using social media for effective international marketing

International Marketing 2015

i

Coventry University

Using Social Media for Effective International Marketing

(Facebook Branding)

By

Mohamed Salem Moftah

Student ID: 5680531

Course: MBA International Business

Supervisor: Ali Ehsan

Module Leader: Steve Jewell

Module Code M43BSS

17/8/2015

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ACKNOWLEDGEMENT

This dissertation is a chance for me to extend my greetings and appreciation to my research

Supervisor, my beloved wife and my family for their continued support during the period of

research. Also I would give this work as present for the soul of my father who passed away last

year, and without his encouragement to me, I will not be capable to achieve what I have done

today. Moreover, I am grateful to them for their confidence in me and the direction that they

gave me without which I would have never capable to deal with and complete this research. It

additionally implies my own particular perspectives and does not nearly identify with the

university.

I hereby wish to express my earnest appreciation and gratefulness to the people who had helped

me in the fulfilment of this research paper. Your exemplary knowledge and patience is greatly

appreciated.

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DECLARATION

I am Mohamed Salem Moftah; I would like to confirm that this dissertation contains all the

substance from my own work. All the perspectives in this dissertation express my own judgment

and discoveries and no help is taken for producing the exhibited information. Likewise, the

content is not submitted before at professional or academic level.

Signature: Mohamed Moftah

Date: 17/8/2015

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ABSTRACT

This study aims at probing into the implication of social media to bring effectiveness in

international marketing. Here, the theory of socialization process of consumers is applied, the

development of brand trust is addressed and what targeted by the consumers is purchased via the

brand page of Facebook. Consumer socialization and their communication with the brand via the

Facebook page are investigated through the objectives of this paper and the effect of the posts by

other consumers and their feedback related to brand trust and their purchase intention are also to

be analyzed over here. It is observed in the regression analysis on the basis of an evaluation of

the relationship between brand trust and the Facebook brand page that R comprises a large value

of 0.853 indicating a solid relationship. F has the value of 394.877 meaning how significantly

independent variable (brand trust) and dependent variable (availing Facebook) are related with

each other. Sig value is less than the T value of dependent variable that is 19.872 signifying the

variable further. It indicates the rejection of null hypothesis and therefore brand trust is very

much influenced by the Facebook brand page. It is observed in the regression analysis on the

basis of an evaluation of the relationship between brand trust and the Facebook brand page that R

comprises a large value of 0.872 indicating a solid relationship. F has the value of 394.877

meaning how significantly independent variable (purchase intention) and dependent variable

(availing Facebook) are related with each other. Sig value is less than the T value of dependent

variable that is 21.706 signifying the variable further. The evaluation above indicates the

rejection of null hypothesis and therefore purchase intention is very much influenced by the

Facebook brand page.

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Table of Content

Acknowledgement ......................................................................................................................... ii

Declaration ................................................................................................................................... iii

Abstract ............................................................................................. Error! Bookmark not defined.

Chapter 1: Introduction .................................................................. Error! Bookmark not defined.

Background Research ............................................................. Error! Bookmark not defined.

Purpose Of Study .................................................................... Error! Bookmark not defined.

Problem Statement .................................................................. Error! Bookmark not defined.

Research Aim And Objectives ............................................... Error! Bookmark not defined.

Hypothesis .............................................................................. Error! Bookmark not defined.

Significance Of The Study ..................................................... Error! Bookmark not defined.

Chapter 2: Literature Review .................................................................................................... 14

Understanding Social Media Marketing ................................................................................ 14

Social Media Communication ............................................................................................... 16

Firm Created .................................................................... Error! Bookmark not defined.

User Generated ................................................................ Error! Bookmark not defined.

Effect Of Social Media On Brand Perceptions ...................................................................... 19

Brand Trust ............................................................................................................................ 20

Purchase Intention ................................................................................................................. 21

Theoretical Background ........................................................................................................ 22

Consumer Socialisation Theory............................................................................................. 23

Consumer Interaction With Other Consumers And Brands On Facebook ............................ 24

Posting By Other Consumers, Brand Comment And Brand Trust ........................................ 26

Posting By Other Consumers, Brand Comment And Purchase Intention ............................. 27

Chapter 3: Methodology ............................................................................................................ 28

Research Approaches ............................................................................................................ 28

Data Collection Methods ....................................................................................................... 29

Sampling Method .................................................................................................................. 30

Research Instrument .............................................................................................................. 31

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Data Analysis ......................................................................................................................... 31

Reliability And Validity ........................................................................................................ 32

Ethical Concerns .................................................................................................................... 33

Chapter 4: Findings And Analysis ............................................................................................ 34

Analysis Of Responses .......................................................................................................... 34

Regression Analysis (Hypothesis I) ....................................... Error! Bookmark not defined.

Regression Analysis (Hypothesis II) ..................................................................................... 52

Discussion .............................................................................................................................. 54

Chapter 5: Conclusion ..................................................................... Error! Bookmark not defined.

Implications ........................................................................................................................... 60

Future Aspects Of Study........................................................................................................ 62

References .................................................................................................................................... 64

Appendix: Survey Questionaire ................................................................................................ 70

International Marketing 2015

vii

List of Tables

Table 1: Purpose of Facebook ..................................................................... Error! Bookmark not defined.

Table 2: Information review on Facebook .................................................. Error! Bookmark not defined.

Table 3: Reliance on recommendations ...................................................... Error! Bookmark not defined.

Table 4: Liking brand page ......................................................................... Error! Bookmark not defined.

Table 5: Message from brand ..................................................................... Error! Bookmark not defined.

Table 6: User generated content preference ................................................ Error! Bookmark not defined.

Table 7: Receiving information from others ............................................... Error! Bookmark not defined.

Table 8: Purchasing from Facebook ........................................................... Error! Bookmark not defined.

Table 9: Influence of other consumers’ comments ..................................... Error! Bookmark not defined.

Table 10: Purchasing recommended product .............................................. Error! Bookmark not defined.

Table 11: Connecting to official website .................................................... Error! Bookmark not defined.

Table 12: Model summary .......................................................................... Error! Bookmark not defined.

Table 13: ANOVA ...................................................................................... Error! Bookmark not defined.

Table 14: Coefficients ................................................................................. Error! Bookmark not defined.

Table 15: Model Summary ......................................................................... Error! Bookmark not defined.

Table 16: ANOVA ...................................................................................... Error! Bookmark not defined.

Table 17: Coefficients ................................................................................. Error! Bookmark not defined.

List of Figures

Figure 1: Purpose of Facebook ...................................................... Error! Bookmark not defined.

Figure 2: Information review on Facebook ................................... Error! Bookmark not defined.

Figure 3: Reliance on recommendations........................................ Error! Bookmark not defined.

Figure 4: Liking brand page ........................................................... Error! Bookmark not defined.

Figure 5: Message from brand ....................................................... Error! Bookmark not defined.

Figure 6: User generated content preference ................................. Error! Bookmark not defined.

Figure 7: Receiving information from others ................................ Error! Bookmark not defined.

Figure 8: Purchasing from Facebook ............................................. Error! Bookmark not defined.

Figure 9: Influence of other consumers’ comments ...................... Error! Bookmark not defined.

Figure 10: Purchasing recommended product ............................... Error! Bookmark not defined.

Figure 11: Connecting to official website ...................................... Error! Bookmark not defined.

Facebook Branding

CHAPTER 1: INTRODUCTION

Background Research

The popularity of internet is immense in terms of dominant tools to the consumers for

building networks and social interaction. The major purposes of availing internet by the

consumers are learning, interaction and socialization (Purnawirawan et al. 2012, p. 245).

