The importance of social media on the FMCG market in Bangladesh

Bednarz Joanna () and Orelly Patricia ()
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Bednarz Joanna: Faculty of Economics, University of Gdansk, Gdansk, Poland.
Orelly Patricia: Faculty of Economics, University of Gdansk, Gdansk, Poland.

International Journal of Management and Economics, 2020, vol. 56, issue 3, 230-242

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.

Keywords: social media; marketing communication; Bangladesh; FMCG market (search for similar items in EconPapers)
JEL-codes: D12 D83 L82 M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:ijomae:v:56:y:2020:i:3:p:230-242:n:5

DOI: 10.2478/ijme-2020-0019

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