Effect of Social Media Marketing on Building Customer Perception in Khulna City, Bangladesh

Abstract

Objective: This study aims to investigate how social media marketing affects formation of customer perceptions. Methodology: Data were collected from the customers living in Khulna City using a structured close ended questionnaire with five-point Likert to capture opinions on social media marketing and building of customer perception. A causal research design was applied to find answers of research question set for the study. Regression statistics was applied to investigate causal relations between components of social media marketing and customer perceptions. Findings: The findings confirm that entertainment, informativeness, irritation, brand trust, interaction to customer, electronic word of mouth, and purchasing opportunity have relationship with formation of customer perception. All components except irritation have positive relations and interaction to customers, electronic word of mouth and informativeness have statistically significant relationships.