Social Media and E-commerce Integration: a comparative analysis of consumer behaviour of Young Adults in Bangladesh and Finland

Abstract

The growing popularity and usage of social media and e-commerce among people has led to changes in their shopping habits and made social commerce a subject of research. This thesis aimed to analyse the integration of social media platforms with e-commerce, focusing on the comparative consumer behaviours of young adults in Bangladesh and Finland. It also explored the factors that influence consumer trust, engagement, and purchasing decisions within these distinct cultural contexts. A quantitative research methodology was utilised in the thesis and primary data were collected to use. Respondents from the two countries were targeted using a structured survey. 153 participants responded to the survey. The results showed that people engaged in social media and e-commerce to a varying degree, which was due to differences in the cultural and economic settings. This research contributes to the existing body of literature by enhancing the understanding of consumer behaviour in social commerce and providing prac-tical insights for practitioners.