Exploring The Factors Influencing Millennials Intention-To-Purchase of Facebook Advertising in Bangladesh

Exploring The Factors Influencing Millennials Intention-To-Purchase of Facebook Advertising in
Bangladesh
Exploring The Factors Influencing Millennials Intention-To-

Purchase of Facebook Advertising in Bangladesh
Mollika Ghosha
Lecturer (Marketing), School of Business, Bangladesh Open University, Gazipur
ARTICLEINFO ABSTRACT
Keywords: This study investigates the factors influencing of
Facebook advertising on millennials purchase behavior
Facebook advertising, focusing fashion accessories, photography and event
intention-to- management services in Bangladesh. The study uses
purchase, both quantitative and qualitative approach to collect
Hierarchy of effects data through questionnaire based survey from 327
model, millennial Facebook users to determine their purchase
Bangladesh, intention while interacting with Facebook advertising.
Millennials, This paper focuses theory of planned behavior, theory
Fashion accessory, of reasoned action developed by Ajzen and Fishbein
Photography and (1980), hierarchy-of-effects model by Lavidge and
event Management Steiner (1961) and builds on adapting previous models
services, proposed by several researchers on purchase intention.
Alignment BSC, This paper presents a new conceptual model adding
Critical Success two new constructs grasping Bangladeshi millennials
Factors interest with Facebook adverts. Reliability and validity
analysis, factor analysis, goodness of fit, analysis of
variance and linear regression analysis measure
hypothesis, using SPSS 22. The result reveals,
businesses should carefully manage Facebook ads with
personalized customer engagement and reward
influencer customers.
Introduction
Worldwide 2.23 monthly active Facebook users until July, 2018; hosting over a half of
the world’s population in which 92% marketers agreed this is the best social media that
cultivates high engagement (Jolly, 2018; Wronski & Goldestruck, 2013). Millenials
(born between 1982 and 1994) have been manifested to an outburst of online
technological applications since childhood (Duffett, 2015). 50% millennials log-in to
Facebook waking up daily, revealing how they influenced to this social site (McNair,
2018). This study focuses on Facebook users in Bangladesh, where 38% deemed to be
millennials (www.btrc.gov.bd, 2018). 137.2 million Internet enabled mobile connection
results 83% of total till December 2017 in Bangladesh, posing high demand to
investigate online shopping behavior of these influential populations (Mallick, 2018).
Furthermore, Facebook revenue from advertising has grown by $22 billion and total
Facebook ad budget is 82.9% in 2018; 85% profits emerged from South-Asian countries
(Osman, 2018; McNair, 2018). This paper builds on previous research of Ajzen and
Fishbein (1980), Lavidge & Steiner (1961), Duffet (2015), Richard & Guppy (2014) and
Hosein (2011) adapted the theory of reasoned action (TRA), planned behavior (TPB)
and hierarchy of effects model with the aim of developing a model where Facebook
advertising of fashion accessory, photography and event management; influence
purchase intention representing new optimization of overall marketing communication
efforts towards millennials. This paper’s contributions mainly in the development of a
model for Facebook advertising blending the traditional marketing theory with new
Available on SSRN-Elsevier
39
Electronic copy available at: https://ssrn.com/abstract=3306490

Bangladesh
constructs based on millennials of Bangladesh focusing mostly preferred fashion

accessory, photography and event management. Moreover, this study derives
prioritized factors and suggestions from noteworthy millennials in the developing
country context, for the improvement of Facebook ad; which is overlooked by
numerous academics previously.
Objectives of the study

