The digital influence of banking: the effects of the social media contents of EBL on the young consumers of Bangladesh : a study conducted on the youths of Bangladesh

Abstract

This paper will discuss the impact of marketing campaigns carried out using social media on consumer behaviour within Bangladeshi banking industry particularly the Eastern bank limited (EBL). The paper observes how digital campaigns have influenced the consumer trust, purchasing intention and sav-ing-oriented behaviour among the young adults. The quantitative survey data have been complemented by qualitative information to comprehend the con-sumer perception about online marketing by EBL. Results also indicate that psychological motivation like scarcity, urgency and social proof are very good predictors of engagement and culture as well as economics that shapes the saving behaviours. The study also contributes to the information regarding the incorporation of electronic way of marketing by the financial institution in the emerging economies to facilitate saving behaviour by fostering trust amongst users. As the research end, recommendations of designing culturally adaptive and demographically specific campaigns that appeal to the financial psychol-ogy of the youth in Bangladesh are produced.