A Study On Brand Communication In Bangladesh Social Media

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 distinguish 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.Since brand communication is not free of cost,it is really hard for enterprises,especially Small and Medium Enterprises(SMEs)of Bangladesh to carry out a successful brand communication program through traditional marketing activities,which include television advertising,radio,bill-boards,newspaper etc.However,social media has evolved over the last few years to become the most affordable springboard for brand communication through engaging customers in innovative ways and making them true stakeholders in the value-creation process.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 explore the present status,problems and prospects of brand communication through social media in the context of Bangladesh market.This study is exploratory in nature.Duel analysis methods have been used in this research.The first one is qualitative analysis;secondary data are used from different sources to explore an overview of social media usage in Bangladesh.Furthermore,two different survey were conducted among consumers and marketers,with the aim of investigating customers' motivation and marketers approach for using social media as a channel brand communication in Bangladesh.Finally,descriptive analysis has been done to interpret the data in order to answer all the research questions.There is no universal communication strategy suitable for all companies,but the appropriate one 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 of Brand Awareness,Brand Engagement and Word-of-Mouth.Nowadays social media especially facebook is becoming a great tool for B2 C brand communication.Recent booming of internet uses in Bangladesh enhancing this opportunity for all size of companies.They can enjoy the benefit of social media brand communication with a cost-effective way if they overcome the current challenges.