Consequently, this empirical investigation seeks to expound upon the following
research objectives. These are:
1. To investigate Facebook advertising have an effect on purchase intention of
fashion accessories, event management and photography among Bangladeshi
millenials.
2. To identify the impact of Facebook advertising on purchasing behavior of
millennials of Bangladesh.
3. To prioritize the identified factors according to their influence on purchase
intention.
4. To derive suggestions from the Facebook user perspective particularly
millennials, how Facebook advertising can be made more attractive, useful and
get more attention from the potential millennials.
Literature Review
Underpinning Theories
Theory of Reasoned Action and Theory of Planned Behavior (TRA and
TPB)
Ajzen and Fishbein’s (1980) most influential models of theory of reasoned action (TRA)
and theory of planned behavior (TPB) has been practiced and experimented widely for
predicting the online behavior impacted by some independent variables by Facebook
advertisement (Hosein, 2011; Raza et.al., 2014; Ketabi et al., 2014). Friends, family
members and colleague are considered as positive influence individuals to buy online as
subjective norms (Hasbullah, 2016). Ajzen & Fishbein (1980) proved that subjective
norm is considered as perceived pressure imposed by others with direct-indirect
influence. This model enormously supported by consumer behavior and social
psychology associated literature which is adopted by marketing academics affecting
future purchase consideration (Ketabi et al., 2014; Raza et al., 2014; Hosein, 2011). In
this research paper, the investigation is whether the attitude, attention (personal
factors), Facebook advertisements information availability, influencer marketing and
boosting strategy (social factors) influence Bangladeshi millennials purchase intentions
dominating final volitional purchase behavior of fashion accessories, photography and
event management services. These three specific areas are selected because these are
most frequent purchase products and services in Bangladesh based on researcher’s
observations upon Bangladeshi Facebook users. Attitudes and Hierarchy of
Response Model
The hierarchy of effects Model was created in 1961 by Robert J Lavidge and Gary A
Steiner. Several academics explored attitude changed due to general advertisings and
Facebook ads influence critically users brand attitude formation and shopping behavior
(Duffet & Wakeham, 2016; Chu, 2011). The adapted hierarchy response model proposes
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that consumer experience a series of attitudinal stages from cognitive (awareness and
knowledge) to affective (liking and preference), and finally behavioral (intention-to-
purchase and purchase) in response to marketing communications (Chowdhury, 2016;
Duffet & Wakeham, 2016; Hudson & Hudson, 2013; Hassan et al, 2013; Yadav et. al,
2013; Smith 2013). At cognitive stage product contents, key benefits or brand attributes
engage Facebook users through awareness, information processing identifying personal
connection (Mansfield, 2014; Hubble, 2018). Emotional bonding with FB fan pages
shaping target user’s lifestyle-values at affective stage and blending of intellect and
emotions heading toward final adoption at conative stage differentiate brand
showcasing among rivals to feel and associate the brand with personal identity (Jolly,
2018; Mansfield, 2014, Carrillat et al., 2014; Hardwick et al., 2014).
However, theories by previous academics of different dimensions of purchase
intentions supports the theoretical foundation that millennials develop positive
attitudes toward the content and finally encouraged to purchase. The present scenario
of many users of Facebook indicates that, most millennials visit and curious about fan
