NORTH SOUTH UNIVERSITY

SOCIAL MEDIA ADVERTISING IN DHAKA:

EXPLORING FACTORS SHAPING CONSUMER
PURCHASE INTENTIONS

PRESENTED BY
MD. Zahid Hossan -1911877630
Suriya Azad Jyoti -1631596630
Abu Obayda Tafsir -1731697630
Shehjad Rahman -1831298630
Saiful Kabir Tonmo -1722301630
Course: Marketing Research Salima Afrin Polly -1731654030
Section: 14 Mustafa Nafis Fuad -1731464630
NORTH SOUTH UNIVERSITY

Abstract
This research investigates the complex landscape
of social media advertising in Dhaka, Bangladesh,
focusing on the factors influencing consumer
purchase intentions. (UTAUT2), the study
examines performance expectancy, interactivity,
informativeness, and perceived relevance as key
determinants of consumer behavior. Through a
comprehensive survey and difficult analysis
involving 52 participants, the study identifies
informativeness as the pivotal factor driving
purchase intentions. The research provides
nuanced insights into Dhaka's vibrant market,
emphasizing the necessity of localized strategies
in social media advertising. The findings not only
contribute to the local marketing landscape but
also hold broader implications, challenging
existing advertising theories and emphasizing the
significance of cultural nuances in shaping
consumer responses.
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Overview
Problem
Introduction Literary Preview
Statement

Theoretical Question &

Hypothesis
Model Objectives

Findings &
Methodology Implementation
Analysis

Managerial Recommendation &

Conclusion
Implications Limitations
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Introduction
In the digital age, social media platforms have revolutionized advertising, offering businesses powerful
tools to connect with their audiences. This study delves into the impact of social media advertising features
on consumer purchase intentions, exploring factor that influence decisions. With billions active on
platforms like Facebook, Instagram, and Twitter, understanding these dynamics is crucial for businesses in
a competitive market. The research sheds light on how social media shapes consumer attitudes and
behaviors, offering valuable insights for marketers and researchers. In an era where online commerce is
the norm, this study provides a roadmap for businesses aiming to optimize their digital marketing
strategies and convert their target audience into customers.

Source: Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and
Informatics, 34(7), 1177–1190
 Problem
Past Data Analysis
Businesses invest heavily in social media
advertising, yet there's a lack of understanding
regarding the specific factors influencing customer
purchase intention within these platforms,
especially in Dhaka city. Existing research from
other countries doesn't address this gap, leaving
businesses without a clear framework to shape their
social media campaigns effectively. This knowledge
deficiency hampers strategic planning, hindering
businesses from optimizing their advertising efforts
on social media platforms.

Source: Dwivedi, Y. K., Shareef, M. A., Simintiras, A. C., Lal, B., & Weerakkody, V. (2016). A generalised adoption model for services: A cross-country comparison of mobile health (m-health).
Government Information Quarterly, 33(1), 174–187.
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Past studies have explored various aspects of social media

advertising, including factors like entertainment,

01
informativeness, attitudes, intrusiveness, and privacy
concerns. Researchers have compared social media ads
with television ads, highlighting the significant roles of
entertainment and informativeness in shaping customer
attitudes.

Literature Research has emphasized the influence of intrinsic and

extrinsic motivation on customer reactions to social

02
Preview
media advertising. Factors such as performance
expectancy (extrinsic motivation) and hedonic
motivation (intrinsic motivation) have been identified as
key determinants in customer responses.

Studies have delved into elements from the Extended

Unified Theory of Acceptance and Use of Technology

03
(UTAUT2) framework, including performance expectancy,
hedonic motivation, interactivity, informativeness, and
perceived relevance. These elements have been
recognized as pivotal factors influencing customer
perceptions and responses to social media advertising.

SOURCE:
ALALWAN, A. A., RANA, N. P., DWIVEDI, Y. K., & ALGHARABAT, R. (2017). SOCIAL MEDIA IN MARKETING: A REVIEW AND ANALYSIS OF THE EXISTING LITERATURE. TELEMATICS AND INFORMATICS, 34(7), 1177–1190
BOATENG, H., & OKOE, A. F. (2015). CONSUMERS’ ATTITUDE TOWARDS SOCIAL MEDIA ADVERTISING AND THEIR BEHAVIOURAL RESPONSE: THE MODERATING ROLE OF CORPORATE REPUTATION. JOURNAL OF
RESEARCH IN INTERACTIVE MARKETING, 9(4), 299–312
DWIVEDI, Y. K., SHAREEF, M. A., SIMINTIRAS, A. C., LAL, B., & WEERAKKODY, V. (2016). A GENERALISED ADOPTION MODEL FOR SERVICES: A CROSS-COUNTRY COMPARISON OF MOBILE HEALTH (M-HEALTH).
GOVERNMENT INFORMATION QUARTERLY, 33(1), 174–187.
NORTH SOUTH UNIVERSITY

