Abstract
The impact of digital buying during COVID-19 situation in Bangladesh creates a vast number of customers since staying at home availing products specially in aspects of branded cosmetics. A large number of customers really are ordering branded cosmetics through online in Bangladesh during pandemic (COVID-19). This study focuses the standpoint of digital marketing communication of branded cosmetics in Bangladeshi customers. The primary data was collected from Dhaka (Capital of Bangladesh) through online using convenient sampling and the sample size was 665. Chi-square along with hypothesis test was applied. The study reflects that digital channel of communication such as websites, social media, was used/followed through smart phones or computers during this pandemic while buying branded cosmetics in Bangladesh specially at Dhaka city. In buying decision process, starts from need recognition to post purchase behaviour were affected enormously. The outcome of the result shows digital marketing communication could trigger on every stage of buying decision behaviour with high involvement in buying branded cosmetics. This study also showed that customers have positive feelings towards digital platforms during this pandemic (COVID-19).
Highlights
Digital marketing is described as the practice of promoting products and services using digital distribution channels through mobile computing, smartphones, or other digital devices (Taken Smith, 2012)
This study focuses the standpoint of digital marketing communication of branded cosmetics in Bangladeshi customers
Recent study reveals that respondents (46%) planned to reduce their spending during this pandemic (Coibion, Gorodnichenko, & Weber, 2020) and Spending pattern on emergency products such as groceries, household supplies had been increased (Coibion, Gorodnichenko, & Weber, 2020) and consumers tried to decrease the costs for luxury products but most of the shopping consumers are doing through digital channel communication in each and every step of buying decision behaviour
Summary
Digital marketing is described as the practice of promoting products and services using digital distribution channels through mobile computing, smartphones, or other digital devices (Taken Smith, 2012). It is defined by (Chen & Lin, 2019) as marketing activity, including branding, that uses various media like blogs, websites, e-mails, Ad words, and various social media networks. Easy access to cheap data, the number of people across Bangladesh who have access to the internet has increased exponentially This scenario has invoked companies to connect with their target customers, create brand awareness and sell their products or services; they can do it through online channels. Such shifting of consumer behaviour and business model will help the industry grow rapidly in the long run
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