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Effectiveness of Social Media as a Marketing Tool in Bangladesh.

by

Shibli Sadik
ID: 1020367

An Internship Report Presented in Partial Fulfillment


Of the requirements for the Degree
Bachelor of Business Administration

Independent University, Bangladesh


May 2014

Effectiveness of Social Media as a Marketing Tool in Bangladesh.

by

Shibli Sadik
ID: 1020367

has been approved


May 2014

-------------------------------------------Abul Khair Jyote


Lecturer
School of Business
Independent University, Bangladesh

Letter of Transmittal
To,
Abul Khair Jyote
Lecturer, School of Business.
Independent University Bangladesh.
Subject: Submission of internship report on Measuring the Effectiveness of Social Media as
a Marketing tool in Bangladesh
Dear Sir
I am very pleased to submit the internship report on Measuring the Effectiveness of Social
Media as a Marketing tool in Bangladesh to you, which I have prepared by performing 3
months internship in Unitrend Limited to fulfill the requirement of BBA program in the
Independent University Bangladesh.
I earnestly believe & hope that this internship would help me in the long run and also enrich
my managerial capabilities. I am indebted for your valuable suggestions and humble
cooperation.
Now I have placed this report before you for your kind approval. I hope that my report will
satisfy you. For Any kind of queries, I would be available at your convenience.
Thank you.
Sincerely yours,
Shibli Sadik
ID#1020367
.
Department: School of Business
Independent University Bangladesh.

Acknowledgement
This report is the ending part of our BBA program and to enhance the capability to study. In
the field of practical organizational arena, a lot of efforts and study have done to make the
report reliable. This would have not been possible without the genuine support and assistance.
First of all, I want to pay me homage to the almighty Allah who made to capable to continue
my everyday task both inside and outside the work place during the whole period of my
internship. Afterward I want to pay my special thanks to Abul Khair Jyote, Lecturer School of
Business, Independent University Bangladesh under whom I have completed my internship
report. Without his assistance it would not possible to complete this report.
If I dont mention some of the employees names of Unitrend Limited, my acknowledgement
will be incomplete & void. In this period, I am highly grateful to Muneer Ahmed Khan,
Chairman of Unitrend Limited, who helped me to complete my internship program in that
company under his management. Furthermore I want to pay thanks to Kumar Philip Barua,
Associate Brand Director, who gave me full support to acquire some basic knowledge about
the overall advertising sector.
I want to give my specials thanks to Md. Mostak Mahmud. Maruf, who helps me by
providing some valuable information required to complete my report.
For successfully completion of my internship, I am really fortunate to get guidance and
supervision from my teachers, friends & others.

Table of Content
Chapter

Topic
Executive Summary
Chapter One Organizational Part

Page
7-8
9

Background of the Company

10

1.1.

Name & Location of the Company

10

1.2.

Historical Background

10-13

1.3.

Some of Achievement Time Line

13-15

1.4.

Name-Characteristics of Founders

16

1.5.

Unitrend's Vision

17

1.6.

Unitrend's Mission

17

1.7.

Unitrend Strategies

17-18

1.8.

Business Description

18-20

1.9.

Major functions

21

1.10.

Unitrend Organogram

22

1.11.

Descriptions of various functional departments

23-27

1.12.

SWOT Analysis of Unitrend Limited

17-22

Chapter Two Internship Outcome

28

Internship Outcome

29

Chapter Three Research Part

30

3.1.

Introduction

31

3.2.

Statement of the Problem

32

3.3.

Purpose of the Study

33

3.4.

Literature Review

3.5.

Conceptual Framework

2.1

33-45
46

3.6.

Research Questions & Hypothesis

3.7.

Methodology

48-52

3.8

Statistical Analysis

53-65

3.9

Hypothesis Assessment

66-68

3.10

Limitations of the study

68

3.11

Findings and discussion

69-70

3.12

Recommendation

3.13

Conclusion

71-72

3.14

References

73-78

Appendix 1 Research Questionnaire

79-81

Appendix 2 Excel

82-84

Executive Summary

47

71

The Organization to be studied for my internship project is Unitrend Limited. Unitrend


Limited started its advertising service in Bangladesh in June 1985 as an advertising firm with
a workforce of only four people.
I was appointed in Unitrend Limited at Client Service department as an intern; I got the
opportunity to get a closer view to the trainings provided by Unitrend Limited client service
department.
Unitrend Limited is the leading advertising service agency in Bangladesh. Unitrend decided
to pursue a relationship with McCann-Erickson in 1996 since it was the largest foreign
advertising agency around and had the greatest clout. This of course meant that there was a
major overhaul in the firm's accounts as many multinational organizations already associated
with McCann-Erickson Worldwide, shifted their work from other ad agencies to Unitrend
because of their new connections.
Social Media is the new era of marketing strategies. In now days social media now becoming
more popular and popular. Because marketers can measure the frequencies of the total
number of responds in social media.
The report illustrates the Origin, Background, Problem Statement, Literature Review, Scope,
Limitations, Methodology and Objectives. The basic objective of this report is to measure the
effectiveness of social media as a marketing tool in Bangladesh. How marketers positioning
social media according to the consumer in our country.
Moreover, there are chapters which provide the name and location of the organization
includes the historical background of the company. It states how Unitrend Limited has been
launched. How the granting of service to Bangladesh advertising industrys and also contain
name and characteristics of the company.

The report demonstrates companys vision, mission, objectives, strategies and values. The
companys vision is Unitrend shall endeavor to build brands for their clients through
continually offering total communication solutions including Media, Strategy and Creative..
The mission We shall continue to challenge our effort to make effective communication
solution that will convert into tangible gain.
Companys major divisions and departments along with its sections and sub-sections are
mentioned. Unitrend Limited client service is the place where I conducted my internship.
The purpose of this paper is to examine the impacts of key marketing practices in Bangladesh
tough social media on current number of consumer. My research is Effectiveness of
Social Media as a Marketing Tool in Bangladesh. My report exemplify how soial media
measures the effectiveness of marketing in Bangladesh.
Hypothesis statements has been shown so that either can be proved. The survey questionnaire
was prepared which was filled up by the Unitrend employee, other business man and students
of different university and it is shown the all alternate hypothesis has been proven.

CHAPTER 1
ORGANIZAIONAL PART

Background of the Company


1.1. Name & Location of the Company

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Unitrend Limited, affiliated with McCaan-Erickson WorldGroup

Gulshan Bhaban, 5th Floor, Plot-355, Bir Uttam A.K. Khandaker Sarak, Mohakhali C/A,
Dhaka-1212, Bangladesh. Tel: +88-02-9896660.

1.2. Historical Background


Advertising is a part of contemporary life around us. Most people will receive hundreds of
advertising messages daily. Advertising is difficult business of bringing information to great
numbers of people through the clutter of competitive voices. An advertisement encourages
people to respond to react to an idea or after their understanding about a certain product or
service. Unitrend limited tries to define advertising very simply and very clearly: it is their
persuasive communication of the positive qualities and benefits of a branded product or
service for the purpose of generating sales.

Unitrend Limited, one of the leading advertising agencies of Bangladesh, was initiated on the
13th of June, 1985 with a workforce of only four people. Its only service offering was
outdoor advertising. It operated as a space-buying agency until 1988, when it decided to
expand its business into other forms of advertising such as media. With this view in mind, it
approached Phillips (which was then a multinational firm). Unitrend Limited was asked to
pitch for their account, and was subsequently selected to represent Phillips Battery in the

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media. Phillips Battery was Unitrends very first advertising campaign in the true sense of the
word campaign. This was Unitrends very first milestone- after that there was no looking
back. The journey had begun.

After that, Philips Radio was the next brand that Unitrend worked for. The communication
used, i.e. the message, was very effective and sales of Philips Radio gradually increased.
Their main coup came when it landed the account of Philips' main product, Philips Bulb. The
advertisement for Philips Bulb (The renowned Maacher Raja Ilish Ar Battir Raja Phillips
campaign) was so popular that it almost became like part of our national heritage. The
advertisement placed by Unitrend emphasized the view that just because a radio is lighter
does not necessarily translate that it is not of good quality. Their communication of this
message was very effective and sales of Philips Radio gradually picked up. So far Unitrend
was making a modest success in the creation of their advertisements but their main coup
came when they landed the account of Philips' main product, Philips Bulb.

This advertisement alone boosted the sales of Philips Bulb by 60% and 25% in Bangladesh
and West Bengal respectively. This marked the beginning of Unitrend's rise to the top of the
advertising hierarchy.

In 1992-93 the firm decided to diversify its advertisement coverage to include event
management. Meanwhile, a significant change was taking place in the advertising industry
a trend towards affiliations of local firms with multinational ad agencies. Unitrend itself was
approached by Bates, Leo Burnett and McCann-Erickson.