Contextualizing this, social media is the most popular emergence from internet which is also a

platform to spread promotional messages instead of only building personal connections

(Edosomwan et al. 2011, p. 80). In the recent past around the world, the degree of using social

media has risen significantly and the number of users is dominated by the British with 60%

(Roggeneen, 2012, p. 881; Patterson 2012, p. 532).

In regards to traditional media and with the considerations of quality dimensions, time

and budget, the role of social media can be identified as an intimate space. It also functions as a

platform for business as notably, the organizations get benefitted of accumulation of large

amount of information with no time and easy process from the consumption patterns of

consumers as well as their personal characteristics. The registration into a well-known site

requires all the necessary information to be provided by the online customers (Kotler, 2011, p.

133). Databases of consumer information can be created and updated with the help of the

accumulated information from this very process. The most purposeful sites in social media for

online marketing are Pinterest, Instagram, Twitter and Facebook (Patino et al. 2012, p. 238).

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Purpose of Study

The sole focus of the study is the aspects of online marketing which can be achieved with

the help of Facebook. Even strong emphasis is put on the using of the platform of social media

every day by the generation Y Hanna et al. (2011, p. 271). Thus, the important strategies for

building a relationship with the consumers should be acquired by the social media managers. In

the analytical study of interaction between Facebook and consumers, it is shown that the impact

of an individual sharing something in public as well a brand mentioning openly on their official

Facebook page about something (Berthon, et al. 2012, p. 265). Developing a community of

consumers through a Facebook brand page is possible and in this way information can be

collected on a public platform. A major critical significance of a Facebook brand page lies at

communicating and interacting with the existing along with the prospective consumers (Zhang et

al. 2010, p. 260). A valuable relationship can be developed from such interaction via Facebook.

Increasing the surfing of the consumers through the Facebook brand page is a very

important factor more than on the official site of the brand as repetitive display of content and

communication with the consumers help in that increase (Ward 1978). It becomes vital for the

fashion brand that is going to be launched and through its Facebook brand page effective

promotion is possible by providing information and updates about the brand in exchange of

Likes by the consumers. When Facebook brand pages are used as tools for marketing by the

brands in case of making some announcements, it is usually done by publishing posts on

promotions, occasions, new selections and declarations and they also stay connected with the

consumers. In case of fashion brands, the importance of Facebook brand pages has been clarified

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in the above discussion. Therefore, as tools for effective marketing, such social networks really

prove to be significant as they convey and disperse the awareness of brands among a large

section of people with different taste. In this way, the concerned fashion brands will be able to

decide over the prices and promotions of the products on the basis of feedbacks left by the

consumers on the timeline of the brand page (Gangadharbatla, 2008). Additionally, the reception

of a product can be approximated from those insightful comments and reviews by the consumers

on the brand page (Harris & Dennis, 2011, p. 342). Victoria’s Secret was ranked 18th among the

top 50 Facebook brand pages irrespective of categories and as a fashion brand it is number one

(Zaglia, 2013, p. 60). The successful employment of Facebook brand page has been illustrated by

the organization of Victoria’s Secret as they stimulate discussion over new products, release

relevant images and promote the brand through exclusive campaigning and events to its 22

million users (Peruta et al. 2012).

Problem Statement

The effectiveness of Facebook brand page in marketing is seriously concerned about the

strategy of responding and controlling the relevance of a conversation or content on a page. The

feeling of negligence may generate negative attitude, emotion and behaviour among the

consumers Mattila et al. (2012, p. 59). Notably on the other side, the carelessness of the brands

regarding their consumers is also perceived from the qualitative responses. In this situation, the

efficiency of Facebook as a marketing tool really becomes questionable when brands do not

interact with their customers and the scenario is to be conceived as zero-sum or losing game in

case of no reaction of the brands to the consumers timely.

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In respect of the argument above, the study aims at comprehending the Facebook

marketing of brands for engagement of and interaction with the consumers. Notably, the existing

databases are limited in appropriate responses strategies of brands regarding Facebook activities.

Therefore, the analysis of the socializing process of the consumers through the Facebook brand

page is very important. Moreover, investigation over the influences of the feedbacks by other

customers is necessary for developing purchase intention and brand trust.

In spite of Facebook marketing being a popular tool for brands, its competence is

doubtful as it has no such tangible control and its unknown expense. One of the difficulties of

Facebook advertising is inability to take rapid and definite actions in comparison to traditional

promoting ways (Social media marketing university, 2012, p. 840). Apart from them, the brand

image can be harmed by unmanageable and offensive posts and comments which are very

difficult to suppress. In spite of having the characteristic of the pursuit of ‘easy money’ by

Facebook, developing consistent connection with the consumers by the brands may become

dangerous as they may already have their own preferable brands.

Research Aim and Objectives

The study aims at probing into the implication of using social media for effectiveness in

international marketing. For this, the purchase intention of consumers and brand trust are to

analyzed. However, the goals to be achieved by the study are:

To inquire into consumers interacting and socializing through the Facebook brand page.

To evaluate the influence of feedbacks of other consumers regarding purchase intention

and brand trust.

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Hypotheses

Hypothesis 1

HO: Facebook brand page does not significantly influence the brand trust of consumers.

H1: Facebook brand page significantly influences the brand trust of consumers.

Hypothesis 2

HO: Facebook brand page does not significantly influence the purchase intention of consumers.

H1: Facebook brand page significantly influences the purchase intention of consumers.

Significance of the Study

The significance of the study outcome lies at its accomplishment by analyzing the socialization

process of consumers through Facebook brand page. This theory inculcates that in the

relationship of agent and learner, new skills and knowledge are acquired by the consumers and

accordingly on this ground they happen to develop an attitude (Ward 1978, p. 503). Vital

generation of important implications related to social media regarding brand marketing is also

reinforced by these outcomes. Facebook is regarded as a significant interactive platform in social

network and marketing tool as well (Carter and Levy, 2012). Researchers majorly concentrate on

Facebook due to this reason of it being an immensely popular social network. Therefore,

evaluation of customer behaviours in the light of these impacts and valuable contribution to

marketing organizations such as reactions related to Word of Mouth by the consumers on social

media (brand pages) help to develop an enhanced relationship with the consumers (Patterson,

2012, p. 532).

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Proper encouragement is required among the consumers for following brand pages on

social media being considerate of WOM and further for setting up a prolonged association with

the brand Coulter and Roggeveen (2012, p. 894). Credible posts and messages related to the keen

interests of the consumers attract them to visit the page more often Yousif (2012, p. 122).

Nevertheless, in respect of Facebook as social networking site, such situations have not been

adjudged that much and the interaction between two consumers on a Facebook brand page has

been taken into consideration in even fewer studies.

CHAPTER 2: LITERATURE REVIEW

Understanding Social Media Marketing

Social media marketing is a process to be aware and attentive via social networking sites

(Saravanakumar and Suganthalakshmi, 2012, p. 5). Customers are attracted and services and

products are promoted by social media marketing via social networking sites. Content or

advertisement on the page conveys the message. Social media marketing implies enhancement of

customer relationship, brand awareness, communication, image building and sales in businesses.

Stakeholders are able to communicate on the platform of social media with each other in a very

inexpensive and convenient way. Social media has been highlighted in another report as

providing the platform for assisting businesses in communicating information to the customers

via Web 2.0. Engagement into brisk and explicit communication by the businesses with

consumers is facilitated by social media in contrast to traditional media of communication. The

effectiveness of social media is equal on both local businesses and bigger organizations.

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Targeting online customers with the help of different tools of online marketing strategies is very

easy (Weinberg et al. 2013, p. 300).

In fact, social media is worthy of functioning for both business-to-business marketing and

business-to-consumer marketing. Twitter, Facebook and as such social networking sites help to

develop a strong relationship between both small and bigger businesses and customers for

securing large customer base and customer loyalty as well. More importantly, social media

marketing has etched an immensely prominent pace very lately and thus; local businesses are

giving more and more value to social media marketing.

