The role of User Generated Content (UGC) platforms in shaping behavioral purchase intention in Bangladesh
This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2023.
| 1. autor: | |
|---|---|
| Kolejni autorzy: | |
| Format: | Internship report |
| Język: | English |
| Wydane: |
Brac University
2024
|
| Hasła przedmiotowe: | |
| Dostęp online: | http://hdl.handle.net/10361/23536 |
| id |
10361-23536 |
|---|---|
| record_format |
dspace |
| spelling |
10361-235362024-06-24T21:03:51Z The role of User Generated Content (UGC) platforms in shaping behavioral purchase intention in Bangladesh Datta, Anubhav Enam, Fabiha Brac Business School, Brac University User-Generated Content (UGC) platforms Advertising industry Behavior purchase intentions User generated content. Organizational behavior. This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2023. Cataloged from the PDF version of the internship report. Includes bibliographical references (pages 75-77). 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. Anubhav Datta B. Business Administration 2024-06-24T04:40:23Z 2024-06-24T04:40:23Z 2023 2023 Internship report ID 19304027 http://hdl.handle.net/10361/23536 en Brac University internship reports are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. 81 pages application/pdf Brac University |
| institution |
Brac University |
| collection |
Institutional Repository |
| language |
English |
| topic |
User-Generated Content (UGC) platforms Advertising industry Behavior purchase intentions User generated content. Organizational behavior. |
| spellingShingle |
User-Generated Content (UGC) platforms Advertising industry Behavior purchase intentions User generated content. Organizational behavior. Datta, Anubhav The role of User Generated Content (UGC) platforms in shaping behavioral purchase intention in Bangladesh |
| description |
This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2023. |
| author2 |
Enam, Fabiha |
| author_facet |
Enam, Fabiha Datta, Anubhav |
| format |
Internship report |
| author |
Datta, Anubhav |
| author_sort |
Datta, Anubhav |
| title |
The role of User Generated Content (UGC) platforms in shaping behavioral purchase intention in Bangladesh |
| title_short |
The role of User Generated Content (UGC) platforms in shaping behavioral purchase intention in Bangladesh |
| title_full |
The role of User Generated Content (UGC) platforms in shaping behavioral purchase intention in Bangladesh |
| title_fullStr |
The role of User Generated Content (UGC) platforms in shaping behavioral purchase intention in Bangladesh |
| title_full_unstemmed |
The role of User Generated Content (UGC) platforms in shaping behavioral purchase intention in Bangladesh |
| title_sort |
role of user generated content (ugc) platforms in shaping behavioral purchase intention in bangladesh |
| publisher |
Brac University |
| publishDate |
2024 |
| url |
http://hdl.handle.net/10361/23536 |
| work_keys_str_mv |
AT dattaanubhav theroleofusergeneratedcontentugcplatformsinshapingbehavioralpurchaseintentioninbangladesh AT dattaanubhav roleofusergeneratedcontentugcplatformsinshapingbehavioralpurchaseintentioninbangladesh |
| _version_ |
1814308846420623360 |