Competition in the Telecom Sector on Facebook in Bangladesh: Building Customer Relationships
Mohammad Ali
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 r