Consumer Responses in Social Media: A Study in the Context of Bangladesh

Abstract

At the present time, social media is part of our daily life. A vast majority of the customers or users are actively involved in social media. Some people are busy with Facebook; some others are busy on YouTube, Pinterest, Twitter or other similar social media sites. In these social sites, people are sharing their feelings, knowledge, some motivational speech, photos, videos and many more to other customers or users. In this report, I wanted to examine the scope and nature of activities the customers are engaged in social media in Bangladesh. I also intended to present brief historical background of the major social media sites. Which sites were launched first, which is the most popular site in the first time and also now at this time which is favorite to every class of people? After a literature review, I have developed the instruments for the purpose of measuring customers’ attitudes towards certain activities in social media. On the basis of the instruments identified, a questionnaire was developing containing questions related to the various activities in social media: information processing and sharing, entertainment, social connection, and overall usefulness of social media. After analyzing the data from the completed 50 questionnaires, I interpreted the findings with due statistical underpinnings. Sample characteristics are profiled in terms of Gender, Education, Profession and average monthly income. Then I tried to measure the reliability of the constructs used, examine the relationship among the construct, the impact of the profession, education, and income on the various constructs.