Introducing

SMBR-ModelExploring the Role of Social Media

enhancing Relationship & Brand Equities in relation to Purchase Intention

Cover

�idney Yu Tang� 2014-15 postgraduate at

Warwick Business School, University of

Warwick.

Mr Yu Tang, ACCA who has currently

joined a Fortune Global 500 bank becomes

the ��t professional trying to model the

cognitive relationship between perceived

social media activities and purchase

intention. In turn, he constructs SMBR-PI

model with related �EM assessment in his

2015 dissertation at Warwick Business

School, while this study is exceptionally

awarded 78 out of 100 ��th “Pass with

Distinction”. The SMBR-PI typology is also

published at international journals in

�arketing. Thus, all copyrights are

reserved.

SMBR-PI Model by Tang

(2015)•  SocialMedia’sBrand&Relationship-related(SMBR)ModeltoPurchaseIntention(PI)–SMBRconceptualframework:

Hypotheses•  H1:SocialMediaMarketing!BrandEquity

•  H2:SocialMediaMarketing!RelationshipEquity

•  H3:SocialMediaMarketing!PurchaseIntention

•  H4:BrandEquity!PurchaseIntention

•  H5:RelationshipEquity!PurchaseIntention

Method•  SurveyResearchincontextofLuxuryFashion

•  Quantitation–QuestionnaireForm(7-pointLikerttypeScales)

•  Mall-interceptApproachinHongKong

•  PreliminaryTest

•  DemographicAnalysis

Construct of Social Media

Marketing

CFA Model: Reliability &

Validity

Fitness to Data•  SMBR�PImodelwell-Dittothedata(Cronbach’sα>0.7)

Alternative•  CoefTicientsofPearsonCorrelationtoverifydiscriminantvalidity–MatrixofPearson’srPositiveness

Research Findings by

Tang (2015)•  Significance: H1,H2,H3,H4 ; Non-Significance: H5

Discussion•  Dedications to Brand-related Contents

•  Brand & Relationship Equities

•  Enhancement of Purchase Intention

•  Practical Implications

•  Criticisms & Further Research

Confirmed by 2015

November Exam Board

Mark Spread

Distinctive Dissertation

Across the Year

Awarded Distinction across 2015 in Marketing at Warwick

Business School

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