Impact of Social Media Marketing on Buying Behaviors of Superstore Customers in Bangladesh

What is it about?

This study aims at identifying the impact factors of social media marketing on the buying behaviors’ of superstore customers in Bangladesh

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Why is it important?

Due to the development of ICT in Bangladesh, marketing and branding of superstores, now, substantially depends on the use of social media including Facebook, Google+, Twitter, LinkedIn, YouTube, Instagram, etc. that generate publicity among potential customers and the public as well. Internet-based social media marketing sites provide opportunities for marketers to increase the visibility of their product-brands to the potential customers. Therefore, buying behavior of the customers substantially depends on social media marketing along with other factors. Age, sex, education level, monthly household income, monthly household expenditure, monthly frequency of visit, availability of desired products and the price are the signifcant predictors of superstore customers’ satisfaction in Bangladesh. Therefore, the customary business model like Brick and Mortar is now replacing with internet-based or clicks or order-based business model. The shoppers can buy their desired products straight from the superstores with a single click. Study shows that 80% of the online shoppers believe that the social media marketing helped them make perfect shopping decisions. One-forth business owners sell their products through social media like Facebook in Bangladesh. Use of social media marketing is broad and useful for both marketers and customers due to win-win benefits. In Bangladesh, there are apparently over three million existing social media platform users. It is observed that more people are inaugurating their businesses through social media other than .com or .com.bd, which requires financial and human capital as it creates more customer engagement compared to direct selling. Thereby, this study explores the impact of social media marketing on buying behaviors of superstore customers in Bangladesh. The main objective of this study is to identify the factors relating to social media marketing on buying behaviors of the superstore customers.

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