Citation

Morshed, Ahmed Fahim and Goi, Chai Lee and Adamu, Adamu Abbas (2025) Facebook brand page as a relationship management tool. SEARCH Journal of Media and Communication Research, 2025 (SI). pp. 69-84. ISSN 2672-7080

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Abstract

Public relations practitioners and social media professionals have shifted to building customer relationships through social media. A recent study mentioned that PR practitioners should adopt social media as a relationship management tool, yet academic research addressing this remains limited. Apart from the academic research gap, practical problems were identified, where recent research found that practitioners need to understand how to effectively and strategically communicate via social media. Additionally, the geographical research gap in public relations studies in Bangladesh is getting limited attention. To address these gaps, this study used the organisational public relationship maintenance theory to conceptualise social media (Facebook) brand page engagement to understand further how relationships with key public members on Facebook can be maintained. Based on 12 in-depth interviews with Bangladeshi university students, the study found that a relational approach can create significant engagement on Facebook brand pages. The results demonstrate that a relational approach to communication could create social media brand engagement, which will be helpful for practitioners in building sustainable relationships. The study also discusses potential findings, limitations, and future research directions. © SEARCH Journal 2025.

Item Type:	Article
Uncontrolled Keywords:	Brand page, Facebook, Public relations, relationship maintenance strategy, social media
Subjects:	H Social Sciences > HM Sociology > HM1176-1281 Social influence. Social pressure
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	29 Jul 2025 03:04
Last Modified:	31 Jul 2025 09:37
URII:	http://shdl.mmu.edu.my/id/eprint/14347

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