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The importance of social media on the FMCG market in Bangladesh

Author

Listed:
  • Bednarz Joanna

    (Faculty of Economics, University of Gdansk, Gdansk, Poland.)

  • Orelly Patricia

    (Faculty of Economics, University of Gdansk, Gdansk, Poland.)

Abstract

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.

Suggested Citation

  • Bednarz Joanna & Orelly Patricia, 2020. "The importance of social media on the FMCG market in Bangladesh," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 56(3), pages 230-242, September.
    • Handle: RePEc:vrs:ijomae:v:56:y:2020:i:3:p:230-242:n:5
    DOI: 10.2478/ijme-2020-0019
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    References listed on IDEAS

    as
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    2. Baisakhi Banerjee & Ashwini Kumar BJ, 2013. "Trends in the Use of Social Media as a Tool of Marketing Communications in FMCG Sector in India," International Journal of Online Marketing (IJOM), IGI Global, vol. 3(3), pages 62-75, July.
    3. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    4. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    social media; marketing communication; Bangladesh; FMCG market;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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