Introduction
Introduction
Online advertising is increasingly gaining traction within social networking communities, with eMarketer forecasting a rise of over 11% in revenue from these platforms compared to the previous year Facebook, boasting over one billion users, stands as the largest social networking site in the world as of 2012.
Facebook earned more than 1.09b US dollars, a 36 per cent increase by last year
Facebook has many options to earn money such as gifts and payments but advertising is the most dominant part of Facebook revenue generator
Figure 1: Facebook advertising revenue up 36% to $1.09
According to IAB, online advertising expenditure has surpassed £5.3 million and is projected to exceed £6 million in 2013, reflecting an 11 percent increase This trend underscores the growing prominence of online advertising, particularly on social networking platforms.
The rapid expansion of the internet is transforming the business landscape, making it the fastest-growing advertising medium As a result, businesses increasingly favor online platforms for their marketing strategies.
Facebook made about $9.51 in advertising revenue per user in U.S and Canada 2011
In the research study there has been one specific online company chosen from
Bangladesh The name of the company is bikroy.com which is the first online selling products company in Bangladesh.
Background
According to the Advanced Internet Policy Report (2009), online advertising rapidly gained credibility among marketers compared to other marketing tools The report highlighted that the market value of online advertising was $40 billion in 2009 and projected it to double by 2010.
The increasing market value highlights a significant shift from traditional marketing to online advertising, which operates 24/7 and enhances return on investment Marketers favor online advertising due to its precise targeting capabilities and the ability to measure campaign effectiveness more accurately than other marketing channels.
A recent analysis by Epsilon reveals that 50% of chief marketers prefer data-driven promotional strategies Additionally, a report from IAB/PWC highlights that the UK online advertising market has experienced nearly 8% growth in just under two years.
Table 1: Tradition advertising platform downward slope from 2006 to 2008(Source: Advanced Internet Policy Report, 2009)
Television Advertising Press Display Press Classified
Marketing is all about networking Now a day it goes online The rise of social networking site like as MySpace, Face book over last few years has been phenomenal
Social networking sites have reached unprecedented levels of popularity, with each platform attracting over 60 million genuine visitors monthly Marketing agencies recognize the importance of targeting all potential audiences This innovative marketing strategy allows marketers to effectively communicate their messages to a vast audience with significantly less effort compared to traditional media (Mrinal, 2008).
This article analyzes the significance of social networking sites in promoting businesses through advertising, while also exploring the current advertising methods employed in these platforms.
1.2.1 Introducing bikroy.com online organisation
Bikroy.com is a leading online marketplace in Bangladesh, established in June 2012 by a Swedish-based company, allowing users to buy and sell products effortlessly The platform features over 145,620 products across more than 11 categories and offers free classified advertisements for 90 days without requiring user registration With its bilingual interface in English and Bengali, Bikroy.com is gaining popularity for its user-friendly experience and active presence on Facebook Users can easily place ads by selecting a category, providing a brief description, and uploading a clear image.
Figure 2: The English bikroy.com website source bikroy.com (Source: bikroy.com)
1.2.2 Rationale for choosing bikroy.com
Bikroy.com, which has amassed over 30,000 Facebook fans in just six months since its launch, is experiencing rapid growth in user engagement The platform has garnered more than 140,000 free advertisements and has emerged as the most visited website in Bangladesh According to Alexa.com, Bikroy.com ranks 30th among websites in the country.
The study will be focused on online advertising effectiveness in Bangladesh throughout the social networking site Facebook
As of now, there is a lack of specific studies focusing on the organization bikroy.com With over 150.5 million people in Bangladesh, the internet user base continues to grow annually According to the World Bank, only 5 percent of the population was using the internet in Bangladesh as of 2011, highlighting significant potential for digital engagement in the country.
This research aims to assist online organizations in enhancing their business presence on social networking sites while also providing valuable product information to local consumers.
Figure 3: The bikroy.com Facebook page (Source: Facebook.com)
Social network advertising has gained significant attention, yet there remains a scarcity of academic research examining it from the consumer's viewpoint Platforms like Facebook, Twitter, and MySpace leverage user demographic data to effectively target advertisements Modern consumers tend to trust online content, believing that paid placements and reviews from familiar friends carry more weight This paper will explore the advertising dynamics within these three social networks, emphasizing the perspectives of their extensive user bases.
Research Rationale
Research provides a valuable opportunity to deepen understanding of a specific subject area It involves critical thinking skills that facilitate logical decision-making, data analysis, problem-solving, and the application of learned skills to new contexts.
Social networking websites have evolved to offer not only a platform for personal interaction but also a valuable opportunity for businesses to connect with their target audience through advertising This type of advertising, known as social network advertising, leverages the vast reach of these platforms to provide cost-effective access to services and content.
1 To investigate the impact of social network advertisements on providing the actual information about products
2 To explore the effectiveness of online advertising in reaching out to consumers
Research Question, Aim, Objectives & Hypotheses
Social networking websites have evolved to offer not only a platform for personal interaction but also a valuable opportunity for businesses to connect with their target audiences through advertising This form of online advertising, known as social network advertising, allows companies to effectively reach consumers in a cost-efficient manner As highlighted in the Advanced Internet Policy Report (2009), such advertising can facilitate widespread access to services and content at little to no cost.
3 To investigate the impact of social network advertisements on providing the actual information about products
4 To explore the effectiveness of online advertising in reaching out to consumers
Proposed study will answer the questions:
1 How much advertising on social networking is effective in sales for companies?
2 Which is the most preferred approach for advertising on social networking websites?
3 How a customer like is approached by advertisements on social networking sites?
Aim and Objectives of the study
The proposed study aims to discuss a brief overview of the market of social network advertising and to determine the effectiveness of advertisements on social networking to attract customers
This paper aims to critically assess the effectiveness of social networks as a vital advertising medium while identifying the key criteria for successful advertising in this domain Additionally, it explores the extent of online advertisement coverage on social networking sites and investigates the significance of online advertisements in enhancing awareness of products and companies.
