ANALYZING THE USES OF FACEBOOK ADVERTISING AS A SOCIAL MEDIA MARKETING TECHNIQUE OF A BANK: A STUDY ON A PRIVATE BANK LIMITED
Keywords:
Social Media, Marketing.
Abstract
In the era of globalization, the media is the essential fact of advertising in the competitive market. The main objective of this report is to analyze the uses of Facebook Advertising as a Social Media Marketing Techniques of a private bank. Data were collected using a survey questionnaire. The targeted respondents of this study were bank employees of a private bank, the Lohagara-Narail branch. Both male and female respondents have answered the questionnaire. Data were analyzed quantitatively using SPSS, which was a statistical method for analyzing numerical data. Both primary and secondary data were necessary for the fulfillment of the research project. Secondary data were collected from various published documents in related books, journals, social media, and websites. For getting primary data, respective respondents were interviewed personally to collect the data required through a structured questionnaire with marketing experts and employees from some reputed and leading companies that were descriptive research question and also a face-to-face interview with the customers that was exploratory research question. A five-point Likert scale has been used for study purposes. To attain customer attention, Facebook marketing is directly associated with the benefits of the social media platform. From this study, the employee and customers can know about Facebook Advertising as a Social Media Marketing Techniques.
JEL Classification Codes: M31.
References
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Asheq, A.A., Tanchi, K.R., Kamruzzaman, M., & Karim, M.M. (2021). The impact of e-marketing orientation, technological orientation, and learning capacity on online SME performance. Innovative Marketing, 17(3), 168-179. doi:10.21511/im.17(3).2021.14
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Dehghani, M., & Tumer, M. (2015). A research on the effectiveness of Facebook advertising on enhancing the purchase intention of consumers. Computers in human behavior, 49, 597-600.
Duffett, G. R. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498-526.
Islam, K. M. A., & Bhuiyan, A. B. (2021). Determinants of the effectiveness of internal Shariah audit: Evidence from Islamic banks in Bangladesh. The Journal of Asian Finance, Economics, and Business, 8(2), 223-230.
Islam, K. M. A., & Barghouthi, O. A. (2017). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M. A., & Miajee, M. R. K. (2018). Small and Medium Enterprises (SMEs) Financing in Bangladesh: A Review of Literature. International Journal of Small and Medium Enterprises, 1(1), 11-15.
Islam, K. M. A. (2016a). Financial Performance Comparison of Top Rated Banking Financial Institutions (BFIs) of Bangladesh. Indian Journal of Science, 23(85), 669-697.
Islam, K. M. A. (2016b). Factors influencing consumers purchase decision: a case study of Pantene shampoo. Indian Journal of Science, 23(88), 910-923.
Islam, K. M. A. (2016c). Corporate Governance: Conjecture and Modernism. Indian Journal of Science, 23(86), 798-817.
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Hossain, M. U. (2021). Relationship between Individual Characteristics and Social Entrepreneurial Intention: Evidence from Bangladesh. Business and Economics Research Journal, 12(2), 385-397.
Hossain, M. U., Arefin, M. S., & Yukongdi, V. (2021). Personality Traits, Social Self-Efficacy, Social Support, and Social Entrepreneurial Intention: The Moderating Role of Gender. Journal of Social Entrepreneurship, 1-21.
Islam, K. M. A. (2015). Throughput accounting: a case study. International Journal of Finance and Banking Research, 1(2), 19-23.
Islam, K. M. A., Alam, I., & Hossain, S. A. (2014). Examination of profitability between Islamic banks and conventional banks in Bangladesh: A comparative study. Research in Business and Management, 1(1), 78-89.
Islam, K. M. A., & Barghouthi, O. A. (2017). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M. A., Sadekin, M. S., Rahman, M., Chowdhury, M., & Haque, A. (2021). The impact of Shariah supervisory board and Shariah audit committee on CSR adoption at Islamic banks. Journal of Asian Finance, Economics and Business (JAFEB), 8(3), 479-485.
Jahan, N., Ali, M. J., & Al Asheq, A. (2020). Examining the key determinants of customer satisfaction Internet banking services in Bangladesh. Academy of Strategic Management Journal, 19(1), 1-6.
Karim, M., Islam, J. and Mahmud.L. (2014). Job Satisfaction of Employees in Banking Sector. A Case Study on Janata Bank Limited. European Journal of Business and Management, 6(17), 70-78.
