The impact of social media marketing on brand engagement: a study on motorcycle brands in Bangladesh

Abstract

The aim of this internship report is to observe how the different functions of digital marketing are associated to brand engagement, purchase intention, customer loyalty in the context of the Bangladesh Motorcycle industry with CFMOTO Bangladesh as a case. The report will be based on the practical internship experience of the Digital Marketing and Brand Communication Department and research topic is: “The Impact of Social Media Marketing on Brand engagement: A Study on the Motorcycle Brands of Bangladesh”. In today's world, Bangladesh's motorcycle industry is tough and digital consumer behavior is playing a significant role in the industry. Digital marketing has become a vital strategic media for influencing customers' opinion and buying intention as consumers are greatly depending on social media to evaluate products and communicating with brands. Encounters with practical aspects of the internship, mainly concerning campaign management, consumer interaction activities, CRM coordination, and social media communication, gave insightful lessons on consumer interaction and the impact of digital campaigning. This report comprehends an organization analysis of CFMOTO, Bangladesh with SWOT and Porter's Five forces Model in order to assess the company's competitive condition and company's business environment. The results of the study show that marketing activities have an influence on customer engagement and purchase intention, where ATL has a significant influence and BTL has a significant influence. ATL activations like Online Video Commercials (OVCs), social media campaigns and seasonal activations have proved to be extremely successful and effective towards creating awareness and digital reach. BTL activities such as showroom activations, test ride events and engagement campaigns, in contrast, produced a better experiential engagement and level of consumer trust. Rather, post-experience engagement–probably via customer stories, customer experience, and community engagement–had a stronger impact on customers' sense of loyalty and advocacy. Social media marketing can create good attraction and engagement with consumers, but it is also important for marketers to measure their customer experiences and build trust for long-lasting customers. Given the background of the scenario, the report states that the use of one or any other of these value adding tools separately would not make any sustainable position for the branding of a motor bike company in Bangladesh one should use the combination of all the three.