The Implication of Social Media on Online Purchasing Behavior in Bangladesh: An Empirical Study Focusing University Students

Purpose: The study aimed to investigate the implication of social media networks on online purchasing behavior, specifically focusing on consumer patronage, decision-making processes, and purchase intentions. Methodology: This study utilized convenience sampling as a form of non-probability sampling. This investigation utilized a quantitative research design and gathered data from 200 University students using a structured questionnaire. Structural Equation Modeling (SEM) techniques with SMART PLS-4.0 were used to test hypotheses. Findings: According to the research, social media networks significantly impact the purchasing habits of internet users, influencing the decision-making process, purchase inclinations and store brand patronage. Consumers, as a result, take into consideration social media platforms like Facebook and Twitter etc. while making purchases from online retailers. Practical Implications: This study's findings will streamline the e-commerce industry by attracting more e-commerce customers, especially the young generation. This study will assist internet marketing practitioners in creating campaigns that take into account social media networks and customer purchasing behavior. Value: This study examined online purchasing behavior in three contexts: customer patronage, decision-making process, and purchase intentions, to provide a comprehensive understanding of the online buying landscape inside the realm of social media. Limitations: This survey focused solely on university students in Dhaka city, implying that students from other cities may hold divergent opinions. This study employed convenience sampling, which is less accurate than probability sampling in order to prevent sample biases.