Social Network, Peer Communications, Social Network Groups, Brand Fan Pages, Paid Advertisement, Purchase Decision


Social Network has enabled a significant growth in our daily interaction with each other. As we spend a considerable amount of time on this platform, it now plays a big role in consumer purchase decision-making journey where teens are considered as the changing agent. Hence, brands are increasingly trying to engage consumers, especially teens through social networking platforms. However, the space is much cluttered as numerous activities are taking place there. The purpose of the study is to find out the activities in Social Networking Sites that the brands should leverage to make an impact on purchase decision among the teens of Dhaka. Online Peer Communication, Social Networking Groups, Brand Fan Pages and Advertising on Social Networking Sites are considered as antecedents and Purchase Decision is considered as outcomes. Hypotheses have been developed accordingly and tested through applying Structural Equation Modeling with AMOS 20. A survey was conducted among 381 college and university students across Dhaka city. The research findings reveal that the Social Networking Groups, Brand Fan Pages and Paid Advertising have an influence on Purchase Decision. Surprisingly, Online Peer Communication came insignificant. The research findings provide media investment management guidelines to the advertisers who are willing to promote their brands through Social Networking platforms.

Full Text : PDF

  1. Ahuja, M.K. and Galvin, J.E. (2003). Socialization in Virtual Groups. Journal of Management, 29(2), pp.161-185. 
  2. Akhtar, S. (2016). Impact of Social Networking Sites in Marketing Communication and Sales: A Study on Nestle Bangladesh Limited. World Journal of Social Sciences, 6(1), pp.160 – 169.
  3.  Anderson, J. C., and Gerbing, D. W. (1984). The effect of sampling error on convergence, improper solutions, and goodness-of-fit indices for maximum likelihood confirmatory factor analysis. Psychometrika, 49(2), pp.155-173.
  4. Asad, S, Mamun A. and Clement, C.K. (2012). The Effect of Social Networking Sites to the Lifestyles of Teachers and Students in Higher Educational Institutions. International Journal of Basic & Applied Sciences, 1(4), pp.498-510 
  5. Bagozzi, R.P. and Dholakia, U.M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), pp. 2-21.
  6. Balakrishnan, B.K.P.D., Dahnil, M.I. and Yi W. J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Social and Behavioural Sciences, 148, pp 177-185.
  7. Bearden, W.O. and Rose R.L. (1990). Attention to Social Comparison Information: An Individual Difference Factor Affecting Consumer Conformity. Journal of Consumer Research, 16(4), pp 461–471.
  8. Bentler, P. M. (1990). Comparative Fit Indexes in Structural Models. Psychological Bulletin, 107(2), pp.238-246.
  9. Bentler, P. M., and Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), pp.588.
  10. Bollen, K. A. (1989). A new incremental fit index for general structural equation models. Sociological Methods & Research, 17(3), pp.303-316.
  11. Browne, M. W., and Cudeck, R. (1993). Alternative ways of assessing model fit. Sage focuses editions, 154, pp.136-136.
  12. BTRC. (2018). Internet Subscribers of Bangladesh. Available at:
  13. Can, L. and Kaya, N. (2016). Social Networking Sites Addiction and the Effect of Attitude towards Social Network Advertising. Procedia - Social and Behavioural Sciences, 235(24), pp. 484-492.
  15. Casteleyn, J., Mottart, A. and Rutten, K. (2009). FORUM – How to use Facebook in your market research. International Journal of Market Research, 51(4), pp.439-447.
  16. Chiang, Chi-Hui., and Tseng, Kuo-Chang. (2017). The Influence of Fan Pages on Consumer Purchase Intention: Liking Behaviour as a Moderator. Journal of Marketing Management, 5(2), pp.44-59.
  17. Churchill Jr, G.A and Moschis, G.P. (1979). Television and Interpersonal Influences on Adolescent Consumer Learning. Journal of Consumer Research, 6(1), pp.23-37
  18. Dhar, V. and Chang, E.A. (2009). Does Chatter Matter? The Impact of User-Generated Content on Music Sales (English). Journal of Interactive Marketing, 23(4), pp.300-307.
  19. Dholakia, U.M., Bagozzi, R.P. and Pearo, L.K. (2004). A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21, pp.241 – 263
  20. Duggan, M., Ellison, N.B., Lampe, C., Lenhart, A. and Madden, M. (2015). Social Media Update 2014. [online] Pew Research Centre. Available at:
  21. Faruk, M.O., Reza, A.A., Rahman, M.M. and Alam, M.R. (2017), Impact of social networking sites in Bangladesh: Few Possible Solutions, I.J. Intelligent Systems and Applications, 2017, 4, pp. 53-60, Published Online April 2017 in MECS (
  22. Fornell, C., and Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research 18(1), pp.39-50.
