ISSN : 1997-1052 (Print)
227-202X (Online)
 
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Impact of Social Media Marketing on Online Impulse Buying Behavior: A Study from Bangladesh Perspectives
Khaleda Akter, Farjana Tabassum Rimu
Abstract

Consumers buy products not only to fulfill their current needs but also for several reasons and situations. Such unplanned purchasing is called impulse buying. Impulse buying describes the behaviors of buyers or shoppers who purchase instantly without preplan. Social media marketing plays a significant role in online purchasing nowadays. The aim of the study is to find out the impact of social media marketing on the online impulse buying behavior of consumers. It is because consumers are much more aware than ever before having a lot of information through the internet and diverse technology. The study has been conducted through a systematic literature review and thereby a questionnaire-based survey including 60 respondents from a different group of customers. A statistical analysis has also been conducted using the convenience sampling technique. The paper has found that consumer is highly motivated by social media as marketers can easily reach to them at any time anywhere. They prefer to purchase products and services instantly online due to the following influential factors like hedonic motivation, trust, website quality, situational variable ( comments and reviews, order placement system), promotional activities ( discounts, buy one get on, coupon, gift voucher), payment facility ( cash on delivery, cash back, free home delivery) and variety-seeking options. On the basis of the findings, it can be recommended that the internet provides more opportunity for the marketers to offer diverse products and services as the consumers can exchange information instantly using social media platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snap chat.

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