In 1992-93 the firm decided to diversify its advertisement coverage to include "event
management". Meanwhile, a significant change was taking place in the advertising industry

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a trend towards affiliations of local firms with multinational ad agencies. Unitrend itself was
approached by Bates, Leo Burnett and McCann-Erickson.

Unitrend was already doing some work for Coca-Cola in terms of event management such as
managing all the advertisements for Coca-Cola sponsored concerts. Coca-Cola was at that
time involved with Bitopi, another advertising firm, for all their advertisements other than
event management. A significant change was then taking place in the world of advertising
with the introduction of affiliations of the local firms with the multinational ad agencies. As
this trend of affiliations continued, Unitrend itself was approached by no less than three
international advertising agencies, namely, Bates, Leo Bumett and McCann-Erickson. After a
proper evaluation of their choices.

Unitrend decided to pursue a relationship with McCann-Erickson in 1996 since it was the
largest foreign advertising agency around and had the greatest clout. This of course meant
that there was a major overhaul in the firm's accounts as many multinational organizations
already associated with McCann-Erickson Worldwide, shifted their work from other ad
agencies to Unitrend because of their new connections. One of the biggest of such new
additions to the firm's clientele included Reckitt and Colman, which shifted its entire
workload from AdComm to Unitrend. Similarly, Coca-Cola which was for a long time
interested to work with Unitrend managed also to shift their account to Unitrend on the
pretext that they were affiliated with McCann and Erickson Worldwide. Of course Unitrend
did have to pitch to gain Coca-Co1a's account. This new affiliation with McCann-Erickson
provided the platform from which Unitrend was able to prove its worth as a good advertising
agency and was thus able to lure even more clients to it these events took place in 1994-95.

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As the years progressed Unitrend realized that in order to obtain better quality work from
their employees they had to recruit the best possible human resources from the field. In
accordance with this observation Unitrend, starting from 1996 began its bid to obtain the
most talented and efficient human resources in the field. By paying their new employees 1.5
times more than any other ad agency in the business, Unitrend managed to lure away many
an accomplished advertiser who were previously working for their competitors and made
them their own. Between the periods of June 1995 to December 1996 the work force of
Unitrend increased from a meager 14 to 34-almost more than double of the previous figure.
Of late, this practice of obtaining the best personnel from any source available was adopted
by some of the other firms in the industry, namely, Asiatic and AdComm, both of which had a
substantial financial backing.

From the viewpoint of the players in the advertising industry, the future holds great
opportunities. The advertising market expanded in Bangladesh by a whopping 76 % in six
years from the year 1997 to 2003. That is, the market grew, on average, at a phenomenal rate
of 12.73 % per year. The market, which was around Tk. 170 crore in 1997, now stands at Tk.
300 crore.

1.3. Some of Achievement Time Line


1985: Muneer Ahmed Khan and Zulfiqar Ahmed set up a four-man communication agency.
They are committed to following modern, advertising methods and trends. This marks the
entry of professional marketers to the Bangladeshi advertising scene.
1989: Landmark advertising campaign for Philips Bulb declares Maacher Raja Ilish Ar
Battir Raja Phillips. [Hilsa the king of fish and Phillips the king of lights]. Following launch,

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national sales jumped by 60 percent. This marks the beginning of demand creation by
Unitrend.
1995: Unitrend formally became affiliated with McCann-Erickson WorldGroup. Portfolio
alignment welcomes brands like Coca-Cola, Reckitt & Coleman into the house. It also brings
in a paradigm shift in terms of organizational culture, consumer understanding, strategic
thinking, creative executions and brand management.
1997: McCann Erickson WorldGroup is formed to meet the changing needs of marketers.
This includes the Weber Group, Torre Lazur Healthcare, Momentum and MRM Partners.
2000: Unitrend receives the Highest Recognition Award in the McCann System
2001: The trailblazing Simple Math campaign is developed and launched for Eastern Bank
Limited. The campaign is based on the simple insight that consumers are afraid of formal
transactions at banks.
2003: McCann Worldgroup creates the McCann Demand Chain TM a revolutionary model
for linking the elements of demand creation Unitrend wins 3 Srijon Samman awards in
Kolkata, India.
2004: Unitrend launches its specialist social and development communication wing,
Unisocial. Clients include UNICEF, FHI, World Bank, SMC and the Bangladesh chapter of
John Hopkins University Center for Communication Programs.
2005: Zulfiqar Ahmed succeeds Muneer Ahmed Khan as CEO and Managing Director, while
the latter assumes the position of Chairman and Creative Chief.
2006: Unitrend renamed Unitrend McCann. Organizations values formally launched and
portfolios, streamlined.

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2010: Won 3nd position in SAFA awards (South Asian Financial Awards) for creative work in
annual report of EBL and Won ICAB Awards and ICMA Awards for EBL Annual Report.
2011: Unitrend achieved awards in Adfest2012.The following are: Gold-Ad club creative
award, Bronze-Ad club print award (2), Bronze-Ad club campaign award,
Won 2nd position in SAFA awards (South Asian Financial Awards) for creative work in
annual report of EBL.
Won 2nd position in SAFA awards (South Asian Financial Awards) for creative work in
annual report of Berger.
2012: Unitrend team went out as participants fought in the print category in Bangladesh
Brand Forum and was later selected as the winning team to participate in the finals in Cannes
Lion Festival of Creativity 2011.Here they were ranked in the top 5 winners if counted on
worldwide basis.
2012: Became runners up in Asian Ad fest 2012.
2013: Unitrend team went out as participants fought in the print category in Bangladesh
Brand Forum and was later selected as the winning team to participate in the finals in Cannes
Lion Festival of Creativity 2012.

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1.4. Name-Characteristics of Founders


Muneer Ahmed Khan - Chairman & Creative Chief
MCom graduate in Marketing from Dhaka University, he went on to becoming the founder
director of Unitrend, and was rated a multimodal leader in 1997 after successfully
participating in The Global Leadership Training Program in Princeton, USA. He was the
creative mind behind the immortal macher raaja ilish ar battir raaja phillips campaign. He
was also awarded the HARRISON K. McCANN LEADERSHIP AWARD for leading the
agency to be the fastest growing agency in the country in 1999.
Zulfiqar Ahmed - Managing Director & Chief Executive Officer
With 20 years of experience in advertising and brand marketing, he has been responsible for
building brands like Standard Chartered Consumer Banking, NIDO, NESCAFE, Parachute
Coconut Oil and many more. Some of his success stories concerns powerful campaigns that
include bringing World Cup Football to a crowd of 50,000 in Bangladesh, touring the
country for the Treadle Pump campaign by IDE (International Development Agency),
increasing potato consumption habit and seed marketing, and supervising the street theatre
campaign on Polio for ICDDRB done in different slum areas in Dhaka in 1994.

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1.5. Unitrend's Vision


Unitrend shall endeavor to build brands for their clients through continually offering total
communication solutions including Media, Strategy and Creative.

1.6. Unitrend's Mission


We shall continue to challenge our effort to make effective communication solution that will
convert into tangible gain.

1.7. Unitrend Strategies


Unitrend focuses not on selling brands, but rather on creating demand for them. Creating
demand makes selling an automatic response rather than a forced one. Using McCanns
Strategic Tools in line with Consumer Insight findings, Unitrend gives direction for brands,
explore potential need gaps for them and keep them on a track that will ensure brand and
marketplace dominance. Unitrend works on the holistic approach for a brand, not just a oneoff campaign. They build and develop brands in order to be the leader in their category. Their
prime strength is their creative team, which focuses on ways to build the brand, rather than
focusing on short term advertising just to boost sales. Unitrend Limited does not depend on
PR to land accounts, but rather uses their existing achievements in building brands to pitch
for new accounts. All the departments of Unitrend (Media, Creative, Strategy, Event, etc)
works as a unit using one central theme for each campaign that adheres to the essence of the
brand so that whatever route of communication is pursued, everything is linked to the traits of
the brand.

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Core thoughts behind the strategy:


1. Clients and we are partners in serving the brand.
2. Everything must happen for a reason.
3. Creativity without direction is art. With direction it is communication.
4. We develop creatives that sell the brand and not themselves.
Unitrend takes brands out of the realm of awareness to the arena of experience. They believe
that consumers must not only experience the physical product, but also explore and subscribe
to the universe, the idea that is the brand for a brand is nothing but an idea expressed in
terms of a product. Unitrend is on a quest to understand and learn in order to gain superior
knowledge and strategic insights to translate every brands journey into a well-defined,
consumer orientated communications strategy.

