Rahamn, Mohammad (2023) Impact of Social Media Marketing on Consumer Purchase Action: A Case Study of SME consumers in Bangladesh. Doctoral thesis, University of Wales Trinity Saint David.
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Rahamn, Mohammad (2023) DBA Impact of social media marketing on consumer purchase action.pdf - Accepted Version Available under License CC-BY-NC-ND Creative Commons Attribution Non-commercial No Derivatives. Download (4MB) | Preview |
Abstract
This study examines the influence of Impact of Social Media Marketing on Consumer Purchase Action. A Case Study of SME consumers in Bangladesh. A survey questionnaire was used to conduct the study on Bangladeshi SME customers who utilise online social media sites. The purpose of the research was to examine the significance of social media marketing in Bangladesh and how it influences customer purchase action. In the study's first phase, relevant literature research was conducted to thoroughly comprehend social media marketing techniques. After analysing previous research in the subject matter, the conceptual framework of the study was developed. This framework studied both the causes and consequences of social media marketing on consumer engagement. In the second phase, a cross-sectional quantitative data survey was constructed to evaluate the research framework and hypotheses. In a pilot test, 16 valid survey questionnaires were distributed to determine how social media is embedded in various situations and locations. The assumptions of the extended model were then verified with 329 valid surveys. The data were analysed through structural equation modelling (SEM). The research found a positive correlation between customer engagement and the social media marketing efforts of SMEs. Moreover, the statistically significant mediating influences of trust, perceived value, and social media antecedents on this connection were discovered. Furthermore, there was a substantial correlation between customer engagement and client acquisition, indicating that SMEs in Bangladesh might strengthen their customer interactions by using a social media marketing approach. This study also examines how social media marketing influences consumer behaviour, customer engagement, and consumer purchase action in Bangladesh's small and medium-sized enterprises. This study could help Bangladesh's SMEs interact with consumers on social media platforms and establish the framework for future research on the moderating influence of online consumer behaviour.
| Item Type: | Thesis (Doctoral) |
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| Uncontrolled Keywords: | social media marketing , SME consumer , Bangladesh |
| Subjects: | A General Works > AC Collections. Series. Collected works A General Works > AS Academies and learned societies (General) B Philosophy. Psychology. Religion > B Philosophy (General) H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform L Education > LB Theory and practice of education |
| Divisions: | Theses and Dissertations > Doctoral Theses |
| Depositing User: | Dr Mohammad Mofizur Rahamn |
| Date Deposited: | 11 Sep 2023 15:02 |
| Last Modified: | 11 Sep 2023 15:02 |
| URI: | https://repository.uwtsd.ac.uk/id/eprint/2580 |
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