MEASURING THE EFFECTIVENESS OF BRAND POSTS ON BRAND PAGES AND CUSTOMER BRAND ENGAGEMENT THROUGH SOCIAL MEDIA IN BANGLADESH

Tanjina Afrin

Abstract

In today’s competitive business world, no business can survive without proper branding.
Branding is therefore important to every business regardless of the size, because it helps
differs from a business from its competitors. As a key component of branding, brand
communication determines whether a brand is successfully established and eventually turns
a profit. Attracted by its potential to drive sales opportunities and to enhance customer engagement, companies of Bangladesh are also coming forward to embrace the full prospects of social media. This paper attempted to measure the effectiveness of brand posts and how it influences customer engagement through social media in our country. This study is exploratory in nature. Here mainly quantitative analysis is done based primary data from two segments, customers and service providers. In this thesis paper, data are being collected by 30 questionnaire, on 200 samples ( 100 for customers and 100 for service providers). The findings of my study is that brand posts and customer brand engagement have a positive relationship .

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