Published Paper Details:

This research intends to investigate the impact of social media advertisement of fast-moving consumer goods (FMCG) products on consumer purchase intention in Bangladesh. Where the world is moving in a faster pace on the digital platform, we assume it can also be a good resource for marketers to use this digital platform for better advertisement of their product. On the basis of that our research paper explains the importance of online advertisement, mediums of online advertisement and customer reviews on online advertisements through which the most effective digital advertisements that has greater impact on consumer purchase intention is being perceived. Both primary and secondary data are used for this research purpose. The study employed a quantitative and qualitative research approach and collected data from 200 respondents through an online survey. Both exploratory and conclusive research was conducted for the study. The data were analyzed using descriptive Analysis, correlation analysis, and Regression analysis and ANOVA Test. The study found that social media advertisement has a significant positive impact on consumer purchase intention of FMCG products in Bangladesh. On top of that we find all other important advertisements, crawlers, affiliated links and content promotion in web portals which are the most influential to consumers purchase intention. The findings of this study have implications for FMCG companies in Bangladesh to enhance their social media advertising strategies to attract more customers and increase sales. This study can be a useful guideline for marketing implications in practice.