pages, participate groups, share contents on news feed. Attitudes towards social media
marketing communications have not been suitably measured in Bangladesh like
developing countries in terms of the hierarchy response models stages specifically for
millennials. However prior studies have not focused on Facebook advertised products
purchase intentions on millennials most evaluated lifestyle, photography, event
management services in developing country context. This research seeks to disclose
whether Facebook advertising has a positive effect on the top two levels of the
communications of effect model cognitive and affective (awareness, knowledge, liking
and preference).
Facebook Advertisements’ Effectiveness and Millennials in Bangladesh
Millennials considered to 2.5 times more likely to be an adopter of technology than
generations past who influence the driving sales of present marketing environment in a
prominent way (Ledbetter, 2017). Millennials also referred as “Generation Y”, “Echo
Boomers” (as they are the children of “baby boomers” containing largest generation)
and “Digital natives” who mostly prefer to spend the adulthood having the latest
technological devices and Internet related activities in personal tech devices (Patel,
2018). 18-24 years of people age of Bangladesh are the major Facebook users and out of
the total 2.80 million Facebook users in Bangladesh, 1.37 million are young around
50% of total and 29% users’ aged 25-34 years (www.socialbakers.com, 2018; Halim
2017). A recent research shows that 53% of millennial households already have children
and one in four of them are parents today (www.millennialmarketing.com, 2018). So
their pattern of living, life styles, favoring any brands and viewpoints impact the
nourishment of their children’s; thus it’s become critical to analyze this gigantic
population’s behavior.
Dhaka has been ranked second in terms of having the most active Facebook users in the
world according to Global Digital Statshot of Q2 report of 2017 more than 60%
population counted as millennials aged between 18 to 35 (Tarik, 2018). McNair (2018)
reports to e-marketers that TV ad spending will drop to 0.5% and Facebook will
generate $21.00 billion in ad revenues, up 16.9%; by 2019 Google and Facebook will
have combined ad revenues greater that of TV ad spending. 87.87% Facebook users in
Bangladesh of total population use Internet only to access Facebook
(www.gs.statcounter.com, 2018; Rahman, 2015). By realizing recent purchasing pattern
of this huge number of young populations, the marketers of Bangladesh investigate the
millennials choice of brand purchasing mainly in online. Rehman et al. (2014)
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described that, “Because of its popularity, businesses are placing their ads on Facebook
for creating awareness and influencing buying behavior”. One in five Facebook users
had purchased products as a result of advertisements and comments that they viewed
on Facebook (Patel, 2018). Facebook Pages were specifically engineered for businesses
as public home to on-time publish content and receive comments and feedback from
fans and customers (Kolowich, 2017). Among lots of online shopping portal Facebook is
the best shopping medium providing trouble free shopping experience (Zabeen et. al.,
2013). 4G service in 2018 added significant attribute regarding F-Commerce and 70%
F-stores got familiarity.
No research, both in Bangladesh and internationally has examined empirically the
relationship among Bangladeshi millennial’s (who are the 25% share of Bangladeshi
population and 0.8% share of the World Internet users) attitude, interest, preference
towards Facebook advertising in fashion accessories, photography and event
management. Therefore, marketers in Bangladesh and globally should consider this
study significantly.
Conceptual Model and Hypotheses

