Exploring The Factors Influencing Millennials Intention-To-Purchase of Facebook Advertising in Bangladesh

18 Pages Posted: 4 Jan 2019

Date Written: January 5, 2019

Abstract

This study investigates the factors influencing of Facebook advertising on millennials purchase behavior focusing fashion accessories, photography and event management services in Bangladesh. The study uses both quantitative and qualitative approach to collect data through questionnaire based survey from 327 millennial Facebook users to determine their purchase intention while interacting with Facebook advertising. This paper focuses theory of planned behavior, theory of reasoned action developed by Ajzen and Fishbein (1980), hierarchy-of-effects model by Lavidge and Steiner (1961) and builds on adapting previous models proposed by several researchers on purchase intention. This paper presents a new conceptual model adding two new constructs grasping Bangladeshi millennials interest with Facebook adverts. Reliability and validity analysis, factor analysis, goodness of fit, analysis of variance and linear regression analysis measure hypothesis, using SPSS 22. The result reveals, businesses should carefully manage Facebook ads with personalized customer engagement and reward influencer customers.

Keywords: Facebook advertising, intention-topurchase, Hierarchy of effects model, Bangladesh, Millennials, Fashion accessory, Photography and event Management services, Alignment BSC, Critical Success Factors

Suggested Citation

Ghosh, Mollika, Exploring The Factors Influencing Millennials Intention-To-Purchase of Facebook Advertising in Bangladesh (January 5, 2019). Proceedings of 10th International Conference on Digital Strategies for Organizational Success. Available at SSRN: https://ssrn.com/abstract=3306490 or http://dx.doi.org/10.2139/ssrn.3306490

Mollika Ghosh (Contact Author)

Bangladesh Open University ( email )

Gazipur, Bangladesh

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