TO DETERMINE THE IMPACT OF SOCIAL MEDIA FACTORS ON CONSUMER BUYING BEHAVIOUR: A STUDY ON DHAKA CITY

Abstract

The research aims at how social media factors influences consumer buying behavior. The introduction of electronic media has created an extremely competitive economic environment that is difficult to maintain. Customers have more regional alternatives from which to choose, giving firms the ability to contact more consumers in less time, and customers more freedom in their purchasing decisions. Customers now consider a company’s online performance, particularly its digital marketing strategy, when deciding whether or not to make a repeat purchase. The investigation considers how the integrated digital platform may be put to use for complex business operations, such analyzing customers’ online purchasing patterns that work well with a digital value offer. The project also intends to investigate how the use of social media might increase customer interest, leading to a thriving online retail sector. The study’s findings bolster the value of social media for online retailers. Yet, businesses in Bangladesh are failing to fully grasp the potential of social media for the growth of branded e-commerce.