The role of digital branding on consumer retention: evaluating uses of social media in Bangladesh

Abstract

Digital branding is not a new concept in Bangladesh. Over a period of time, organizations have been investing in this sector as it seemed easier to retain consumers. This medium has created a direct path way between consumer and brand. The purpose of this paper is to evaluate social media on respect of digital branding and how it has helped the organizations to retain consumers in Bangladesh. Through Google Documents, this survey was conducted with 189 respondents. Cluster sampling method was used for this research. As secondary source, various scholarly publications along with information’s from social media expert’s blogs, press release, periodical and social media were used. Through this paper consumer retention was linked with various variables: Social Media Platform, Post Engagement, Purchase Behavior and Adverts on Social Media. Facebook is the most used platform in Bangladesh, which has been proved in this paper. Here, word of mouth marketing is directly linked to consumer retention has been shown. Further discussion is done on how brand loyalty is directly linked to consumer retention. Consumer retention is now easier than before as consumer and brand has a platform at which both can communicate directly. This makes the consumer feel that he/she is part of that brand and directly involve them buying product and service from that brand. Not only that through online review, they spread words of mouth which leads to peer to peer marketing. This paper also reveals how successful online marketing campaign and contests are and how the consumers behave with offers and discounts. Here, how adverts on digital media influence potential consumers to buy products and services immediately. Based on the findings from the data there is list of recommendation how organizations can retain consumers through digital branding.