Authors - Md Shahim Uddin Saba, Mohitul Shafir, Md Zahid Hasan, Md Asfaqur Rahman, Farhan Khan, Mahady Hasan, Farzana Sadia Abstract - Social media has reshaped customer engagement, leading to widespread use of digital marketing. However, the effects of specific social media marketing practices on purchase decisions, participation, and brand loyalty remain underexplored. This study investigates the impact of social media marketing activities on consumer behaviour in Bangladesh’s technology product sector. Based on a quantitative survey and Structural Equation Modeling (SEM) using SmartPLS 4, the results show that both social media marketing and customer experience significantly influence behavioural outcomes. The findings provide strategic guidance for brands that seek to strengthen engagement in competitive digital markets.
