Vol. 12(3), pp. 74-85, May 2024 , 2024.

ISSN: 2384-6151

https://doi.org/10.14662/ijebm2024100

 

 

Full Length Research

 

The importance of social media on the FMCG market in Bangladesh

 

1Md. Abdul Kader and 2Hanif Hossain

 

1Assistant Professor of Marketing, Dept. of Business Administration, Northern University Bangladesh 2Assistant Professor of Marketing, Dept. of Business Administration, Asian University of Bangladesh Email: hanifdu355@gmail.com  

Corresponding author’s Email: shuvho33@gmail.com  

 

 

Accepted 30 April 2024

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. The research method used is a quantitative survey (face-to-face interviews) on the sample of 100 consumers conducted in September 2022 in Dhaka, the capital of Bangladesh. The majority of respondents have regular access to internet facilities and mainly two social media platforms are used: Facebook and YouTube. Product information is 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. This 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

 

Cite This Article As: Kader, A., Hossain, H. (2024) The importance of social media on the FMCG market in Bangladesh. Inter. J. Econ. Bus. Manage. Vol. 12(3), pp. 74-85, May 2024