Research Article

Factors Influencing the Consumer’s Intention of Buying through Facebook – A Study on Dhaka City

Shakila Jahan Nipa
Daffodil Institute of IT, Bangladesh
Fahmida Akter
Daffodil Institute of IT, Bangladesh
Mohammed Shakhawat Hossain
Principal Daffodil Institute of IT, Bangladesh
DOI icon 10.24018/ejbmr.2020.5.4.380

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Submitted 2020-06-20
Published 2020-07-22

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Table of Contents

Article Main Content

Now a day social media is used as a platform to not only creates relationship but also it is the powerful implements of marketing communication which is sharply changed the traditional marketing approach. This paper is based on the assumption of the influence of Facebook on changing the buying behavior of the consumer. A structured questionnaire consisting with a set of close-ended questions was developed to collect data. Data were collected from 156 respondents who have an experience of buying through Facebook. It is a causal type of research and PLS-SEM technique was used to analyze the collected data. The study identified that both security & privacy has positive influence to trust and ease of use & usefulness also has positive influence to build attitudes towards Facebook. Finally, trust and attitudes towards Facebook to drive the intention of buying through Facebook.

Keywords: Facebook, buying behavior, marketing communication

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