SOCIAL SIGNALS AND SUSTAINABLE CONSUMPTION: A STUDY OF SOCIAL MEDIA INFLUENCE ON PURCHASE INTENTIONS AND BRAND LOYALTY IN BANGLADESH'S APPAREL INDUSTRY

Abstract

Social media strategies have emerged as vital components in the rapidly advancing domain of digital marketing, exerting a profound influence on consumer behavior and nurturing brand loyalty. This research explores five key elements of Social Media Marketing in the context of Bangladesh’s restaurant industry—namely Social Media Optimization (SMO), Social Media Sharing (SH), User-Generated Content (UGC), Live Streaming (LS), and Meme Marketing (MM)—to assess their effects on customer purchase intention and brand loyalty. Anchored in the principles of relationship marketing and digital engagement theory, the study employs a quantitative research design, collecting data from 300 social media-active restaurant customers. Structural Equation Modeling (SEM) using SmartPLS was utilized to examine both direct and mediating relationships, with a particular focus on the mediating role of brand loyalty. The findings indicate that elements significantly influence both purchase intention and brand loyalty, with brand loyalty serving as a crucial intermediary. The results not only enrich the theoretical discourse in digital marketing but also offer actionable insights for practitioners. In particular, they emphasize the necessity of culturally attuned, interactive, and trustworthy content. Businesses aiming for sustainable customer engagement must leverage these tools to foster emotional connection and long-term loyalty.