Karim, M. M. (2020). Servqual Model for Measuring Customer Satisfaction: An Analysis Of Quantitative Data. Noble International Journal of Business and Management Research, 4(12), pp.117-125
Kumar, B., Asheq, A. A., Rahaman, M., & Karim, M. K. (2019). Determinants of Social Media Marketing Adoption Among SMEs: A Conceptual Framework. Academy of Marketing Studies Journal, 23(1), 1-9.
Latif, W.B., & Karim, M.M. (2019). The art of developing entrepreneurial leadership. International Journal of Research in Management, 1(1), 18-21.
Papasolomou, I., & Melanthiou, Y. (2012). Social media: Marketing public relations' new best friend. Journal of Promotion Management, 18(3), 319-328.
Rahaman, M. A., Luna, K. F., Ping, Z. L., Islam, M. S., & Karim, M. M. (2021). Do Risk-Taking, Innovativeness, and Proactivity Affect Business Performance of SMEs? A Case Study in Bangladesh. The Journal of Asian Finance, Economics, and Business, 8(5), 689-695. doi:10.13106/jafeb.2021.vol8.no5.068
Rehman, F. U., Ilyas, M., Nawaz, T., & Hyder, S. (2014). How Facebook advertising affects the buying behavior of young consumers: The moderating role of gender. Academic Research International, 5(4), 395-404.
Smock, A. D., Ellison, N. B., Lampe, C., & Wohn, D. Y. (2011). Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in human behavior, 27(6), 2322-2329.
Karim, M., Haque, M, Dona, P.D, Moniruzzaman, M. (2015) .Performance Appraisal System of Employees of Private Banking Sector in Bangladesh. A Case Study on National Bank Limited. International Journal of Advanced Multidisciplinary Research, 2 (3), 1-5.
Mahmud, L., Azim, M., Ahmed, H., Karim, M. (2015). Dynamics of Remittance in Bangladesh. A Case Study on United Commercial Bank (UCB).Global Journal of Management and Business Research(C), 15(1).9-16.
Sharif, A., & Karim, M. (2017). Influence of Job Analysis Program on Employees. A Study on Selected Companies of Bangladesh. International Journal of Scientific and Engineering Research, 8(5), 1221-1225
Latif, W. B., Pervin, K., & Karim, M. (2021). The Impact Of The Fourth Industrial Age (I4. 0) On Higher Education (He4. 0): In The Perspective Of Bangladesh. International Journal of Education and Social Science Research, Vol. 4, No. 05; DOI: http://dx.doi.org/10.37500/IJESSR.2021.4501
Karim, M. M., Bhuiyan, M. Y. A., Nath, S. K. D., & Latif, W. B. (2021). Conceptual Framework of Recruitment and Selection Process. International Journal of Business and Social Research, 11(02), 18-25. https://doi.org/10.18533/ijbsr.v11i02.1415
Tu, B., Bhowmik, R., Hasan, M., Asheq, A. A., Rahaman, M., & Chen, X. (2021). Graduate Students’ Behavioral Intention of toward Social Entrepreneurship: Role of Social Vision, Innovativeness, Social Proactiveness, and Risk Taking. Sustainability, 13(11), 6386.
Ali, M. C., Islam, K. M. A., Chung, S. J., Zayed, N. M., & Afrin, M. (2020). A Study of Green Human Resources Management (GHRM) and Green Creativity for Human Resources Professionals. International Journal of Business and Management Future, 4(2), 57-67.
Baqir, M., Hussain, S., Waseem, R., & Islam, K. M. A., (2020). Impact of Reward and Recognition, Supervisor Support on Employee Engagement. American International Journal of Business and Management Studies, 2(3), 8-21.
Batool, N., Hussain, S., Baqir, M., Islam, K. M. A., & Hanif, M. (2021). Role of HR Technology And Training For The Development Of Employees. International Journal of Business and Management Future, 5(1), 1-13.
