Use of online technologies in marketing: a case study of Bangladesh

BSc. Rumki Islam

Master's thesis

Abstract:

This thesis examines how OPPO Bangladesh employs online technologies—specifically Meta Business Suite and Meta Business Manager—to design, manage, and optimize its digital marketing strategy in an emerging economy context. Using a mixed-methods research design, the study integrates quantitative analytics extracted from Meta platforms with qualitative insights obtained from consumer surveys, interviews with OPPO’s marketing personnel, and content analysis of social media posts. The overarching aim was to evaluate how these digital tools influence the stages of the marketing funnel—awareness, interest, consideration, action, and retention—while addressing consumer behavior, trust, and technological adaptability within Bangladesh’s evolving digital landscape. The findings reveal a statistically significant relationship between post activity and both website traffic and purchase behavior, confirming the effectiveness of Meta’s sequential messaging and advanced targeting features. Sentiment analysis indicated that lifestyle-oriented narratives following technically focused campaigns strengthened brand perception and reduced price-based skepticism. The results underscore the pivotal role of localized content, influencer collaboration, and interactive storytelling in enhancing consumer engagement and conversion. OPPO’s marketing strategy demonstrates that leveraging data-driven insights through Meta platforms can effectively integrate online and offline sales channels, fostering a consistent consumer experience across touchpoints. Strategically, the study recommends that OPPO Bangladesh continue using Meta’s analytics and A/B testing capabilities to optimize creative budgeting and audience segmentation. The company is encouraged to strengthen omnichannel integration, ensuring that insights from digital engagement inform in-store sales interactions. Furthermore, the results emphasize the importance of hyper-localization—adapting content into the Bengali language, aligning with cultural events, and collaborating with local influencers—to establish a strong emotional connection with young consumers. From a theoretical standpoint, the research contributes to existing literature by bridging the gap between digital marketing models and real-world practice in South Asia. It offers a conceptual synthesis linking the digital marketing funnel to empirical performance metrics and consumer attitudes. Practically, the thesis provides a replicable framework for other multinational and local firms seeking to harness Meta tools in similar emerging markets. It also extends implications for small and medium-sized enterprises (SMEs), suggesting that even limited-budget firms can achieve meaningful digital engagement by adopting structured, data-driven approaches. The study concludes that OPPO’s success in digital marketing lies in balancing creativity with analytics, global strategy with local sensitivity, and digital innovation with consumer trust. However, challenges remain—particularly in overcoming consumer fears regarding online payment security and product authenticity. Future research could expand the scope by comparing multiple brands or investigating transient content formats like Stories and Live broadcasts. In summary, this thesis confirms that the strategic integration of Meta Business Suite and Meta Business Manager has substantially strengthened OPPO Bangladesh’s brand visibility, consumer engagement, and sales performance, serving as a model for leveraging online technologies to achieve marketing excellence in emerging markets.

Keywords

Brand awareness, Brand visibility, Consumer behavior., In‐Depth interviews, Social media platforms.

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 1. 12. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 4. 2. 2026
• Vedúci: PhDr. Martina Jarkovská, Ph.D.
• Oponent: Petra Jarkovská, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
International Trade and Business