Attitude
Purchase behavior is the totality of attitudes and intentions towards brand purchase
acquiring behavioral disposition which is relatively enduring proved by several
academics (Ahmed, 2017; Sinthamrong & Rompho, 2015; Duffet 2015; Raza et al,
2017). For this study, the Bangladeshi millennial’s attitude has a significant impact on
their willingness and consideration to future purchase which need to be researched
critically for insightful result to savvy marketers. Three factors namely ‘pleasure’,
‘arousal’ and ‘dominance’ affect consumers’ beliefs, feelings, and behavioral intentions
impacts attitudinal information (Rehman et al., 2014). However, attitude of millennials
in Bangladesh is considered to be as an effective independent variable as a filter, that
helps to scrutinize every considered products and services on Facebook podium.
Therefore, study hypotheses as:
H1: Attitudes of millennials in Bangladesh towards Facebook advertisement have
strong association with intention to purchase.
Attention
Attention refers individuals processing of information in surrounding stimuli, involves
in cognitive psychology (Cherry, 2018). Numerous sights, sounds and sensations on the
screen having photos, audio, live video, GIF, Instagram and snapchat’s attractive
contents capture users’ attention during home page scrolling. This if any brand page or
advertisement on Facebook captures viewer’s sense; it also involves ignoring other
competitors’ information and stimuli that allows the winning marketers to “tune out”
irrelevant information, sensations and perceptions at the moment (Cherry, 2018;
Sailer, 2018). DVRs, ad blockers, and mobile devices armed to consumers to avoid ads
on Facebook practicing customized choosing (Teixeira, 2015). F-commerce marketers
want to make an impact in eight seconds on advertised brands facing incredible difficult
challenge (Conran, 2014). In this fierce F-commerce market perfect tailoring of ad
message insists both academicians and discreet marketers to investigate more in this
regard that impact the adoption process. Therefore, it can be hypothesized that:
H2: Attention towards Facebook advertisement of millennials in Bangladesh has strong
association with intention to purchase.
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Information availability
Facebook ad reporting ad revenue of $40 billion in 2017 and in 2018 90% FB ad
revenue comes from mobile based Facebook advertising from 1.15 billion daily active
users where ease of getting updated information is influential factor (Wagner, 2018).
Information availability vitally dominates consumer decision-making process
moreover, 46% millennials themselves post original photos and videos online by self-
creation (Song, 2018; www.millennialmarketing.com, 2018). Users can evaluate or seek
out the best deal through Facebook via recommendations or previous experience of
friends or followers, compare prices, other convenient parameters; A/B testing of
Facebook power editor, lead generation, creativity, conversion measurement including
Facebook pixel (Glover, 2018). Thus it does appear that information availability of
Facebook pages and promotions as independent variable, influence millennials
purchase intentions. So it is realistic to hypothesis that:
H3: Information availability of Facebook advertisement towards millennials in
Bangladesh has strong association with intention to purchase.
Influencer Marketing
Song (2018) notes that, “Influencer marketing is the process of identifying, researching,
engaging and supporting the people who create high-impact conversations with
customers about your brand, products or services.” Additionally, anyone who has
positive feeling among his/her follower, friends or liked by; can share opinion and
content thus become an influencer (O’Neil, 2018; Yodel, 2017). Influencer marketing
applies word-of-mouth to leverage influence among friend and family, breaking online
clutter, creating relevant customer dialogue and bringing trust to the brands (Pollak,
2018; Drake, 2017). Presently peoples are submerged in highly social web where,
information travels like waves; and influencers are the wave makers as they have bunch
of followers (Wharton, 2018). In Nielsen research, a study found 92% consumers trust
word-of-mouth recommendations above all advertising forms (Wagner, 2018). But
having huge quantity of followers is not appealing moreover desired quality is needed
(Drake, 2017). Influence means by advertising summing up three combinations of “R”-
reach, relevance and resonance (Zheng, 2018). Bevy of tools to navigate influencer
marketing spheres for social reach, influential blogs, automated research, engagement
persuasion; such as, Klout and GroupHigh (Song, 2018). This is true for popular
photographer, lifestyle fashion products, event organizer also. However, prior studies
have not focused on this application for developing country context towards millennials
purchase intentions, thus it can be hypothesized that:
H4: Influencer marketing of Facebook advertisement towards millennials of
Bangladesh has strong association with intention to purchase.
Boosting strategy
The millennials have dependence on Internet in such a way that, if they don’t know any
answer to a question, they simply “Google it” that shape engagement with purchase
decisions (Fromm & Lantos, 2014). Pickowicz (2017) says that “Boost Posts, is a type of
Facebook Advertising that allows companies to choose a post and have it distributed in
the News Feed to anyone they want, based on interests, demographics.” This reveals
like; if any brand doesn’t have a responsive online presence in today’s world it does not
even exists in world. Aminul Hakim, the president of Internet Service Provider’s
Association of Bangladesh, says that, 88 GB of the country’s total available 436 GB
bandwidth is used for Facebook (www.dhakatribune.com, 2017). Facebook converts
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“cold audiences” to “warm audience” (Baranova, 2017). Facebok pixel, optins, sales,
enquiries are some available tools to track conversations resulted by boost post (Patel,
2018). Logging on 8 times more daily, millennials encounter boost video posts from 3
million business covering 93% Bangladeshi marketers (Pickowicz, 2018; Vahl, 2014).
Weekdays than weekends and afternoons between 1p.m and 3p.m. tend to be the
preferred times to log on (Osman, 2018). Facebook demographics, carousal ads, offers
and homepage ads, video ads, lead ads, custom audience remarketing strategies are
some sorts of boosting approaches applied by present fashion products and other event
marketers (Sorokina, 2014; O’neil, 2018). Millennials in Bangladesh have huge
conversions presently in shaping dramatic change of Facebook business (Tarik, 2018).
After meticulous review of updated Facebook analysis, boosting strategy is newly added
to the model for the appropriate outcome influencing intention-to-purchase which is
previously overlooked by academics. Therefore,
H5: Facebook boosting strategy towards millennials of Bangladesh has strong
association with intention to purchase.
The above discussion thus leads to develop a conceptual model for the study:
Attitude
Attention
Intention to Purchase
Information availability
Influencer marketing
Boosting strategy
Figure 1: Conceptual research model for the study (Source: Author)
Methodology of the Study