1.8. Business Description


Unitrend is Total Communication Company with the motto - working with clients not for
them - with a comprehensive range of services, including media planning, we strive to be a
communication partner to our clients, sharing joint responsibility to build brands.
Unitrend is appointed by a client to plan, create, research, produce and place advertisements
in all the traditional media. If required, it then goes beyond those conventional first steps and
seeks to integrate all its clients' marketing activities in one cohesive effort, to become its
partners in a program of Total Communication.
Unitrend Limited started out with a vision to change the face of advertising through
incorporating the rational approach to advertising. This basically means three things:

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Understanding that it is the consumers who make and break brands, through their
buyer behavior.
Any communication to them has long-term implications.
Thus, it needs strategic planning.
Unitrend adheres to the following factors for their business, some of which are advantages
unparalleled in the advertising industry of Bangladesh:
Originality Made in Unitrend: All work produced at the Unitrend house can be labeled
as Made in Unitrend. Though the agency handles a number of multinational clients, it never
adopts blindly what has been done internationally. Unitrend believes in thinking globally but
acting locally.
Consistency - Satisfaction Guaranteed: Over the last five years, Unitrend has hardly lost an
account out of dissatisfaction. The shifts were either due to strategic alliance or due to the
policy of not dealing with competitive brands.
Diversified Portfolio - From Banking to Cola Drinks: Unitrends portfolio is marked by a
horizontal growth. It refrains from over dependency on one single client like many of its
competitors.
Total Communications - Working with Clients Not for Them: With a comprehensive
range of services, Unitrend strives to be a communication partner to the clients, sharing joint
responsibility to build brands.
The above four key success factors (KSFs) of Unitrend has given it the ability to offer its
clients:
1.
2.
3.
4.

Optimal communication solutions


Delivery of an effective advertising and promotional strategy
A distinctive creative expression
Insightful media solutions that make an impact

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Since from 1996, Unitrend is affiliated with McCann-Erickson Worldwide, it has managed to
Event Management

become the communication partner to a very impressive portfolio of clients (Annexure 1).
Transit Advertising

Unitrend
Ltd.
This has happened simply due to the fact that
clients perceive
Unitrends affiliation
Consumer
Insightwith
Program
McCann to give Unitrend certain comparative advantages:
Printing
& Publishing
1. Social
Access
to worldwide
data, information, and experiences
Rural &
Communication

2. Access to the best talent


3. Seamless co-ordination on global accounts
4. Financial stability

onic/Print/Web Media

Yet still the secret recipe for Unitrends success is its Proactive Actions i.e. never shying off
to bell the cat.

1.9. Major functions


Ranges of Services Offered by Unitrend Limited

Direct Ma

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Unitrend Ltd. thrives for a culture that encourages openness and equality. Each person is a
valued contributor and the firm is a place where a web of relationships allows employees to
develop their full potential. It focuses on quality, innovation, creation fueled by the leadership
direction of the top management. There are open lines of communication between personnel
of all departments and all levels of hierarchy, promoting close-coordination of jobs.

1.10. Unitrend Organogram


The organogram depicted below outlines the hierarchy of authority and chain of command of
Unitrend Ltd. The firm has a hybrid functional-&-product-team structure, with up to four
levels of hierarchy. It is a relatively flat organization with various horizontal linkage

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mechanisms in place. Such mechanisms include Information Systems and Cross-functional


Teams (use of account teams to ensure strong coordination to lower costs, and sharing of
ideas and information to enhance differentiation advantage).

1.11. Descriptions of various functional departments


Three permanent Account Teams (SWAT, Savvy, and Stranger) representing all the
departments of Unitrend and its outside sources of talent and supply, serves all clients of
Unitrend. Each teams job is to plan, create, produce and place the client's advertising and

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promotional needs. Everything a team does must have the final approval of the client - the
kind of advertising that is chosen, the media that are used and the amount of money that is
spent.
SWAT Accounts The accounts which have the highest frequency of advertisements going
per week, as required on the need-to-do basis. These accounts require the constant presence
of every team member in order for the advertisements to go in time, i.e. there is no second
chance.
Savvy Accounts The accounts which work around a definite yearlong plan, and advertises
as approved by the Board of Directors right at the start of the year. These accounts represent
the major chunk of clients in Unitrends portfolio.
Stranger The accounts which have minimal, one-off jobs that need to be worked on when
required, but not always. These accounts are usually pharmaceutical companies, which are
prohibited to advertise by the law, so the event management and pack designs usually fall
within the scope of Unitrends operation.
To inform you about the work of Unitrend, I am going to take you through the entire work
process.
Client Service Department - The account service or client service are those people who are
responsible for all aspects of the client/agency relationship. These people work directly with
the client on the client briefing to help translate it into a creative briefing for each of the
communications media. At Unitrend, client services are expected to approach a client's
business in a holistic manner. They must be knowledgeable enough about a client's business
to serve as their #1 counselor in marketing communications. Client Service people get
engrossed in their clients' business. They go on sales calls. They visit stores and wholesalers.
They get to know the R&D people. Good advertising people thrive on information about

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products, consumers and the marketplace. Information is fuel for creativity in all aspects of
advertising. Understandably, Client Service personnel are committed to research, digging up
facts and providing clear, concise, creative briefs. Client Service people are intensely servicedriven. They know that in a business where the primary purpose is achieved through servicetechnology, the client/agency relationship is of paramount importance. They not only serve
expressed client needs, they anticipate needs and take proactive steps. In fact, the rule at
Unitrend is never to be content with giving the client only what he or she asked for. Everyone
should strive to always achieve something that exceeds the expectations of the clients.
The brief (written instruction) is debriefed (broken down to the essential message the client
wants to communicate) by the creative department in order to develop the core theme of the
press advertisement in order to formulate the right visual and text so that the message is
easily conveyed to the target market.
Creative Department - As the head of the Creative Department, the Creative
Director/Initiator is responsible for the effectiveness of all advertising produced by Unitrend
Limited. The center of the agency service is the creative work they recommend to address the
needs that a client has identified. The creative work is the product of a large number of
specialists in creating persuasive communications. The success of Unitrend depends largely
on this department. The Creative Director sets the creative philosophy of the agency and its
standard of craftsmanship, and generates a stimulating environment that motivates the
departments work force & attracts potential candidates to seek work here. Using the brief
that is generated from internal meetings attended alongside with the Strategic Planning
executives, Client Service (Account) executives, the Art Director (Visualizer), Operations
Manager and the clients, these people explore alternative solutions until finally the team
agrees on the recommended advertising and promotional plans and actions that will best help
the client's brand achieve its strategic objectives. Once these plans and actions are approved,

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the creative people oversee the execution into finished advertisements and commercials. The
Art Director (Visualizer) is responsible for giving the plans and actions a conceptual, visual
outlook. He is supported by the Copywriters who are responsible for creating advertising
copy with stopping power. Then there are the Illustrators, who draw sketches to give the
creative idea a preliminary, visual platform. There is a Typographer who develops fonts, both
in English and Bangla to give the creative team a competitive edge over other creative teams
of other agencies. A professional Photographer is there to do urgent still photo shooting if the
need arises. Last but not the least, there is the Printing & Production house, wherein in-house
printing needs (e.g. draft POP displays) are met by the Production house, while extensive
printing needs (e.g. outdoor production) are outsourced to Digital Canvas Limited.
After the creative department has produced the required press advertisement, it is always sent
to the client for approval, which if confirmed, will move on to the media department who will
buy a spot in Daily Star in order to publish the advertisement. If the client rejects the press
advertisement produced by the creative department, then its back to the drawing board.
Media Department - The other cornerstone of Unitrend is media - the planning, negotiating
and purchasing (booking space/spots or buying package serials) of media vehicles in which
the advertising is to appear. The media personnel work closely with other members of the
account team to determine the most effective and efficient way to reach the target group.
They also determine the size, position and dates of appearances for printed advertisements,
the time periods for broadcast commercials and the costs in both cases.
At Unitrend, the aim is to build Total Communication programs for the clients. Its theory is
that Everything Talks, not just radio or TV or magazines or newspapers but even packaging,
delivery trucks, catalogues, corporate letterheads - everything.
Technical Support

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The following departments assist in the operation of the client service, creative and media
department.
Strategic Planning Department - This department scans the market for potential clients.
After making the preliminary list of potential clients, they discuss the pros and cons with the
top management. This departments activities also include market surveys (carried out by the
PULSE - Consumer Insight branch) for:

Finding out the performance of a potential or existing client's product in the

market.
For judging the pre and post-effectiveness of the advertisement and promotional

services provided by Unitrend.


For continuously scanning the market to tap into consumers lifestyle and trends.

The results have a direct and strong bearing on the activities of the three core departments.
Creative Service (DTP) & IT - The Desk Top Publishing personnel is responsible for giving
the finishing touches (cropping, masking, etc.) to print & press advertising. The department is
equipped with four Apple DTP computers for superior graphics design layouts. Unitrend uses
computerized cross-functional information systems that enable top management, directors,
managers and executives to routinely exchange information about problems, opportunities,
activities & decisions.
Finance & Administrative Department - This department has to work closely with the
three core departments for granting money needed to finance various marketing works
undertaken by the different brand teams. The personnel of this department have to scrutinize
the legitimacy of monetary investments by the teams and hold the power and authority to
deny providing money that they think is of unreasonable amount.

