An Analysis on the Impact of Facebook Marketing on Brand Awareness: A Case Study of GlaxoSmithKline Bangladesh’s Product, ‘Horlicks’

Md. Al Amin

Abstract


In the context of Bangladesh, the full potential of using social media
as a prominent marketing tool is yet to be fully explored. With the advancement
of internet, the importance of social media in marketing process has become
crucial. In this research, the impact of social media marketing will be assessed
in the form of firm generated content and user generated content. This study
particularly employs a Quantitative approach of research. Using an online
questionnaire, data has been collected from 150 participants. Appropriate
statistical analysis including correlation and regression along with descriptive
analysis has been incorporated in this research. According to the findings of the
study, social media marketing has a positive relationship with the brand
Awareness of Horlicks. The impact of social media marketing on the brand
Awareness of Horlicks can be effectively discovered with this process.


Keywords


Social media marketing, user generated content, firm generated content, brand awareness, social networking sites, Facebook & its dimensions, brand equity, brand awareness,

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ISSN-1682-2498