How Does Social Media Influence Consumer Behavior in the Bangladeshi Banking Sector
Bhuiyan, Zobayarul Hoque (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120934064
https://urn.fi/URN:NBN:fi:amk-2025120934064
Tiivistelmä
The purpose of the study is to find out how social media influences consumer behavior in the Bangladesh banking sector, focusing on consumer attitude, perceptions, trust, and purchasing decisions about financial products and services. With the rapid growth of social media use in Bangladesh, with more than 60 million active users, it has become a very important marketing channel for banks to improve brand visibility, enhance customer engagement, and influence consumer decision-making. This study explores the exposure of consumers to banking-related content on platforms like Facebook, Instagram, and YouTube, and how that influences consumer trust, brand preference, and the adoption of digital banking services.
A quantitative research approach was applied, and data were gathered from 55 survey respondents aged 18-40 who actively use social media and engage with banking services. The findings reveal that social media marketing significantly shapes consumer perceptions of banking brands, increases awareness of financial products, and influences decisions such as choosing a bank, using mobile banking apps, or adopting products like loans, credit cards, and savings accounts. Trust-building content, user reviews, and culturally sensitive or Islamic-value-aligned messages were found to play an especially important role in shaping consumer attitudes.
The study concludes that social media marketing is an imperative competitive tool for banks in Bangladesh, enabling more personalized communication, faster customer service, and stronger brand–consumer relationships. Banks are recommended to enhance their digital marketing strategies through improving content quality, increasing interactive engagement, integrating culturally appropriate messaging, and using platform-specific tools to build trust and long-term loyalty. The research contributes both theoretical and practical insights into how social media influences financial consumer behavior in emerging digital economies.
A quantitative research approach was applied, and data were gathered from 55 survey respondents aged 18-40 who actively use social media and engage with banking services. The findings reveal that social media marketing significantly shapes consumer perceptions of banking brands, increases awareness of financial products, and influences decisions such as choosing a bank, using mobile banking apps, or adopting products like loans, credit cards, and savings accounts. Trust-building content, user reviews, and culturally sensitive or Islamic-value-aligned messages were found to play an especially important role in shaping consumer attitudes.
The study concludes that social media marketing is an imperative competitive tool for banks in Bangladesh, enabling more personalized communication, faster customer service, and stronger brand–consumer relationships. Banks are recommended to enhance their digital marketing strategies through improving content quality, increasing interactive engagement, integrating culturally appropriate messaging, and using platform-specific tools to build trust and long-term loyalty. The research contributes both theoretical and practical insights into how social media influences financial consumer behavior in emerging digital economies.