Presently, online products and services are preferred by the consumers as fetching more

information regarding an item is easier via social media. Over a few years, the dramatic growth

of availing social media and blogs has brought effectiveness in businesses for the pursuit of their

goals. Social media marketing is capable of playing a key function in customer retention,

customer awareness and process of brand development. Specifically Facebook and twitter are the

most preferable social media websites in social media marketing due to major prominence in

online presence and word of mouth advertisement have swelled the number of followers

(Mangold and Faulds, 2009, p. 358). Online presence, in fact, is very essential for growth in local

businesses as it provides the scope of fine tuning with the customers and spreading information

as well. Furthermore, the technologies have been pointed out as the main highlighted part in

social media as diffusing information and communication are carried out by Web 2.0. Tagging,

blogs, social networking system and wikis are considered as principal social media tools.

Customers in local businesses can be attracted by numerous tools of social media. Noticeably,

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the present context is immensely signified by social media and online marketing. Competitive

advantages can be acquired by using social media and online marketing effectively.

Through social media targeting huge customer demography is possible and it very much

facilitates local business to a fair extent (Berthon et al. 2012, p. 263). This platform enables local

business to interact with customers more extensively to intensify their engagement. The

association becomes stronger through frequent participation and communication in a very

interactive environment provided by social media. Businesses can influence the purchasing

behaviour of customers by online marketing activities. The purchasing behaviour of consumers

is now getting influenced more by the ever-growing intensity of online presence of businesses. In

the context of an online environment, the three determining factors of buying decisions by

consumers are enriched content, social presence and credibility. Thus, enhancement of online

presence is very essential in local businesses by following certain online marketing strategies

facilitating competitive advantages.

Social Media Communication

There are two ways of communicating via social media: firm created and user generated.

Firm Created

Recent business strategies have been shaped up to a greater extent by the dominant

function of Web 2.0 (Jung, 201, p. 185). Such technologies help online users to retain their

online presence. Social networking provides various sources to build up online presence. The

nature of these sources is digital and internet extracts information from those sources (Kirtiş et

al. 2011, p. 264). Afterwards, those are diffused across online for availability to the consumers.

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In fact, other users learn about a particular product, service, issue personality and brand from this

process of diffusion of information (Gangadharbatla, 2008, p. 14). Compared to rest sources of

information, the impact of such information is very stronger (Chauhan and Pillai, 2013, p. 50).

Contextualizing this growing awareness on the implication of social media, now

managers are looking for the best and effective ways of targeting the requirements of consumers

(Dellarocas et al. 2007, p. 35). A personal relationship comprising two ways should be built up

with the consumers for recognizing those requirements so that managers can initiate interaction

with consumers (Bernoff and Lee, 2011, p. 34). Businesses are developing new ideas to engage

customers by researching on social media more (Kaplan and Haenlein, 2010, p. 61). Developing

customer loyalty by engaging customers via social media communication has become very

crucial to the marketing managers. Customers perceive a product being influenced by such

engaging activities (Brodie et al. 2013, p. 107). Moreover, managers comprehend their capacity

from those circulated information and can also study their existing customers. In this way, the

necessities of the users can be targeted more efficiently by the businesses.

Contrast and comparison are made between traditional means of communication and firm

created social media communication (Kaplan and Haenlein, 2010, p. 63). The nature of social

media communication becomes that of a mass phenomenon when created by firm, a large

demographic area is encompassed through it. The immense popularity of social media lies at its

incomparable power of making information viral within no time. the horizon of public that is

usually covered by specifically this communication model is way much larger than of the

traditional means of communication (Bernoff and Li, 2011, p. 38). The competence and reach in

respect of traditional media and online social media are also measured (Keller, 2009, p. 12). It is

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also noted that the number of online populace has increased and their preference goes to social

media when it comes to search for any specific information, judge any brand or service and

accordingly decide over purchasing than traditional means of communication. The dimension of

brand is expanded by the formulation and dissemination of online reviews Bambauer-Sachse and

Mangold (2011, p. 41).

User Generated

The focus of content generated by users, remains on consumer dimension information

from them are accounted. Moreover, general public generates such data more in comparison to

the marketing personnel as internet disseminates that information mostly (Wofford 2012, p.

1237). Therefore, anybody can generate or avail the user generated content via internet and the

competent effort by the creator is also reflected through it.

User generated process is applied in this content creation (Berthon et al. 2008, p. 25).

This process is driven by mainly the inclination doe change in perception, self-promotion and

constitutional pleasure. Customers are seen to access and select their choice over the product

range mostly through social media (Burmann and Arnhold, 2008). Social media expands the

horizon of accumulating information regarding various brands for the customers and that is the

reason for this escalating number of online users (Bernoff and Li, 2011, p. 42). The equal rate of

growth in the number of social media websites also confirms the massive utilization of user

generated data (Gangadharbatla, 2008, p. 7). There have been various online brand communities

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popularizing user generated content and the marketers apply them for availing the consumer

insights.

Effect of Social Media on Brand Perceptions

The communication process can be facilitated by using any platform of media long as it

is used only informational source to the consumers (Kaplan and Haenlein, 2010, p. 61).

Information acquisition is processed via the sources of internal and external media and the very

process to a certain extent conditions the opinions and choices of brand itself and brand equity.

Schema theory with the implication of traditional approach has encompassed the relationship

between brand equity and media communication (Bernoff and Li, 2011, p. 42). Brand attitude

and brand equity get heavily affected by the media communication and the accumulated data

regarding brand from the sources of comparable media having communication stimuli are

utilized by the consumers. The fit level influences the subsequent communication as well as

governs the formation of attitude among the consumers (Laroche et al. 2012, p. 1759).

Influential factors of social media communication impact the purchase decisions (Jung,

201, p. 185). Thus, it finds relevance in relation to the theoretical framework evaluation of the

impacts of the behavioural aspects on the innovative social media is made in respect of the

dimension of equity and attitude. There is a positive relation between brand attitude and brand

equity and purchase decisions (Keller, 2013, p. 12). Therefore, the consumer perception

regarding a brand is conditioned by the brand buying intentions of the customers. In addition to

that, in case of high brand equity, the purchase probability seems to have tendency of escalating

for the same brands (Zehir et al. 2011, p. 1211). Strong existence of brands generates positive

attitude which influences the purchase intentions and when consumers grow positive opinions

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about brand superiority purchase intentions becomes even stronger (Keller, 2013, p. 12).

Therefore, businesses should address particularly this area to generate loyal customers as they

seem to make purchase decisions in favour of the brand more than the new customers and

moderately loyal customers.

Brand Trust

The learning procedure of customers results into brand trust that directs at growing self-

confidence in relation to the brand expectations. Past studies define brand trust when a customer

believes in a particular brand for a product or service and the trust on the performance of the

brand in that stated role is so strong that he/she readily agrees to do the purchase decision in

favour of that brand. Furthermore, brand trust is also regarded as the anticipation of customers

over the consistency of a brand in unknown and unpredictable situations and it has serious

accounts in relational marketing (Laroche et al. 2012, p. 1759). To put it other way, the outcomes

of elevation in trust are brand loyalty, satisfaction and higher sales. A growth in the importance

of brand association is observed when higher degree of brand trust is provided with the

consumers. Moreover, the faithfulness regarding the brand will also grow stronger with an

escalated degree of faith as ultimately the trust level will inch towards superiority with more

satisfactory experiences. Reliability, brand loyalty and satisfaction are resulted from potential

brand trust and they get returned through the contentment of customers, their decision of

repurchasing and spontaneous recommendation for the brand to their near and dear ones.

