Master's thesis

The Impact of Social Media Advertising on Consumer Purchase Intentions in Bangladesh

Ajijul Hakim
Abstract

Social media advertising significantly influences customers' purchase intentions, making it crucial for businesses to utilize digital platforms. Factors like legitimacy, personalization, eye-catching imagery, informational value, and influencer support contribute to this effect. The Theory of Planned Behavior (TPB) suggests that credible, educational, visually appealing, influencer-endorsed, and personalized …more

Abstract

Social media advertising significantly influences customers' purchase intentions, making it crucial for businesses to utilize digital platforms. Factors like legitimacy, personalization, eye-catching imagery, informational value, and influencer support contribute to this effect. The Theory of Planned Behavior (TPB) suggests that credible, educational, visually appealing, influencer-endorsed, and personalized …more

Keywords
Social Media Advertising Purchase Intentions Theory of Planned Behavior (TPB) Consumer Behaviour Digital Marketing Grameenphone.
Thesis description
Aim of the thesis: The primary goal of thesis is to analyse the connection between Grameenphone's social media advertising and consumers' intentions to make a purchase.
Used methods and procedures: The theses will be supported by an appropriate theoretical concept concerning consumer purchase intentions. The author will use a mixed-methods approach, incorporating both quantitative surveys and qualitative interviews. The practical part of the thesis will include marketing research, analysis of the dataset, and evaluation and interpretation of the results. The thesis will also include a discussion and recommendation for managerial practice.
Administrative information
The thesis has been checked:
14/1/2025 11:13, doc. Ing. Pavla Marciánová, Ph.D.
Full text of thesis
7,1 MB / file PDF
Language used
English English
Defence date
27/1/2025
The thesis was not defended successfully
As a part of his studies, the student defended his Master's thesis on 19/6/2025.

Supervisor

doc. Ing. Pavla Marciánová, Ph.D.
KPEM ESF MU

Reader

doc. Ing. Dušan Mladenović, Ph.D., UČO 401140
KPEM ESF MU

Literature

  • HILL, N., et al. Customer Satisfaction: The Customer Experience Through the Customer's Eyes. London: Cogent Publishing, 2007, 320 pp. ISBN 978-0-9554161-1-8.
  • PUNCH, Keith. Developing effective research proposals. 3rd edition. Los Angeles: Sage, 2016, 186 stran. ISBN 9781473916388.
  • KOTLER, Philip; Kevin Lane KELLER; Mairead BRADY; Malcolm GOODMAN and Torben HANSEN. Marketing management. 4th European edition. Harlow, England: Pearson, 2019, xxxvii, 80. ISBN 9781292248448.
  • CARRINGTON, Michal J.; Benjamin A. NEVILLE and Gregory J. WHITWELL. Lost in translation: Exploring the ethical consumer intention–behavior gap. Journal of Business Research. 2014, vol. 67, No 1, p. 2759-2767. ISSN 0148-2963. Available from: https://doi.org/10.1016/j.jbusres.2012.09.022.
Cite this text
Masaryk University Faculty of Economics and Administration
Programme
Plan
Business Management

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