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CHAPTER 2
Internship Outcome

2.1. Internship Outcome:


The report has been prepared on the basis of experience gathered during the period of
internship. Within these 3 month I worked in two different department. First in Creative
department and then in Client Service department.

29

I have worked as an intern at Unitrand. First I have been under Copy Head and I have worked
one month from the beginning of my internship. Then I have been shifted to client service
department in the second month and I worked under Associate Brand Director till the end.
Supervisor of my internship was Kumar Philip Barua, Associate brand director. He told me to
work under copy head first month and there I have to take decision, and learned how to write
copy for different brand. After one month I has been shifted to Client Service department
under Philip kumar barua. In Client Service department I have to handle different brand, talk
to client and maintain those accounts requirements. In client service department I have to take
decision but 1st I have to talk with my supervisor about what I am going to do. Besides that I
have done different types of tasks in different desks whenever they assigned me to do.

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CHAPTER 3
RESEARCH PART

3.1. Introduction
Over the past half-decade, the online social networking phenomenon has continued to grow
exponentially. A growing number of people visit various social networking platforms as an

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integral part of their daily routine. Service providers have naturally sought to monetize their
products. Given their millions of users and billions of page views, online marketing is one
area where much effort has been made. Commercial entities have found success in using
social networks to promote their brands as using social media as a marketing tool.
Social media use social networking site to promote, advertising and marketing product or
brand. Social media marketing is the process of gaining awareness, driving traffic and
engaging your customers and prospects using social media channels.
Social media always try to connecting and engaging with customers and Building a
reputation, increasing recognition or improving brand awareness though brand recall.
Social media marketing is direct marketing and social media can track how many consumer
hits the page, how many are liking the product ads.
Besides those social media marketing create word of mouth. Because though social media
everyone can talk and give review about the product or r brand or about the organization.
This paper will explore the effectiveness of social media as a marketing tool in Bangladesh.
In our country there are lots of limitation. Though this limitation how social media are
effective as a marketing tool in our country.

3.2. Statement of the problem


The social media revolution has altered the communication landscape and has significantly
impacted marketing communication. The growing importance of applications like Facebook,

32

YouTube, LinkedIn and others in consumers lives has an increasing influence on their
communication habits.
But in our country there are some limitations like internet amiability, technology and
education etc.
So in order for this statement of the problem for this study is, how much is social media are
effective in our country with in those limitations.

3.3. Purpose of the Study


The purpose of this study is to find out what are factor of effectiveness of social media as a
marketing tool in our country. In doing so this paper can help the marketers to put emphasis
on the variables, preferred by the customers and increase the social media marketing
efficiency.

3.4 Literature Review


Social Media

33

Due to the potentiality of social networks in connecting people (Kasavana et al., 2010), viral
marketing (Camarero & San Jos, 2011; Ferguson, 2008) and electronic peer-to-peer
communication (De Bruyn & Lilien, 2008) are proving increasingly popular. They are a
suitable approach for firm to contrast the ineffective of the traditional communication tools,
combining: the prospect of overcoming consumer resistance with significantly lower costs
and fast delivery (Trusov et al., 2009).

Wilkinson Sword bet on social media and specifically on Facebook (more than 21milion of
users, source: Nielsen, Social Media Report, 2012) to increase the appeal and the efficacy of
its communication, engaging rapidly, easy and inexpensively a wide numbers of potential
customers in a direct relationship.

Social media are defined as forms of electronic communication (as Web sites for social
networking) through which users create online communities to share information, ideas,
personal messages, and other content (as videos).IV While there are different ways to
categorize social media, its typology is often based on the main function and purpose of use,
such as for micro blogging (e.g., Twitter), social networking (e.g., Facebook), collaborative
knowledge production and sharing (e.g., Wikipedia), multimedia sharing (e.g., YouTube),
and sharing reviews and opinions (e.g., social Q&A, user reviews).The advent of social
media has brought about significant impacts on daily life, not only changing the ways in
which people stay connected, but also presenting considerable opportunities and challenges.
It is already known that social networking sites (SNS) such as Facebook are widely used; in
fact, about 66% of online adults use SNS.vi College students are particularly heavy users of
social media. vii For example, one 2011 Pew report found that over 80% of the college
students surveyed used SNS With the increasing popularity of social media, they have

34

actively leveraged these online forums to communicate with users and to reach out to
potential audiences.

To consider social media as a marketing tool a retailer must understand every aspect of it.
Social media cannot be understood without first defining Web 2.0: a term that describes a
new way in which end users use the World Wide Web, a place where content is continuously
altered by all operators in a sharing and collaborative way (Kaplan and Haenlein 2010). It is
much more to do with what people are doing with the technology than the technology itself,
for rather than merely retrieving information, users are now creating and consuming it, and
hence adding value to the websites that permit them to do so (Campbell et al. 2011, 87).
Web 2.0 has evolved from simple information retrieval to interactivity, interoperability, and
collaboration (Campbell et al. 2011).

(Kaplan and Haenlein 2010, 61) define social media as a group of Internet based
applications that build on the ideological and technological foundations of Web 2.0, and
allow the creation and exchange of user generated content. (Sinclaire and Vogus 2011, 294)
cite OReillys (2005) definition: social media is a broad term that describes software tools
that create user generated content that can be shared. However, there are some basic features
necessary for a website to meet the requirements as a social network website: the site must
contain user profiles, content, and a method that permits users to connect with each other and
post comments on each others pages, and join virtual groups based on common interests
such as fashion or politics. (Gross & Acquisti, 2005; Ellison, Steinfield & Lampe, 2007;
Lenhart & Madden, 2007; Winder, 2007; Boyd & Ellison, 2007 as cited in Cox 2010).

The phrase social networking sites is often used interchangeably with social media.
However, social media is different because it allows participants to unite by generating

35

personal information profiles and inviting friends and colleagues to have access to those
profiles (Kaplan and Haenlein 2010, 63). Thus, social media is the environment in which
social networking takes place and has altered the way in which consumers gather information
and make buying decisions.

Consumers Sentiment toward Marketing (CSM) is a factor consider by researchers to


measure how well consumers will perceive social media marketing. CSM is defined as a
concept which refers to the general feelings that consumers have for marketing and the
marketplace (Lawson et al. 2001as cited by Mady 2011). An individuals perception of the
overall marketplace plays a major role in whether or not they are motivated to partake in
consumption activities (Mady 2011). In order to create a successful marketing campaign via
social media, a consumer must be open to the technology. Consumer technology readiness is
defined as 4 peoples propensity to embrace and use new technologies for accomplishing
goals in home and work (Parasuraman, 2000 as cited by Mady 2011, 195). Consumer
technology readiness is important for retailers to remember when marketing on social
networks because if their intended target market does not use social media, is not familiar
with it, or perceives it negatively, then their social media marketing will be unrewarding.
Analysis of technology readiness can determine if marketing via interactive advertising
would be a good fit for a retailers target market.

Social media has advanced from simply providing a platform for individuals to stay in touch
with their family and friends. Now it is a place where consumers can learn more about their
favorite companies and the products they sell. Marketers and retailers are utilizing these sites
as another way to reach consumers and provide a new way to shop. Technology related

36

developments such as the rise of powerful search engines, advanced mobile devices and
interfaces, peer-to-peer communication vehicles, and online social networks have extended
marketers ability to reach shoppers through new touch points (Shankar et al. 2011, 30).

Virtual Brand Community


Muniz and OGuinn (2001) first introduces the idea of an online brand community in their
2001 research paper Brand community. The authors define a branded community as a
specialized, non-geographical bound community, based on a structured set of social relation
among admirers of a brand (p. 412). Brand communities are composed of people who
possess a social identification with others who share their interest in particular brand
(Algesheimer et al. 2005; McAlexander, Schounten and Koenig 2002).

Advances in information technology have redefined the roles of customers play in all aspects
of business. For instance, in virtual brand community (VBC), customers can voice opinion
and influence product innovation, value creation, and even delivery processes {Bagozzi &
Dholakia 2006; Bitner et al. 2000; Kim et al. 2012; Nambisan & Baron 2009; Urban &
Hauser 2004}. VBCs are defined as computer-mediated, virtual spaces where customers
communicate and exchange information on specific brand and/or product [Chen et al. 2013;
Hagel & Armstrong 1997; Kim et al. 2008; McWilliam 2000]. Compared to traditional brand
communities [McAlexander et al. 2002; Muniz & OGuinn 2001], VBCs have the advantages
of both because they are specialized, structured (in terms of communication patterns among
brand admirers), non-geographically bound, with no time constraint, and allow continuous
communications between many-to-many members [Heinonen 2011; Kim et al. 2008; Laroche
et al. 2013; Watson 1997; Wu & Fang 2010]. As people are now keen to share their every
opinion online, VBC becomes a very important platform for brand manger to listen to and

37

interact with their customers. In spite of its growing importance, research on VBCs is
relatively limited and mostly inconclusive [e.g. Laroche et al. 2013].

