An Exploration of the Effect of Social Media in Developing Integrated Marketing Communications by Some Selected Firms in Bangladesh - A Study on Facebook
Author(s)
Barota Chakraborty, Navid HasanAbstract:
In this digital era, the term – social media has seen significant growth and interest over the past few years. Almost, all the companies in Bangladesh are now in attempt to practice marketing through the social media, along with the traditional marketing tools. The digital marketing agencies are specialized agencies in developing and operating marketing practices, through the digital media channels. As, this study intended to focus on the effect of social media in developing integrated marketing communications, three digital marketing agency - CookieJar, Magnito and WebAble have been selected. Applying the non-probability judgmental sampling technique, Dhaka Metropolitan City has been taken for analysis. Through the use of in-depth interviews, the authors have identified the activities and effect of using Facebook in developing an integrated marketing communication by some selected firms in Bangladesh. Finally, the implications of these findings are discussed and some recommendations have been made for the chosen entities.
Key Words: Social Media, Facebook, Integrate Marketing Communications.