A representative sample of young Facebook users from the population of university
students, service holder, entrepreneurs and job seekers from Dhaka, regions near
Dhaka and major urban cities considered as sampling frame; non-probability
convenience sampling technique and snowball sampling technique used to collect data.
Among 28 questions, 27 close-ended questions measured by 5-point likert scale and 1
qualitative question to complete approximately in 7 minutes and data collection is
carried out during the month of June-August 2018. Among 377 responses, 327
responses are usable. To ensure internal consistency in the measures, pilot study is
conducted among 43 respondents ensuring validity and reliability. The measurement
items are evaluated by knowledgeable experts and colleagues to assure refinement and
modification.
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Data analysis and findings of the study

In analysing the questionnaire, means, frequencies and reliability are initially
calculated using statistical software as SPSS (version 22).
Sample Profile
Regarding Facebook advertisements influence of fashion accessories, photography and
event management services in Bangladesh, millennials purchase intentions determined
from usable 327 sample responses considering response rate of 50% in Dhaka and
outside urban areas of Dhaka (See Appendix 1). The survey questionnaire captures
background data from the respondents aged 19-25 with 55.96%, 26-32 with 35.47% and
33-40 with 8.56% which comprised more young respondents. There were more male
respondents than females, with 69.11% being male and 30.89% females. In terms of
occupation, students capture 50.76% whereas 39.14% millennials involve service, only
8.56% in business and 1.53% to other occupations. Among 327 respondents 66.06% are
unmarried and other 33.94% as married Facebook users. In terms of education, about
63.30% millennials are post-graduated, 35.78% graduated and only 0.92% respondents
didn’t complete up to graduation. Most millennial respondents are students, showing
income per month 47.09%, 29.37% with 20000-50000, 17.43% with 10000-20000 and
only 6.12 % having more than 50000 per month income. 72.17% respondents are from
Dhaka indicate that high percent of millennial Facebook users are residing in this
metropolitan capital city of Bangladesh whereas 17.74% to adjacent cites of Dhaka and
10.09% respondents are outside urban areas of the country.
The measurement model: Testing for internal consistency
Table 1 shows the result of the reliability statistics for the construct measures where all
the research variables meet the acceptable standard of 0.60 (Chetty & Datt, 2015;
Vinerean et al., 2013). These statistical results support the validity and reliability of the
questionnaire and signifying the goodness of data for this study.
Table 1 Reliability statistics for the construct measures
Construct/Latent Scale Items Cronbach’s Alpha for the
Variable scale
Attitude 5 .693
Attention 5 .799
Information availability 5 .673
Influencer marketing 5 .724
Boosting strategy 7 .702
Factor analysis of model constructs

Factor analysis using principal component with varimax rotation attempts to discover
the unexplained and unobserved factors that influence the co-variation among multiple
observations (Hall, 2017).
Table 2 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
.949
Adequacy.
Approx. Chi-Square 3398.008
Bartlett's Test of
Df 351
Sphericity
Sig. .000
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Table 2 and 3 show the results of the validity and reliability analysis where (1) all
research variables exceed the minimum standard of Kaiser-Mayer-Olkin’s value of 0.55
indicating sufficient correlations Bartlett’s Test of Sphericity (x2=3398.008, p<0.01)
(2) all research variables has Eigen values larger than 1 and total variance explained
was 50.72% of the total variance (3) the items for each variable exceed factor loadings
of 0.55 on one factor and 0.3 or lower the other factors (Williams, Onsman & Brown,
2010) and (4) all the research variables meet the acceptable standard of 0.60 (Chetty &
Datt, 2015; Vinerean et al., 2013). These statistical results support the validity and
reliability of the questionnaire and signifying the goodness of data for this study.
Table 3 Rotated Component Matrixa

Component
1 2 3 4
Attitude_1 .674
Attitude_2 .702
Attitude_3 .612 .367
Attitude_4 .601
Attitude_5 .846
Attention_6 .687
Attention_7 .649
Attention_8 .631
Attention_9 .681
Attention_10 .643
Information
.675
availability_11
Information
.883
availability_12
Information
.623
availability_13
Information
.700
availability_14
Information
.718
availability_15
InfluencerMarketing_16 .506
Influencer Marketing_17 .581
Influencer
.586
Marketing_18
Influencer
.609
Marketing_19
Influencer
.584 .408
Marketing_20
Boosting Strategy_21 .593
Extraction Method: Principal Component Analysis. Rotation
Method: Varimax with Kaiser Normalization. a. Rotation
converged in 5 iterations
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Analysis of variance of model constructs
Table 4 Tests of Between-Subjects Effects