A main topic being studied involving social media as a marketing tool is Virtual Brand
Communities (VBC). VBC can be described as aggregations of consumers that occur on the
internet because of their interest in some brand or product (Muniz and OGuinn as cited in
Georgi and Mink 2012, 3). Specifically, a brand community is a group of people who share
the same interest in a particular brand or product (Casal, Favin and Guinalu 2008).
Overall, VBCs are the site[s] of complex brand meaning creation and consumption efforts
(Muiz and Jensen Schau, 2007). Casal, Favin and Guinalu (2008) found when a member
is trusting of the VBC that they are part of, it increases their amount of participation, and
consumers who have a positive participation experience are more loyal to the brand. Trust is a
central aspect to guarantee the VBCs survival. Cha (2009) concludes that security is a major
factor affecting a consumers opinions toward social networking sites and can ultimately
impact trust. Since VBCs depend on individual users participation, both group unity and
awareness can strengthen users satisfaction with a VBC (Casal, Favin and Guinalu 2008).
The study done by Casal, Favin and Guinalu (2008) demonstrates the powerful sway VBC
and an online interaction between consumers can have on their buying behavior.

Studies also found that within these VBCs many new forms of social interactions are taking
place such as Electronic Consumer to Consumer Interaction (eCCI), which are interactions
between consumers of e-services (Georgi and Mink 2012). The chance to mingle with other
people is a fundamental part of the consumer experience and social networking sites have
become a way in which consumers can interact with one another and retailers (Georgi and

38

Mink 2012). Because of eCCI, consumers are playing a more dominant role in influencing
each other with their consumption decisions. Georgi and Mink (2012) came up with the
concept of 7 electronic consumer to consumer interaction quality (eCCIq). They found that
seven factors contribute to the success of eCCIq. These include content, security, hedonic
(meaning the emotional aspects of consumers interactions with products), quality,
atmosphere, convenience, and social. An example of eCCI (which is any interaction between
consumers of e-services) is when a consumer posts a question about the fit or color of a
product displayed online and another consumer answers the question. This eCCI event would
presumably be of high quality if the question is answered by another consumer quickly,
correctly, and in a friendly manner. This example of an interaction between consumers
involves some of the factors associated with eCCIq such as social and convenience, thus
making it an eCCIq occurrence. Consumers feel more engaged with products and companies
when they have the option to submit feedback (Mangold and Faulds 2009). Accordingly, it is
important for retailers to be aware of the quality of their social media presence even when
consumers are the creators of their marketing because it is increasingly influencing how
consumers shop. Companies need to be aware of the variety of factors that affect their social
media presence such as a consumers social identity online.

Moreover, VBC members value ads that are relevant to the theme of their community. Muiz
and Jensen Schau (2007) found advertising and branding produce discouragement of the
intended meaning of the ad in order to serve the meaning of the distinct group, in this
circumstance the brand community. A VBC can alter or manipulate the true meaning of an ad
by the way it displays or uses an ad for branding. Many times VBCs change the meaning of
an ad by the way it is presented on the community forum. A VBC can alter an ad to conform
to the theme of its community, therefore the ads true meaning gets lost. An individuals
identity within social media combined with the social communitys customs affects the way

39

in which people perceive ads presented on social media. Community customs can be affected
by users cultural backgrounds as well.

Word of Mouth
Traditional word-of-mouth (WOM), which was originally defined as an oral form of
interpersonal non-commercial communication among acquaintances (Arndt, 1967), has
evolved into a new form of communication, namely electronic word-of-mouth (eWOM)
communication. eWOM communication refers to any positive or negative statement made by
potential, actual, and former customers about a product or a company via the Internet
(Hennig-Thurau et.al., 2004). The advances of the Internet offer a fertile ground for electronic
word-of-mouth (eWOM) communication. More and more consumers use Web 2.0 tools (e.g.,
online discussion forums, consumer review sites, weblogs, social network sites, etc.) to
exchange product information (Lee, Park and Han, 2008). For instance, the number of online
consumer reviews has reached 116 million and it is still on the rise (eMarketer, February
2009). Meanwhile, 83 percent of Internet shoppers reported that their purchasing decisions
are based on online product evaluations and reviews (Opinion Research Corporation, July
2008).

Word-of-mouth marketing activities are exceedingly important especially for the businesses
operating on service sector. This is because service expectations are not as clear and certain
as benefits expected from concrete product. Especially, individuals cultural situations, earlier
experiences, and social environment may provide different opinions about services quality
and benefits. Thus, individuals are mostly, influenced by the ones from their close

40

acquaintances who live at the same circumstances and have the same cultural characteristics
(Ateolu ve Bayraktar,2011:96).

Word-of-mouth (WOM) has been frequently cited as the most effective form of
communication in influencing consumers. As a result, WOM plays an even more important
role today in shaping consumers attitudes and buying behaviors (Yang et al.,2012:952). One
study conducted by the US Office of Consumer Affairs indicated that, on average, one
dissatisfied customer can be expected to tell nine other people about the experiences that
resulted in the dissatisfaction. Satisfied customers, on the other hand, relate their story to an
average of five other people. As seen, WOM communication exerts a strong influence on
consumer purchasing behavior, influencing both short-term and long-term judgments
(Mangold et al.,1999:74).

Interactive technologies reinforce the mechanism of word of mouth (e.g. electronic word of
mouth eWOM, - Hennig-Thurau et al., 2004; word of mouse - Goldenberg et al., 2001),
framing VMC as an efficacious communication strategy, especially during periods of
economic and financial crisis, when investments on communications are drastically reduced.
Both VMC and eWOM create value for firms and for the potential consumers.

Whereas for some authors, viral marketing refers to the interactive marketing (Blattberg &
Deighton, 1991), to the word-of-mouth (WOM) empowered by internet (word-of-mouse)
(Goldenberg et al., 2001), and to the general buzz marketing (Thomas, 2004), for others, viral
marketing is the marketing applied to WOM (Gruen et al., 2006), focused on advertising
(Phelps, et al., 2004, Porter & Golan, 2006) and on brand (Dobele, et al., 2005).

Opinion leaders who surface on electronic word of mouth web sites such as Yelp are typically
more engaged in the environment and provide more explanatory information, in addition to

41

using the Internet more frequently than others (Lyons et al., 2005). Authority in Web 2.0
environments is bestowed on users in accordance with the quantity of ratings individuals gain
and on their helpfulness as judged by their peers (Funk, 2009, p. 12). Researcher Funk notes
that status and reputation are important attributes on sites powered by user-generated content,
and we wear our authority on our sleeves, (2009, p. 13).

Consumers produce user-generated web sites reviews, which serve as informal


communications directed at other consumers about the ownership, usage or characteristics of
particular goods or their sellers (Westbrook, 1987). Researchers Steffes and Burgee (2009)
found that electronic word of mouth from one virtual stranger to another was equally as
valuable as receiving purchasing advice from a trustworthy friend, if not preferred.

Electronic word of mouth is defined as any positive or negative statement made by potential,
actual, or former customers about a product or company, which is made available to a
multitude of people and institutions via the Internet (Hennig-Thurau, 2004). According to
Keller and Berry (2003), many of the Influentials, consumers 18 years or older, identified
people as the best sources over advertising for recommendations when looking for some
items. For example, their percentage reached 83% for new restaurants, 73% for new meals or
dishes, and 71% for places to go visit at (2003, p. 5).

Consumers produce user-generated web sites reviews, which serve as informal


communications directed at other consumers about the ownership, usage or characteristics of
particular goods or their sellers (Westbrook, 1987; Steffes et al., 2009). Researchers Steffes
and Burgee (2009) found that electronic word of mouth from one virtual stranger to another

42

was equally as valuable as receiving purchasing advice from a trustworthy friend, if not
preferred.

Viral advertising also creates word of mouth marketing. Its also a new form of marketing
stratigy. Though this marketer ewom consumer to consumer.

Viral advertising has become a way in which retailers are marketing and providing more
information on their brands or products. A viral approach to online advertising has a major
advantage because communication is more targeted to a brands intended consumer (Bampo
et al., 2008). This can be attributed to the fact that viral communication affords the marketer
a greater degree of creative license through a message delivery medium that is more intimate
and personalized, thereby increasing the likelihood of reaching hard to get audience
members (Bampo et al. 2008, 274).

Viral advertising is unpaid peer to peer communication of provocative content originating


from an identified sponsor using the Internet to persuade or influence an audience to pass
along the content to others (Porter and Golan as cited by Chu 2011, 31). Viral advertising
differs from UGC because an identified sponsor is associated with the ad, thus signifying the
origin of the ad and who created it. Numerous studies of viral advertising have found that
humor, sexuality, stealth, and positive experiences are relevant factors that contribute to the
success of viral advertising.

