The influence of social media influencer marketing on consumer purchasing behavior: Its performance in raising brand awareness and increasing sales in Dhaka
This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2024.
| Autor principal: | |
|---|---|
| Outros Autores: | |
| Formato: | Internship report |
| Idioma: | English |
| Publicado em: |
Brac University
2024
|
| Assuntos: | |
| Acesso em linha: | http://hdl.handle.net/10361/23874 |
| id |
10361-23874 |
|---|---|
| record_format |
dspace |
| spelling |
10361-238742024-08-22T21:02:48Z The influence of social media influencer marketing on consumer purchasing behavior: Its performance in raising brand awareness and increasing sales in Dhaka Sultana, Jesmin Hafiz, Nusrat Brac Business School, Brac University Behavioral intention brand awareness Increasing sales Customer behavior Sales Consumer behavior Internet marketing Social media This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2024. Cataloged from the PDF version of the internship report. Includes bibliographical references (page 81-83). This internship document aims to investigate how social media influencer marketing affects consumer behavior, specifically how well it works to raise brand recognition, enhance customer satisfaction, and boost sales in Dhaka. This report is organized into three parts. The first section discusses the writer's internship at Mediacom Limited, an advertising firm operated by the Square Group, and describes what she learned inside the organization. Industry competitive research is also conducted using Porter's Five Forces framework. Listed in the analysis is a poll that assesses how social media influencer marketing affects customer behavior, specifically social media influencer marketing's effects on customer behavior include improved awareness of the brand, increased sales within Dhaka City, and improved effectiveness. Lastly, the study provides suggestions for future corporate performance enhancements following the competition research and survey responses. Jesmin Sultana B. Business Administration 2024-08-22T06:27:16Z 2024-08-22T06:27:16Z ©2024 2024-01 Internship report ID 19304057 http://hdl.handle.net/10361/23874 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. 89 pages application/pdf application/pdf Brac University |
| institution |
Brac University |
| collection |
Institutional Repository |
| language |
English |
| topic |
Behavioral intention brand awareness Increasing sales Customer behavior Sales Consumer behavior Internet marketing Social media |
| spellingShingle |
Behavioral intention brand awareness Increasing sales Customer behavior Sales Consumer behavior Internet marketing Social media Sultana, Jesmin The influence of social media influencer marketing on consumer purchasing behavior: Its performance in raising brand awareness and increasing sales in Dhaka |
| description |
This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2024. |
| author2 |
Hafiz, Nusrat |
| author_facet |
Hafiz, Nusrat Sultana, Jesmin |
| format |
Internship report |
| author |
Sultana, Jesmin |
| author_sort |
Sultana, Jesmin |
| title |
The influence of social media influencer marketing on consumer purchasing behavior: Its performance in raising brand awareness and increasing sales in Dhaka |
| title_short |
The influence of social media influencer marketing on consumer purchasing behavior: Its performance in raising brand awareness and increasing sales in Dhaka |
| title_full |
The influence of social media influencer marketing on consumer purchasing behavior: Its performance in raising brand awareness and increasing sales in Dhaka |
| title_fullStr |
The influence of social media influencer marketing on consumer purchasing behavior: Its performance in raising brand awareness and increasing sales in Dhaka |
| title_full_unstemmed |
The influence of social media influencer marketing on consumer purchasing behavior: Its performance in raising brand awareness and increasing sales in Dhaka |
| title_sort |
influence of social media influencer marketing on consumer purchasing behavior: its performance in raising brand awareness and increasing sales in dhaka |
| publisher |
Brac University |
| publishDate |
2024 |
| url |
http://hdl.handle.net/10361/23874 |
| work_keys_str_mv |
AT sultanajesmin theinfluenceofsocialmediainfluencermarketingonconsumerpurchasingbehavioritsperformanceinraisingbrandawarenessandincreasingsalesindhaka AT sultanajesmin influenceofsocialmediainfluencermarketingonconsumerpurchasingbehavioritsperformanceinraisingbrandawarenessandincreasingsalesindhaka |
| _version_ |
1814308418174844928 |