Social media plays a significant role in influencing consumer purchase decisions and has become a key factor in the overall process of buying goods and services. Numerous scholars have conducted separate studies on its impact on consumer behavior and have consistently found social media to be a powerful influencer. In our study, we focused on three specific factors related to social media marketing: informativeness, reliability, and motivation. We collected data using a convenient sampling technique, with 241 individuals participating as samples. To assess their satisfaction level, we employed a Likert scale in our survey. The results of our study revealed that motivation and informativeness had a positive and significant relationship with purchase decisions, whereas reliability did not show the same influence. However, we observed that brand value partially mediated the impact of motivation and informativeness on purchase decisions. Based on the data presented, it is evident that informativeness and motivation are crucial factors in a person's decision to purchase a product from a particular company. Therefore, decision-makers need to implement effective marketing strategies to enhance sales and profitability.
Keywords: Informativeness, Reliability, Motivation, Brand Value, Purchase Decision, Bangladesh
DOI: https://doi.org/10.61921/kyauj.v06i01.003
31-Aug-2024