Theoretical Framework

Unified Theory of Acceptance and Use of Technology (UTAUT2) framework

Source: Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature.
Telematics and Informatics, 34(7), 1177–1190
NORTH SOUTH UNIVERSITY

Research
Question & Objectives

Research Objective Research Questions

The objective of this study is to analyze
the key factors in social media
advertising that influence customer
purchase intentions in Dhaka,
Bangladesh. Using the Unified Theory of
Acceptance and Use of Technology
(UTAUT2) as a framework
What is an appropriate conceptual model that could
be adopted to provide a comprehensive
understanding, specifically within Dhaka, Bangladesh,
covering the main aspects of social media advertising?
What are the primary factors associated with social
media advertising in Dhaka, Bangladesh, that could
effectively predict the customer’s purchase intention?
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Hypothesis
Performance expectancy will positively Informativeness will positively influence
influence customers’ purchase intention of
01 02 customers’ purchase intention of products
products presented in social media presented in social media advertising.
advertising.

Interactivity will positively influence Perceived relevance will positively influence

03 customers’ purchase intention of products 04 customers’ purchase intention of products
presented in social media advertising. presented in social media advertising.
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Methodology
Collected data from Students of NSU
Survey questionaries in Google form
Face to face interview
Likert scale
Spss tool
Quantitative Mehod
Analysis:
Discriptive Analysis
Frequency test
Regression test
Correlation test
Also, collected data from secondary source.
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Implementation
Phase 01 Phase 02 Phase 03

Selected variables Collected all primary data. Analyzed data:

Conducted survey Analyzed secondary data
questionnarrie Discriptive analysis
Input Data In Excel
Discussed with 10 Frequency Test
Input data in SPSS tool.
peoples about the Correlation Test.
questions. Regression Test
Collected data from
secondary source
Finding & Analysis
Finding & Analysis
Finding & Analysis
Descriptive Statistics:

Collected data from 50-51

participants.
Provided a clear snapshot of our
participant responses.
Helped us by understanding clear data
of average variation and ranges.
Gained a clearer understanding of the
central tendencies and diversities
within our data.
 Finding & Analysis
Correlation test:
Purchase Expectancy (PE) demonstrates strong positive
correlations with:
Perceived Relevance (PR) at r = .852
Interactivity (IN) at r = .785
Informativeness (IF) at r = .805

Purchase Intention (PI) exhibits significant positive correlations

with:
Informativeness (IF) at a strong level (r = .862)
Purchase Expectancy (PE) at a moderate level (r = .675)
Perceived Relevance (PR) at a moderate level (r = .727)
Interactivity (IN) at a moderate level (r = .704).

These correlations underscore the strong relationships between

Purchase Expectancy, Perceived Relevance, Interactivity, and
Informativeness, Which indicates considerable influence on Purchase
Intention.
Finding & Analysis
Correlation test:

Also, These correlations reveal how

changes in one variable are associated
with consistent changes in others,
providing crucial insights into consumer
behavior patterns.
Finding & Analysis
Finding & Analysis
Finding & Analysis
Regression test:
Purchase Expectancy (PE1):

Coefficient: -0.023
Sig. (2-tailed): 0.854
So, the coefficient for Purchase Expectancy is not significant (P>0.5) .
(No relation)

Perceived Relevance (PRR):

Coefficient: -0.051
Sig. (2-tailed): 0.773
So, the coefficient for Perceived Relevance is not significant (p > 0.05).
(No relation)

Interactivity (INTER):
Coefficient: -0.007
Sig. (2-tailed): 0.964
So, the coefficient for Interactivity is not significant (p > 0.05).
(No relation)

Informativeness:
Informativeness (INF) has a significant positive relationship with
purchase intention
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INFORMATIVE CONTENT SIGNIFICANTLY

INFLUENCES CONSUMERS' INTENTIONS TO

Discussions
MAKE A PURCHASE.

This study explores the factors that influence customer

perceptions and behaviors regarding social media
advertising.
Informativeness emerged as the primary driver of Purchase
Intention (Beta = .938, p < .001). This indicates that
informative content significantly influences consumers'
intentions to make a purchase.
This research provides valuable guidance for both
researchers and practitioners in the realm of social media
advertising
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Tailored Advertising
01 Strategies

Managerial
Implications 02 Effective Budget Allocation

Continuous Adaptation and

03 Innovation in S.M ads
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Conclusion
Informativeness is Key
Localized Strategies Matter
UTAUT2 Framework
Managerial Implications
Future Research
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Recommendations

Recommendations 01 Recommendations 02

Enhance Informativeness Tailor Content to Local

Preferences
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Limitations
While this study has made significant strides
in shedding light on the it's important to
acknowledge several limitations that should
be taken into consideration.
Exclusion of Personality Traits
Demographic Factors Neglected
Data Collection Method
Platform-Specific Analysis Omitted
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