Because social media provides a new stage for brand marketing and consumers are actively
contributing to the communication by marketing brands, businesses have become creative
when trying to gain control of their marketing (Chi 2011). Tactics such as viral stealth
marketing described as a marketers attempt to fly below consumer radar by recruiting brand

43

pushers to pose as consumers has become a new way in which marketers are trying to
control social currency (Kaitkati and Kaikati as cited in Golan and Zaidner 2008, 961).

Recall
Brand awareness consists of brand recognition and brand recall performance. Brand recall
relates to consumers ability to retrieve the brand when given the product category, the needs
fulfilled by the category, or some other type of probe as a cue. In other words, brand recall
requires that consumers correctly generate the brand from memory (Keller 1993).

(Keller 2003) Brand recall -the consumers ability to retrieve the brand form memory when
given the product category, the needs fulfilled by the category, or a purchase or usage
situation as cue (p. 67). On the other hand, brand image is created by marketing programs
that link strong, favorable, and unique associations to the brand in the memory (p. 70).
These associations are not only controlled by the marketing program, but also through direct
experience, brand information, word of mouth, assumptions of the brand itself -name, logo-,
or with the brands identification with a certain company, country, distribution channel,
person, place or event.

The consumers ability to remember a brand is called brand recall (Keller 1993, 57). The
main aspect when it comes to brand recall is that the individual should be able to generate the
brand from memory. Before entering in a store the decision of buying a certain product is
usually made and if the client does not remember the brand well enough, the product will not
be chosen and the sales will eventually decrease. Therefore, it is important to take into

44

account the brand recall when it comes to the products that are purchased frequently. The
requirements for building up a high brand recall are either many repetitions or in depth
learning experiences. Brand awareness can be created with a high level of brand recall and
this brand recall can be reached through constant exposure, and can even lead to minimize the
recall of other brands of the same category (Aaker 1991). Before a decision, it is often the
brand first recalled by the consumer that is chosen given that the attitude towards that brand
is positive. A high level of brand recall through constant exposure can create more than brand
awareness; it can also minimize the recall of other brands in the category (Aaker, 1991).

The analytical model recast on the foundation of original one is comprised of brand
awareness and brand image. Brand awareness consists of brand recall and brand recognition.
Considering of the brand recalls definition, that is the consumers ability to retrieve the brand
when given the product category, the needs fulfilled by the category or some other type of
probe as a cue (Keller 1998), we expand the brand recall into depth of recall (the percentage
of people who know the brand) and the width of recall (the cues that lead to brand recall).

Recognition
According to Keller (2003a), brand awareness consists of brand recognition -the consumers
ability to confirm prior exposure to the brand when given a brand as a cue (p. 67).

Brand recognition relates to consumers' ability to confirm prior exposure to the brand when
given the brand as a cue. In other words, brand recognition requires that consumers correctly
discriminate the brand as having been seen or heard previously (Keller 1993).

45

Brand awareness consists of brand recognition and recall performance. Brand recognition is
related to consumers ability to confirm prior exposure to the brand when given the name as a
cue. Brand recall relates to consumers, ability to retrieve the brand when given the product
category, the needs fulfilled by the category, or some other type of probe or a cue (Dolak,
2003).

As discussed in the literature and primarily from Aakers (2002) clear study on Brand equity
and brand awareness construct, the research model has been outlined- it clearly points out the
major factors of brand awareness Brand recall and recognition, last but not least they help
the consumers in choosing the brand amongst the competition through other variables Image
(associations/perceptions) and Consumer/Brand Loyalty.

46

3.5. Conceptual Framework

Virtual Brand
Community

Brand
Recall
Social Media
Effectiveness
Recognition

Word of mouth

47

3.6. Research Questions & Hypothesis


Research Questions
R1: Does virtual brand community is positively and significantly related to social media?

R2: Does Brand Recall is positively and significantly related to social media?

R3: Does Recognition is positively and significantly related to social media?

R4: Does Word of mouth is positively and significantly related to social media?

Hypothesis

H1: Virtual brand community is positively and significantly related to social media.

H2: Brand Recall is positively and significantly related to social media.

H3: Recognition is positively and significantly related to social media.

H4: Word of mouth is positively and significantly related to social media.

48

3.7. Methodology
Research Design
Formal study: Formal study begins where the exploration leaves off. It begins with a
hypothesis or research question and involves precise procedures and data source
specifications. Our research study is a formal study because the goal of our research is to test
the hypothesis and answer the research questions posted.
Communication study: As the data would be collected through questionnaires and we will
be collecting data in person, our method for data collection falls under communication study.
Ex post facto: In our research we have no control over the variables in the sense of being
able to manipulate them. This can only evaluate the facts based on measured variables and
what has happened or happening. Here we are going to report the effects in the variable under
our study.
Causal study: In causal study one variable produces another variable or forces to occur. As
the statement of the probability of our research will be based on what we observe, our
research will be a causal study.
Cross sectional study: This study will be carried out only once and it will represent a
snapshot of one point in time. So our research is considered to be a cross sectional study.

49

Statistical study: We have designed out study for breadth rather than depth. Our goal is to
capture the characteristics from a sample and then testing the resulting hypothesis and our
findings will be generalizable.
Field condition: As our research samples are going to respond or we are going to capture our
sample response in the actual environmental conditions where the dependent variable occurs,
it can be told that this research is a field condition study.
Actual routine: As we are not going to manipulate our sample and their response place is the
actual environment, participants would not perceive any deviation from everyday routine
which is why it falls under actual routine study.

Sampling
Sampling unit: For our research, a systematic sampling procedure will be employed to
ensure that the sample includes different demographics and socio economic groups. The
survey will be based on different social networking site user. The sampling unit considers the
age groups of 20 - 29 years, 30 - 39 years, and 40 years and above. Occupation for the
sampling unit includes students, businessman, service holders and other.
Sampling size: The sample unit consists of 100 people. Questionnaires will be used and each
interview will last for ten minutes max.
Sampling procedures: The samples for this research will be selected randomly. This refers
to a non-probable sample. Potential social networking user will be approached and asked if
they would like to participate. Those who agree will be given the questionnaires.

Instruments

50

The questions used for data collection are all close ended questions. There are 14 questions in
total for measuring all the variables. Each variable is measured by at least 2 questions.
Business research used in this report is of descriptive nature. Through this descriptive
research this report seeks to determine the answers to who, what, where and how questions of
the social media effects of Bangladesh. To prepare the report, survey questionnaire, research
design and methods of this study is described as follows:
For measuring Social Media, there are 3 questions. They are as followed:
1. Rank the following Social Media you use most of the time?
2. Before this survey have you ever heard the about social media are using as a
marketing tools?
3. How important is social media to make marketing efforts?
For measuring Virtual Brand Community, there are 3 questions. They are as followed:
1. How well is the virtual brand community brand positioned according to the Social
media marketing activity?
2. Virtual Brand Community can increase the amount of perception of a brand.
3. Virtual brand community is better than other promotional tools in terms of social
media marketing.
For measuring Recognition, there are 2 questions. They are as followed:
1. Social media helps consumer to recognize a brand.
2. Think brand recognition can help to measure to extant which brand is familiar with
consumer.
For measuring Recall, there are 2 questions. They are as followed:
1. Social media helps consumer to recall a brand
2. Social media creates brand awareness, brand awareness helps consumer to recall a
brand when they saw some product or brand
For measuring Word of Mouth, there are 2 questions. They are as followed:

51

1. Viral advertising can create word of mouth


2. Opinion leader can impact on social media marketing
3. Word-of-mouth marketing activities are exceedingly important especially for the
Social Media Marketing
4. Word-of-mouth (WOM) has been frequently cited as the most effective form of
communication in influencing consumers

Data source
Data for this report has been extracted from primary sources as well as secondary sources.

Primary
Data source

Secondary
Data source

Questionnaire survey
Direct interview

Informal discussions
Published articles
Journals
Social Networking
Website

Primary Data
The target population in this study was the social networking website in Dhaka. A total of
120-123 questionnaires will be distributed among the students, service holders, and
businessmen in Dhaka. The target of this study will be educated people because they are
more critical about different brands as compared to others.

Secondary Data

52

Majority of the data will be collected from Web, Informal discussions mainly with my
supervisor, published articles on social media sectors, journals, brochures. Many of the data
will be collected from the observation of the different social networking website.

Sample Size
The sample size of will be 100 for this project purpose.

Questionnaire design
The questionnaire will be designed in such a way so that the view of respondents articulated
properly regarding each and every issue.

Data Collection
Organization part
Annual Report, Informal discussions mainly with my supervisor, published articles, journal,
and brochures, Company websites.

