Roles of Brand Image and Effectiveness on Smartphone usage over Digital Marketing

Abstract

It is typically achieved by an inspiration of consumer to buy the product by simply informing about it through different means. Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. This study aims to understand the role of brand image on the smart mobile phone product in Bangladesh and to gain deeper understanding on the major role of digital marketing on customer's purchasing behavior towards the same branded item. Through cross sectional design primarily collected data from 424 sample as well as used secondary sources of information and analyzed mainly for descriptive statistics and then content analysis. Though all respondents selected for interview those who are currently using mobile phone, a highest majority of the responses were recoded that they are currently using a smart mobile phone compared to few who are still using non-smart mobile phone. About the brand preference, a large proportion of respondents said their preferred mobile phone was foreign brand and they importantly consider social media as a source of information for choosing their own mobile phone. Respondent's education was the significant factors where they perceived by self rather than other recommendation, in choosing a branded mobile phone. The study results confirming for the brands to reach the customers effectively in Bangladesh and digital marketing can play a vital role in this regard. The study concluded that better scope ahead for the mobile phone brands operating to invest more into digital marketing, which needs future research to acquire more in-depth information on the digital marketing relates to brand image of products in Bangladesh.