• Login
    • Library Home
    View Item 
    •   BracU IR
    • Brac Business School (BBS)
    • Internship Report, BBA (Brac Business School)
    • View Item
    •   BracU IR
    • Brac Business School (BBS)
    • Internship Report, BBA (Brac Business School)
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Digital shift in fashion brands : gradual migration of local fashion brands to digital media for operations and advertisements and how social media engagement helps in building brand loyalty

    Thumbnail
    View/Open
    13104205_BBA.pdf (597.9Kb)
    Date
    2017-04-18
    Publisher
    BRAC Univeristy
    Author
    Hossain, Atik Ilman
    Metadata
    Show full item record
    URI
    http://hdl.handle.net/10361/8579
    Abstract
    Digital Marketing consists of mainly three types or areas of Digital Media which are: Blogs, Search Engine Optimization (SEO) or Marketing and Social Media. In today’s time, the digital space is the medium with the most easily accessible pool of consumers as well as the most efficient way to reach the consumers. As of May 2017, there are 20 Million active mobile social media (Facebook) accounts in the country which gives Brands close to 25%of the Active Internet population to talk to. Given that Digital is the only media with two-way active communication possibilities, the opportunities are immense for brands. Right at this very moment in the last 10 minutes, there are almost 20+ new Bangladeshis born, 60 new Facebook users activated and 120 new mobile subscribers added to the base; that is how swiftly the digital revolution is happening in Bangladesh. Of the total 20 Million Facebook users in the country, 85% are Millennials among which 79% are male users who are mostly interested in Technology, Sports, Fashion and Music. There are 8 Million people who access internet through normal mobile devices and almost 4 Million who access through smartphones. As the world grapples with social media and its impact on our everyday lives, so do marketers. They are plugging in to keep in touch with consumers, to inform them, to fight public relation battles, to research or gives them news or information, among other things. The social media loop is also a convenient way for companies to complete the feedback loop. What was once a one-way road for advertising has turned into a conversation between a brand and the consumers. Brands such as Aarong, Ecstasy, Noir and others now use Facebook, Twitter, Pinterest and YouTube, among other social platforms, to get consumer feedback, to do research and to benchmark themselves against competitors as well as integrate different forms of content creation to keep the consumers entertained as well as informed about what the brands are up to. This allows the consumers to perceive the said brands as identities on the internet they can communicate with, giving them an addition layer of brand loyalty. Traditional media follows a “push” strategy, where content is forced on you whether you want it or not. For instance, people cannot customize what ad they want to see after their favourite TV show. In Digital Media, customers have this choice. This allows for greater potential of creating brand loyalty. The growth of digital media is inevitable. With an internet penetration rate of 24.5%, an internet user base of 40 million, and an ever-growing digital infrastructure, companies are bound to invest in digital marketing sooner or later. Expert interviews reveal that the digital marketing industry will undergo exponential growth over the coming years with current agencies to grow larger, and new ones to launch. While the share of the advertising industry in 2014 was 2%, it is expected to grow to 5% in 2015, 10% in 2016, and has achieved a growth of 17% in 2017. Content development and Digital Media marketing are the most popular services that digital agencies offer at the moment. Content has always been the core of any form of communication, making it one of the top services. Since Facebook is almost synonymous with the internet in Bangladesh, companies invest quite heftily in managing and growing their presence on the platform. This paper talks about the shift from traditional forms of advertising to the digital media and how much it has developed the marketing scenario in Bangladesh, especially for fashion brands who have the top presence in the digital space. From demographic-specific delivery of advertisements to online sales, this paper discusses the digital footprint of the fashion industry.
    Keywords
    Social media marketing; Branding; Brand loyalty; Facebook
     
    Description
    This internship report is submitted in a partial fulfilment of the requirements for the degree of Bachelor of Business Administration, 2017.
     
    Cataloged from PDF version of internship report.
     
    Includes bibliographical references (page 14).
    Department
    BRAC Business School, BRAC University
    Collections
    • Internship Report, BBA (Brac Business School)

    Related items

    Showing items related by title, author, creator and subject.

    • Thumbnail

      Co-branding and brand activation of Unilever Bangladesh Limited 

      Sadaquat, Syeda Benazir (BRAC Business School, BRAC University, 2014-02-07)
    • Thumbnail

      Consumer perception of foreign brands: usage and refusal of foreign brands 

      Khisa, Oishwarja (BRAC University, 2014-06-15)
      This report is part of my internship program which I have done as a requirement of BBA program. I have successfully completed my internship program from Mercantile Bank Limited under Accounts, Cash, Clearing and Foreign ...
    • Thumbnail

      How Ogilvy and Mather is using the ‘First-mover Advantage’ in terms of branding ‘Teletalk 3G’ and creating brand preference among the customers comparing to MTNL 3G’s first mover advantage 

      Rafiq, Farzana Bint-E (BRAC University, 2013-09-12)
      Ogilvy & Mather Communications Pvt Ltd (O & M) is a communication agency which was originated in the United States of America. It started its operation in Bangladesh in the year 2008. I worked as an intern in O & M for ...

    Copyright © 2008-2019 Ayesha Abed Library, Brac University 
    Contact Us | Send Feedback
     

     

    Policy Guidelines

    • BracU Policy
    • Publisher Policy

    Browse

    All of BracU Institutional RepositoryCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    Copyright © 2008-2019 Ayesha Abed Library, Brac University 
    Contact Us | Send Feedback