<abstract xmlns="http://www.w3.org/1999/xhtml"><sec><h3>Objective</h3><p>The purpose of this paper is twofold: first, to identify the general use of the internet and examples of main social media used by residents of Bangladesh and second, to discover their potential in building marketing communication between FMCG manufacturers and consumers.</p></sec><sec><h3>Methods</h3><p>The research method used is a quantitative survey (face-to-face interviews) on the sample of 100 consumers conducted in September 2019 in Dhaka, the capital of Bangladesh.</p></sec><sec><h3>Key findings</h3><p>The majority of respondents have regular access to internet facilities and mainly two social media platforms are used: Facebook and YouTube. Product informations are sent to these media platforms for making purchasing decisions of the products of the FMCG market. Mostly males and the youngest group of respondents show the highest interest to social media.</p></sec><sec><h3>Originality</h3><p>This study contributes to the literature to develop the understanding of marketing communications from the perspective of FMCG manufacturers entering Bangladesh, as it is being the emerging market.</p></sec></abstract>

ObjectiveThe purpose of this paper is twofold: first, to identify the general use of the internet and examples of main social media used by residents of Bangladesh and second, to discover their potential in building marketing communication between FMCG manufacturers and consumers.MethodsThe research method used is a quantitative survey (face-to-face interviews) on the sample of 100 consumers conducted in September 2019 in Dhaka, the capital of Bangladesh.Key findingsThe majority of respondents have regular access to internet facilities and mainly two social media platforms are used: Facebook and YouTube. Product informations are sent to these media platforms for making purchasing decisions of the products of the FMCG market. Mostly males and the youngest group of respondents show the highest interest to social media.OriginalityThis study contributes to the literature to develop the understanding of marketing communications from the perspective of FMCG manufacturers entering Bangladesh, as it is being the emerging market.

The importance of social media on the FMCG market in Bangladesh

International Journal of Management and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"The importance of social media on the FMCG market in Bangladesh"}

ObjectiveThe purpose of this paper is twofold: first, to identify the general use of the internet and examples of main social media used by residents of...

The importance of social media on the FMCG market in Bangladesh

Article Category: Empirical Paper

Data publikacji: 30 wrz 2020

Zakres stron: 230 - 242

Otrzymano: 23 kwi 2020

Przyjęty: 07 sie 2020

DOI: https://doi.org/10.2478/ijme-2020-0019

Słowa kluczowe
social media, marketing communication, Bangladesh, FMCG market

© 2020 Joanna Bednarz et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The importance of social media on the FMCG market in Bangladesh

Article Category: Empirical Paper

Data publikacji: 30 wrz 2020

Zakres stron: 230 - 242

Otrzymano: 23 kwi 2020

Przyjęty: 07 sie 2020

DOI: https://doi.org/10.2478/ijme-2020-0019

Słowa kluczowesocial media, marketing communication, Bangladesh, FMCG market

© 2020 Joanna Bednarz et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Słowa kluczowe
social media, marketing communication, Bangladesh, FMCG market