Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19
Ismat Ara Eti ORCID ↗ · Mohammad Abu Horaira ORCID ↗ · Mohammad Murshedul Bari ORCID ↗
International Journal of Research in Business and Social Science · 2021 · Vol. 10 / Issue 1 · 28-37
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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.
Authors & affiliations
Ismat Ara Eti
Affiliation not supplied
Mohammad Abu Horaira
Affiliation not supplied
Mohammad Murshedul Bari
Affiliation not supplied
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