Dependent Variable: Intention_to_purchase
Source Type III df Mean F Sig.
Sum of Square
Squares
Corrected Model 560.533a 6 93.422 22.786 .000
Intercept 4001.667 1 4001.667 976.016 .000
FB_ad_effect 62.000 4 15.500 3.780 .050
age_group 498.533 2 249.267 60.797 .000
Error 32.800 8 4.100
Total 4595.000 15
Corrected Total 593.333 14
a. R Squared = .945 (Adjusted R Squared = .903)
ANOVA defines information about the model by investigating how the Facebook
advertisements effect with three age groups of millennials in Bangladesh (independent
variable) variables interact with each other and the effects of interactions upon
intention to purchase (dependent variable). According to F test, “FB_ad_effect” and
“age-group” have a statistically significant effect on the dependent variable, “intention
to-purchase” in table 7.
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Multiple regression analysis, Statistical significance of correlations,

hypothesis testing and results
To determine how well the model fits and the coefficient of determination, there is a
model summary in table 8 that can be used to determine how well a regression model
fits the data.
Table 5 Model Summary

Model R R Square Adjusted R Std. Error of
Square the
Estimates
1 .646a .418 .367 .799
In this table R2=0.418, which explains 42% of the variability of purchase intentions
(dependent variable) by the variation in independent variables of Facebook advertising.
Table 6 Coefficients determined for the influential predictors for the
dependent variable
Model Unstandardized Standardized t Sig. 95.0%
Coefficients Coefficients Confidence
Interval for B
B Std. beta Lower Upper
Error bound bound
(Constant) 1.131 .259 4.367 .000 .621 1.640
Attitude_1 .336 .057 .317 5.903 .000 .224 .448
Attitude_2 .199 .055 .190 3.607 .000 .090 .308
Attitude_3 .178 .053 .180 3.345 .001 .073 .283
Attitude_5 -.009 .048 -.009 -.189 .850 -.103 .085
Attention_6 .127 .057 .129 2.218 .027 .014 .239
Attention_7 .169 .056 .168 3.000 .003 .058 .280
Attention_8 .167 .057 .167 2.906 .004 .054 .280
Attention_9 .127 .057 .128 2.217 .027 .014 .240
Attention_10 .143 .059 .142 2.421 .016 .027 .259
Information
.195 .049 .211 3.980 .000 .098 .291
availity_11
Information
.167 .035 .222 4.804 .000 .098 .235
availity_12
Information
.080 .052 .082 1.526 .128 -.023 .183
availity_13
Information
.200 .055 .201 3.606 .000 .091 .309
availity_14
Information
.168 .058 .166 2.916 .004 .055 .282
availity_15
Influencer
.055 .052 .050 1.052 .294 -.048 .158
marketing_16
Influencer
.166 .052 .171 3.205 .001 .064 .267
marketing_17
Influencer
.190 .053 .199 3.617 .000 .087 .293
marketing_18
Influencer
.231 .051 .241 4.530 .000 .131 .332
marketing_19
Influencer
.117 .051 .123 2.284 .023 .016 .218
marketing_20
Boosting .195 .055 .193 3.574 .000 .088 .302
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strategy_21
Boosting .124 .050 .136 2.493 .013 .026 .222
strategy_22
Boosting .113 .042 .132 2.709 .007 .031 .195
strategy_23
Boosting .138 .050 .149 2.736 .007 .039 .237
strategy_24
Boosting .130 .048 .144 2.711 .007 .036 .224
strategy_25
Boosting .055 .059 .044 .927 .355 -.061 .171
strategy_26
Boosting .082 .045 .097 1.849 .065 -.005 .170
strategy_27
a. Dependent Variable: I'm interested to buy a specific brand of fashion accessories,
photography & event mgt services by FB ad.
Table 6 displays the estimates for parameters included in the overall model and their
individual effects on the dependent variable, intention to purchase. Most notably, the
millennials who watch live videos, share contents, follow the fan pages, search
information on the Facebook; have a positive increase in purchase intentions
influenced by Facebook advertisements of fashion accessories, photography & event
management service.
Table 7 Multiple regression analysis results and hypothesis testing
Hypothesis Standardized t Sig. Supported
Coefficients
Beta P-
value
H1: Attitudes of millennials in Bangladesh 0.220 3.787 0.000 Yes
towards Facebook ad will have a
significant and positive association with
intention to purchase.
H2: Attention towards Facebook 0.143 2.501 0.013 Yes
advertisement of millennials in
Bangladesh will have a significant and
positive association with intention to
purchase.
H3: Information availability of Facebook 0.204 3.795 0.000 Yes
advertisement towards millennials in
purchase.
H4: Influencer marketing of Facebook 0.147 2.639 0.009 Yes
advertisement towards millennials of
purchase.
H5: Facebook boosting strategy towards 0.173 3.148 0.002 Yes
millennials of Bangladesh will have a
significant and positive association with
intention to purchase.
As table 7 of multiple regression analysis results and hypothesis testing, attitudes and
information availability of millennials in Bangladesh towards Facebook advertisement
of fashion products and services of photography-event management has largest impact
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on Bangladeshi millennials purchase intention with B-value of 0.220 and 0.204 (p-
value=0.000 < 0.05, both). This clear that, there is a significant and positive
association with intention to purchase of millennials attitudes and Facebook
advertisements information availability. Boosting strategy having B-value= 0.173 (p-
value= 0.002 < 0.05) is significantly influence purchase intentions. Influencer
marketing (B-value=0.147, p-value=0.009 <0.05) and millennials attention (B-
value=0.143, p-value=0.013 <0.05) towards Facebook advertisement also significantly
and positively effects purchase intentions of fashion accessories, photography and event
management services. Consequently, hypothesis 1, 2, 3, 4 and 5 are supported and
accepted; there is a significant and positive association of each of the independent
variables with purchase intentions.
Discussion and conclusion

