The Effect of Facebook Marketing on Consumers’ Purchase Intention

Abstract

Facebook Marketing has increasingly become popular in Bangladesh with the effect of globalization. Consumers’ choice of a particular product depends on many factors, i.e. number of likes, number of friends’ likes, location based check-in, comments posted, shares, and many more aspects. This study tries to determine how Facebook marketing tools work on consumers. To fulfill this objective, the study explores the most used features of Facebook marketing which are number of likes, number of friends’ likes, location based check-in, comments posted, and shares. By using Multiple Linear Regression Model, the association between Facebook marketing and consumers’ purchase intention was calculated and the strength of each factor was calculated.