Al Amin, M., Arefin, M. S., Sultana, N., Islam, M. R., Jahan, I., & Akhter, A. (2020). Evaluating the customers' dining attitudes, e-satisfaction and continuance intention toward mobile food ordering apps (MFOAs): evidence from Bangladesh. European Journal of Management and Business Economics, 30(2), 211-229. https://doi.org/10.1108/EJMBE-04-2020-0066
Akhter, A., Karim, M. K., & Islam, A.K. (2021). The impact of emotional intelligence, employee empowerment and cultural intelligence on commercial bank employees’ job satisfaction. Banks and Bank Systems, 16(4), 11-21. doi:10.21511/bbs.16 (4).2021.02
Akhter, A., Asheq, A. A., Hossain, M. U. & Karim, M. K. (2020). Exploring customer intentions to adopt mobile banking services: evidence from a developing country. Banks and Bank Systems, 15(2), 105-116. http://dx.doi.org/10.21511/bbs.15(2).2020.10
Akhter, A., Asheq, A. A., Hossain, M. U., & Karim, M. K. (2020b). Exploring customer intentions to adopt mobile banking services: Evidence from a developing country. Banks and Bank Systems, 15(2), 105-116.
Asheq, A.A., Tanchi, K.R., Kamruzzaman, M., & Karim, M.M. (2021). The impact of e-marketing orientation, technological orientation, and learning capacity on online SME performance. Innovative Marketing, 17(3), 168-179. doi:10.21511/im.17(3).2021.14
Carmichael, D., & Cleave, D. (2012). How effective is social media advertising? A study of facebook social advertisements. Paper presented at the 2012 International Conference for Internet Technology and Secured Transactions, ICITST 2012, 226-229.
Dehghani, M., & Tumer, M. (2015). A research on the effectiveness of Facebook advertising on enhancing the purchase intention of consumers. Computers in human behavior, 49, 597-600.
Duffett, G. R. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498-526.
Islam, K. M. A., & Bhuiyan, A. B. (2021). Determinants of the effectiveness of internal Shariah audit: Evidence from Islamic banks in Bangladesh. The Journal of Asian Finance, Economics, and Business, 8(2), 223-230.
Islam, K. M. A., & Barghouthi, O. A. (2017). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M. A., & Miajee, M. R. K. (2018). Small and Medium Enterprises (SMEs) Financing in Bangladesh: A Review of Literature. International Journal of Small and Medium Enterprises, 1(1), 11-15.
Islam, K. M. A. (2016a). Financial Performance Comparison of Top Rated Banking Financial Institutions (BFIs) of Bangladesh. Indian Journal of Science, 23(85), 669-697.
Islam, K. M. A. (2016b). Factors influencing consumers purchase decision: a case study of Pantene shampoo. Indian Journal of Science, 23(88), 910-923.
Islam, K. M. A. (2016c). Corporate Governance: Conjecture and Modernism. Indian Journal of Science, 23(86), 798-817.
Islam, K. M. A., Alam, I., & Al-Amin, D. M. (2015). Foreign exchange operation of private commercial banks in Bangladesh: A case study on AB Bank Limited. International Journal of Innovative Research and Creative Technology, 1(3). 296-304.
Hossain, S. A., Islam, M. N., Mahmud, M. S., & Islam, K. M. A. (2017). Evaluation of Financial Performance of Commercial Banks in Bangladesh: Comparative Study Based on CAMEL Approach. The Millennium University Journal, 2(1), 54-77.
Hossain, M. U. (2021). Relationship between Individual Characteristics and Social Entrepreneurial Intention: Evidence from Bangladesh. Business and Economics Research Journal, 12(2), 385-397.
Hossain, M. U., Arefin, M. S., & Yukongdi, V. (2021). Personality Traits, Social Self-Efficacy, Social Support, and Social Entrepreneurial Intention: The Moderating Role of Gender. Journal of Social Entrepreneurship, 1-21.
Islam, K. M. A. (2015). Throughput accounting: a case study. International Journal of Finance and Banking Research, 1(2), 19-23.
Islam, K. M. A., Alam, I., & Hossain, S. A. (2014). Examination of profitability between Islamic banks and conventional banks in Bangladesh: A comparative study. Research in Business and Management, 1(1), 78-89.
Islam, K. M. A., & Barghouthi, O. A. (2017). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M. A., Sadekin, M. S., Rahman, M., Chowdhury, M., & Haque, A. (2021). The impact of Shariah supervisory board and Shariah audit committee on CSR adoption at Islamic banks. Journal of Asian Finance, Economics and Business (JAFEB), 8(3), 479-485.