The above findings indicate that there is a positive and significant influence of
Facebook adverts on intention-to-purchase among Bangladeshi millennials attitudes.
The investigation moreover explored, millennials are willing to buy if the particular
brand matched with their lifestyles-interests and enriched with significant number of
“likes”, “review comments”, “shares”, “recommendations”, “check in” to stores followed
by friends and family members, colleagues on Facebook. In other words, peer and
friend’s recommendations initiated on Facebook create positive comparison than other
mediums induce marketers to invest more to social influence. Among 27 research
questions of five independent variables, ‘live video’, ‘Query’, ‘interest’ and
‘understanding’ of Facebook promoted contents are the four components perform as
momentous playmakers on purchase intention on Facebook conduit of brand pages
revealed in this research by factor analysis and multiple regression. Unnecessary
images, long-irrelevant videos, fake advertisements, counterfeit fan pages mislead
expectation, page verification by Facebook authority is expected by millennials
surveyed in this research. More convenient payment system without hidden charge,
quick response, variations of product-service offerings; expected by millennials.
Accuracy of delivery, differing quality, edited images of of products and events deceive
the user; thus more monitoring is expected.
Managerial Implication
More Favourable interaction with FB ad converts more purchase, thus attribution
increases by frequency of influencer marketing and boosting strategy of leading brands
revealed by this study. Both online and offline marketers should practice remarketing
strategy to boost conversions in real time Facebook based answering and queries to
solve problems as daedal requisite. The more marketers offer personalized contents; the
more purchase intention generates explored by this study. Marketing managers grow
brand page, by page likes multiplication but to draw attention diverting the preference
towards purchase desires by Facebook ads, Technorati, Blogpulse and other search
engines are tracking brand mentions by users. Marketers in Bangladesh should be more
practical to identify ‘talkers’ of Facebook users who are happy and influential customers
and nurture them publicly by mentioning top talkers name on Facebook fan pages,
recognizing them in any campaign. Millennials in Bangladesh are convinced by
Facebook ads in the means of viral campaigns mainly sales promotions tagged with
games, jokes, funny videos, free content and chance to meeting with desired celebrity
revealed by this study.
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Conclusion and Recommendation: research implications

