EXPLORING THE BRAND BUILDING PROCESS IN MICRO VENTURES THROUGH SOCIAL MEDIA USAGE: A STUDY OF THE WOMEN-OWNED HOME-BASED COOKED FOOD DELIVERY SERVICES IN KHULNA CITY IN BANGLADESH

Farzana Akther,Mst Naznin Sultana,Sk Md Reazul Kabir,Imtiaz Masroor

doi:10.46827/ejmms.v7i2.1218

Farzana Akther, Mst Naznin Sultana + Show 2 more

Open Access

https://doi.org/10.46827/ejmms.v7i2.1218

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Abstract

Investigation on the practice of social media in order to build a brand in the digital era is the purpose of this study. Identification of the impact of the usage and functionalities of social media on building a brand is the goal of this endeavour. The research explores the impact of different communication mode in brand management. The association of brand development and firm-created interaction and user-generated interaction has also been exploited. A qualitative study has been conducted for the research. Data are collected from semi-structured interviews with 8 shops owners of the online homemade food industry in Khulna city who have a strong command of social media. They practice social media for their business. They provide initial information of actions taken by firms and their enthusiasm behind engaging this industry. The outcome obtained from this effort displays the firm’s engagement of strengthening awareness and image of a brand by utilizing social media interaction initiated by firms and solidification of trust and loyalty of a brand by exploiting actions taken in social media by the users. Social media’s capacity to build the equity for a brand in a new yet convincing industry is explored in this exertion. JEL: L60; L96; M10 Article visualizations:<img src="/-counters-/edu_01/0955/a.php" alt="Hit counter" />

Highlights

The increasing usage of social media has developed a complete innovative genre for brands and related companies which has forced them to search for new collaborative ways to reach and engage user groups (Gallaugher & Ransbotham, 2010)
There is a rapid dissemination of social media (Dickey et al, 2010) which is encouraging the usage of social media by the firms for brand development and marketing activities (Gallaugher & Ransbotham, 2010), though all the information available on social media are not authentic (Shearer & Mitchell, 2021) and there are a good number of businesspeople who are not accustomed to this new accommodation (Kaplan & Haenlein, 2010)
Organizations must acknowledge the desire to participate in social media and cautiously develop a vibrant approach for doing so

Summary

Introduction

The increasing usage of social media has developed a complete innovative genre for brands and related companies which has forced them to search for new collaborative ways to reach and engage user groups (Gallaugher & Ransbotham, 2010) This marketing channel is able to provide unparalleled scope for building status and brand and this channel is growing rapidly which has already reached more than two-thirds of entire Internet users (Correa et al, 2010). A better archive and a better medium of communication are provided by social media (Thackeray et al, 2008) and social media plays a mediating role in the achievement of outstanding firm performance through innovative ways of marketing activities to connect customers to the brand (Tajvidi & Karami, 2021) Both sellers and buyers get the opportunity of sharing their perspectives on social media platforms (Castillo et al, 2021). It can be affordable for a marketer to relate with attainable and probable consumers by gathering information from two-way communication which increases reach through

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