Henceforth, the influential aspects of insights of customers over brand trust must be

comprehended with profundity.

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Construction and maintenance of the association between brand and customers mainly

feature brand trust and in this relation brand marketers require to keep assurance and perpetuate

responsibilities. The ability of a brand exhibiting promises over novelty, service and excellence

is the foundation of trust regarding a certain brand (Zehir et al. 2011, p. 1211). Knowledge

regarding a particular brand used to determine the generation of brand trust in a customer as

stated in literatures earlier along with the strong brand presence and attractive popularity over the

brand. In spite of having information from miscellaneous sources, brand trust gets ameliorated

with the explicit information related to the brand whereas the impacts of advertisements are very

restrictive for establishing brand trust (Mariani and Mohammed, 2014, p. 51). The brand

marketers need to improve the level of rapport with the consumers. In fact, the manufacturers

should have insightful conception of consumers and their behavioural pattern in the market to

elevate the trust level over a particular brand. To enhance their knowledge regarding online

shopping, the customers usually have that inclination of valuing the reviews of their co-

consumers or people having similar experiences like themselves. It thus concludes that the nature

of trust and faith of the consumers over a brand is deeply inclined to their associates (offline as

well as online), structural similarity and acquaintance. Moreover, positive comments and reviews

also fortify the trust over online shopping portals and among the customers. A satisfactory

experience is yielded due its key functioning and it stimulates the association between consumer

and brand.

Purchase Intention

The entire process of making decision over the merchandise, services and deal supplied

in the market is underlined in purchase intention. After conducting an assessing procedure over

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brand image and attitude, a person finally intends to buy items of a particular brand, is called

buying intention (Chu, 2011, p. 40). The contentment from their previous purchasing experience

fundamentally associates with purchase intention of consumers (Naylor et al. 2012, p. 109). In

order to fortify the purchase intention of customers, the prime emphasis should be given on the

area concerning the satisfaction of the customers. In case, atmospheric problems seem to be real

concern for a valuable customer, then the managers must provide him/her with eco-friendly

product items. The buying intention of customers is greatly influenced by the brand information

and brand reliability (Mariani and Mohammed, 2014, p. 51). A classified relationship between

consumer and brand and enthusiastic activities related to information and brand loyalty result

into an elevated purchase intention and customer association and brand quality respectively.

Qualitative alliance with the consumers is a necessary aspect in customer retention. Highly

qualitative association between customers and brand is required for higher purchasing standards

and with this customer attitude gets conditioned to a certain extent. The association between

customer and brand determines the development of purchase intention. Opinions of other

consumers do matter for the customers in making precise and appropriate purchase decisions.

The approximation, knowledge and experience level play key roles in making evaluations of

price of product item, which further determine the buying intention of consumers.

Theoretical Background

The gaps in the past studies are analyzed in this work and how customers socialize over

Facebook has also been focused as the very relationship between learner and agent from the

Facebook brand page has been emphasized the most. The roles of agents and learners in this

study are played by other consumers and brand comments and users of Facebook brand page

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respectively. In order to get an idea about the very process of customer socialization on

Facebook a theoretical model needs to be developed by conceptualizing the theory of customer

socialization.

Consumer Socialisation Theory

The expanded concepts of socialization are characterized by this consumer socialization

theory. Customer researchers probe and explore the attitude of customer with the help of

fundamental views supplied by the theory of customer socialization. The competent method of

customer attitude (such as how incentive of someone influences outwardly and how one puts

effort later on within a new background) ultimately and lately has been encompassed by the

socialization theory which actually helps youth to attain information, attitudes and skills relevant

for the function of customers within the market. To put it other way, the transformation from

people into consumers is covered in customer socialization. The role of consumer for people in

the social context gets assisted by the awareness and learning procedure of customer that are

again further supplied and represented respectively by the structure of customer socialization.

Studies on influential aspects of interaction related to customer attitude, growth and youths,

organizing the principal dependent variables, alliance between intra-individual attitude and overt

attitude and interactive exchanges between environmental influences and intra-individual

procedures contribute in theorizing consumer socialization. Customer socialization is constructed

as a theoretical model with the application of this definition comprising 3 pillars of antecedents,

socialization process and final outcomes.

Learner and agent relate with other by 3 main factors during the socialization process that

are back up behaviour, modelling performance and social interaction and urbanization of the

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learning properties yields into the final outcomes of customer socialization. This theory

inculcates further that a person evolves as a consumer by these agents of socialization such as

school, family, mass media and partners. How the youths grow emotionally, mentally and

ethically with the contribution of these agents of socialization has been the great concern in this

theory. Customer socialization theory has been embraced by this research in order to explain the

learning process of customers on Facebook brand page as other consumers and brand provide

information to build an attitude regarding this matter. In comparison to systematic and purposive

training by others, social learning process more competently socializes the customers (Kwon et

al. 2014, p. 679). Users can be able to interact with each other on the platform of Facebook and

interrelation, social feedback and social presence are intensified, reinforced and accelerated

respectively by it. The Facebook users are accessible on social networking pages and partners,

media and as such socialization agents. The role of agent is played by the other brand and

customers in this research as comments and postings by other consumers make impression in the

mind of customers as the processing of socialization, it results into brand trust and purchase

intention.

Consumer Interaction with Other Consumers and Brands on Facebook

There are various platforms available in internet for the occurrence of interactions,

dealings and contacts between two customers such as online brand communities, chat area,

dialogue forum, online auctions and websites for customer reviews. The customers look up to

those online brand communities as they feel necessary to have an opinion from other consumers

prior to decide over any purchase. There are 4 dimensions of communications that lower the

level of risk and uncertainty: time precision in information exchanges (answering momentum

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related to the posted queries), encounter period or extent of interaction, information frequency

(number of replies to the posted queries) and weight (deciding over the relevance of switching

over the information). Customers can accumulate further information by interacting with other

customers through the websites for the opinions of consumers as they can form certain idea

about the service or product from the experience, assistance and feedback of other customers.

The satisfaction of consumers replies mostly on interactions between two customers (Venkatesh

et al. 2012, p. 159). As internet is the only place where two consumers can interact with each

other, thus, enhancement of communication and construction of associations feature dominantly

the reliability and faith among the consumers over the resources in order to facilitate the deal

between two consumers and the formation of association between clients and brands and partners

is permitted by social media websites as exchanging positive reviews and as such content

generated by consumers.

Social networking websites provide the companies with powerful platform for interaction

in order to obtain feedback of customers as the brands also with the help of those social networks

can ameliorate brand faith and interaction among the consumers (Hermida et al. 2012, p. 821).

The partners can openly access information from the flow on those websites as customers get

enthusiastic about inquiring with questions to acquire quality information as well as they

anticipate the opinions of the people who share the common interest or problem and also

facilitate the communication between customers. In respect of views and information regarding

the brand prior to determine the purchase decision, through several means, the customers

communicate with each other such as online forums, wall postings, Facebook etc. immense

attention has been acquired by the interaction between consumers because in return a transaction

is processed such as purchase attitude faith of persons get positively influenced by the expressed

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opinions of customers on those social networking sites (Rapp et al. 2013, p. 549). The

conceptualization of Facebook for brands as an appropriate platform elevates the relationships

and engagement with purchasers. Henceforth, the process of customer socialization has been

redefined by the increased interaction among customers as the consumers can learn about

merchandise consumption and services of brands and partners from social media.

