MSMEs in Dhaka: Adapting Social Media for Post-Pandemic Brand Success

Abstract

This study explores the strategic use of social media marketing by Micro, Small, and Medium Enterprises (MSMEs) in Dhaka, Bangladesh, to manage disruptions, especially those caused by the COVID-19 epidemic.  The research emphasizes the accelerated digital transformation of local businesses, specifically their intensified efforts in social media marketing to maintain relevance amidst lockdowns and government restrictions. The main topic is addressed using a conceptual framework that aims to help MSMEs build positive brand equity by using social media marketing to efficiently handle disruptions. The framework investigates related topics including Brand Equity (BE), Omnichannel Strategies (OC), and Marketing Competencies (MC). Since the country entered the post-pandemic phase in October 2021, the report is relevant and current for local businesses trying to recover and grow. The study emphasizes that MSMEs must use their social media tactics in order to rethink the "new normal" and improve how they use their resources.  The study concludes by emphasizing the importance of agility and adaptation for businesses in order to effectively engage in social media marketing, retain customers, and acquire new ones in the dynamic post-pandemic landscape.