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

Ghosh, Mollika

doi:10.2139/ssrn.3306490

Cited by 4 publications

(3 citation statements)

References 22 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…According to the study's objective, we chose the hierarchical model of the tourism industry in Bangladesh due to the country's rising and densely populated characteristics and the emerging country context in the world. Domestic tourists, particularly millennials, who make up 38% of Bangladesh's population, play a major role in the country's tourism business (Ghosh, 2019). Although the tourist service sector is highly competitive and contributes significantly to the GDP, there are few studies on the sector and no quality measurement standards.…”

Section: Research Methodology 31 Sample Design and Study Contextmentioning

confidence: 99%

“…As an emerging country, Bangladesh's domestic tourists, especially millennials who make up 38% of the population of the country (Ghosh, 2019), play an important role in the tourism industry. Bangladesh is now experiencing a "demographic dividend" period (Hayes and Jones, 2015) with a large number of millennial tourists who are traveling a lot (Halder and Sarker, 2022), but there is still a dearth of research on this group.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Understanding the effect of millennial tourists’ accommodation service experiences using structural equation modeling techniques: an emerging economy context

Hossain,

Masud

et al. 2024

SAJM

View full text Add to dashboard Cite

Purpose The purpose of this study is to investigate the role of millennial tourists’ accommodation service experiences (ASEs) on their satisfaction, word-of-mouth (WOM) and revisit intentions (RIs) in an emerging economy.Design/methodology/approach A survey instrument was used to collect cross-sectional data from millennial tourists, and the 282 valid datasets were analyzed using structural equation modeling.Findings The results demonstrated that ASE had a beneficial impact on satisfaction and WOM but not on RI. Significant positive associations between tourist satisfaction, WOM and RI were also discovered. Additionally, WOM research sheds new light on how the ASE of millennial tourists affects their satisfaction, WOM and propensity to return. Furthermore, results show that WOM intentions and satisfaction mediate the relationship between ASE and RIs.Originality/value The study presents a unique research context, the application of advanced statistical techniques and the comprehensive investigation of key outcome variables in the context of millennial tourists’ ASEs in an emerging economy. This study contributes significantly to the body of knowledge in the field of tourism research, aiming to meet long-term goals in a sustainable way for the hospitality industry operators by integrating ASE, satisfaction, WOM and RI. Additionally, the study presents the mediating role of WOM and satisfaction in the millennial tourists’ emerging country context.

show abstract

Section: Research Methodology 31 Sample Design and Study Contextmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Understanding the effect of millennial tourists’ accommodation service experiences using structural equation modeling techniques: an emerging economy context

Hossain,

Masud

et al. 2024

SAJM

View full text Add to dashboard Cite

show abstract

“…GenY and GenZ prefer to engage with businesses and brands on social media compared to GenX. GenY and GenZ is more products loyal, whereas GenX at times look at the brand of the product before making a purchase decision (Ghosh, 2019). GenY and GenZ believe the reviews and ratings given by others in e-commerce platforms and influence their purchase decision, whereas GenX have reservation regarding the reviews and ratings in online.…”

Section: Inter-generational Comparison Between Genx Geny and Genzmentioning

confidence: 99%

Exploring the Perceptions of Generations X, Y and Z about Online Platforms and Digital Marketing Activities – A Focus-Group Discussion Based Study

Gurunathan¹,

Lakshmi²

2023

J. Professional Business Review

View full text Add to dashboard Cite

Purpose: This study analyzes the perceptions and attitudes of GenX, GenY and GenZ towards online platforms and digital marketing activities. Theoretical framework: This study is qualitative in nature and data were collected from three separate focus group discussions, one each among generations X, Y and Z. Secondary data sources like previous research articles, internet sources and books were referred. Design/methodology/approach: This article is intended to get insights regarding the online platforms and digital marketing consumption patterns to understand the perceptions and attitudes of GenX, GenY and GenZ towards various online platforms. Group discussion was conducted among all generations with pre-planned questions prepared by the researcher; participants were from researcher’s personal and professional network. From transcripts were prepared and information regarding their perceptions on digital marketing and online platforms were obtained and thematic analysis was done using NVivo. Ten themes and sub-themes were identified from the chart presented through Nvivo. Findings: The perceptions of three generations regarding online platforms and digital marketing activities differ significantly as GenX are digital migrants, GenY are digital natives and GenZ are mobile natives. Research, Practical & Social implications: The emergence of internet and digitalization has forced companies to concentrate more on online platforms and digital marketing avenues. Different generations’ interest, traits, perceptions, habits, etc differ and hence there is a need to analyze and understand the perceptions of different generational cohorts for businesses to develop an effective digital marketing strategy. This study would pave the way for more studies and researches which would benefit both academics and industry. Originality/value: This study would help to understand the perceptions of different generational cohorts for businesses to develop an effective digital marketing strategy.

show abstract

Extending the Theory of Planned Behavior in the Social Commerce Context: A Meta-Analytic SEM (MASEM) Approach

et al. 2022

View full text Add to dashboard Cite

The theory of planned behavior (TPB) is popular in social commerce research, but existing studies have yielded inconclusive and inconsistent findings. As TPB was developed before the introduction of the Internet, Web 2.0 technologies, and social media, it is time to evaluate whether its relevance, effectiveness, novelty, and parsimony may have deteriorated due to temporal factors and the emergence of new Information Systems (IS) artifacts. In this work, an extended TPB2 is proposed by integrating social support, and MASEM analysis was conducted using a pooled correlation matrix. The findings revealed that TPB2 can better capture the nature of social commerce, as it can explain 28.4% of the variance in attitude, 59.0% of the variance in behavioral intention, and 9% of the variance in use behavior. In addition, it indicates that masculinity and uncertainty avoidance are the most significant Hofstedian cultural dimensions. The theoretical and managerial implications are also discussed along with the research agenda.

show abstract

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

Cited by 4 publications

References 22 publications

Understanding the effect of millennial tourists’ accommodation service experiences using structural equation modeling techniques: an emerging economy context

Understanding the effect of millennial tourists’ accommodation service experiences using structural equation modeling techniques: an emerging economy context

Exploring the Perceptions of Generations X, Y and Z about Online Platforms and Digital Marketing Activities – A Focus-Group Discussion Based Study

Extending the Theory of Planned Behavior in the Social Commerce Context: A Meta-Analytic SEM (MASEM) Approach

Contact Info

Product

Resources

About