Evaluating the impact of social media on online shopping behavior during COVID-19 pandemic: A Bangladeshi consumers’ perspectives()

BACKGROUND OF THE STUDY: Nowadays, the business pattern is changing globally. The business organization is influenced customers to purchase their necessary goods and services from online businesses. The online-based business takes promotional activities through social media platforms like Facebook, Twitter, Instagram, and Pinterest. PURPOSE: The aim of the research was to investigate the impact of social media on online shopping behavior during the COVID-19 pandemic in the context of Bangladeshi consumers. RESEARCH METHODS: Quantitative type research was applied and the study used descriptive research design. A standardized questionnaire was used to collect 350 data points from Bangladeshi consumers using an online purposive sampling method. A partial least square structural equation modeling (PLS-SEM) approach was used to evaluate the data and test the hypotheses. RESULTS: PLS-SEM analysis method demonstrated that celebrity endorsement, promotional tools, and online reviews had a positive significant impact on online shopping behavior during the COVID-19 pandemic in the perspective of Bangladesh. CONCLUSION: The research paper provides practical guidelines for online-based business organizations on how to effectively use social media platforms for business target advertising and promotional activities. The customers are also motivated to purchase through social media because of positive online reviews and trustworthy celebrity endorsements.