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

Ismat Ara Eti, Mohammad Abu Horaira and Mohammad Murshedul Bari
Additional contact information
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

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 1, 28-37

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

Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1011/773 (application/pdf)
https://doi.org/10.20525/ijrbs.v10i1.1011 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rbs:ijbrss:v:10:y:2021:i:1:p:28-37

Access Statistics for this article

International Journal of Research in Business and Social Science (2147-4478) is currently edited by Prof.Dr.Umit Hacioglu

More articles in International Journal of Research in Business and Social Science (2147-4478) from Center for the Strategic Studies in Business and Finance Editorial Office,Baris Mah. Enver Adakan Cd. No: 5/8, Beylikduzu, Istanbul, Turkey. Contact information at EDIRC.
Bibliographic data for series maintained by Umit Hacioglu ().