Abu Horaira

    (Associate Professor, College of Tourism and Hospitality Management (CTHM), IUBAT-International University of Business Agriculture and Technology, Dhaka, Bangladesh)

  • Mohammad Murshedul Bari

    (School of Business, Daffodil International University, Dhaka, Bangladesh)

Abstract

The study was motivated by the need to highlight the roles played by social media marketing on consumers' purchase intention during the COVID-19 pandemic. Since it was a quantitative study, hypotheses were tested to generate findings. We used IBM SPSS 25.0 software to analyze using reliability statistics, descriptive statistics, and IBM SPSS Amos 26.0 software was used to do confirmatory factor analysis for the purpose of developing hypothesis, and SEM used for trying to fit the model. The primary data was mustered by personal interview in an online survey method through a structured questionnaire with five-point Likert scales from 240 Bangladeshi online consumers. These findings publicized that social media marketing (Facebook, Instagram, and YouTube) a significant stimulus on consumers purchase intention during COVID-19, and all factors except discount or coupon offer and brand awareness had an epoch-making and constructive connection with consumers’ purchase intention during the coronavirus malady (COVID-19) epidemic in Bangladesh Key Words: COVID-19, Pandemic, Social Media, Marketing, Consumer, Purchase, Intention, Bangladesh

Suggested Citation

  • Ismat Ara Eti & Mohammad Abu Horaira & Mohammad Murshedul Bari, 2021. "Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(1), pages 28-37, January.
    • Handle: RePEc:rbs:ijbrss:v:10:y:2021:i:1:p:28-37
    DOI: 10.20525/ijrbs.v10i1.1011
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    References listed on IDEAS

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    1. Khadijah Hussain, 2020. "Social Media Impact On Tourism In Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 9(2), pages 74-84, June.
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