"Impact of social network on purchase decision: a study on teenagers of Bangladesh"

Abstract

Social Network has enabled unique growth in our daily interaction with each other as it has become the modus operandi of the 21st century. With rapid development and acceptability of this platform, it now plays a big role in consumer purchase decision where teens are considered as the changing agent. This study attempts to reveal the factors of Social Network that influence the purchase decision among the teens of Dhaka considering Online Peer Communication, Social Networking Groups, Brand Fan Pages and Advertising on Social Network as antecedents; and Purchase Decision as outcome. Hypothesis have been developed accordingly and tested through applying Structural Equation Modeling with AMOS 20. Based on a survey among 381 college and university students across Dhaka city proves that the Social Networking Groups, Brand Fan Pages and Paid Advertising have positive influence on Purchase Decision whereas Online Peer Communication surprising came as insignificant. This research provides a guideline for the advertisers of Bangladesh who are willing to promote their product, and brand through Social Networking platform.