Influence of social media on consumer buying behavior and decision making : insights from surveys and a case study of Flash Digital Agency in Bangladesh

Abstract

This research delves into the transformative impact of social media on consumer behavior within the dynamic landscape of Bangladesh's E-commerce industry. The multifaceted objectives encompass understanding how social media shapes consumer purchasing decisions, evaluating decision-making processes in online purchases, and exploring consumer engagement on various social media plat-forms. The study also investigates Flash Digital Agency's strategies in enhancing online presence and influencing consumer behavior. The research harnesses both consumer surveys, involving 43 respondents, and in-depth interviews with six key personnel from Flash Digital Agency, aiming to provide actionable insights for businesses operating in Bangladesh's E-commerce sector.

Emphasizing consumer buying behavior, decision-making processes, digital sales, e-commerce dynamics, online purchasing, platform engagement, and social media influence, the study utilizes the Statistical Package for the Social Sciences (SPSS) data analysis tool to investigate a series of user research questions. Overall, the findings strongly support the substantial impact of social media on consumer behavior within Bangladesh's E-commerce sector. Businesses are encouraged to tailor their strategies to effectively leverage this influence, enhancing consumer engagement and decision-making in the digital domain. The insights derived from this research, driven by SPSS analysis and qualitative case study interviews, present actionable recommendations to optimize marketing approaches for businesses operating in Bangladesh's dynamic E-commerce industry.