Online Marketing in Bangladesh: A Descriptive Study in the Context of Some Selected Click and Mortar Businesses

Hassan, Kamrul; Momen, Abdul; Sultana, Seyama

doi:10.3329/jbt.v5i2.9986

Cited by 4 publications

(6 citation statements)

References 2 publications

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“…It is found that the attitude towards online communication is different from the attitude of consumers towards traditional communication. Hassan et al (2010) suggest that entertainment, information seeking, value creation, credibility, and usefulness for the economy are the primary antecedents of attitude in approaching online communication. The relationships among the constituent antecedents such as information and entertainment are perceptual while a strategic coherence between online and traditional media is necessary for a comprehensive IMC program (Foroudi et al, 2017).…”

Section: Online Marketing Communication and Higher Education Brandingmentioning

confidence: 99%

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Web-based marketing communication to develop brand image and brand equity of higher educational institutions

Momen

Sultana

Haque

2019

GKMC

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Purpose Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly changing algorithm in search engine optimization have become major challenges today. Hence, the purpose of this study is to configure integrated online marketing communication for the development of brand image and brand equity for higher educational institutions. Design/methodology/approach The study is quantitative in nature. A responsive group of 370 students was chosen from different educational institutions in Malaysia via stratified random sampling techniques. Both exploratory and confirmatory factor analyses were used for interpreting the data. To test the derived hypotheses, structural equation modelling was used. Findings In line with contemporary literature, the study revealed positive relationships between brand image and brand equity, between search engine and brand image and between social media and brand image. The relationship between online display and brand image was not found significant. Research limitations/implications Future research can be done considering both online and conventional marketing communications for the same purpose. This approach can also be used for private and public institutions separately, considering their differences in nature. Practical implications Because history and tradition are no more a single tool to attain and retain the positive image and customer-based brand equity, this study can help higher educational institutions to configure integrated online communication for their target groups, such as students and industry, in the age of the internet. Originality/value This study generates a comprehensive understanding of the impact of Web-based marketing communication to develop brand image and brand equity of higher educational institutions.

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Section: Online Marketing Communication and Higher Education Brandingmentioning

confidence: 99%

“…The "search engine" is a very useful tool mainly to drive specific customers to specific brands of choice. For instance, Hassan (2010) observed that more than eighty percent online surfers use it as their primary medium to search for information.…”

Section: Gkmc 693mentioning

confidence: 99%

Web-based marketing communication to develop brand image and brand equity of higher educational institutions

Momen

Sultana

Haque

2019

GKMC

Self Cite

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“…On the contrary, insecure electronic payments, slow transmission lines, a lack of affordable merchandise demonstrations, and the technical inability to bring friends along on a shopping trip are all technology-based impediments to consumer acceptance (Jarvenpaa et al, 2000). However, the case of Bangladesh is intriguing because, while online shopping has grown in popularity over the years, the use of technology for digital marketing has become increasingly complicated (Hassan et al, 1970; Rahman et al, 2018). This research may unfold something exciting and novel to alleviate pressing issues and pave the way for a more convenient online shopping experience.…”

Section: Introductionmentioning

confidence: 99%

Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis

Islam,

Zannat

2023

SAGE Open

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Consumer behavior and the way businesses conduct their operations have changed due to the widespread usage of internet purchasing worldwide. Bangladesh’s reliance on online shopping presents both opportunities and difficulties. The relatively large marketplace is driving up demand for online shopping. On the contrary, the need for greater technological proficiency that underpins online purchasing presents a significant challenge for entrepreneurs, managers, and consumers. This paper employed TAM (Technology Acceptance Model) to explore and predict Bangladeshi customers’ online purchasing intentions. The data were collected from 322 online consumers in Dhaka and analyzed with SEM utilizing SMART PLS 3. The data analysis demonstrates a significant association between consumers’ buying intention and Perceived Usefulness (PU), Perceived Ease of Use (PEU), Perceived Enjoyment (PE), and Subjective Norms (SN). On the contrary, the data portrayed Perceived Risk (PR) as insignificant. However, our findings suggest that the TAM can still be used to explain the change in behavior associated with using a marketplace, particularly when buying online products or services. In addition, to give a more profound knowledge, various user characteristics according to generation group still need to be studied. Findings further suggest that this study has academic and industry ramifications regarding anticipating consumers’ online purchasing choices in the digital marketing community. The study concludes with a discussion of its limitations and future research directions.

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“…This is especially true in India and Bangladesh. Compared to Bangladesh, India was quicker to embrace fashion (Hassan et al, 2010). In addition to wellknown companies like Amazon and eBay, they operate other websites devoted to products like apparel, home furnishings, and cuisine.…”

Section: Introductionmentioning

confidence: 99%

“…Similarly, Hassan et al (2010) provide an inside look at the web marketing efforts of various Bangladeshi business marketers. This is a quantitative study that utilizes both secondary and primary data.…”

Section: Introductionmentioning

confidence: 99%

STUDENTS’ ATTITUDE TOWARDS ONLINE SHOPPING & THE POSSIBILITY TO FACILITATE ITS GROWTH: A STUDY IN RAJSHAHI CITY, BANGLADESH

2022

BJMSR

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Many studies have been conducted on Bangladeshis' online shopping habits, but only some on students' attitudes. With the recent growth of online shopping worldwide and the unexplored potentiality in the country's northern region, this topic is worthy of deeper understanding. The main objective of this study is to have an in-depth knowledge of students' attitudes toward online shopping in Rajshahi city, Bangladesh. This study collected data from 87 randomly selected students from March 2022 to May 2022 from different educational institutions in the city. Various statistical tools, including mean, standard deviation, pie charts, column charts and Likert Scale, have been employed to examine the students' attitudes. The results of this study show that most students are proficient internet users, although they mostly use it for recreational purposes. However, 92% of them have shopped online at least once. Moreover, this study also revealed that the most frequently purchased products by the students are clothing (35%), books (30%) and electronic products (22%). The results from the Likert Scale analysis found that 36 students agree and 24 strongly agree that they are overall satisfied with their online shopping experience despite facing problems like late delivery and receiving damaged products. Therefore, the study's findings suggest that online retailers must focus on improving the marketing aspect of their business, ensuring the quality of their products and maintaining time flexibility throughout the delivery period.

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Online Marketing in Bangladesh: A Descriptive Study in the Context of Some Selected Click and Mortar Businesses

Abstract: Every business requires a good marketing mix to introduce, grow, and

Cited by 4 publications

References 2 publications

Web-based marketing communication to develop brand image and brand equity of higher educational institutions

Web-based marketing communication to develop brand image and brand equity of higher educational institutions

Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis

STUDENTS’ ATTITUDE TOWARDS ONLINE SHOPPING & THE POSSIBILITY TO FACILITATE ITS GROWTH: A STUDY IN RAJSHAHI CITY, BANGLADESH

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