Project part
Organization part information have provided in a descriptive manner
Data have been analyzed by the software called Microsoft Excel.

3.8 Statistical Analysis

53

Before this survey have you ever heard the about social media are using as a marketing
tools?

Before this survey have you ever heard the about social media are using as a marketing tools?

Yes NO

In this questions 100% of respondent know about social media use a marketing tool. So we
can assume that with in the social networking user all of them known about social media use
as a marketing tool.

54

How important is social media to make marketing efforts?

How important is social media to make marketing efforts?

2%
4%

12%

49%

Not at All
Primary Marketing
Effort
Moderate

33%

Somewhat Important
Very Important

This questions was about the how important is social media to marketing effort to a social
networking user. Most preferred how important it is and among the 100 respondents the

55

majority that is 49% answered very important, 33% told that social media is somewhat
important and 12% choose moderate their answer and 4% answered its just primary
marketing effort and last off all 2% answered they think not at all marketing effort.

How well is the virtual brand community brand positioned according to the Social
media marketing activity?

How well is the virtual brand community brand positioned according to the Social media marketing activity?

4%
26%

36%

Very Poorly
Poorly
Average
Good
Very Good

34%

56

This questions was about virtual community and how much it can positioned according to the
social media. In total respondent 36% said virtual brand community positioned good
according to social media. Then 2nd majority 34% said its very good according to social
media marketing activity and 26% said its average positioned and 4% said poorly positioned
according to the Social media marketing activity.

Virtual Brand Community can increase the amount of perception of a brand.

57

Virtual Brand Community can increase the amount of pe rception of a brand

2% 5%
29%

Strongly Disagree

25%

Disagree
Moderate
Agree
Strongly Agree

39%

Out of 100 respondent 39% agree with that, virtual brand community can increase the mound
the perception of a brand. 29% of respondent think it can increase the perception of a brand
and 25% respondent answer moderate because neither they think of anything and 5% of
respondent disagree and 2% of respondent strongly disagree with that the virtual brand
community can increase the amount of perception of a brand.

58

virtual brand community is better than other promotional tools in terms of social media marketing

1% 4%
30%
Strongly Disagree

Disagree

28%
Moderate

Agree

Strongly Agree

37%

Virtual brand
community is better than other promotional tools in terms of social media marketing.

59

This questions asked to judge the virtual brand community is better promotion tool or not in
terms of social media marketing. Overall respondent agree with that with the percentage of
37%, then 30% strongly agree with that virtual brand community is better than other
promotional tool and 28% that is moderate. 4% respondents think virtual brand community is
not better than other promotional tool and 1% totally think strongly disagree with that. From
this we can say virtual brand community is better promotional tools rather than other
promotional tools.

Social media helps consumer to recognize a brand.

46% of the respondent agree that social media helps to recognize a brand and 41%
respondent strongly agree with that the social media helps to consumer to recognize a brand
with their value. And only 9% think its moderate. Reaming 3% disagree and 1 % strongly
disagree with this statement. Social media is a new form of marketing and social networking
user always face benefit with that because social media main intention is to recall to a brand
to the consumer.

60

social media helps consumer to recognize a brand

1%
3% 9%

Strongly Disagree
Disagree

41%

Moderate
Agree

46%

Strongly Agree

Brand recognition can help to measure to extant which brand is familiar with consumer.

61

brand recognition can help to measure to extant which brand is familiar with consumer

2%
3%
10%

Strongly Disagree
Disagree

40%

Moderate
Agree

45%

Strongly Agree

A brand can me familiar then consumer can recognize a brand. This questions is about does
brand recognition can measure which brand is familiar with consumer. In 100 respondent
most of them strongly agree and agree with that. 45% respondent they are agree with brand
recognition can help to measure and 40% think strongly agree. Other respondent they think
its moderate and 10% of respondent think that its moderate. 3% respondent are disagree with
that and 2% of them are strongly disagree with that. So we can say that brand recognition is
important to measure.

62

Social media helps consumer to recall a brand.

social media helps consumer to recall a brand

1%10%

Strongly Disagree
Disagree

50%

Moderate

39%

Agree
Strongly Agree

Brand recall is one of the most important facts of a brand and its also in social media. Social
media try to recall a brand always to a consumer mind. This question is asked for does it

63

actually can effects on consumer mind. In total respondent 89% are strongly agree and agree
with that question. 50% of them are strongly agree and 39% are agree with that. And 10% of
the respondents thing its moderate. Only 1% of respondent disagree with that questions.

Social media creates brand awareness, brand awareness helps consumer to recall a
brand when they saw some product or brand.

Social media creates brand awareness, brand awareness helps consumer to recall a brand when they saw some product or brand

1%
4%

11%

Strongly Disagree
Disagree

43%

Moderate
Agree

41%

Strongly Agree

64

Social media creates awareness to recall a brand and its product. In my survey total 82%
strongly agree and agree with that social media can create brand awareness, though this its
can create brand recall. In this 82% respondents 43% are strongly agree with that and other
41% agree thigh that. In other side 11% think that its moderate. And other 5% disagree and
strongly disagree with that. In this 5% respondent, 4% are disagree with that and other 1%
strongly disagree with that.

Viral advertising can create word of mouth.

65

viral advertising can create word of mouth

2%7%
34%

7%

Strongly Disagree
Disagree
Moderate
Agree

50%

Strongly Agree

This question was asked to measure viral advertising effects to consumer. 50% of the
respondent agree and 34% were strongly agree with that the viral advertising can create word
of mouth. 7% are feels moderate with this questions. 7% respondent disagree with that and
2% of them strongly disagree with that the viral advertising cant create word of mouth
impact.

66

Opinion leader can impact on social media marketing.

opinion le ade r can impact on social me dia marketing

3%7%

Strongly Disagree
Disagree

28%
62%

Moderate
Agree
Strongly Agree

67

Opinion leader is the most important person in marketing. Its kind of direct marketing to a
brand. Always opinion leader can create impact on a brand. 62% of the respondent strongly
agree with that the opinion leader can impact on social media marketing. And 28% are agree
with that question. 7% respondent think its moderate and 3% of them disagree with that. So
in this question we can easily measure how it is important to social media marketing.

Word-of-mouth marketing activities are exceedingly important especially for the Social
Media Marketing.

Word-of-mouth marketing activities are exceedingly important especially for the Social Media Marketing

2%
4%

10%

Strongly Disagree
Disagree

46%

Moderate

38%

Agree
Strongly Agree

68

In total 100 respondent, 84% are strongly agree and agree with that the word of mouth
marketing are exceedingly important for social media marketing. 46% are strongly agree with
that and 38% are agree with that. In terms of social media word of mouth is actually an
important facts. Because every consumer can post review about the brand and they can create
impact on brand rather it is negative or positive. Other side in total respondent 10% feels
moderate about word of mouth marketing activity and 4% disagree with the word of mouth is
not important and 2% are strongly disagree with that.

Word-of-mouth (WOM) has been frequently cited as the most effective form of
communication in influencing consumers.

69

Word-of-mouth (WOM) has been frequently cited as the most effective form of communication in influencing consumers

2%6%

10%

Strongly Disagree
Disagree

41%

Moderate
Agree

41%

Strongly Agree

This one is the last question of the questioners and this question will measure how frequently
word of mouth influence consumer in terms of social media. 41% are strongly agree with that
and other 41% thinks its agree with that. So in total respondent 82% think positive. On the
other hand 10% feels moderate about this question and in total 8% disagree and strongly
disagree with this question.

Rank the following Social Media you use most of the time?

70

In this question total respondent said they use all the time Facebook as their rank 1 using as
social media site. Then YouTube as their 2nd choice. 3rd was Twitter, 4th was Google+ and the
5th was LinkedIn.

3.9 Hypothesis Assessment


H1: Virtual brand community positively and significantly related to social media.

The main purpose of the project was to find out specific questions related to the social media
marketing in our country Bangladesh. The main part was to find out whether the social media
effects marketing effort in our country Bangladesh. Because in now days social networking is
so much popular in our country and within the respondent everyone knows about social
media can make effort as a marketing tools in terms of brand marketing. Virtual brand
community helps consumer to affect perceived benefits and brand loyalty. Its helps consumer
to stressing the connection between brand, individual identity and culture of a brand. In
questions 3,4,5,6 measures how virtual brand community helps social media to marketing a
brand. Most of the respondent strongly agree and agree with that and around 25% feels
moderate about virtual brand community as a marketing tools. SO here we can say in terms
of virtual brand community successful and strongly support social media in terms of
marketing and my first hypothesis (H1) which is Virtual brand community positively and
significantly related to social media.

H2: Recognition has positively and significantly related to social media.

