Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

Eti, Ismat Ara; Horaira, Mohammad Abu; Bari, Mohammad Murshedul

doi:10.20525/ijrbs.v10i1.1011

Cited by 14 publications

(9 citation statements)

References 10 publications

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“…Specifically: -H 1 : The above table indicates that purchase intention is positive and significantly predicted by social influence (β = 0.420, p < 0.05), this means, the more influenced by social factors toward a particular shopping, the higher the purchase intentions. This finding is consistent with a recent study by Eti et al [14], which revealed that social influence has a significant and positive relationship with purchase intention in social media during covid-19.…”

Section: Correlation Analysissupporting

confidence: 93%

“…A study conducted by Ortega Vivanco [47], the effect of covid-19 on consumer behavior concludes that there is a significant relationship between changes in consumption habits and factors that influence (social, psychological, personal, and cultural) consumer behavior. Eti et al [14] proved that social influence has a significant and positive relationship with purchase intention in social media. Hence, social influence can be one of the factors that influence consumer buying intention.…”

Section: Social Influencementioning

confidence: 99%

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Factors influencing consumers purchase intention during Covid-19 pandemic in the case of Dessie Town, Ethiopia

Yimer,

Dessie,

Oumer

et al. 2023

Futur Bus J

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The health emergency undertaken by the Ethiopian government to counter the impact of the Covid-19 virus has been reflected in consumer behavior. The study aims to identify changes in consumer buying behavior and its effect on their purchase intention with the help of measurement of variables related to social influence, cultural value, lifestyle, psychological factors of motivation, perception, and attitude of consumers in Dessie town during the pandemic. Data were gathered from retail shops and the surrounding area with a total of valid 368 consumers responses using a convenient sampling method which was analyzed by performing descriptive statistics, comparing mean analysis correlation analysis and multiple linear regressions. The Multiple Linear Regression Model was used to check the theoretical hypotheses. According to the findings, all variables had a positive and significant influence on purchase intention. Theoretically, this study supported the view of consumer behavior toward a product that influences their behavioral intention during a pandemic crisis. The findings proposed useful information to marketers to help them develop effective marketing strategies to convince consumers during a pandemic or similar crisis. The study recommends that all factors are critical in influencing consumers' purchase intention in the COVID-19 virus context. This study adds new ways of looking that how consumers' purchase intention is influenced by the target variables of the study under the condition of pandemic disease and it guides marketers on how they should respond to customers during a crisis.

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Section: Correlation Analysissupporting

confidence: 93%

Section: Social Influencementioning

confidence: 99%

Factors influencing consumers purchase intention during Covid-19 pandemic in the case of Dessie Town, Ethiopia

Yimer,

Dessie,

Oumer

et al. 2023

Futur Bus J

View full text Add to dashboard Cite

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“…The growth in popularity of TikTok has revealed the customs and upcoming fashions of the tech-savvy youth. It has shown a penchant for watching short video snippets and for adopting the vertical video format, which suggests a need for brevity and a potential change in filming techniques and aesthetic expression (Ara Eti et al, 2021).…”

Section: Covid-19 and Social Mediamentioning

confidence: 99%

A Scientometric Analysis of COVID-19 and Social Media Marketing

Shekhar

Mohanan

Kandoth

2023

International Journal of Social Ecology and Sustainable Development

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This study gives a comprehensive picture of various trends of worldwide scientific research on the impact of COVID-19 on social media marketing from 2019 to early 2022. Relevant articles were retrieved from the Scopus database using specific keywords, and a bibliometric analysis was performed in Biblioshiny, an R-based software package. An examination of a total of 603 papers on the themes ‘COVID-19' and ‘social media marketing' indicated reasonably good collaboration among authors and a whooping scientific production worldwide in the last two years. Bina Nusantara University was the highest contributor to the chosen theme used in the study. Indonesia topped the list in single country publications. The UK had the highest multiple country publication. The UK, China, Spain, and India were the most cited countries. The output of the study may help the researchers and marketers understand the trending areas in social media marketing during COVID-19.

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“…(Naeem, 2019). Hal ini sejalan dengan penelitian oleh (Eti, Horaira, & Bari, 2021) yang menyatakan bahwa pemasaran dengan menggunakan media sosial seperti Facebook dan Instagram berpengaruh signifikan terhadap minat beli konsumen pada masa Covid-19. Penelitian oleh (Al-Hadban & Almotairi, 2020) mengatakan bahwa dirasakan kegunaan, kemudahan penggunaan yang dirasakan, massa kritis, dan kesenangan yang dirasakan memiliki pengaruh positif yang signifikan terhadap niat beli konsumen di Saudi Foodservice.…”

Section: Pendahuluanunclassified

Pengaruh Sosial Media Influencer Dan Promosi Penjualan Terhadap Minat Beli Pada Bisnis Kuliner Umkm Di Palembang Indah Mall

Damara,

Widiyanti,

Shihab

et al. 2023

JIGE

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This research was conducted with the aim of testing empirically by analyzing the influence of social media influencers and sales promotions on buying interest in the culinary business at Palembang Indah Mall. The population in this study are Micro, Small and Medium Enterprises (MSMEs) interested in the food and beverage culinary business in Palembang Indah Mall with a sample of 100 people who will be distributed to MSME enthusiasts in Palembang Indah Mall using the random method. sampling. The results obtained are influencer social media and sales promotion which have a significant positive effect on buying interest in culinary MSME businesses in Palembang Indah Mall. Suggestions that can be given for further research are for MSMEs to be more selective in choosing the role of influencers who can be trusted, have culinary knowledge, be honest with the messages conveyed, and be able to display culinary qualities that are easy to understand when carried out online or directly promoted on social media. Future researchers are expected to add other variables such as celebrity endorsement, word of mouth, online advertising, brand image, discount framing, and so on..

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Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

Cited by 14 publications

References 10 publications

Factors influencing consumers purchase intention during Covid-19 pandemic in the case of Dessie Town, Ethiopia

Factors influencing consumers purchase intention during Covid-19 pandemic in the case of Dessie Town, Ethiopia

A Scientometric Analysis of COVID-19 and Social Media Marketing

Pengaruh Sosial Media Influencer Dan Promosi Penjualan Terhadap Minat Beli Pada Bisnis Kuliner Umkm Di Palembang Indah Mall

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