Research Access, Limitations & Resources
Social networking sites serve as a significant platform for online advertising, enhancing company profits While Facebook is a dominant player, numerous other social networks also provide valuable advertising opportunities for major brands This research focused solely on Facebook for five distinct company groups, resulting in a limited participant pool and insufficient data for comprehensive analysis Consequently, the findings lack statistical significance, and the observational strategy employed fails to encompass the full scope of online advertising dynamics.
Chapter Summary
Research on Facebook advertising in Bangladesh reveals valuable insights for individuals looking to establish an online business through social media Given the nascent stage of online business in the country, leveraging Facebook's popularity can significantly enhance business development and effectiveness.
Literature Review
Introduction
Social networking websites have evolved into powerful platforms for both personal interaction and business promotion, allowing companies to effectively reach their target audiences through online advertising This form of marketing, known as social network advertising, offers businesses the potential for cost-effective access to a vast array of services and content, making it a valuable tool in today’s digital landscape.
On advanced Internet Policy Report, (2009) it is demonstrated that Promotion on internet by advertising quickly acquiring the reliability of marketer than that other tools of Marketing
Marketing has evolved significantly with the rise of social networking platforms like Facebook, Twitter, and YouTube, which now attract millions of genuine visitors each month These sites provide marketers with an efficient way to reach a broader audience, making it essential for marketing agencies to target potential customers effectively According to eMarketer (2012), social networking has gained considerable attention from companies, highlighting its importance in modern marketing strategies, even surpassing traditional methods like email marketing.
No 1 digital marketing activity in Mexico, social network profile maintenance and serving ads to social networks came in at a close second and third, cited by 75% and 69% of respondents, respectively.”
Figure 4: Digital Marketing Activities of Companies in Mexico, Aug 2012 (Source: IAB)
Define Social Media
Social media is a technology based effective way which connect humans each other and believe each other to share their every moments
According to Danah Boyd and Nicole Ellison (2007), social networking sites can be said as
Web-based services enable users to create public or semi-public profiles within a defined platform, connect with other users, and explore their own connections as well as those of others in the network.
Social media is fundamentally characterized by conversation, exchange, and user-generated content, highlighting its interactive nature This emphasis on dialogue is consistently noted in the literature, underscoring interactivity as a core feature of social media platforms (Romero & Fanjul).
Traditionally, companies allocate as much as 90% of their marketing budgets to advertising and retail promotions; however, research indicates that the most significant factor influencing purchasing decisions is often recommendations from others.
Social Media Classification
Kaplan & Haenlein 2010 classified Social Media in a six different types According to them Blogs, Social network sites, Virtual social sites, collaborative projects,
Content communities and virtual game worlds are the six types of Social Media.
Figure 5: Classification of Social Media (Source: Kaplan, AM & Haenlein, M 2010)
Effective classifications are crucial for marketers aiming to enhance their business strategies By targeting social network users and utilizing management and monitoring tools linked to specific social media platforms, marketers can optimize their outreach and engagement efforts.
Social Media Tools
Recent literature indicates that the most significant change in modern marketing is not the declining effectiveness of television advertising, but rather the evolving ways in which consumers research and purchase products The Internet plays a crucial role in this transformation While various new media offer promising avenues for reaching consumers during their research process, they have not yet reached widespread adoption.
Social Media marketing is like going to a networking event (Safko & Brake, 2009)
Lon Safko, 2012 who categorized the entire world of social media as follows: Social
Networking, Photo Sharing, Audio, Video, Microblogging, Livecasting, Virtual
Worlds, Gaming, RSS and Aggregators, Search, Mobile, Interpersonal
In recent time there are a lot of social media sites are launched Among of them Facebook, YouTube, Google+, Twitter are the most rated social media sites
By the help of technology people can make varied public displays of affection, among such different levels of relationships, in such am enduring and broadcast manner (Zizi
The rapid growth and widespread adoption of social networking sites can be largely attributed to their user-centric design, which encourages individuals to share personal information such as status updates and photos This focus on user-generated content plays a significant role in their popularity, as it fosters a sense of community and connection among users.
Figure 6: Launch Date of Social Network Sites (Source: Boyd, D and Ellison, N., 2008)
There are so many social networks now a day Among of them Facebook and
YouTube are the largest flourishing social networks on the internet today
Figure 7: Top Social Network Sites October 2012 (Source: MarketingChart, 2012)
Facebook serves as a platform that connects users with friends, family, and relatives, facilitating communication and information sharing in a comfortable environment Since its launch, social networking sites (SNS) have seen rapid growth, with Facebook emerging as one of the most popular platforms Major global brands are now leveraging Facebook to cultivate engaged and profitable communities.
As of October 2012, Facebook boasts one billion monthly active users, with an average of 584 million users in September 2012 Notably, around 81% of these users are located outside the United States and Canada.
Facebook offers a user-friendly advertising platform that allows users to create and post ads in just minutes With customizable target audiences and tailored suggestions for ad layout, users can effectively reach their desired demographic Additionally, the platform provides insights on the number of users reached once the target audience is defined, enhancing the overall advertising experience.
Figure 8: Facebook users in the world by regions (Source: Internet World Stats, 2012)
YouTube is the world fastest growing media site after Facebook The technology gives us such an experience to share our videos over the fast internet system
YouTube serves as a powerful platform for global video sharing, allowing users to engage with one another through watching, sharing experiences, showcasing talents, and providing entertainment It fosters a community where everyone can participate and connect, making it an ideal space for creativity and interaction.
