Abstract: Advanced technologies and the internet have transformed consumer buying behavior. Consumers currently favor internet shopping over in-person retail experiences. This study aims to examine the drivers of social media that influence consumers’ buying intentions of apparel products. The technology acceptance model (TAM) and the unified theory of acceptance and use of technology 2 (UTAUT2) models were utilized with added variables: compatibility and satisfaction. Data were gathered from 100 respondents through the convenience sampling method. Questionnaires were used as study instruments. The Statistical Package for Social Sciences (SPSS) for Microsoft Windows version 11 was employed to examine the data. The researcher conducted a correlation analysis to examine the relationship between the independent and dependent variables. Regression analysis was conducted to assess the influence of the independent variables on the dependent variable. Regression analysis indicated that compatibility and satisfaction play a significant influence in the proposed model. Perceived usefulness, perceived ease of use and cost have no any influence on consumers’ buying intentions. Artificial neural network was drawn to analyse the non-linear relationship between the variables. The study will enable organizations to concentrate more on the drivers of social media that influence consumers’ buying intentions of apparel products. Future research should consider larger sample sizes, diverse geographical areas, and mediating variables such as trust, cultural influence and trendiness.
Amena Khatun & S. M. Rifat Hassan. (2025). Drivers of Social Media Influencing Consumers’ Buying Intentions of Apparel Products in Bangladesh. Advances in Business Research International Journal, 11(2), 120-133. DOI: 10.24191/abrij.v11i2.6788