Influence of Social Media Marketing on Consumers’ Purchasing Decision Towards the Restaurant Industry in Bangladesh

Meher Neger; Hure Jannat Aorna

doi:doi:10.11648/j.jbed.20251003.13

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Influence of Social Media Marketing on Consumers’ Purchasing Decision Towards the Restaurant Industry in Bangladesh

Meher Neger^*

, Hure Jannat Aorna

Published in Journal of Business and Economic Development (Volume 10, Issue 3)

Received: 2 July 2025 Accepted: 17 July 2025 Published: 13 August 2025

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Abstract

The broader objective of the study was to evaluate the influence of the social media marketing features—Informativeness, Interactivity, Perceived Relevance and Brand Trust on consumers' purchase decisions within the restaurant industry in Bangladesh. Employing a quantitative research design, data were collected via an online survey targeting active social media users who regularly engage with restaurant brands. A total of 205 valid responses were analyzed using SmartPLS 4.0 for structural equation modeling. The findings revealed that Brand Trust plays a significant role in influencing Purchase Decisions, underscoring the importance of trust in reducing uncertainty and fostering consumer confidence in service-oriented sectors such as restaurants. These finding highlights that maintaining transparent and trustworthy communication on social media platforms is essential for driving purchasing behavior. Perceived Relevance was also identified as a significant predictor of Purchase Decisions, suggesting that tailored and relevant marketing content on social media effectively captures consumer attention and drives purchasing behavior. However, the study found that while relevance engages consumers, it does not necessarily translate into building long-term trust in the brand. In contrast, Informativeness and Interactivity were found to have no significant direct effects on Purchase Decisions. Despite this, these features remain important for fostering engagement and building a foundation for trust, as interactive and informative content can enhance the consumer-brand relationship over time. In summary, the findings emphasize the pivotal role of Brand Trust and Perceived Relevance in influencing Purchase Decisions, while Informativeness and Interactivity serve as supportive elements in strengthening consumer engagement and trust. These results offer actionable insights for marketers in the restaurant industry to optimize their social media strategies by prioritizing trust- building and relevance.

Published in	Journal of Business and Economic Development (Volume 10, Issue 3)
DOI	10.11648/j.jbed.20251003.13
Page(s)	147-162
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2025. Published by Science Publishing Group

Keywords

Social Media Marketing, Brand Trust, Purchase Decision, Informativeness, Interactivity, Perceived Relevance, Restaurant Industry in Bangladesh

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Neger, M., Aorna, H. J. (2025). Influence of Social Media Marketing on Consumers’ Purchasing Decision Towards the Restaurant Industry in Bangladesh. Journal of Business and Economic Development, 10(3), 147-162. https://doi.org/10.11648/j.jbed.20251003.13

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Neger, M.; Aorna, H. J. Influence of Social Media Marketing on Consumers’ Purchasing Decision Towards the Restaurant Industry in Bangladesh. J. Bus. Econ. Dev. 2025, 10(3), 147-162. doi: 10.11648/j.jbed.20251003.13

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AMA Style

Neger M, Aorna HJ. Influence of Social Media Marketing on Consumers’ Purchasing Decision Towards the Restaurant Industry in Bangladesh. J Bus Econ Dev. 2025;10(3):147-162. doi: 10.11648/j.jbed.20251003.13

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@article{10.11648/j.jbed.20251003.13,
  author = {Meher Neger and Hure Jannat Aorna},
  title = {Influence of Social Media Marketing on Consumers’ Purchasing Decision Towards the Restaurant Industry in Bangladesh
},
  journal = {Journal of Business and Economic Development},
  volume = {10},
  number = {3},
  pages = {147-162},
  doi = {10.11648/j.jbed.20251003.13},
  url = {https://doi.org/10.11648/j.jbed.20251003.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jbed.20251003.13},
  abstract = {The broader objective of the study was to evaluate the influence of the social media marketing features—Informativeness, Interactivity, Perceived Relevance and Brand Trust on consumers' purchase decisions within the restaurant industry in Bangladesh. Employing a quantitative research design, data were collected via an online survey targeting active social media users who regularly engage with restaurant brands. A total of 205 valid responses were analyzed using SmartPLS 4.0 for structural equation modeling. The findings revealed that Brand Trust plays a significant role in influencing Purchase Decisions, underscoring the importance of trust in reducing uncertainty and fostering consumer confidence in service-oriented sectors such as restaurants. These finding highlights that maintaining transparent and trustworthy communication on social media platforms is essential for driving purchasing behavior. Perceived Relevance was also identified as a significant predictor of Purchase Decisions, suggesting that tailored and relevant marketing content on social media effectively captures consumer attention and drives purchasing behavior. However, the study found that while relevance engages consumers, it does not necessarily translate into building long-term trust in the brand. In contrast, Informativeness and Interactivity were found to have no significant direct effects on Purchase Decisions. Despite this, these features remain important for fostering engagement and building a foundation for trust, as interactive and informative content can enhance the consumer-brand relationship over time. In summary, the findings emphasize the pivotal role of Brand Trust and Perceived Relevance in influencing Purchase Decisions, while Informativeness and Interactivity serve as supportive elements in strengthening consumer engagement and trust. These results offer actionable insights for marketers in the restaurant industry to optimize their social media strategies by prioritizing trust- building and relevance.},
 year = {2025}
}