The founders of YouTube are Steve Chen, Chad Hurley and Jawed Karim at 2005 In
October 2006, Google acquired YouTube for 1.65 billion dollar
Launched in June 2009, YouTube has grown to attract over 800 million unique monthly users Each week, more than 100 million individuals engage with the platform through likes, shares, and comments, highlighting its significant social interaction.
Internet User in Bangladesh
The rapid expansion of internet usage in Bangladesh is notable, given its population of over 1.5 billion According to the Bangladesh Telecommunication Regulatory Commission (BTRC), there were more than 25 million mobile internet users in 2012 From 2000 to 2011, the percentage of internet users surged from 0.1% to 3.5%, highlighting a significant growth trend Additionally, in 2012, the total number of Facebook users reached approximately 3.3 million, reflecting the dramatic increase in online engagement.
Table 2: Internet Users percentage in Bangladesh (Source: Internet World Stats, 2012)
Figure 9: Number of Facebook user in Bangladesh (Source: SocialBakers, 2012)
Online Advertising
The internet is a global network connecting millions of computers, enabling users to access and share information (Price and Wix, 2002) Internet advertising refers to utilizing this platform as a medium for promotional messages that are displayed on computer screens (Business Dictionary, 2009).
An updated definition about advertising has been implemented by Richards and Curran (2002) They developed the definition:
“Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future’’
Online advertising is a dynamic form of interactive communication between organizations and individual consumers about products via the internet Due to ongoing technological advancements, various types of internet advertising have emerged, including emails, banners, videos, search engines, affiliate advertising, and social network advertising.
The UK online advertising industry is valued at £1,682.5m for the first half of 2008, taking a 18.7% share of the UK advertising industry (IAB/PwC,October 2008).
Type of online advertising
The internet has evolved three main categories of advertising: first, display or banner ads, which initially appeared as graphical boxes on web pages and now often include videos, accounting for 32% of online advertising revenue The second category consists of treated ads, making up 17% of the total, often found on platforms like Craigslist, which serve small-town media Finally, the largest segment, pioneered by Google, comprises 41% of online advertising Collectively, these three types of online advertising are significantly transforming various industries and businesses.
Growth in Online Advertising
The Internet is rapidly transforming various aspects of business, making it crucial to grasp the dynamics of online advertising In the third quarter of 2011, online advertising revenue in the U.S reached $7.88 billion, marking a significant 22 percent increase compared to the same period in 2010.
Mobile advertising is experiencing significant growth, with spending nearly doubling from $636 million in the first half of 2011 to $1.2 billion in the same period of 2012, according to Ki Mae Heussner Among various online advertising categories, Online Search leads with 48% of total spending at $8.1 billion, followed by Display advertising, which accounts for 33% at $5.6 billion.
Figure 10: Online advertising revenue since 1999 to 2011(Source: PrivewaterhouseCoopers PWC)
Reasons for Growth of Online Advertising
Traditional marketing is increasingly shifting to online advertising, as evidenced by comScore's report that December 2011 was the peak month in the UK market, with 2.3 billion users engaging with search engines.
Social media are increasing at a significance rate day by day where business also getting the best opportunity to reach a large number of the customers
Online advertising is a cost-effective and time-efficient way to reach customers, offering greater accessibility than traditional media With the internet eliminating geographical barriers, businesses are increasingly shifting their focus to online platforms for marketing.
Figure 11: Top UK online Publishers and Advertisers (Source: ComScore, 2012)
Benefits of Online Advertising
The number of online users is increasing rapidly across all age groups worldwide The internet serves as an ideal platform for fast communication, entertainment, and product information.
Online advertising offers unparalleled reach and accessibility, allowing businesses to connect with diverse audiences across the internet It is a cost-effective solution that targets specific demographics, making it easier to track performance and adjust strategies With flexible payment options and the ability to deliver informative content, online advertising significantly enhances brand visibility and growth in a short timeframe.
Because of the targeted nature of internet advertising and the ability to track the effectiveness of ads, conversion rates from internet advertising is typically much better than traditional mediums
The global reach of the internet allows you to effectively target diverse segments of your audience simultaneously, eliminating the need to seek out various publications, radio stations, and television networks focused on specific geographical locations.
Chapter Summary
Previous studies have overlooked the role of Facebook as a primary platform for online business in Bangladesh Additionally, there has been a lack of research focusing on the unique challenges and opportunities faced by the emerging internet business landscape in this developing country.
Research Methodology
Introduction
A research method is an effective approach for gathering data for a specific study, utilizing tools like self-completion questionnaires, structured interview schedules, or observational techniques Researchers collect information by actively listening and observing participants Additionally, research methodology can differ based on the type of information being sought and the explanations provided.
According to R Kumar (2011), a research method is a process of plan that is completed by the researcher to answer questions validity, objectively, accurately and economically
Researcher should know some specific quality of business management to evaluate research process
Theory → Hypothesis→ Data Collection→ Findings→
Hypothesis confirmed or rejected→ Revision of theory
Table 3: Research Process (Source: Clegg, 2002)
To establish a suitable design for this research examining the effectiveness of Facebook advertising, we will implement the research stages model proposed by Saunders et al (2009).
Figure 12: Research Onion Model (Saunders et al 2009)
The research should aim to expand knowledge beyond a specific topic, ensuring that the findings are comprehensive and well-structured A successful conclusion to the study will depend on the effective alignment of data and research design with the relevant research strategy.
