The impact of user-generated content on consumer purchase behavior in Bangladesh- a study of UGC platform influence

Abstract

Mediacom Limited (MCL) is an advertising agency founded in 1997 which was acquired by Square Group in 2005 following which they have been tasked with devising and executing marketing strategies for the concerns of the company. This report details the nature of my experience there. I worked in the content team of MCL Toffee team where my primary responsibility was to screen the user generated contents and take decisions of approval and rejections based on their merit and content screening guideline provided by the Banglalink Toffee team and to make consumer engagement trough digital advertising Besides my primary responsibilities of screening the contents and digital marketing, I was entrusted with the task of preparing digital marketing campaign and reports of renowned brands (such as Upay, Ispahani, Radhuni,). I am responsible for generating and demonstrating the monthly performance of the aforementioned brands to the clients and update them with the fluctuations of reach, engagement, and impressions. Also, I personally executed a whole influencer camping of UPAY collaborating with payoneer . I was responsible for generating ideas on how to interact and engage with the audiences. Also in the month of Ramadan to make more user engagement we laughed a Hamd-o-Naat competition for the toffee content, and I also monitored the Ispahani Mirzapur tea unique tea cooking show where I tried to make a proper authentic consumer engagement from a simple quiz competition, Apart from the responsibilities mentioned above, I am currently being trained by the client service team to be a part of the Digital Buying and Planning team of Mediacom Limited. In the process I got to learn about different campaign objective strategies and also how to maintain campaigns outcomes aligned with the KPI set by the clients.