INFLUENCES OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION IN FOOD AND BEVERAGE INDUSTRY IN DHAKA, BANGLADESH

Abstract

The phenomenon of Social Media Marketing is becoming immensely common in Bangladesh, as businesses and service providers now have an effective method to advertise as well as achieve the business marketing objectives. This marketing strategy has shown its influence by creating restaurant and food purchase intentions by sharing of knowledge over the internet platform, even though this concept is still relatively new within the Bangladeshi food industry. Additionally, there is quite few academic researches that has been undertaken to observe and analyze the relationship between the aspects of social media marketing and purchase intention.

Thus, this research and study has been undertaken to close the gap by defining the factors of social media marketing along with purchase intention in the context of Dhaka, Bangladesh. The sub factors chosen as constructs of this research are electronic word-of-mouth (eWOM), social network sites (SNS) and social media applications. The depth of the research demonstrates related literatures and appropriate measurement models that relates to all chosen research variables. On the other hand, a self-administered questionnaire was distributed within mostly college students with science research requirements mentioned and correlation study design was applied for the research method. Serially, few statistical tests were initiated to assure reliability, validity and accuracy of the research.