Among all of the existing social media platforms, Facebook has been playing the most dominant role right from its inception, specially over the last one decade or so. It has become an integral and inevitable part of human lives in almost every single country all around the world. Marketers have taken advantages of this ever-growing popularity with an enormous client base to market their products and services using this unique and vast social media platform. Consequently, doing research on effectiveness, importance, and utilities of Facebook, the basic Facebook features to be more specific, as befitting marketing tools has become an obvious option and opportunity. This article attempts to find the impact of different technological, visual, content, usage, etc. aspects of Facebook illustrated by some universally accepted Facebook or SNS terminologies or glossaries on the perception of the businesspeople and customers about Facebook as an online shopping platform, and on the ultimate purchase intention of the customers using this platform.
The rapid growth of online shopping in almost each of the countries around the world has generated lots of interest among the academicians and marketing professionals to search for up-to-date research-based knowledge on shopping behavioral patterns of the online shoppers to help the decision makers make data-based marketing decisions. The behavioral patterns of the online shoppers among the different countries in the world certainly differ a lot. Apparently, digital divide may be blamed as the main culprit for it, but these differences are there not only because of the nuances of the digital phenomena. There are many other social, cultural, technological, technical, economic, political, legal, educational, religious, etc. factors as well. The article explores the most influential factors, and a number of other factors too, to contribute new contents to the existing literature. It provides some useful perspectives of the various aspects of online shopping by carefully probing into consumers' intention toward online purchase in more depth and detail.
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