Social media marketing strategies for customer engagement with the fast food industry in Bangladesh

Abstract

This study investigates the effectiveness of social media marketing strategies in driving customer engagement for KFC Cox’s Bazar within Bangladesh’s fast food industry under the instructions of commissioner named Md. Karim Ullah. The research used a quantitative approach to ask 40 customers to rate how well alignment with the AIDA model (Attention, Interest, Desire, Action) existed, and what their perception of the brand was. My findings showed that KFC had managed to gain near universal brand awareness (100%) and advertising recall (100%) in capturing people’s attention with omnichannel campaigns. In fact, there was variation in how deep people engaged with Facebook content, 57,5 percent interacted with it, but 42.5 percent never did. Fostering loyalty was determined to be a stronger platform for Instagram (67.5% satisfaction) Instagram’s visual appeal to stimulate desire and discounts played a major role in purchase decisions (50% of respondents). The main challenges were losing control of Facebook messaging (52.2% of folks were dissatisfied), as well as problems with website usability (30%), friction points in the customer journey.

Suggestions for strategic improvement focused on increasing clarity of content, optimizing for digital contact points and diversifying to platforms such as TikTok regarding targeting underserved groups. In summary, KFC is very good in terms of broad visibility, which is valid for deepening engagement, but it also requires refining platform-specific strategy and balancing the incentives versus emotional connection. While the sample size is small, the research can be used as a basis for actions for brands operating in the Bangladeshi digital landscape: brands need to balance the global consistency while maintaining the local authenticity for competitive advantage.