This study bridges the gap of understanding the most influential generation ever;
millennials’ expectation and purchase intentions of Facbook advertisements mainly in
Bangladesh of fashion accessories, photography and event management services by
implementing the modified theory of reasoned action and planned behaviour developed
by Ajzen & Fishbein (1980) as well as Lavidge & Steiner’s (1961) hierarchy-of-effects
model. The major contribution of this study is, two consumer oriented (attitude and
attention) and three social variables (information availability, influencer marketing and
boosting strategy) specifically developed and tested empirically that integrates a
framework related to Facebook advertisings influence on purchase intention for
thriving generation of millennials in developing country like Bangladesh, which is
previously undiscovered by any academics and marketing scholars. The present study is
to be the first study that tested quantitatively and qualitatively in the Facebook
advertisement relating to behavioral outcome in Bangladesh. No research however, has
examined the attitudinal theories of Ajzen & Fishbein (1980) and Lavidge & Steiner
(1961) combinedly in advertisement effectiveness for millennials who are mostly known
as fickle generation ever, who are difficult to reach by interactive advertisement
stimulation except Facebook than other media. This study assists previous studies gaps
of Facebook advertisings influence on purchase intention in milennials by reducing
academic-practitioner gap through developing new social variables adaptive to this
competitive world to attract consumers among more million ways in the developing
country context both quantitatively and qualitatively.
Limitations and Future Directions

In this research consumers purchase intention only explored from a modest part of this
area involves few limitations may be solved by future academics. Random samples of
millennial Facebook users utilized, limits the generalizability of the findings. Age and
other demographics in the different country context may explore unique dimensions.
Other emotion related variables; trust, commitment, use, privacy aspects of Facebook
advertisement leading intention-to-purchase would be examined except attitude and
social variables.
Notes
http://gs.statcounter.com/social-media-stats/all/bangladesh. [Accessed on 20 June, 2018]
http://www.btrc.gov.bd/content/internet-subscribers-bangladesh-january-2018 [Accessed on
20 July, 2018]
https://www.socialbakers.com/social-media-content./2018. [Accessed on 20 June, 2018]
http://www.dhakatribune.com/feature/tech/2017/09/06/2-active-facebook-users-
bangladesh/. [Accessed on 20 August, 2018]
http://www.millennialmarketing.com/who-are-millennials [Accessed on 23 August, 2018]
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Appendix 1- Demographic information of sample profile (327 subjects)

Demographic Demographic information within Percentage of
information category sample
Age 19-25 55.96%
26-32 35.47%
33-40 8.56%
Gender Male 69.11%

Female 30.89%
Occupation Business 8.56%
Service 39.14%
Student 50.76%
Others 1.53%
Marital Status Married 33.94%

Unmarried 66.06%
Education Graduation 35.78%
Post-graduation 63.30%
Others 0.92%
Income per Month Less than 10000 47.09%

10000-20000 17.43%
20000-50000 29.36%
More than 50000 6.12%
Residential Area Dhaka 72.17%

Near to Dhaka (i.e. Gazipur, Tangail, 17.74%
Manikganj, Narayanganj etc.)
Others (i.e. Mymensingh, Sylhet, 10.09%
Barishal, Chattogram, Cumilla,
Rajshahi etc.)
56

Exploring The Factors Influencing Millennials Intention-To-Purchase of Facebook Advertising in Bangladesh

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Exploring The Factors Influencing Millennials Intention-To-Purchase of Facebook Advertising in

Exploring The Factors Influencing Millennials Intention-To-

Electronic copy available at: https://ssrn.com/abstract=3306490

constructs based on millennials of Bangladesh focusing mostly preferred fashion

Objectives of the study

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Conceptual Model and Hypotheses

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Figure 1: Conceptual research model for the study (Source: Author)

Methodology of the Study

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Data analysis and findings of the study

Factor analysis of model constructs

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Table 3 Rotated Component Matrixa

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Analysis of variance of model constructs

Table 4 Tests of Between-Subjects Effects

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Multiple regression analysis, Statistical significance of correlations,

Table 5 Model Summary

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Discussion and conclusion

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Conclusion and Recommendation: research implications

Limitations and Future Directions

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Electronic copy available at: https://ssrn.com/abstract=3306490

Strategies: Social Media and Online Brand Communities. Lincoln: University of

Electronic copy available at: https://ssrn.com/abstract=3306490

Journal of Multidisciplinary Engineering Science and Technology (JMEST). 2(1), 267-

Electronic copy available at: https://ssrn.com/abstract=3306490

Song, K. (2018, April 22). What is influencer marketing? Retrieved From:

Electronic copy available at: https://ssrn.com/abstract=3306490

Appendix 1- Demographic information of sample profile (327 subjects)

Gender Male 69.11%

Marital Status Married 33.94%

Income per Month Less than 10000 47.09%

Residential Area Dhaka 72.17%

Electronic copy available at: https://ssrn.com/abstract=3306490

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