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TY  - JOUR
T1  - Influence of Social Media Marketing on Consumers’ Purchasing Decision Towards the Restaurant Industry in Bangladesh

AU  - Meher Neger
AU  - Hure Jannat Aorna
Y1  - 2025/08/13
PY  - 2025
N1  - https://doi.org/10.11648/j.jbed.20251003.13
DO  - 10.11648/j.jbed.20251003.13
T2  - Journal of Business and Economic Development
JF  - Journal of Business and Economic Development
JO  - Journal of Business and Economic Development
SP  - 147
EP  - 162
PB  - Science Publishing Group
SN  - 2637-3874
UR  - https://doi.org/10.11648/j.jbed.20251003.13
AB  - The broader objective of the study was to evaluate the influence of the social media marketing features—Informativeness, Interactivity, Perceived Relevance and Brand Trust on consumers' purchase decisions within the restaurant industry in Bangladesh. Employing a quantitative research design, data were collected via an online survey targeting active social media users who regularly engage with restaurant brands. A total of 205 valid responses were analyzed using SmartPLS 4.0 for structural equation modeling. The findings revealed that Brand Trust plays a significant role in influencing Purchase Decisions, underscoring the importance of trust in reducing uncertainty and fostering consumer confidence in service-oriented sectors such as restaurants. These finding highlights that maintaining transparent and trustworthy communication on social media platforms is essential for driving purchasing behavior. Perceived Relevance was also identified as a significant predictor of Purchase Decisions, suggesting that tailored and relevant marketing content on social media effectively captures consumer attention and drives purchasing behavior. However, the study found that while relevance engages consumers, it does not necessarily translate into building long-term trust in the brand. In contrast, Informativeness and Interactivity were found to have no significant direct effects on Purchase Decisions. Despite this, these features remain important for fostering engagement and building a foundation for trust, as interactive and informative content can enhance the consumer-brand relationship over time. In summary, the findings emphasize the pivotal role of Brand Trust and Perceived Relevance in influencing Purchase Decisions, while Informativeness and Interactivity serve as supportive elements in strengthening consumer engagement and trust. These results offer actionable insights for marketers in the restaurant industry to optimize their social media strategies by prioritizing trust- building and relevance.
VL  - 10
IS  - 3
ER  -

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Meher Neger

Department of Marketing, Comilla University, Comilla, Bangladesh

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http://orcid.org/0000-0002-4055-4484
Hure Jannat Aorna

Department of Marketing, Comilla University, Comilla, Bangladesh

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APA Style

Neger, M., Aorna, H. J. (2025). Influence of Social Media Marketing on Consumers’ Purchasing Decision Towards the Restaurant Industry in Bangladesh. Journal of Business and Economic Development, 10(3), 147-162. https://doi.org/10.11648/j.jbed.20251003.13

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ACS Style

Neger, M.; Aorna, H. J. Influence of Social Media Marketing on Consumers’ Purchasing Decision Towards the Restaurant Industry in Bangladesh. J. Bus. Econ. Dev. 2025, 10(3), 147-162. doi: 10.11648/j.jbed.20251003.13

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AMA Style

Neger M, Aorna HJ. Influence of Social Media Marketing on Consumers’ Purchasing Decision Towards the Restaurant Industry in Bangladesh. J Bus Econ Dev. 2025;10(3):147-162. doi: 10.11648/j.jbed.20251003.13

