The role of User Generated Content (UGC) platforms in shaping behavioral purchase intention in Bangladesh

Abstract

The purpose of this internship report is to investigate the ways in which user-generated content (UGC) platforms influence the purchase intentions of consumers in the Bangladeshi market. There are three separate chapters in this report. The author's internship at Mediacom Limited, an advertising agency owned by the Square Group, is the subject of the first chapter, which details the author's experiences there. The background information about the company, such as its history, goal, and mission, as well as its departments, is presented in the second chapter of the book. In addition to this, a SWOT analysis has been performed on the company to evaluate its present market condition in addition to its strengths, weaknesses, opportunities, and threats in the Advertising industry. furthermore, Porter's Five Forces model is utilized to carry out a competitive study of the industry. A survey that evaluates the impact of user-generated content platforms on the behavior of consumers and their intentions to make purchases in Bangladesh is also included in the research. Finally, the report offers recommendations based on the survey results and competitive analysis that can be used to improve the company's performance in the future.