Research Question, Aim and Objectives
Proposed study will answer the questions:
1 How much advertising on social networking is effective in sales for companies?
2 Which is the most preferred approach for advertising on social networking websites?
3 How a customer like is approached by advertisements on social networking sites? Aims and Objectives of the study
The proposed study aims to discuss a brief overview of the market of social network advertising and to determine the effectiveness of advertisements on social networking to attract customers
This paper aims to critically assess the effectiveness of social networks in advertising, identify key criteria for successful campaigns on these platforms, explore the extent of online advertisement coverage within social networking sites, and investigate the significance of online advertising in informing consumers about products and companies.
Importance of the research
Research provides a valuable opportunity to deepen knowledge in a specific subject area It involves critical thinking skills that enable logical decision-making, effective data analysis, problem-solving, and the application of learned skills to new contexts.
Social networking websites have evolved into platforms that facilitate not only personal interactions but also serve as effective channels for businesses to connect with their target audiences through advertising This form of online promotion, specifically designed for social networks, is known as social network advertising (Mrinal, 2008).
1 To investigate the impact of social network advertisements on providing the actual information about products
2 To explore the effectiveness of online advertising in reaching out to consumers
Research Philosophy
Research philosophy emphasizes the systematic and appropriate collection of data, as highlighted by Johnson and Christensen (2005) The two primary research approaches are the positivist approach, often referred to as the scientific method.
The research focuses exclusively on qualitative data rather than quantitative data, utilizing an inductive approach to analyze contexts, dialogues, and report settings.
This study adopts a phenomenological and interpretivist approach to explore the impact of Facebook advertising on brand management and business strategies By focusing on the effectiveness of social media advertisements in attracting customers, the research emphasizes a qualitative methodology Utilizing case studies as a primary data collection method allows for efficient analysis of a large population, making it an ideal strategy for this investigation.
Research Approach
This study focuses on the materials, definitions, subjects, and statistical processes involved in online advertising As noted by Creswell (2002), research approaches consist of practical standard processes that are essential for identifying research questions.
The online advertising on social networking sites is vast area where ideas are lots and information related data can get gradually In order to discuss the hypothesis
Inductive research has chosen where collected data will be explained by case study
This research will concentrate on exploratory research to gain deeper insights into the factors that can enhance and develop online advertising through Facebook It primarily emphasizes the use of both primary and secondary data sources.
Research Design
Creswell (2003) identifies three types of research approaches: Quantitative, Qualitative, and Mixed In contrast, Saunders et al categorize research approaches into two main types: deductive and inductive.
In order to answer the research questions, qualitative approach with case study design will be used to build the theory
Inductive qualitative research involves consistently utilizing literature to form assumptions about participants In the current digital age, leading brands and companies worldwide are reaping the benefits of online advertising through social networking sites To explore the theoretical frameworks surrounding advertisements on these platforms, a qualitative research design is essential.
Research Strategies
Research strategies are tailored to specific questions and objectives, relying on existing knowledge, time measurement, and valid resources Business research can be classified into various categories, including experiments, surveys, case studies, action research, grounded theory, ethnography, and archival research, all of which are integral to effective research methodologies.
In research studies, a key component of the research strategy is the method of data collection Surveys are commonly employed for gathering basic data on prevalent phenomena, as they align with non-experimental, descriptive research methodologies This method typically utilizes questionnaires or interviews to collect data, with a focus on quantitative design achieved through closed-ended questions.
Case study approach will be taken as a research strategy to explore and validate the data of online advertising effectiveness in Facebook site by the eBay company
A case study in research is a compelling narrative that focuses on individuals, processes, organizations, neighborhoods, programs, events, or institutions (Yin, Roberk, 2000) Unlike other research methods such as surveys, case studies offer in-depth information by gathering data from various sources and methods to create a comprehensive picture The research process for a case study typically involves planning, data collection, data analysis, and data dissemination, ensuring a thorough exploration of the subject matter.
Creswell (2003) emphasizes the significance of case study research in exploring the depths of a program This study employs a case study strategy to investigate the impact of online advertising on Facebook for various commercial brands By utilizing this approach, the research aims to identify the essential role of social media in delivering potential benefits to well-known companies.
The case study method employed in this research provides a comprehensive understanding of the research context and processes involved Data collection is achieved through various means, including questionnaires, interviews, document analysis, and observations This approach is essential for exploring and validating existing theories.
Time Horizon
The study of particular phenomenon at a particular time is called cross- sectional study, the most research projects undertaken in a necessarily time constrained
The study focuses on online advertising on social networking sites as of 2012, utilizing a cross-sectional research method to capture a snapshot of the current state of internet business.
Research Instruments
Sampling involves selecting a representative sample from a larger population, often referred to as a census inquiry It plays a crucial role in research, and for this study, a mixed sampling design has been chosen to ensure comprehensive data collection.
According to Yin (2003), a crucial aspect of research design is aligning the process with the research objectives when employing a case study strategy To effectively test, evaluate, or explore a well-formed theory, observational methods are utilized to gather specific information and validate facts or opinions (Saunders et al., 2003).
Neuman (2000) describes the sampling technique enables the selection of cases which are particularly informative and customary when the case study approach
Collecting the appropriate data involves considering factors such as financial cost, the nature of the investigation, available time, and other resources Primary data can be gathered through surveys, complemented by observations and interviews.
Primary data can be collected through surveys and experiments When using experiments, researchers gather quantitative measurements to test hypotheses Surveys, on the other hand, primarily rely on observation and interviews for data collection While the observation method can be costly and may yield limited information, it is regarded as a natural approach to investigation.
Secondary data play a crucial role in complementing primary data, as they offer reliable and well-documented evidence For this research, the sources of secondary data include analysts' reports, industry and academic journals, blogs, social networks, white papers, press releases, and reputable news websites.
