Article Category: Empirical Paper
Published Online: Sep 30, 2020
Page range: 230 - 242
Received: Apr 23, 2020
Accepted: Aug 07, 2020
DOI: https://doi.org/10.2478/ijme-2020-0019
Keywords
© 2020 Joanna Bednarz et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Objective
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.
Methods
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.
Key findings
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.
Originality
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.