Posting by Other Consumers, Brand Comment and Brand Trust

Brand trust development is very much influenced by the posts of customers and replies

by brands on the Facebook brand page (Laroche et al. 2012, p. 1757). This platform is indeed

defined by the roles of both leaders and seekers of opinion. Different experts have different

explanation for opinion leadership such as the overt behaviour and attitude of other individuals

get informally impacted by an individual to a certain degree which is regarded as opinion

leadership (Ang 2011, p. 36). Moreover, in an interactive group context of opinion seekers and

opinion leaders, individuals get easily influenced (Weinberg and Pehlivan, 2011, p. 280). Thus, it

can be concluded that brand trust of consumers has respective influences of comments by brands

and postings by consumers.

The opinion seekers get significantly influenced by the individuals who accumulate

information from the sources like brand comments and customer postings (Papasolomou and

Melanthiou, 2012, p. 321). Moreover, in the context of new product launch and promotions, the

brand content and consumer postings play crucial roles in forming attitudes and behaviours of

customers. Consumer attitude, is adopted in the evaluation of products, is also signified by nature

and content of comment by the brands (Goh et al. 2013, p. 105). Thus, careful mention of such

opinions and information originated from interpersonal sources is required.

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Posting by Other Consumers, Brand Comment and Purchase Intention

Enhancement of purchase intention of consumers requires social networks as a mean of

generating influential involvement by social interactions (Chu and Kim, 2011, p. 49). Brand

communication by the organizations needs to be developed on Facebook in order to make the

best use of those impacts upon the consumers. Therefore, implanting social networking sites can

help managing purchase intention of consumers (Lewis et al. 2012, p. 69). The postings develop

the behaviours regarding brands with both positive and negative consequences (Paltoglou and

Thelwall, 2012, p. 66). The range of behaviours includes online reviews, opinion polls, online,

discussion, commenting, information search and forums. The consumers prefer to go through an

array of adequate information regarding the products for making the final purchase decision.

Thus, through this persisting process of information collection the consumers determine their

purchase intention. A subsequent model has been developed comprising four stages: paying strict

attention to the opinions of consumers regarding the brand while interacting, taking active part in

the process of communication, producing the suitable product as explicated in the feedback

analysis and accelerating sales by implanting the aforementioned steps (Schweidel and Moe,

2014, p. 399). Refined strategies can be developed by following this model in order to

comprehend purchase intention of consumers in a better way. How much consumers are involved

in Facebook determines the purchase intention and attitude of customers (Kim and Ko, 2012, p.

1486). Level of consumer involvement also plays an intermediating role between brand

messages and their impact upon the customers.

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CHAPTER 3: METHODOLOGY

Research Approaches

Most of the earlier studies adhered to the commonly used methodologies of qualitative

and quantitative research techniques. Both of the approaches differ in making identification of

the research queries and revision of literature (Neuman, 2011, p. 544). The technique of

quantitative research has been asserted as realizing the issues expressively and illustratively

while qualitative techniques does it only illustratively (Creswell, 2014, p. 80). Quantitative

technique enhances data as opposed to quantitative which condenses data.

In qualitative research technique the comprising elements derive from interviews with the

respondents. The nature of such data is non-numeric. The emphasis on words in qualitative

research is relative whereas it is on numbers in quantitative approach. The personal experiences

of respondents are involved into this method making it probing and partial (Creswell, 2014, p.

75). The accumulation of data is permitted in an un-structured manner by the tools making the

proposal of the research technique flexible. Thus, discovery of in-depth views and opinions can

be conceived through it. Examiner gets the chance of gathering additional information if

necessary from face to face communication. However, the definition of quantitative technique

approaches data that are consistent and calculable and eligible for quantification (Muijs, 2010, p.

107). Talking of setbacks, there is slight flexibility in quantitative method as observing is

approached in the relation of concept and numeric outcomes. Moreover, the nature of this

technique is not as exposing as of qualitative.

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Withstanding all these setbacks, the effectiveness of cost and time in quantitative method is truly

commendable (Neuman, 2011, p. 554). This study will be benefitted if approached in

quantitative technique but it is unable to analyze the perceptive and expressive views. However,

the elaborative discussion above on different methods of research implies the usage of

quantitative technique in this study as accumulating and evaluating data from big sample size

and in limited period becomes very easy with this method.

Data Collection Methods

There are two ways of collecting data. First one is to search the current literature out and

the other one is to gather first hand information. Data collected from the first and last techniques

are called secondary data and primary data respectively. Past literature review inculcates

secondary data are the kind of information obtained from academic means. The term for such

data is study desk where published sources are availed. Data are accumulated from a specific

area or domain of interest by going through valuable information (Muijs, 2010, pp. 104).

Nevertheless, collecting data from available sources is very easy. The results or conclusions of a

research are also validated by this type of data. Restriction is predicted in the earlier studies

while collecting data in this way (Leedy and Ormrod, 2012, p. 300).

As a source, collection of secondary data is accessed most and data here are acquired

from e-books, academic journals, websites, newspapers, government and blog of trade

publications. There are many facilities lied in secondary data collection. As a method it is cost

effective and yields rapid consequences in comparison to primary data collection. Furthermore,

data management is uncomplicated in previous sources. According to the requirements, data are

refined. Time is less consumed in this procedure whereas primary research requires first raw and

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many data and sources to be collected and then strained accordingly. Thus, meticulous

information is collected in secondary data and that too in an expensive way (Leedy and Ormrod,

2012, p. 298). However, availing updated information is not possible from secondary data

sources and that may create difficulty in focusing on discovery of relevant data. In addition to

that, researcher may face problems in data with wider horizon while examining (Muijs, 2010, p.

105).

In order to acquire determine the function of Facebook brand page in developing

purchase intention and brand trust, data will be obtained from both primary and secondary

sources in this research.

Sampling Method

To eliminate any partiality from the results and to validate the research outcomes, sample

is selected by furnishing some key criteria (Creswell, 2014, p. 80). Similarly, time and cost can

be curtailed very well in the research by narrowing the criteria of sampling and assuring the

resources of data to be accurate.

Selecting participants deliberately and non-randomly is called purposive sampling. The

concern is detailed while nominating the participants. However, random sampling is accused of

giving similar selection of chance to the participants and moreover, selection of participants go

through no such explicit and distinctive process. Population is targeted through the selection of

participants where random sampling is used in the study. Impartiality is definitely ensured with

the choice of random sampling as participants are selected in a random manner. As a technique

random sampling is most commonly used for this reason as it provides each population sample

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with equal possibility of selection in the sample. Random sampling is used in this research and it

targets on 150 customers in the shopping malls.

Research Instrument

This very research instruments survey questionnaires for primary data collection from the

respondents. Selecting survey questionnaire assesses the association between two variables and

reviews the functions of several dominant variables. Survey is considered as a cost effective

instrument to fetch data from a large size of population (Muijs, 2010, p. 107). Various limitations

such as complications of crafting those questionnaires effectively to acquire most precise replies

from the respondents keeping contextualizing the research purpose can be encompassed.

Five-point Likert scale is used in the questionnaire so that the respondents can be able

rate their agreement or disagreement in their answers. The options include strongly agree, agree,

neutral, disagree and strongly disagree or the same in reverse order.

Data Analysis

The answers of the respondents can be best judged by the most useful technique of

quantitative data analysis that is SPSS (Johnson et al. 2007, p. 124). Composed data in survey

questionnaire are analyzed in the study by the tool of Statistical Package for the Social Sciences

(SPSS) in Version 20. SPSS effectively works in data analysis in terms of frequency tables,

expressive statistics and as such statistical techniques (Mooi and Sarstedt 2011, p. 15). In

addition to that, the topic is probed by analyzing the graphical or chart representation of the

questions.

