Impact of Social Media Advertising on Buying Decision of Young Group of Consumers in Bangladesh: A Study Dhaka City

Abstract

This study has run for investigating the impacts of social media advertising among the young group of people's buying decision of Bangladesh. To run this study the authors has developed a structured survey questionnaire by using the digital survey tool, through Google form. For this research an online survey through the social media platform, Facebook has used for collecting data from a convenience sample of 244 respondents, living throughout the Dhaka city. Besides, snowball sampling technique exerted for leveraging the referrals of the participating respondents within their acquaintance network through Facebook. Moreover, the Multiple Regression Analysis was performed to test the research hypotheses. Results show that among the six predictors, Source of Information, Uniqueness of Advertising, Time Saving, Security, Convenience of Ordering and Feedback significantly affects in young people's buying decision. Accordingly, all research hypotheses are supported by survey data: social media marketing increased by unit favorably influences Bangladeshi youth purchasing behavior by 53.5%, and the remaining 46.5% may be influenced by other non-market external and internal variables. Finally, the limitations and managerial implications of the study, along with future research avenues, have been discussed.