Validity and Reliability
The triangulation method will be employed to validate the study, utilizing multiple data collection techniques such as observation, interviews, documents, and journals to ensure comprehensive and reliable results.
Figure 13: Triangulation Method (Source: Creswell, 2003)
The triangulation methodology enhances the validity and reliability of this study by incorporating findings from observations, interviews, and literature review This comprehensive approach minimizes errors and strengthens the overall research outcomes.
Research Access, limitations
Social networking sites serve as a powerful platform for online advertising, significantly enhancing company benefits While Facebook is a dominant player, numerous other social networks also offer valuable advertising opportunities for major brands This research focused solely on Facebook as the medium for online advertising among five distinct company groups However, the limited number of participants and networking sites in the study resulted in insufficient data, rendering the observations statistically insignificant Consequently, the research strategy failed to provide a comprehensive understanding of the online advertising landscape.
Ethical Considerations
This research, which analyzes both primary and secondary data with the necessary permissions, reveals that many brands on social networking sites do not possess confidential financial or critical information However, some brands have disclosed sensitive data during the study, raising ethical considerations Additionally, certain companies provided special documents specifically for research purposes, with the study being approved by Cardiff University.
Chapter Summary
In this chapter research methodology in online advertising has been reviewed A clear discussion about the online advertising and the importance to choose the topics has also been emphasised
The case study research methodology with participant observation and documentation analysis technique for the organization of bikroy.com has chosen to study in this research.
Findings & Analysis
Introduction
This chapter analyzes and presents data using various tools to address the research problem Findings were organized through a questionnaire involving both employees and customers Data was processed and analyzed using SPSS, with results for each data collection method, including questionnaires and observations, displayed in charts and tables showing overall percentages, averages, modes, and ranges.
Researchers should employ diverse data collection methods to obtain relevant and authentic information (Axinn & Pearce, 2006) One effective method is the use of questionnaires, which consist of a specific set of questions answered by respondents This approach allows researchers to gather crucial data directly from the participants, ensuring the information is both pertinent and reliable (Brace, 2008).
Participants in the Research
Questionnaires are essential for gathering information from organizations In this study, a total of 30 respondents participated, including 10 employees and 20 randomly selected customers from a Facebook fan page.
To achieve the goal of this research simple random sampling was done to select sample.
Data Analysis Method
Data analysis was conducted using SPSS and MS Excel, with results presented in charts and tables Each section of the research, including questions, variables, and observations, features overall percentages, averages, modes, and ranges for clear visualization of the findings.
Inductive research thinking involves moving from specific observations to broader generalizations about the phenomena being studied This approach begins with a detailed examination of particular data points, ultimately seeking to identify patterns and trends across individual observations.
The primary concerns of any research study are reactivity Another concern is expectancy effects which effect the researcher expectations on the outcome of the study
According to Walliman 2005, questionnaire is a statement contains of a series of questions that will be answered by respondents
The focus of this study was on bikroy.com, an online business in Bangladesh, examining its real consumers and product information The respondents were diverse, representing various locations across Bangladesh, and included employees of different genders, educational backgrounds, and age groups.
Gender Education Background Age groups
Female Male Undergraduate Graduate Under
The total percentage of internet users is just more than 5 per cent of population in
Bangladesh and only 2.1 per cent are of them Facebook users Bikroy.com has more than 32000 fans in Facebook site among of them 81% are male users
The respondents are questioned regards their education level, age distribution, gender, education background graduate In the age groups the highest group was 18-25 who involved in the questionnaire
Figure 14: The gender percentages of bikroy.com on Facebook page
Bikroy.com’s Facebook fan page features engaging videos, photos, and promotional advertisements that effectively capture audience attention Since its launch in June 2012, the page has grown to over 33,500 fans by January 2013, demonstrating a rapid increase in followers The company's sales have significantly improved due to its strategic use of social networking sites, with total advertisements surpassing expectations since the launch.
150000 and as it keeps all ads free up to first 90 days, customers are able to use th site with full of satisfaction
Figure 16: Bikroy.com like page on Facebook (Source: Facebook)
Figure 17: Bikroy.com About page on Facebook (Source: Facebook)
4.4 Summary of the Primary Data Collected
In Bangladesh, over 40% of internet users are now on Facebook, with more than 70% of respondents relying on Facebook fan pages for product information However, only 25% frequently check bikroy.com to make purchases The lack of payment options has deterred 35% of customers from buying or selling products on the platform Additionally, the absence of a free delivery option limits customers' ability to receive products across cities.
Figure 18: The total number of internet, Facebook and bikroy.com users in Bangladesh (Source: Primary data)
The best five movers Bangladeshi bands in Facebook are Grameen Phone, Style World Collection, Robi Axiata Limited, Fortuna Fried chicken and Qubee The
GrameenPhone and Robi Axita Limited are leading telecommunications companies in Bangladesh, while Qubee specializes in internet services Additionally, Style World Collection focuses on clothing and fashion design, and Fortuna Fried Chicken (FFC) represents a prominent brand in the food sector.
Figure 19: The top five brands movers on Facebook- in Bangladesh (Source: Primary Data)
Bikroy.com currently lacks payment method options for customers, preventing them from using credit or debit cards for transactions A survey revealed that 93% of respondents prefer to pay sellers in cash, while the remaining customers opt for bank cheques.
Table 4: Methods of Payment (Source: Primary Data)
Respondents reported receiving significant support from the management of bikroy.com, particularly regarding customer-related information The organization emphasizes customer awareness by facilitating direct product purchases through their website They advise against sharing personal bank account or credit card details Additionally, the website offers extensive safety and security information to ensure a secure online shopping experience.