71

Next 2 questions was asked about recognition of a brand and brand recognition in social
media is also effects very good in consumer mind. Because brand recognition extent to which
the general public (or an organization's target market) is able to identify a brand by its
attributes. Brand recognition is most successful when consumer can state a brand without
being explicitly exposed to the company's name, but rather through visual signifiers like
logos, slogans and colors. To measure brand recognition and the effectiveness of promotional
campaigns, many companies will perform experiments on study groups and now the new way
is the help of social media. In my respondent most of them are agree and strongly agree with
social media can create impact on brand recognition. So according to this questions social
media takes important role to consumer mind to recognize a brand. So here my findings agree
with my hypothesis which is (H2): Recognition has positively and significantly related to
social media.

H3: Brand Recall positively and significantly related to social media.

Questions 9 and 10 was asked about does social media helps consumer to recall a brand.
In my respondent major number of respondent strongly agree that social media always helps
consumer to recall a brand. Because brand recall is the extent to which a brand name is
recalled as a member of a brand, product or service class, as distinct from brand recognition.
Different brand crate pages in social network website and show their ad or quote etc. thought
this consumer saw and they can recall a brand. According to this brand recall is much
important facts. So, in terms of consumer mind and their perceived view brand recall strongly
relate and that support my 3rd hypothesis (H3) Brand Recall positively and significantly
related to social media.

H4: Word of mouth positively and significantly related to social media.

72

Word of mouth is one of the most important and most effective way of marketing. Markets
takes different ways to create word of mouth marketing. It is actively influenced or
encouraged by organizations. In Social media marketing word of mouth is most important
facts. Because its can create positive or negative effects to a brand. Because consumer can
review or they can give feedback of a brand. Its kind of direct marketing of a brand.
Organization or a brand create word of mouth though viral advertising. It is the most effective
of create word of mouth. IN my total respondent they strongly agree with that word of mouth
marketing is most important factor of social media marketing and though this a consumer can
effectually measure how a brand is. So, in terms of direct marketing word of mouth are
strongly related and that support my fourth hypothesis (H4) which is Word of mouth
positively and significantly related to social media.

3.10. Limitations of the study

Time constraint is a big factor could be a big issue, as I have to do this report along

with my regular office work.


Data availability could be another big issue here because company might not want to
disclose all the confidential information regarding their managerial strategies and

plans.
The sample population will be limited in terms of proportion and composition.
Data collection is restricted within Dhaka city only, which may fail to represent the

factual scenario of the relationship between measured variables.


Most of the people do not possess any clear idea about, Social Media.
Present scenario of political environment.

73

3.11 Findings and discussion


From Basic Descriptive analysis which involves direct percentage of data came from
questionnaire, some important findings are clearly visible. These findings include:
The main purpose the project was to find out specific questions related to the effectiveness of
social media as a marketing tools in Bangladesh. The main questions were to find out
whether the social media activities in marketing are effective or not and another one is,
whether these social media marketing activities are better than other marketing tools or not.
The answers are definitely positive. Because analysis shows maximum number of
respondents said that they have heard about the social media can use as a marketing tool
before this survey. Because these types of people are educated and concern and social
network user and always keep them updated.
On the other hand most of the respondents are aware about social media marketing effort and
they strongly agreed and agreed with that and others thinks its moderate. Rest of some of
them think is primary marketing effort or few of them think its not at all a marketing effort.
Virtual brand community use in a regular basis for the promotional activities. Some questions
measures virtual brand community positioned according to social media and virtual brand
community perception and how much its better than other promotional tools. The answer
was definitely yes, most of the Respondents agree with those questions. But 2 nd majority
think its moderate as a marketing tool to promotion, create awareness and increase perception
of a brand etc.

74

The next phase was to determine and measure the effects ability to recognition the brand
though social media by the respondents. In this regard the respondents were asked if they
recognize any of the any though social media marketing effort. Around 45% of the
respondents said that they agree with that and that can recognize a brand though social media.
Some of the respondent think its moderate. Can say their answered moderate was because
lack of knowledge about social media.
In terms of media exposure of social media, consumers were asked that from does social
media can impact on consumer to recall a brand and does it can create brand awareness. Most
of the people strongly agreed that they can relate brand recall though in social media. Social
media always helps consumer to recall a brand they want. In some discussion I came to know
why they can relate tough social media, because respondents are always continuously use
social networking website so then they are browsing they saw advertisement and then can
relate through the brand.
One positive sign is that according to most of the respondents the most important element of
social media is word of mouth and most of the people think that the word of mouth is most
effective in terms of social media marketing tools. So this is positive aspect for the social
media. Most of the respondent answered strongly agreed with that. Thats mean word of
mouth is most of the important factors of social media marketing. Word of mouth came from
opinion leader whey they are experienced with the brand and then they review the brand. So
though this consumer can easily know how the brand in teams of its position in market is.
So we can say consumer are now mostly related with social media marketing. They can relate
with brand easily with social media. But lack of some knowledge some respondent can now
resonate with social media. The felling of the respondent toward social media is very

75

positive. But there are some factors that creates impacts on social media. In our country there
are limitations of education and lack of knowledge sharing and unavailable of technology.

3.12 Recommendation
Though Social Media has taken effective approaches to marketing strategies, and its also
digitalization our country. Day by day social networking user increase. I recommend that
marketers develop to more advanced technologies and tactics, because social media varies
and needs on continues observation and they have to reach each and every consumer. As I
mentioned earlier there is a limitation of internet and technology in our country though this
they have to grave more intention of consumer and reach as much as they can. An important
implication from this finding is that the social media using organization should continue
invest in its marketing strategies and emphasis in more factors.

3.13 Conclusion
The objective of this report was to investigate how Social Media can effects in marketing
strategy and what I gaining in those 3 month of my internship period. It is very interesting to
see how Unitrend Limited has operated its business ethics. Especially the mission statement
which is talking about how Unitrend Limited runs its business by using their moto to We
shall continue to challenge our effort to make effective communication solution that will
convert into tangible gain. also how they are caring for the environment.

76

The other interesting things about Unitrend Limited are its code of conducts, which show that
Unitrend Limited has collaborated with the mass client in orders to be a trust worthy partner
at the same time that it improves the life and environment.
In this report I have tried to provide some knowledge in terms of social media marketing in
our Bangladesh. But I think that, there are many other interesting areas to study regarding this
subject. However, I will recommend that future research such as Measuring the
Effectiveness of Social Media How They Effects Consumer Mind to Repurchase. However,
there are many other topics interesting in this term.
In my research I find how recognition, recall and word of mouth can create impact in a
consumer towards a brand. Within those three factor word of mouth has most impact in a
consumer. So if marketers wants to create impact on our country though social media they
have to most emphasis on word of mouth marketing then the other variables in my research.

77

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APPENDIX 1
Research
Questionnaire

84

Survey Questionnaire
This questionnaire has been prepared for a research on Effectiveness of Social Media as a
Marketing Tool in Bangladesh.
Place with a tick () mark, where you stand, in the options below
1.

2.

3.

1.

Gender
Male
Female
Age
20-29 years
30--39 years
40 or above
Profession
Businessman
Service holder
Student
Other
Rank the following Social Media you use most of the time?

85

Facebook

Twitter

Youtube

Google +

Linked In
2. Before this survey have you ever heard the about social media are using as a

3.

marketing tools?
Yes
No
How important is social media to make marketing efforts?
Not at all
Primary marketing effort

86

4.

Moderate
Somewhat important
Very important
How well is the virtual brand community brand positioned according to the

Social media marketing activity?


Very poorly
Poorly
Average
Good
Very good

5
Strongly Disagree

Disagree

Moderate

Agree

Please circle (() the number, which most closely responds to your thinking.

5.
6.
7.
8.
9.
10.
11.
12.
13.
14.

Virtual Brand Community can increase the amount of perception of a


brand
Virtual brand community is better than other promotional tools in terms
of social media marketing
Social media helps consumer to recognize a brand
Brand recognition can help to measure to extant which brand is familiar
with consumer
Social media helps consumer to recall a brand
Social media creates brand awareness, brand awareness helps consumer
to recall a brand when they saw some product or brand
Viral advertising can create word of mouth
Opinion leader can impact on social media marketing
Word-of-mouth marketing activities are exceedingly important
especially for the Social Media Marketing
Word-of-mouth (WOM) has been frequently cited as the most effective
form of communication in influencing consumers

1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5

87

APPENDIX 2
Excel

88

Frequency
The sample consists of 69 male and 31 female. 69% of male and 31% of
female participates in this survey which is shown at Table 1.1
The Sample Consist 68% age group of 20-29 range, 20% age group of 30-39
range and 12% age group of 40 and above. Table 1.2
The sample consist highest number of students which is 63%, then 20%
service holder and 17% of business person. Shown at Table 1.3

Table 1.1

Gender

31%

Male
Female

69%

89

Table 1.2

Age
12%
20-29
30-39

20%

40 <

68%

90

Table 1.3

Profession
17%

Business
Service

63%

20%

Student
Other

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