Open Access

S M Anamul Hossain

• Bangladeshi consumers are unfamiliar with online shopping, and start-up owners have limited resources and skills. Therefore, Bangladeshi start-ups face a challenge in developing an effective socialBangladeshi consumers are unfamiliar with online shopping, and start-up owners have limited resources and skills. Therefore, Bangladeshi start-ups face a challenge in developing an effective social media marketing strategy to attract customers and increase sales. This multiple case study aimed to investigate how Bangladeshi fashion start-ups used social media marketing to boost sales after the Corona outbreak. Two Bangladeshi fashion start-ups provided data via semistructured online interviews, five benchmarking studies on prominent fashion brands' social media activities, and secondary data from existing literature has also added value to this study. Furthermore, this research aims to develop and present social media strategies and recommendations that will assist Bangladeshi fashion start-ups in making income through social networks. Yin's 5-step data analysis process of compiling, disassembling, reassembling, interpreting, and concluding data yielded three potential themes: Effective social media engagement strategy, platform evaluation, and which social media activities engage stakeholders who may help a startup develop are all essential considerations. Following that, this research promotes the implementation of a realistic but straightforward strategical framework that is considered an acceptable and valuable way for businesses to handle social media marketing effectively. It is regarded as a suitable and beneficial method for fashion start-ups in Bangladesh who want to use social networking for company growth. In addition, this research provides some suggestions for online businesses. Social media is recommended to expand your network and social interaction, especially to establish and maintain relationships with diverse followers or users who may assist your company improves sales. In terms of networking, the findings suggest that Facebook and Instagram are good places to focus their efforts because connecting with users is simple. Finally, the study's key findings suggest that keeping an active social media presence, raising brand awareness, and establishing and maintaining relationships with followers are essential for company success and inspiring customers to connect.…