Management of Organisation should support the key elements to customers become a successful company
Figure 20: Bikroy.com monthly user on Facebook (Source: Facebook)
Social networking sites have become essential for online businesses in today's digital age Facebook offers various methods for posting advertisements, and creating a fan page does not necessitate payment unless you choose to promote it The fan page for bikroy.com features a straightforward design and has garnered over 34,000 likes since its launch.
1500 people talking about the page every week
In the page bikroy.com uploaded one products information video and free tickets offer video for cricket match which like by 1000 people
The mobile users in Bangladesh are more over than 98.47 million in august
As of 2012, Bangladesh ranked 15th globally in mobile users, according to BTRC With the launch of the third-generation network, the country is poised for significant online business expansion in the near future, driven by the rapid growth of mobile users.
Figure 21: Bikroy.com Facebook page hits per users (Source: Primary data)
Social networking sites, such as Facebook, allow users to create accounts for free, with Facebook boasting over 100 million users globally This platform provides businesses with a cost-effective way to advertise, reaching a vast audience without any fees In Bangladesh, Bikroy.com has emerged as the first online marketplace, experiencing steady growth with over 145,000 products listed from across the country The site features a mix of new and second-hand items, with more than 10 new products being added daily.
Facebook offers a cost-free platform for users to post advertisements, making it an attractive option for promoting products Similarly, Bikroy.com allows customers to post their products for free for up to 90 days on its main site Utilizing Facebook fan pages can significantly enhance business sales for Bikroy.com, driving more traffic and engagement.
Figure 22: The number of products posted in bikroy.com website from different cities of Bangladesh (Source: Primary Data)
Online business is emerging in Bangladesh, with platforms like bikroy.com attracting more customers from urban areas than rural regions Transactions typically occur after buyers select products on the website, allowing for direct meetings between sellers and buyers, which minimizes the risk of fraud Sellers are permitted to list their products for up to 90 days, giving customers ample time to assess quality and gather comprehensive information about the items.
The Facebook has different types of advertisements facilities Some of them charge
With a budget of just $10 per day, businesses can effectively target their audience through Facebook advertising This platform allows for precise demographic selection, ensuring that ads reach the right people Additionally, customers can access original information, including addresses and contact details, directly through these advertisements.
The main bikroy.com site features a convenient option to like its Facebook fan page, enhancing its popularity This helps customers easily locate the official page on the social network, eliminating any confusion they may have had.
Figure 23: The bikroy.com on Facebook fan page ‘like’ button on main website
Customers always want some simple way to find out the real product information
Facebook is the most popular website among all the others Per month a Facebook user spend more than 15 hours’ time (Source: statisticbrain.com, 2012) In that time
Facebook users upload pictures, give status, comments on other status, live chat, join in group, like fan page and see the business advertisements
Analysis of Primary Data
Respondents reported receiving significant support from the management of bikroy.com, particularly regarding customer-related information The organization actively promotes customer awareness by facilitating direct product purchases through their website Management advises against sharing personal bank account or credit card details, emphasizing safety and security measures on their platform to ensure a secure online shopping experience.
Management of Organisation should support the key elements to customers become a successful company
Figure 20: Bikroy.com monthly user on Facebook (Source: Facebook)
In the current digital landscape, social networking sites have become essential for online businesses Facebook offers various options for advertising, including the ability to create a fan page without incurring any costs for promotion The fan page for bikroy.com features a straightforward design and has garnered over 34,000 likes since its launch, demonstrating its effectiveness in engaging users.
1500 people talking about the page every week
In the page bikroy.com uploaded one products information video and free tickets offer video for cricket match which like by 1000 people
The mobile users in Bangladesh are more over than 98.47 million in august
In 2012, Bangladesh ranked 15th globally in mobile users, according to BTRC With the launch of third-generation networks, the growth of mobile users is set to accelerate, paving the way for a significant expansion of online business in the near future.
Figure 21: Bikroy.com Facebook page hits per users (Source: Primary data)
Social networking sites, like Facebook, offer free account creation and have amassed over 100 million users globally, making it an accessible platform for businesses to advertise without any costs In Bangladesh, Bikroy.com has emerged as the first online business, steadily growing with over 145,000 products listed from across the country, including both new and second-hand items, with more than 10 new products added daily.
Facebook offers a cost-free platform for users to post advertisements, making it an attractive option for businesses On Bikroy.com, customers can list their products for free for up to 90 days, enhancing visibility and sales potential Leveraging Facebook fan pages can significantly boost business sales for Bikroy.com, driving engagement and attracting more customers.
Figure 22: The number of products posted in bikroy.com website from different cities of Bangladesh (Source: Primary Data)
Online business is still emerging in Bangladesh, with greater awareness in urban areas compared to rural regions Bikroy.com attracts more customers from cities, where products are typically selected on the website before sellers and buyers meet in person, minimizing the risk of fraud Sellers have a 90-day period to list their products, allowing customers to assess quality and gather comprehensive information before making a purchase.
The Facebook has different types of advertisements facilities Some of them charge
With a budget of just 10 US dollars per day, businesses can effectively target their audience through Facebook advertising This platform allows for precise demographic selection, ensuring that the ads reach the right people Additionally, customers can access original information, including addresses and contact details, directly through these advertisements.
The bikroy.com website features an option to like its Facebook fan page, enhancing its visibility and popularity This integration helps customers easily locate the official page on the social network, reducing confusion and streamlining their experience.
Figure 23: The bikroy.com on Facebook fan page ‘like’ button on main website
Customers always want some simple way to find out the real product information
Facebook is the most popular website among all the others Per month a Facebook user spend more than 15 hours’ time (Source: statisticbrain.com, 2012) In that time
Facebook users upload pictures, give status, comments on other status, live chat, join in group, like fan page and see the business advertisements
Bikroy.com offers a wide range of products, including laptops, smartphones, and flat sales Customers often turn to the site's Facebook page after browsing, with over 16.02% of users engaging with Facebook either before or after visiting Bikroy.com Google.com ranks as the second most popular platform for users seeking additional information.
