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  •   Shakila Jahan Nipa

  •   Fahmida Akter

  •   Mohammed Shakhawat Hossain

Abstract

Now a day social media is used as a platform to not only creates relationship but also it is the powerful implements of marketing communication which is sharply changed the traditional marketing approach. This paper is based on the assumption of the influence of Facebook on changing the buying behavior of the consumer. A structured questionnaire consisting with a set of close-ended questions was developed to collect data. Data were collected from 156 respondents who have an experience of buying through Facebook. It is a causal type of research and PLS-SEM technique was used to analyze the collected data. The study identified that both security & privacy has positive influence to trust and ease of use & usefulness also has positive influence to build attitudes towards Facebook. Finally, trust and attitudes towards Facebook to drive the intention of buying through Facebook.

Keywords: Facebook, buying behavior, marketing communication

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How to Cite
Nipa, S., Akter, F., & Hossain, M. (2020). Factors Influencing the Consumer’s Intention of Buying through Facebook – A Study on Dhaka City. European Journal of Business and Management Research, 5(4). https://doi.org/10.24018/ejbmr.2020.5.4.380