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Reliability and. Validity

There should be high carefulness in checking the validity of the data. Data requires to be

classified for concluding the entire matter easily for the researcher and also the conclusion

should be made through exposing the results. Three considerations can be made over validity

such as criterion-related validity, content validity and construct validity (Muijs, 2010, p. 107). In

criterion-related validity, there is an accepted benchmark which is used to weigh up the findings

and methods with each other in the study. The primary concern of content validity lies in using

the instruments and samples into the research and the degree of exploring the phenomenon with

adequate information. Construct validity functions to bring the instruments close in construct of

this study.

Reliability can be defined as consistency conditioned by test, measure and score. The

achievement of reliability in this study is ensured with repeated administration of same

instruments for countless times in order to acquire the same outcomes. In this way, confirmation

regarding stability is done. Moreover, with some other techniques triangulation and decision trail

are audited (Leedy and Ormrod, 2012, p. 287). Due to this, all the data are revealed taken from

the previous studies in this research. The accurate characterization of a phenomenon by the

ability of instrument is defined as validity.

Measurement of reliability in the survey instrument was taken applying Cronbach's alpha

as the internal consistency of an item is scaled out. The composite score is thus developed from

those measurements. Calculation of the average value of inter-correlations and the total number

of items were taken into consideration as well. The internal consistency and reliability of an

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instrument is confirmed when in the scale of 0 to 1, Cronbach's alpha goes beyond 0.70 and only

the reliability is ensured with 0.87 value of Cronbach's alpha.

Ethical Concerns

The participants were completely secured with their rights as each ethical norm is

followed in this study. Maintaining the manual distribution of the questionnaires and

simultaneous filling up of them confirms the acute protection of privacy (Mooi and Sarstedt,

2011, p. 23). Voluntary participation is very necessary from the part of the participants and due

to this their consent was taken in a form signed by them prior to the research. Other concerns

related to ethics in the study lie in sufficing the areas of confidentiality, integrity, carefulness and

objectivity. Apart from that, while conducting the survey, just for the sake of research work,

researcher is not at all allowed to apply any kind of force upon the respondents. Moreover, if any

kind of data is very private or confidential and the source of data does not allow providing or

permit to use it, then it is better to leave for the researcher. There are many more things that are

regarded as unethical and offensive in the research such as forging name of the people,

plagiarism, implementing unfitting means for data analysis, spying over people to accumulate

more information and using confidential matters of a person or an organization without their

permission.

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CHAPTER 4: FINDINGS AND ANALYSIS

Analysis of Responses

You use Facebook only to connect to friends and are not interested in knowing

about the products.

Frequency Percent Valid

Percent

Cumulative

Percent

Valid

Strongly Disagree 44 29.3 29.3 29.3

Disagree 62 41.3 41.3 70.7

Neutral 35 23.3 23.3 94.0

Agree 8 5.3 5.3 99.3

Strongly Agree 1 .7 .7 100.0

Total 150 100.0 100.0

Table 1: Purpose of Facebook

Figure 1: Purpose of Facebook

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The reactions of the respondents regarding the use of Facebook are charted and illustrated

in the table and figure respectively. Disagreement is expressed by 62 respondents out of 150

regarding that they only connect to friends via Facebook and do not consult it for accumulating

information about products. Moreover, 35 among them preferred to keep neutral stand regarding

only connecting with friends via Facebook and consulting it for product information.

Nevertheless, only 8 respondents agreed to this regard that they access Facebook for both

connecting with friends and looking for product information. Thus, the findings can imply that

Facebook is used by the respondents for both learning about new information of products and

connecting with friends.

You review the information about the promotions and special offers on Facebook

page of brand.

Frequency Percent Valid Percent Cumulative

Percent

Valid

Strongly Disagree 1 .7 .7 .7

Disagree 4 2.7 2.7 3.3

Neutral 35 23.3 23.3 26.7

Agree 65 43.3 43.3 70.0

Strongly Agree 45 30.0 30.0 100.0

Total 150 100.0 100.0

Table 2: Information review on Facebook

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Figure 2: Information review on Facebook

The responses of the question regarding special offers and promotions of any brand over

Facebook are captured in the table and figure above. Disagreement is expressed by 4 respondents

out of 150 regarding the assessment of special offers and promotions of any brand on Facebook.

On the other hand, 35 among them chose to stand neutral regarding this question of assessing

special offers and promotions of a brand on Facebook. Furthermore, 65 respondents expressed

agreement to the assertion of assessing special offers and promotions of a brand on Facebook.

Thus, the conclusion can be drawn in favour of many people go to Facebook to collect

information regarding special offers and promotions.

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You rely on recommendations from friends.


Percent

Valid

Strongly Disagree 1 .7 .7 .7

Disagree 2 1.3 1.3 2.0

Neutral 16 10.7 10.7 12.7

Agree 53 35.3 35.3 48.0

Strongly Agree 78 52.0 52.0 100.0

Total 150 100.0 100.0

Table 3: Reliance on recommendations

Figure 3: Reliance on recommendations

0

10

20

30

40

50

60

70

80

StronglyDisagree

Disagree Neutral Agree Strongly Agree

1 2

16

53

78



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The responses of the participants about their reliance on friends regarding the

recommendation are analyzed in above table and figure. Disagreement of 2 respondents among

150 is expressed over the reliance on friends for recommendation. Neutrality over any of the

given options is chosen by 16 of the 150 respondents in regards to reliance on friends for

recommendation. Interestingly, 78 respondents agreed to this matter of reliance on friends for

recommendations. Thus, quite clearly most of the people reply on the recommendations made by

their friends.

You Like the brand page if you expect yourself to purchase it in future.


Percent

Valid Disagree 3 2.0 2.0 2.0

Neutral 21 14.0 14.0 16.0

Agree 49 32.7 32.7 48.7

Strongly Agree 77 51.3 51.3 100.0

Total 150 100.0 100.0

Table 4: Liking brand page

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Figure 4: Liking brand page

The inclination of liking certain Facebook brand page for making purchase sometime in

future of the respondents is illustrated in the table and figure above. Disagreement is expressed

by 3 respondents out of 150 regarding liking a particular Facebook brand page if he or she

wishes to buy it in future. Remaining neutral has been chosen by 21 of the total respondents on

liking the Facebook brand page for buying any merchandise from them sometime in future.

Furthermore, a majority number of respondents, 77, favours in liking the Facebook page of a

brand in case of purchasing in future. Henceforth, most of the respondents inclined to like the

Facebook brand with having a desire to purchase in future.

You prefer to receive personalised message from brand as compared to the

automated one.


Percent

Valid


Disagree 57 38.0 38.0 48.7

Neutral 53 35.3 35.3 84.0

Agree 22 14.7 14.7 98.7

Strongly Agree 2 1.3 1.3 100.0

Total 150 100.0 100.0

Table 5: Message from brand

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0

10

20

30

40

50

60

StronglyDisagree

Disagree Neutral Agree Strongly Agree

16

57 53

22

2

You prefer to receive personalised message from brand as compared to the automated

one.

You prefer to receive personalised message from brand as compared to the automated one.

Figure 5: Message from brand

The preference of receiving a personalized note after making purchase of any brand

instead of an automated message among the respondents is evaluated in the table and figure

above. As it is known that the total number of respondents is 150 and 57 among them have

disagreed to this preference of receiving a personalized note after purchasing merchandise of a

particular brand rather than an automated response. On the other hand, 53 respondents

maintained neutrality over the preference of receiving a personalized note after making purchase

of any brand instead of an automated message. However, 22 of them agreed to the preference of

receiving a personalized note after purchasing merchandise of a particular brand rather than an

automated response. Therefore, clearly, majority of the participants do prefer to receive a

personalized note after purchasing merchandise of a particular brand rather than an automated

response.

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You rely on the postings from other consumers more than you do on those that

are generated from the brand.

