The Impact of Social Media on Entrepreneurship in Bangladesh : a Study of Pathao, a Bangladeshi Entrepreneurship
Rahman, MD (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060119677
https://urn.fi/URN:NBN:fi:amk-2024060119677
Tiivistelmä
The study observes how social media brings a transformative change to entrepreneurship, focusing on Pathao, the leading ridesharing company of Bangladesh. This reflects how social media, through platforms such as Facebook and Instagram, is intrinsic in the path for customer interactions, brand exposure, and business productivity. This paper presents how social media use among different stakeholders in the ecosystem of Pathao can significantly enhance the level of communication, marketing, and customer service towards even better business growth, through quantitative analysis.
However, the challenges of being content saturated in the market, digital literacy, and the need for adaptive strategies are also noted. This study underscores the need for entrepreneurs to strategically use social media in overcoming market barriers and tapping into business prospects, suggesting that digital platforms are not simply supplementary channels but more foundational in modern strategies of doing business in Bangladesh.
However, the challenges of being content saturated in the market, digital literacy, and the need for adaptive strategies are also noted. This study underscores the need for entrepreneurs to strategically use social media in overcoming market barriers and tapping into business prospects, suggesting that digital platforms are not simply supplementary channels but more foundational in modern strategies of doing business in Bangladesh.