Exploring the Impact of Social Media Marketing on E-commerce Sales and Brand Awareness

Abstract

This thesis investigates the impact of social media marketing strategies on e-commerce sales and brand awareness within the context of Bangladesh. By examining social media advertising, influencer marketing, and user-generated content, the study aims to understand their effectiveness in enhancing e-commerce performance and brand recognition. Data was collected through online surveys, interviews, and social media analytics from a diverse sample of e-commerce businesses in Bangladesh. The findings reveal that social media marketing significantly boosts e-commerce sales and brand awareness. Facebook and Instagram emerged as the most effective platforms due to their high user engagement rates. Influencer marketing was identified as particularly beneficial in reaching younger demographics and increasing brand credibility. Despite these benefits, businesses face challenges such as budget constraints, and navigating constantly changing social media algorithms. Environmental and ethical considerations were also examined. The rise in ecommerce has led to increased packaging waste and carbon emissions from delivery services. Ethical concerns, including consumer privacy and transparency in advertising, need to be addressed to maintain consumer trust and sustainability. The study concludes with recommendations for e-commerce businesses to adopt eco-friendly packaging, invest in green logistics, advocate for stronger data protection regulations, and establish guidelines for ethical marketing practices. It also suggests further research on longitudinal impacts, regional comparisons, advanced analytics, emerging platforms, sustainable practices, and digital literacy initiatives to build on the findings and enhance social media marketing strategies in Bangladesh and beyond.