Ing. Ajijul Hakim

Master's thesis

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

The Impact of Social Media Advertising on Consumer Purchase Intentions in Bangladesh
Abstract:
This study explores at how social media advertising affects Grameenphone consumers' purchasing decisions, with an emphasis on customer involvement, perceived ease of use, and ad personalisation. A standardised questionnaire was used to gather data, which was based on the Technology Acceptance Model (TAM). The results show that ad personalisation has a negative im-pact on customers' intentions to make …more
Abstract:
This study explores at how social media advertising affects Grameenphone consumers' purchasing decisions, with an emphasis on customer involvement, perceived ease of use, and ad personalisation. A standardised questionnaire was used to gather data, which was based on the Technology Acceptance Model (TAM). The results show that ad personalisation has a negative im-pact on customers' intentions to make …more
 

Keywords

Social Media Advertising Purchase Intention Ad Personalization Perceived Ease of Use Technology Acceptance Model (TAM) Digital Marketing
 
Language used: English
Date on which the thesis was submitted / produced: 9. 5. 2025
Identifier: https://is.muni.cz/th/itu2c/

Thesis defence

  • Date of defence: 19. 6. 2025
  • Supervisor: doc. Ing. Pavla Marciánová, Ph.D.
  • Reader: Ph.D. Prateek Kalia

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