Jahan, N., Ali, M. J., & Al Asheq, A. (2020). Examining the key determinants of customer satisfaction Internet banking services in Bangladesh. Academy of Strategic Management Journal, 19(1), 1-6.
Karim, M., Islam, J. and Mahmud.L. (2014). Job Satisfaction of Employees in Banking Sector. A Case Study on Janata Bank Limited. European Journal of Business and Management, 6(17), 70-78.
Karim, M. M. (2020). Servqual Model for Measuring Customer Satisfaction: An Analysis Of Quantitative Data. Noble International Journal of Business and Management Research, 4(12), pp.117-125
Kumar, B., Asheq, A. A., Rahaman, M., & Karim, M. K. (2019). Determinants of Social Media Marketing Adoption Among SMEs: A Conceptual Framework. Academy of Marketing Studies Journal, 23(1), 1-9.
Latif, W.B., & Karim, M.M. (2019). The art of developing entrepreneurial leadership. International Journal of Research in Management, 1(1), 18-21.
Papasolomou, I., & Melanthiou, Y. (2012). Social media: Marketing public relations' new best friend. Journal of Promotion Management, 18(3), 319-328.
Rahaman, M. A., Luna, K. F., Ping, Z. L., Islam, M. S., & Karim, M. M. (2021). Do Risk-Taking, Innovativeness, and Proactivity Affect Business Performance of SMEs? A Case Study in Bangladesh. The Journal of Asian Finance, Economics, and Business, 8(5), 689-695. doi:10.13106/jafeb.2021.vol8.no5.068
Rehman, F. U., Ilyas, M., Nawaz, T., & Hyder, S. (2014). How Facebook advertising affects the buying behavior of young consumers: The moderating role of gender. Academic Research International, 5(4), 395-404.
Smock, A. D., Ellison, N. B., Lampe, C., & Wohn, D. Y. (2011). Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in human behavior, 27(6), 2322-2329.
Karim, M., Haque, M, Dona, P.D, Moniruzzaman, M. (2015) .Performance Appraisal System of Employees of Private Banking Sector in Bangladesh. A Case Study on National Bank Limited. International Journal of Advanced Multidisciplinary Research, 2 (3), 1-5.
Mahmud, L., Azim, M., Ahmed, H., Karim, M. (2015). Dynamics of Remittance in Bangladesh. A Case Study on United Commercial Bank (UCB).Global Journal of Management and Business Research(C), 15(1).9-16.
Sharif, A., & Karim, M. (2017). Influence of Job Analysis Program on Employees. A Study on Selected Companies of Bangladesh. International Journal of Scientific and Engineering Research, 8(5), 1221-1225
Latif, W. B., Pervin, K., & Karim, M. (2021). The Impact Of The Fourth Industrial Age (I4. 0) On Higher Education (He4. 0): In The Perspective Of Bangladesh. International Journal of Education and Social Science Research, Vol. 4, No. 05; DOI: http://dx.doi.org/10.37500/IJESSR.2021.4501
Karim, M. M., Bhuiyan, M. Y. A., Nath, S. K. D., & Latif, W. B. (2021). Conceptual Framework of Recruitment and Selection Process. International Journal of Business and Social Research, 11(02), 18-25. https://doi.org/10.18533/ijbsr.v11i02.1415
Tu, B., Bhowmik, R., Hasan, M., Asheq, A. A., Rahaman, M., & Chen, X. (2021). Graduate Students’ Behavioral Intention of toward Social Entrepreneurship: Role of Social Vision, Innovativeness, Social Proactiveness, and Risk Taking. Sustainability, 13(11), 6386.
Published
2022-02-05
How to Cite
Mamun, A. A., Saha, A. C., & Islam, A. (2022). ANALYZING THE USES OF FACEBOOK ADVERTISING AS A SOCIAL MEDIA MARKETING TECHNIQUE OF A BANK: A STUDY ON A PRIVATE BANK LIMITED. International Journal of Marketing Research Innovation, 6(1), 25-35. https://doi.org/10.46281/ijmri.v6i1.1590
Section
Original Articles/Short Communications
Copyright (c) 2022 Abdullah Al Mamun, Apu Chandra Saha, Asraful Islam
This work is licensed under a Creative Commons Attribution 4.0 International License.
