Proshanta Kumar Podder and Md Ahsan Miah
The research aims to reflect the influence of social media on the purchase of young parents in purchasing baby products. The research finds that a large portion of the Bangladeshi market is obtained by famous baby product brands such as Johnson’s, Huggies, Pampers, Parachute, Aveeno, and ACI. These brands operate in this country for a long time and collect a high amount of revenue every year. To promote their products, these famous brands take help from social media as almost all people of all ages are engaged in different social media sites. The researcher finds that one of the most used social media platforms in Bangladesh are Facebook, Instagram, LinkedIn, and Twitter. With the help of these platforms, a large number of businesses are operating and promoting their products and services. Moreover, the research also finds that lots of new online businesses are appearing with the help of online promotion systems. Social media influencers, content creators, and celebrities do pay promotion of the brand in exchange for money. Therefore, it made the business operations easier than before. Due to the COVID-19 pandemic, the engagement and dependability of social media have also increased. In such a situation, it is normal for young parents to purchase baby products and get swayed by social media. This research finds that social media marketing has both negative and positive impacts on customers. For example, it made purchasing and advertisement easier. On the other hand, it also increases the chance of getting betrayed by online businesses. Thus, the research achieves its aim of observing the influence of social media on the purchasing decisions of young parents in Bangladesh.