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

Ing. Ajijul Hakim

Master's thesis

Anotácia:

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 purchases, mostly because of privacy concerns. On the other hand, there is no discernible influence of perceived ease of use or customer involvement on buying decisions. To preserve customer trust and improve marketing efficacy, advertisers must strike a balance between personalisation tactics and strong privacy protections, as these insights demonstrate .

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 purchases, mostly because of privacy concerns. On the other hand, there is no discernible influence of perceived ease of use or customer involvement on buying decisions. To preserve customer trust and improve marketing efficacy, advertisers must strike a balance between personalisation tactics and strong privacy protections, as these insights demonstrate

Keywords

Social Media Advertising, Purchase Intention, Ad Personalization, Perceived Ease of Use, Technology Acceptance Model (TAM), Digital Marketing

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 9. 5. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 19. 6. 2025
• Vedúci: doc. Ing. Pavla Marciánová, Ph.D.
• Oponent: Ph.D. Prateek Kalia

Masaryk University

Faculty of Economics and Administration

Master programme / odbor:
Business Management / Business Management