MEASURING THE EFFECTIVENESS OF BRAND POSTS ON BRAND PAGES AND CUSTOMER BRAND ENGAGEMENT THROUGH SOCIAL MEDIA IN BANGLADESH

Abstract

ABSTRACT In today’s competitive business world, no business can survive without proper branding. Branding is therefore important to every business regardless of the size, because it helps differs from a business from its competitors. As a key component of branding, brand communication determines whether a brand is successfully established and eventually turns a profit. People are now – a- days are very much aware about the quality of the product, customers want to aware and get update time to time about a brand. However, social media makes the path so much easier for customer engagement with a brand. Attracted by its potential to drive sales opportunities and to enhance customer engagement, companies of Bangladesh are also coming forward to embrace the full prospects of social media. This paper attempted to measure the effectiveness of brand posts and how it influences customer engagement through social media in our country. This study is exploratory in nature. Here mainly quantitative analysis is done based primary data from two segments, customers and service providers. In this thesis paper, data are being collected by 30 questionnaire, on 200 samples There is no universal communication strategy for all companies , but the appropriate may be build according to the company goals and means. Process of creating the communication strategy should focus on several targets which companies may identify by themselves or with the help of guides. One of those targets is identifying appropriate ways of engaging with the customers with the combination Brand Awareness and Brand Engagement. Now-a-days social media especially Facebook is becoming a tool for business to consumer communication . Recent booming of internet uses in Bangladesh increases the opportunity for all size of companies. They can enjoy the benefit of social media marketing with a cost effective way if they overcome the current challenges.