Building Relationships with Customers: How Corporations Use Facebook in Bangladesh

Abstract

This study examines the Facebook pages of all four telecom operators in Bangladesh to understand their communication strategies on Facebook and their customers’ engagement patterns. More specifically, this article explores the companies’ communication strategies deployed in terms of five aspects: i) visual vs. textual content; ii) cultural elements; iii) purposes of posts; iv) intimacy with customers; and v) use of different languages. This research also explores customers’ engagement patterns relating to the number of reactions (e.g., likes), comments, and shares. Analyzing their Facebook posts from 2013–2017, this quantitative descriptive study finds that the corporations used Facebook not only to disseminate information but also to build communities around their brands by embedding visual content and cultural elements heavily in status messages. This article also discusses the real-world implications of these findings.