Online Customer Engagement Of Bangladeshi Mobile Phone Brands

Abstract

Customer participation is the emotional connection between the customer and the brand. Highly engaged customers can buy more products, promote more sales, and show more loyalty. Providing a high-quality customer experience is an important part of the customer engagement strategy. One of the best ways to build customer relationships instead of directly communicating with customers is to build strong relationships, and the most important platform today is social media, which can attract customers and increase visibility. When customers see brand advertisements on social media, especially when answering questions and publishing original content, it can help them build a positive relationship with them. Interacting with customers regularly can show that the brand cares about them. Once the brand has acquired some satisfied customers who value their positive shopping experience, they can advertise to them customers who really value the brand's products or services. However, the purpose of the report is to inspire the mobile phone industry in Bangladesh and analyse customer interactions with mobile phone brands through social media. In order to analyse the mobile phone industry, several marketing frameworks are used, such as macroeconomic analysis, Porter's five forces model and SWOT analysis. In order to analyse the customer's participation in the mobile brand, customer feedback is collected through questionnaires. Sixty customers were randomly selected as respondents. The study found that most Bangladeshi customers interact with mobile brands through Facebook. They follow the brand page and interact by commenting or sharing brand posts. This forces brands to make appropriate announcements and provide them with accurate product information. At the same time, the survey results also show that customers usually stop following brands on social media, because if the content is duplicate and irrelevant, these brands will be posted on the brand page. Finally, the research included suggestions for effective four-step customer engagement strategies and ways to improve posts before sharing for brands.