Frequenc

y

Percent Valid

Percent

Cumulative

Percent

Valid

Disagree 5 3.3 3.3 3.3

Neutral 16 10.7 10.7 14.0

Agree 57 38.0 38.0 52.0

Strongly

Agree

72 48.0 48.0 100.0

Total 150 100.0 100.0

Table 6: User generated content preference

Figure 6: User generated content preference

The reliance upon the posts of either of other consumers and brands respectively by the

respondents has been highlighted in the table and figure above. There were 150 respondents and

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this reliance upon posts of co-consumers in comparison that of brands has been disagreed by 5 of

them. On the contrary, neutrality was maintained by 16 among them over the reliance on the

posts of other customers rather than of the brands. Additionally, strong agreement was expressed

by 72 respondents regarding the reliance over the opinions posted by customers instead of

postings composed by the brands. From these findings, it can be clearly comprehended that the

respondents in this research are very much confident in trusting upon the postings by other

consumers rather than of the brand generated ones.

Information you receive from others about the brand is important to you.


Percent

Valid Strongly Disagree 1 .7 .7 .7

Disagree 2 1.3 1.3 2.0

Neutral 16 10.7 10.7 12.7

Agree 61 40.7 40.7 53.3

Strongly Agree 70 46.7 46.7 100.0

Total 150 100.0 100.0

Table 7: Receiving information from others

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Figure 7: Receiving information from others

Reception of significant data or information regarding the brand from others has been

rated among the respondents in the above table and figure. There were 2 respondents out of 150

who expressed their disagreement on the reception of useful information regarding the brand

from others as they did not find it that important. However, 16 of the total respondents clang to

the neutral stand between agreement and disagreement and it has been quite intriguing to found

out that receiving information from others regarding the brands is strongly agreed to by 70 of

them. Therefore, conclusion can be drawn in favour of the importance of receiving information

regarding brands from others.

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You purchase from the Facebook brand page if the page has option to purchase

from there


Percent

Valid


Disagree 53 35.3 35.3 46.7

Neutral 49 32.7 32.7 79.3

Agree 27 18.0 18.0 97.3

Strongly Agree 4 2.7 2.7 100.0

Total 150 100.0 100.0

Table 8: Purchasing from Facebook

Figure 8: Purchasing from Facebook

The responses of the participants in case of having the option available on the Facebook

of a certain brand then purchasing from there are recorded in the above table and figure. Among

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total 150 participants, disagreement regarding making purchase from the Facebook page of a

brand with the availability of purchasing option is expressed by 53 respondents and 49 from the

rest chose to remain neutral regarding buying merchandise of a brand from its Facebook page in

case of purchasing option available. Additionally, 27 of them have exhibited their agreement on

purchasing from the Facebook brand page with available purchase option over there. Thus,

overall negative attitude is manifested in relation to purchasing from the Facebook brand page

with purchasing option available.

Table 9: Influence of other consumers’ comments

You are influenced by the posts of other consumers and the comments by brands on

that post.

Frequency Percent Valid

Percent

Cumulative Percent

Valid

Disagree 2 1.3 1.3 1.3

Neutral 17 11.3 11.3 12.7

Agree 63 42.0 42.0 54.7

Strongly

Agree

68 45.3 45.3 100.0

Total 150 100.0 100.0

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Figure 9: Influence of other consumers’ comments

The influence on the respondents of the postings and comments by the other customers

and brands respectively has been analyzed in the table and figure above. Only 2 respondents out

of 150 has gone opposed the influence of the comments and postings by the brands and co-

customers respectively as being disagreed to that. At the same time, 17 respondents stood neutral

when it came to the topic of influence of comments and posts by the brands and consumers

respectively. However, 68 among the rest respondents expressed agreement over the impact of

posts by other consumers and comments by the brands on those postings. Henceforth, majority of

the respondents have accepted getting influenced by the posts and comments by the consumers

and brands respectively.

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You prefer purchasing product if it is recommended by someone else.


Percent

Valid

Disagree 2 1.3 1.3 1.3

Neutral 20 13.3 13.3 14.7

Agree 44 29.3 29.3 44.0

Strongly Agree 84 56.0 56.0 100.0

Total 150 100.0 100.0

Table 10: Purchasing recommended product

Figure 10: Purchasing recommended product

Perceptions of the respondents regarding purchasing products on the recommendation of

someone else are detailed in the table and figure above. Of the total 150 respondents, 2 have

expressed disagreement on purchasing merchandise being recommended by some other person

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or acquaintance. In addition to that, neutral stand was chosen by 20 respondents by rejecting both

absolute disagreement and agreement. Lastly, 84 of the rest expressed strong agreement for

going as the recommendation of others in making purchasing decision. Therefore, it can be seen

that consumers do prefer the recommendation of other people while purchasing.

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You are interested in visiting and purchasing from official website if you are connected

to that brand page on Facebook.


Percent

Valid

Disagree 1 .7 .7 .7

Neutral 23 15.3 15.3 16.0

Agree 46 30.7 30.7 46.7

Strongly Agree 80 53.3 53.3 100.0

Total 150 100.0 100.0

Table 11: Connecting to official website

Figure 11: Connecting to official website

How the respondents reacted to visiting the official website of a brand and purchase from

them if it is hyperlinked on the Facebook brand page. Only 1 respondents out of 150 has

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expressed disagreement over checking in the official website of a brand and buying product

items from there but accessing it from the hyperlink on the Facebook page. Notably, 23 among

them chose neutral stand regarding this matter of visiting and purchasing from the official

websites of brands via their Facebook brand page and 80 respondents went for the option, agree

on this question. Finally, this query is wrapped up by convincing the interest in checking and

buying from the official websites of brands from their Facebook pages.

Regression Analysis (Hypothesis I)

Model Summary

Model R R Square Adjusted R Square Std. Error of the

Estimate

1 .853a .727 .726 1.27127

a. Predictors: (Constant), Brand Trust

Table 12: Model summary

The degree of potency of the relationship between the model and the dependent variable

is contemplated in the table of model above. How two values are linearly correlated with each

other is represented by the coefficient of multiple correlations R and those values are the

outcome of prediction and observation by the model in the dependent variables. There is a large

value of 0.853 lies in R in this context. Moreover, the square result of value of multiple

regression coefficient yields coefficient of determination which is put forward by R square.

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ANOVAa

Model Sum of

Squares

df Mean Square F Sig.

1 Regression 638.173 1 638.173 394.877 .000b

Residual 239.187 148 1.616

Total 877.360 149

a. Dependent Variable: Using Facebook

b. Predictors: (Constant), Brand Trust

Table 13: ANOVA

F represents the acceptability of the model statistically viewed through the ANOVA

table. The relationship between independent variable and dependent variable such as brand trust

and using Facebook respectively is signified by the value of F 394.877. Moreover, the table is

observed as the variation to be explaining through the model. The explanation of the variation

through the model is not co-incidental and thus vital due to the significant value of F being 0.000

less than 0.05.

Coefficients

Model Unstandardized

Coefficients

Standardised

Coefficients

t Sig.

B Std. Error Beta

1 (Constant) 1.402 .482 2.907 .004

Brand Trust 1.141 .057 .853 19.872 .000


Table 14: Coefficients

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Independent variables are signified in the coefficients. Noticeably, in a dependent

variable (19.872) between sig value and t-value, the former s lesser, suggesting the significant of

the variables. It has been indicated through the Beta value that if independent variable is noticed

with 1 unit change bringing in change of beta (1.141) times upon dependent variable.

On the basis of above values, rejection of null hypothesis seems to happen therefore

brand page on Facebook creating firm effect on brand trust.

