EXPLORING THE BRAND BUILDING PROCESS IN MICRO VENTURES THROUGH SOCIAL MEDIA USAGE: A STUDY OF THE WOMEN-OWNED HOME-BASED COOKED FOOD DELIVERY SERVICES IN KHULNA CITY IN BANGLADESH

<p>Investigation on the practice of social media in order to build a brand digital era is purpose this study. Identification impact usage and functionalities building goal endeavour. The research explores different communication mode management. association development firm-created interaction user-generated has also been exploited. A qualitative study conducted for research. Data are collected from semi-structured interviews with 8 shops owners online homemade food industry Khulna city who have strong command media. They their business. provide initial information actions taken by firms enthusiasm behind engaging industry. outcome obtained effort displays firm’s engagement strengthening awareness image utilizing initiated solidification trust loyalty exploiting users. Social media’s capacity equity new yet convincing explored exertion.</p><p><br /><strong>JEL:</strong> L60; L96; M10</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0955/a.php" alt="Hit counter" /></p>