Social Media for Business Innovation in Bangladesh

Abstract

Social media is now an indispensable medium of business innovation. However, there is a lack of research in the context of emerging countries. Therefore, this research aims to investigate social media in Bangladeshi business innovation. The study applied a qualitative research strategy based on interpretive research philosophy. Consequently, primary data was collected by interviewing two managers using an open-ended questionnaire. The study also collected data from eight customers via Microsoft Forms. After that, a content analysis is used to code the data using Microsoft Office.

This study finds that Bangladeshi businesses strategically use social media platforms like Facebook, Instagram, LinkedIn, and YouTube for promotions, customer feedback, brand loyalty, customer engagement, and product innovation. The challenges indicate platform management and trust issues. In contrast, opportunities include partnerships and automation. Theoretical contributions illustrate that social media drives innovation, improving engagement, and strengthening customer relationships in line with the principles of technology acceptance theory.

The study suggests that companies must engage with customers using a strategic social media approach incorporating automation, big data, and AI. It also emphasizes strong leadership, digital literacy, data security, and misinformation. Future research must use mixed strategies and longitudinal studies to explore how AI, technology, and policies shape digital transformation in Bangladesh.