The bikroy.com is an on-going fastest business site in Bangladesh By alexa.com the total number of searching for bikroy.com is increased 39% from last three months.
Chapter Summary
The chapter starts with the findings from case-study in online advertising in
Bangladesh The organization profit, management training, technology, benefits of social networking sites, growth of online advertising using Facebook has been formulated in this chapter
The most important part of this chapter is to get the information which is related to the literature
In today's fast-paced business landscape, organizations must ensure their marketing departments are both effective and innovative in understanding consumer perceptions and developing appropriate marketing strategies to drive sales This chapter evaluates the effectiveness of various advertising methods, drawing on a diverse range of literature to explore different concepts related to advertising and its techniques.
Bikroy.com has utilized various online advertising strategies, with Facebook serving as the primary platform to reach a nationwide audience The company has implemented diverse advertising formats, including videos, photos, and traditional media such as newspapers and television Their Facebook page features engaging video content that customers can easily share, leading to organic reach and increased visibility without incurring additional costs This approach has effectively amplified their advertising efforts as satisfied viewers share the content with others.
Bangladesh has no vast online business organizations, as a result using by Facebook site bikroy.com getting popularity day by day The policy for online advertising in
Discussions
Introduction
The chapter starts with the findings from case-study in online advertising in
Bangladesh The organization profit, management training, technology, benefits of social networking sites, growth of online advertising using Facebook has been formulated in this chapter
The most important part of this chapter is to get the information which is related to the literature
In today's fast-paced business landscape, organizations must ensure their marketing departments are both effective and innovative in understanding consumer perceptions and developing appropriate marketing strategies to boost product and service sales This chapter of the dissertation evaluates the effectiveness of various advertising methods, drawing insights from a diverse range of literature on advertising techniques.
Findings with literature
Bikroy.com has adopted a diverse range of online advertising strategies, primarily utilizing Facebook to promote its services nationwide The company has created engaging video and photo content, along with traditional advertisements in newspapers and on television, to enhance its visibility By sharing video ads on their Facebook page, they have successfully attracted a dedicated audience that not only views and enjoys the content but also shares it with others This organic sharing has allowed Bikroy.com to effectively disseminate its advertisements at no additional cost, significantly expanding its reach.
Bangladesh has no vast online business organizations, as a result using by Facebook site bikroy.com getting popularity day by day The policy for online advertising in
Bangladesh has no clear sign and the culture is new to government to make policies and support to those kind of company
Bikroy.com does not offer specific payment or delivery options, but their business strategy focuses on reaching customers directly While product information on the website is limited, each advertisement includes the seller's phone number, allowing buyers to easily verify details by contacting sellers directly Although online advertising is limitless, Bikroy.com targets specific locations, providing significant advantages for local consumers who can conveniently purchase products.
The rapid growth of online advertising in Bangladesh is closely linked to the surge in mobile users, which now account for approximately 68% of the population This increase has significantly boosted online advertising on platforms like Facebook Customers can conveniently purchase products online after gathering sufficient information, with a notable focus on electronics on bikroy.com While new electronics can be costly, bikroy.com offers the advantage of affordable second-hand options Information about products is readily accessible through various channels, including television, newspapers, and the internet, making customers more informed buyers Additionally, bikroy.com fosters trust among users by not handling any monetary transactions directly, enhancing the buying and selling experience.
Payment options are a significant concern for customers, but bikroy.com ensures safety by not requiring personal or bank details from third parties Customers simply pay in cash at the time of purchase, eliminating worries about potential money hacking.
Cyber crime poses a significant risk for online businesses; however, bikroy.com ensures customer safety by not handling payments directly By providing valuable knowledge and information, bikroy.com empowers customers to protect themselves from potential fraud.
A recent study reveals that organizations have implemented a well-defined business plan, supported by adequately staffed departments Despite launching only six months ago, these organizations are already experiencing consistent monthly profits.
The company is dedicated to serving customers nationwide and has successfully launched the 3G network in Bangladesh With over 68% of the population using mobile devices, the company is enhancing its online presence through mobile applications and active engagement on Facebook To cater to a diverse audience, the website and Facebook fan page are available in multiple languages.
The marketing strategy has evolved to address potential losses, recognizing that many people rely on television for entertainment The company has implemented television advertising campaigns encouraging viewers to like their Facebook page for a chance to win free tickets to a cricket match.
Promotions on Facebook attract a wide audience, while the knowledgeable online sales team at bikroy.com provides valuable product information and assistance through an accessible help and support page.
The personal data of customers are protected as the company does not share any kind of information with third parties
Online advertising presents a powerful marketing strategy for businesses, enabling them to thrive in the digital landscape With clear objectives, organizations can operate without traditional barriers, often requiring fewer employees than conventional businesses One of the key advantages of online business is the absence of time constraints, allowing customers to buy or sell at any hour, thus maximizing sales opportunities.
Online businesses on Facebook face challenges related to data protection and effectively reaching a diverse customer base In Bangladesh, a significant factor influencing this issue is the age demographic, as younger users tend to be more knowledgeable about online business practices Conversely, older individuals often either refrain from using Facebook or lack the necessary skills to navigate the platform, limiting their engagement with online commerce.
Businesses in Bangladesh that leverage online media have a promising future To effectively engage customers through platforms like Facebook, organizations must develop strategic campaigns and media broadcasts These campaigns are essential for educating customers on how to utilize the internet safely and protect themselves while navigating online spaces.
