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3. Impact of digital marketing tools on brand awareness and online shopping behaviour: an empirical study

Author

Rana, S.M. Sohel, Jyote, Abul Khair, Saha, Suman Prosad, and Jamal, Zakia Binte

Abstract

The present study aims to investigate the influence of specific digital marketing tools on brand awareness and the online shopping behaviour of Bangladeshi consumers. Data were collected from 280 respondents. The collected data were analysed using the partial least squares structural equation modelling (PLS SEM) approach with the help of smart PLS 4.0 software. Findings reveal that search engine optimisation is the most significant digital marketing tool followed by viral marketing, social media advertising, e-mail marketing and content marketing to create brand awareness in the digital settings. On the other hand, search engine optimisation, viral marketing, social media advertising, and content marketing were found to be the significant digital marketing tools influencing online shopping behaviour. The findings bear significance in many aspects which have been discussed in the implications part.

Published
2024
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4. THE PALACE LUXURY RESORT: SERVICE AS A STRATEGIC DIFFERENTIATOR.

Author

Saha, Suman Prosad, Momotaz, Shamsun Nahar, Jyote, Abul Khair, Jamal, Zakia Binte, Islam, Mohammed Sohel, and Azim, Fauzul

Subjects
RESORTS, BUSINESS planning, CUSTOMER relations, CUSTOMIZATION
Abstract

The article highlights the luxurious resort, "The Palace Luxury Resort" built in 2014 in Bahubal, Bangladesh. Topics include it offers spaces and entertainment facilities; their relationship business strategies which includes customers' feedback, and customer-buyer relationship which further contains financial, social and customization bonds.

Published
2019

5. HUNGRYNAKI: DEVELOPING A POWERFUL SERVICE BRAND.

Author

Islam, Mohammed Sohel, Jyote, Abul Khair, Saha, Suman Prosad, and Jamal, Zakia Binte

Subjects
LOCAL delivery services, MOBILE apps, RESTAURANTS, BRANDING (Marketing)
Abstract

The article highlights the Bangladeshi Online Food Ordering and Delivery app, HungryNaki launched in 2013. Topics include its tie up with local restaurants which provides profit to both the parties to deliver food to customers at their doorsteps; and its operational strategy with the use of technology, automation and brand marketing.

Published
2018

6. THE PALACE LUXURY RESORT: SERVICE AS A STRATEGIC DIFFERENTIATOR.

Author

Saha, Suman Prosad, Momotaz, Shamsun Nahar, Jyote, Abul Khair, Jamal, Zakia Binte, Islam, Mohammed Sohel, and Azim, Fauzul

Subjects
RESORTS, TOURISM, BUSINESS expansion, TOURISTS, BUSINESS planning, CONSUMERS
Abstract

The article informs about services of Palace Luxary Resort as a strategic differentiator of tourism industry is sort of a growing line of business in Bangladesh. Topics include tourist attraction that create an awe and enchantment for the tourists; relationship strategies and create a strong commitment among the customers; and developing and maintaining relationship with their customers to provide superior value in a competitive market.

Published
2018

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