IDEAS home Printed from https://ideas.repec.org/a/eme/jebdep/jebde-03-2023-0005.html
   My bibliography  Save this article

Facebook-based social media marketing and Facebook-based online purchases: evidence from the Facebook page admins of selected South Asian fashion retailers

Author

Listed:
  • Md Sajjad Hosain
  • Abdullah Mohammad Ahshanul Mamun

Abstract

Purpose - This study intends to explore the connection between Facebook-based social media marketing (FSMM) and Facebook-based online purchase order (FOPO) for 20 popular online fashion retail brands across three South Asian countries: India, Pakistan and Bangladesh. FSMM was further divided into four components: Perceived trust (PT), Perceived informativeness (PInf), Perceived interactivity (PInt) and Perceived benefit (PB). Design/methodology/approach - The authors selected 20 popular Facebook-based online fashion brands involved in clothing and fashion accessories businesses in those three countries. Later, the authors purposively selected 114 region-based Facebook page administrators (admins) responsible for operating those brands' Facebook pages and taking Facebook-based online orders. The authors collected primary data from those admins as respondents through a structured survey instrument. The authors applied SPSS 25 for descriptive analysis and a covariance-based structural equation modeling (CB-SEM) (through AMOS 25) for testing the hypothesized relations. Findings - Based on the valid responses and application of proper statistical measures, it was revealed that three FSMM components: PT, PInf and PB have significant positive relationships with FOPO, while PInt has an insignificant relationship with FOPO. Originality/value - South Asia is a growing business hub and the largest consumer market in terms of population. This study was conducted to identify the relationship between FSMM and FOPO in the three most prominent South Asian countries. As the first study was undertaken ever on customer perceptions of FSMM in a multi-country South Asian context, this paper is expected to be helpful for academics in conducting further empirical investigations on Facebook-based marketing as well as practitioners and policymakers in formulating and implementing Facebook-based marketing strategies.

Suggested Citation

  • Md Sajjad Hosain & Abdullah Mohammad Ahshanul Mamun, 2023. "Facebook-based social media marketing and Facebook-based online purchases: evidence from the Facebook page admins of selected South Asian fashion retailers," Journal of Electronic Business & Digital Economics, Emerald Group Publishing Limited, vol. 2(2), pages 191-212, August.
    • Handle: RePEc:eme:jebdep:jebde-03-2023-0005
    DOI: 10.1108/JEBDE-03-2023-0005
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/JEBDE-03-2023-0005/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no
    File URL: https://www.emerald.com/insight/content/doi/10.1108/JEBDE-03-2023-0005/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no
    File URL: https://libkey.io/10.1108/JEBDE-03-2023-0005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Apetrei Andreea & Constantin Marius & Deaconu Elena-Mădălina & Dinu Mihai & Pătărlăgeanu Simona Roxana & Petrescu Irina-Elena, 2024. "Eco-chic or trendy-chic? Decoding consumer preferences in sustainable and fast fashion across the EU," Management & Marketing, Sciendo, vol. 19(2), pages 179-210.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:jebdep:jebde-03-2023-0005. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.