In the online business trust is a big factor that determines the success of organisation Understanding the nature of trust about online payment or information are the big
Chapter Summary
Online businesses are rapidly growing in Bangladesh; however, the country lacks a comprehensive legal and regulatory framework To enhance accessibility to online services for the general population, it is essential for more organizations to participate and for business strategies to be evaluated Additionally, online advertising must be simplified and made more comprehensible for users of social networking sites.
Conclusion & Recommendations
Introduction
The main summary of this study was identifying the effective way of online advertising on Facebook The study gave a model of online advertising on Facebook
In Bangladesh, bikroy.com stands out as the sole platform without any competition, as no other company has introduced a bidding system This unique position presents an opportunity for organizations to develop effective advertising models based on this study.
Summary of the Main Findings
Social media platforms like Facebook are continually evolving to enhance user accessibility Facebook Ads utilize targeted advertising strategies based on non-personally identifiable data derived from user profiles This standard targeting approach effectively delivers messages to specific groups, optimizing engagement and ensuring a strong return on investment.
Online advertising modes are characterized by their focus on commitments, training, and personal privacy protection Insufficient product information can lead to significant losses for organizations Implementing online advertising campaigns and seminars can effectively raise awareness among consumers Furthermore, promotions and training in social media marketing have the potential to transform online businesses.
Coverage of the Research Question, Aim & Objectives
6.3.1 How much advertising on social networking is effective in sales for companies?
The growth of online advertising in Bangladesh can significantly improve with accurate product information and effective customer service Organizations must prioritize safety and implement measures to protect against fraud in online payment systems Advertisers should communicate confidently to build trust with their audience With the rising popularity of social networking sites, there is a substantial opportunity to establish online businesses Additionally, faster internet connections will contribute to increased sales for companies.
6.3.2 Which is the most preferred approach for advertising on social networking websites?
Customers seek straightforward access to genuine product information As the leading social media platform, Facebook plays a crucial role in facilitating clear communication between companies and their audiences Leveraging free opportunities on Facebook while effectively targeting the right audience can significantly enhance a company's outreach and engagement.
When utilizing social networking sites, businesses must maintain a clear strategy, especially if online advertising on platforms like Facebook has been ineffective Misinformation can harm a company's reputation, making it crucial to verify product information rigorously Additionally, employees should have a solid understanding of the potential benefits of internet business to ensure effective operations.
6.3.3 How a customer like is approached by advertisements on social networking sites?
When designing social media advertisements, it is essential to prioritize social awareness, as information is shared organically from user to user Effective product design plays a crucial role in this advertising strategy, as it encourages users to share, recommend, and invite others to engage with the brand's page.
Recommendations for Improvements (to the selected company)
Bikroy.com is an emerging online marketplace that offers a wide range of products for buying and selling Despite being a customer service-oriented brand, the website currently lacks specific contact details To enhance customer support, Bikroy.com should consider adding an email address and a dedicated telephone service for inquiries.
Bikroy.com does not offer a payment option directly on its platform, and customers are unable to purchase products that require shipping from one city to another However, the site can assist online shoppers by facilitating payments through PayPal, although this may be a time-consuming process To enhance the buying experience, organizations can feature a selection of trustworthy and reliable sellers, ensuring customers feel confident in their purchases.
Delivery options are unavailable, making it challenging for customers to obtain low-priced products located far from their location, as this can lead to wasted time and increased transportation costs.
Recommendations for Further Research (suggested research titles, methodology, or scope)
The research was about online business advertising using Facebook In Bangladesh bikroy.com is the first online company who dealing with second hand products to sell and buy
The following topics can be study for the further research,
Internet business for new companies
Critical evaluation of online payment safety for company A
Critical evaluation of Facebook advertising
How does Facebook advertising make user more cash?
A case study of Information technology of an online Business company
Analysis Government help to do online business
The recommendations for further study can be conducted by quantitative methodology The topic has a vast area to research online advertising nature using
Chapter Summary
This research, conducted as a case study on a single company, presents certain limitations However, the data and insights gathered can serve as a valuable resource for future studies The findings will assist organizations looking to leverage social networking sites for online business.
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Effectiveness of Online Advertising on Social Networking Sites- A Case Study of a Small Business Organisation on Facebook
Education Level: a) Undergraduate b) Graduate c) Others
1 Management has a clear idea about the vision of company
2 The business plan is used and up to date
3 The company has a clear mission
Agree Disagree 4 Marketing strategy are changing look after loss or profit 1 -2 -3 -4 -5
Agree Disagree 5 Sales team are well informed 1 -2 -3 -4 -5
Agree Disagree 6 Training on online information and advertising held 1 -2 -3 -4 -5
7 Team work follow to get full potential
8 Pay rise and promotion are giving
9 Customer get the proper information
Effectiveness of Online Advertising on Social Networking Sites- A Case Study of a Small Business Organisation on Facebook
Education Level: a) Undergraduate b) Graduate c) Others
1 Do you use internet? a) Yes b) No
2 Do you have Facebook user ID? a) Yes b) No
3 Do you know Bikroy.com Company? a) Yes b) No
4 How do you know bikroy.com? a) Facebook b) google c) television d) newspaper e) others
5 Do you like the Facebook fan page of bikroy.com?(If you have a Facebook ID)
6 Are you sell or buy products from bikroy.com? a) Seller b) Buyer
7 How do you pay the money? a) Cash b) Cheque
8 Rank the business strategy on a scale of 5 from the following parameters? a.) Easy to post ads
Excellent Neutral Poor b.) Product information 1 -2 -3 -4 -5
Excellent Neutral Poor c.) Payment options 1 -2 -3 -4 -5
Excellent Neutral Poor d.) Delivery options 1 -2 -3 -4 -5