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@article{10.11648/j.jbed.20251003.13,
  author = {Meher Neger and Hure Jannat Aorna},
  title = {Influence of Social Media Marketing on Consumers’ Purchasing Decision Towards the Restaurant Industry in Bangladesh
},
  journal = {Journal of Business and Economic Development},
  volume = {10},
  number = {3},
  pages = {147-162},
  doi = {10.11648/j.jbed.20251003.13},
  url = {https://doi.org/10.11648/j.jbed.20251003.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jbed.20251003.13},
  abstract = {The broader objective of the study was to evaluate the influence of the social media marketing features—Informativeness, Interactivity, Perceived Relevance and Brand Trust on consumers' purchase decisions within the restaurant industry in Bangladesh. Employing a quantitative research design, data were collected via an online survey targeting active social media users who regularly engage with restaurant brands. A total of 205 valid responses were analyzed using SmartPLS 4.0 for structural equation modeling. The findings revealed that Brand Trust plays a significant role in influencing Purchase Decisions, underscoring the importance of trust in reducing uncertainty and fostering consumer confidence in service-oriented sectors such as restaurants. These finding highlights that maintaining transparent and trustworthy communication on social media platforms is essential for driving purchasing behavior. Perceived Relevance was also identified as a significant predictor of Purchase Decisions, suggesting that tailored and relevant marketing content on social media effectively captures consumer attention and drives purchasing behavior. However, the study found that while relevance engages consumers, it does not necessarily translate into building long-term trust in the brand. In contrast, Informativeness and Interactivity were found to have no significant direct effects on Purchase Decisions. Despite this, these features remain important for fostering engagement and building a foundation for trust, as interactive and informative content can enhance the consumer-brand relationship over time. In summary, the findings emphasize the pivotal role of Brand Trust and Perceived Relevance in influencing Purchase Decisions, while Informativeness and Interactivity serve as supportive elements in strengthening consumer engagement and trust. These results offer actionable insights for marketers in the restaurant industry to optimize their social media strategies by prioritizing trust- building and relevance.},
 year = {2025}
}

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TY  - JOUR
T1  - Influence of Social Media Marketing on Consumers’ Purchasing Decision Towards the Restaurant Industry in Bangladesh

AU  - Meher Neger
AU  - Hure Jannat Aorna
Y1  - 2025/08/13
PY  - 2025
N1  - https://doi.org/10.11648/j.jbed.20251003.13
DO  - 10.11648/j.jbed.20251003.13
T2  - Journal of Business and Economic Development
JF  - Journal of Business and Economic Development
JO  - Journal of Business and Economic Development
SP  - 147
EP  - 162
PB  - Science Publishing Group
SN  - 2637-3874
UR  - https://doi.org/10.11648/j.jbed.20251003.13
AB  - The broader objective of the study was to evaluate the influence of the social media marketing features—Informativeness, Interactivity, Perceived Relevance and Brand Trust on consumers' purchase decisions within the restaurant industry in Bangladesh. Employing a quantitative research design, data were collected via an online survey targeting active social media users who regularly engage with restaurant brands. A total of 205 valid responses were analyzed using SmartPLS 4.0 for structural equation modeling. The findings revealed that Brand Trust plays a significant role in influencing Purchase Decisions, underscoring the importance of trust in reducing uncertainty and fostering consumer confidence in service-oriented sectors such as restaurants. These finding highlights that maintaining transparent and trustworthy communication on social media platforms is essential for driving purchasing behavior. Perceived Relevance was also identified as a significant predictor of Purchase Decisions, suggesting that tailored and relevant marketing content on social media effectively captures consumer attention and drives purchasing behavior. However, the study found that while relevance engages consumers, it does not necessarily translate into building long-term trust in the brand. In contrast, Informativeness and Interactivity were found to have no significant direct effects on Purchase Decisions. Despite this, these features remain important for fostering engagement and building a foundation for trust, as interactive and informative content can enhance the consumer-brand relationship over time. In summary, the findings emphasize the pivotal role of Brand Trust and Perceived Relevance in influencing Purchase Decisions, while Informativeness and Interactivity serve as supportive elements in strengthening consumer engagement and trust. These results offer actionable insights for marketers in the restaurant industry to optimize their social media strategies by prioritizing trust- building and relevance.
VL  - 10
IS  - 3
ER  -

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