Istraživanje uticaja Facebook Reels sadržaja na stav potrošača prema brendu i nameru za kupovinom
Exploring the Influence of Facebook Reels on Consumer Brand Attitude and Purchase Intentions
Apstrakt
Cilj ove studije je istražiti potencijalni uticaj video sadržaja u formi reels-a na namere potrošača da kupuju na Facebook-u. U studiji je korišćen neslučajni uzorak a podaci su prikupljeni od 203 ispitanika putem onlajn ankete u Dinajpuru, Bangladeš. Analiza podataka izvršena je pomoću softvera Smart PLS 4.1.0.0 primenom PLS metode modeliranja strukturnih jednačina (PLS-SEM). Prema rezultatima studije, stavovi prema brendu značajno utiču na nameru za kupovinom. Ove interakcije imaju značajan uticaj na marketinške odluke kompanija i kupovne namere njihovih potrošača. Istraživanje je motivisano velikim brojem korisnika interneta u Bangladešu i njihovim oslanjanjem na Facebook, koji nudi korisne funkcije, uključujući reels. Studija pruža preporuke kompanijama za unapređenje kvaliteta i sadržaja platformi za kratke video sadržaje, čime se povećava efikasnost marketinških kampanja. Korisno bi bilo sprovesti detaljniju analizu promotivnih politika kompanija i njihovog uticaja na tržišno učešće.
Abstract
The study aims to investigate reel videos‘ potential influence on consumer purchasing intentions on Facebook. The study employed a non-probability sampling method and gathered data from 203 respondents through an online survey in Dinajpur, Bangladesh. Smart PLS 4.1.0.0 was used to analyze the data using the partial least squares-structural equation modeling (PLS-SEM) approach. According
to the study‘s findings, brand attitudes significantly influence purchase intention. These interactions significantly influence the company‘s marketing decisions and the buying intentions of its customers. This research is fueled by the significant number of internet users in Bangladesh and their reliance on Facebook, which provides valuable services, including the reel function. The study provided suggestions on how companies can enhance the quality and content of platforms for short videos, thereby boosting the effectiveness of their marketing campaigns. It would be beneficial to conduct a more in-depth analysis of the organization‘s promotional policies and their impact on market share.
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