  23. Hair, J., Black, W., Babin, B., Anderson, R. and Tatham, R. (2006). Multivariate Data Analysis (6th ed.), Pearson Education, Inc, Upper Saddle River, New Jersey.
  24. Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010). Multivariate Data Analysis (7th ed.), Prentice Hall, Upper Saddle River, New Jersey.
  25. Hair, J.F.J., Anderson, R.E., Tatham, R.L. and Black, W.C. (1998), Multivariate Data Analysis (5th ed,), Prentice Hall, Upper Saddle River, New Jersey.
  26. Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S, Lobschat, L., Rangaswamy, A., and Skiera, B. (2011). The Impact of New Media on Customer. Journal of Service Research 13(3) pp.311-330,
  27. Hu, L. T., and Bentler, P. M. (1998), Fit Indices in Covariance Structure Modelling: Sensitivity to Under- parameterized Model Misspecification. Psychological Methods, 3(4), pp.424-453).
  28. Hutter, K., Hautz, J., Dennhardt, S., Fuller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5-6), pp.342-351.
  29. Islam, Mohammad Zahidul. (2018). Bangladesh Ad Market: Two global giants gobble up most. The Daily Star, (Online). Available at:   
  30.  Jöreskog, K. G., and Sörbom, D. (1993). LISREL 8: Structural equation modelling with the SIMPLIS command language. Scientific Software International.
  31. Kozinets, R.V. (1999) E-tribalized marketing? the strategic implications of virtual communities of consumption. European Management Journal, 17(3), pp.252-264.  
  32. Kudeshia, C., Sikdar, P. and Mittal, A. (2015). Spreading love through fan page liking: A perspective on small scale entrepreneurs. Computers in Human Behaviour, 54, pp.257-270,
  33. Lee, M. and Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3),
  34. Lee, T., de Gregorio, F. and Sung, Y. (2010). Cross-cultural challenges in product placement. Marketing Intelligence & Planning. 29(4), pp.366-384,
  35. Lueg J.E., Ponder, N., Beatty, S.E. and Capella, M, (2006). Teenagers’ use of alternative shopping channels: A consumer socialization perspective, Journal of Retailing 82(2), pp.137-153.
  37. Lueg, J.E. and Finney, R.Z. (2007). Interpersonal Communication in the Consumer Socialisation Process: Scale Development and Validation. Journal of Marketing Theory & Practice. 15(1), pp.25-39.
  38. Mangleburg, T.F., Doney, P.M. and Bristol, T. (2004). Shopping with friends and teens’ susceptibility to peer influence. Journal of Retailing, 80(2), pp.101-116.
  39. Marsh, H. W., and Hocevar, D. (1985). Application of confirmatory factor analysis to the study of self-concept: First-and higher order factor models and their invariance across groups. Psychological Bulletin, 97(3), pp.562.
  40. McAlexander, J.H.  Schouten, J.W., and Koenig, H.F. (2002). Building Brand Community. Journal of Marketing, 66(1), 38–54.
  41. Moschis, G.P. and Churchill Jr, G.A. (1978). Consumer Socialisation: A Theoretical and Empirical Analysis. Journal of Marketing Research (JMR), 15(4), pp. 599-609
  42. Moschis, G.P. and Moore R.L. (1984). Anticipatory Consumer Socialization. Journal of the Academy of Marketing Science, 12(4), pp.109-123,
  43. Mukhopadhyay, A. and Yeung, C.W.M (2010), Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children. Journal of Marketing Research, 47(2), pp. 240–250.
  44. Okazaki, S. (2009). Social influence model and electronic word of mouth - PC versus mobile internet. International Journal of Advertising, The Review of Marketing Communications, 28(3), pp.439-472.
  45. Olufadi, Y. (2016). Social networking time use scale (SONTUS): A new instrument for measuring the time spent on the social networking sites. Telematics and Informatics, 33(2), pp.452-471.
  47. Pöyry E., Parvinen P. and Malmivaara, T. (2013). Can we get from liking to buying? Behavioural differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications, 12(4), pp.224–235. 
  48. Shankar, V. and Malthouse, E.C. (2007). The growth of interactions and dialogs in interactive marketing. Journal of Interactive Marketing, 21(2), pp.2-4.
  49. Shim, S. (1996). Adolescent consumer decision‐making styles: The consumer socialization perspective. Psychology and Marketing, 13(6), pp.547-569.<547::AID-MAR2>3.0.CO;2-8   
  50. Smith, D., Menon, S. and Sivakumar, K. (2005). Online Peer and Editorial Recommendations, Trust, and Choice in Virtual Markets. Journal of Interactive Marketing, 19(3), pp.15-37.
  51. Vries, Lisette de., Gensler, S. and Leeflang, P.S.H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), pp.83–91.
  52. Wang, X., Yu, C and Wei, Y (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26(4), pp.198-208.
  53. We Are Social. (2018). Global Digital Report 2018. Available at:
  54. Zhang, J. and Daugherty, T. (2009). Third-Person Effect and Social Networking: Implications for Online Marketing and Word-of-Mouth Communication, American Business Law Journal 24(2), pp.53-63.