Social Media Marketing

Ing. Md Zakaria Chowdhury Risart

Master's thesis

Abstract:

In Bangladesh, the full potential of social media as a critical marketing tool has yet to be realized. This is a squandered chance. It is therefore critical to include social media in an entire business marketing strategy. In this study, the effectiveness of Facebook marketing will be assessed. The qualitative thematic analysis technique was employed throughout this research. Four separate business owners and one senior manager were questioned using a semi-structured online questionnaire. Since this study aims to focus purely on rigorous qualitative analysis of the conducted interviews, there was no need to employ quantitative features. The conducted analysis assessed the extent to which Facebook marketing is efficient in raising brand recognition for a sample of local companies. According to the study's results, Bangladeshi small businesses benefited from using Facebook for marketing purposes. This study demonstrates how Facebook marketing helped potential customers get more familiar with the brand of the business.

Abstract:

In Bangladesh, the full potential of social media as a critical marketing tool has yet to be realized. This is a squandered chance. It is therefore critical to include social media in an entire business marketing strategy. In this study, the effectiveness of Facebook marketing will be assessed. The qualitative thematic analysis technique was employed throughout this research. Four separate business owners and one senior manager were questioned using a semi-structured online questionnaire. Since this study aims to focus purely on rigorous qualitative analysis of the conducted interviews, there was no need to employ quantitative features. The conducted analysis assessed the extent to which Facebook marketing is efficient in raising brand recognition for a sample of local companies. According to the study's results, Bangladeshi small businesses benefited from using Facebook for marketing purposes. This study demonstrates how Facebook marketing helped potential customers get more familiar with the brand of the business.

Keywords

Facebook marketing, social media marketing, internet marketing, F-Commerce, Facebook Bangladesh

Language used: English

Date on which the thesis was submitted / produced: 10. 1. 2023

Thesis defence

• Date of defence: 2. 2. 2023
• Supervisor: Ing. Dušan Mladenović, Ph.D.
• Reader: doc. Ing. Alena Klapalová, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management