Regression Analysis (Hypothesis II)

Model Summary

Model R R Square Adjusted R Square Std. Error of the

Estimate

1 .872a .761 .759 1.19039

a. Predictors: (Constant), Purchase Intention

Table 15: Model Summary

How strongly the model and the dependent variable are related to each other has been

summarized in the table of model above. The coefficient of multiple correlations R is used to

represent how the two values are linearly correlated with each other and in concern of dependent

variable how their observation and prediction are made through the model. Over here, the value

of R, 0.872, is considered as large indicating higher degree of strength in the relationship. On the

contrary, the square result of multiple regression coefficients produces R square that represents

the coefficient of determination. The variation from the dependent table by 76.1% is explained as

stated per value of R square.

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ANOVAa

Model Sum of

Squares

df Mean Square F Sig.

1 Regression 667.638 1 667.638 471.150 .000b

Residual 209.722 148 1.417

Total 877.360 149


b. Predictors: (Constant), Purchase Intention

Table 16: ANOVA

The model acceptability is statistically viewed through the ANOVA table above in the

representation of F. The dependent variable and the independent variable represent using

Facebook and purchase intention respectively and there association is confirmed to be significant

by the value of F that is 471.150. This table is also observed with the variation being explained

through the model. The statistic value of F is 0.000 and becomes significant being less than 0.05,

affirming the explanation of variation through the model not to be co-incidental and there is

importance lies in the model.

Coefficients

Model Unstandardized

Coefficients

Standardise

d

Coefficients

t Sig.

B Std. Error Beta

1 (Constant) .292 .492 .593 .554

Purchase

Intention

1.039 .048 .872 21.706 .000


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Table 17: Coefficients

The independent variables are signified through the reflection of the coefficients.

Noticeably, the comparison between sig value and t-value in the dependent variable (21.706)

reveals the former to be lesser. According to the beta value, if 1 unit change is made in the

independent variable, then beta (1.039) times change will be made in the dependent variable.

Considering the values above, accordingly null hypothesis has been terminated ultimately

gesturing in favour of the impactful significance of brand page on Facebook in regards to

purchase intention and brand trust.

Discussion

The study aims at investigating into the impact of brand response strategy to explore how

the posted comments implore the purchase intention and brand trust. The theory of consumer

socialization serves as the ground support for the study as well. The responses made by the

participants in the research are analysed and elucidated the context of past works on the similar

topic. How the posts by other consumers impact customers at the time purchasing merchandise

of a brand and how comments of brands on the posts of consumers shape the brand trust among

the customers are also verified minutely in the light of the study. The data whatever have been

collected from the respondents in the research; inculcate the considerable influence of postings

of co-consumers upon the purchase intention and brand trust of the consumers. Thus, brand trust

is assumed to be escalated in case of positive opinions expressed by the consumers on the

Facebook pages.

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The development of brand trust relies mostly on a potent consumer-to-consumer

relationship as well as a cordial and frequent interactive connection between the customers and

brands. Moreover, brand trust is founded on brand knowledge that can be accessed by the

consumers from many social networking cites (Schweidel and Moe, 2014, p. 389). Brand

knowledge gets heavily contributed by the information from the sources like experiences and

opinions of other consumers and word of mouth (Hur and Kim, 2012, p. 332). According to other

research, brand trust gets very little influenced by advertisement. Nevertheless, customers gain

more confidence regarding the brand when they come to know about the reviews if other

consumers from social networking sites. Henceforth, in terms of effectiveness, contents

generated by brands lag behind the informative opinions formed and expressed in online social

media by other consumers. Customers behave so because they more trust upon the other

consumers as the sources for information regarding the brand and accordingly it also contribute

to build a strong relationship between the brand and the customers. In many reports, Facebook is

considered to be the most common online social media platform as 70% of the active customers,

access this platform extensively (Goh et al. 2013, p. 104). It is seen that consumers preferred

Facebook brand page very much as exchanging of information can be done among the customers

such as through the postings on the page consumers can develop as well as exchange content or

information regarding brands. The respondents have themselves expressed their inclinations

towards gaining more confidence from the information provided by co-consumers regarding a

product instead of information disseminated by the brand. There are many studies as well where

positive reviews and postings are reasoned as a strengthening factor for building trust between

consumers and brands (Goh et al. 2013, p. 89; Chu and Kim, 2011, p. 49). Perceiving other

consumers of similar class as most trustworthy in regards to develop brand trust by the customers

Facebook Branding

is majorly grounded upon postings and reviews by them. Thus, increase in brand knowledge

caused by communication among consumers is confirmed from the outcomes of the study and

more importantly positive reviews from the co-consumers regarding a brand cause major

elevation in brand trust.

Nevertheless, in opposition to the assertion above, the study also inculcates that brand

comments play no role at all in developing brand trust among the consumers thus whether the

brand generate personalized or automated contents or no comment at all, it makes no glaring

difference in elevating the strength of brand trust among the customers. Thus it can be concluded

from the results that automated, personalized or no comment at all, brand trust remains

indifferent to all. Moreover notably, brand trust heightens if the postings by the consumers get

comments or replies from the brand itself. However, comments by brands do not inculcate brand

trust among the consumers (Hermida et al. 2012, p. 820). Emails from the customers adhere to

this assumption as neither of the automated or personalized response from the brands affects the

feelings of the consumers. Being indifference to this reaction is no other option as the damage is

already done in terms of generating negative perception regarding the brand among the

consumers as the email is sent. Moreover, negligence to the complaints of the consumers from

the brands also creates negative opinion among the customers (Bruhn et al. 2012, p. 773). Email

was the only medium of communication prior to the advent of Facebook between consumers and

brands in case of lodging any complaint or informing about any issue as it was then the only

quickest and simplest communicative method. Apart from that, evolution in the communicating

method has given rise to Facebook where consumers are able to interact with brands through

their pages. As observed by the researchers, the platform of social media like Facebook has not

created any different regarding the reaction of the consumers to automated or personalized

Facebook Branding

responses from the brands. At the same time, a sense of being ignored is felt by the consumers if

they get no reply from the brand. Thus according to the suggestion of the findings, the brands

should always pay heed to their customers because the emotion, attitude, behaviour and

satisfaction of the consumers get strongly affected by it and it also transforms the purchase

intention f the consumers into negative. Therefore, mitigation in case of the negative outcome is

required from the marketers they can make it possible by consistently responding to the

customers. In this way, brand loyalty and brand trust gets escalated.

Furthermore according to the predictions from the study, there is a strong influence on

the purchase intention by the postings of other customers and comments on behalf of brands on

those posts. On the contrary, regarding the financial aspect of the Facebook from the literature,

there lie some doubts as no such option of purchasing products is available on Facebook brand

pages (Kim and Ko, 2012, p. 1482). That may be why consumers do not intend to buy

merchandise of the brand while surfing through their pages on Facebook. The consumption

behaviour of the consumers are conditioned by Facebook, as asserted in the outcomes of the

study, because they mostly intend to purchase of a brand when its Facebook page flashes any

advertisement or promotion of the brand itself.

It is also manifested into the data from the respondents that consumers prefer to keep on

the relationship with the brands through the medium of their official websites and at the same

time also regard the interaction on the Facebook brand page. On this ground thus it can be drawn

that Facebook visitors exist with relational motivation. Regarding the access of Facebook, the

responses of the participants exhibit the equal extent of using it for fetching information related

to brands as well as being connected to their friends. It on the other hand refutes observation of

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Lewis et al. (2012, p. 69) which stated earlier that there lied limitation related to expressing

opinion, disseminating information and building social networks in Facebook. Non-dependency

is noticed in the consumers regarding the opinions expressed on Facebook pages as online stores

are found to be more reliable in this regard (Wang et al. 2012, p. 200). This study indicates that

the purpose of consumers to access social media is to utilize it in building purchase intention.

Thus, the consumers bridge their purchase intention with using social media as there they can

find recommendations from their friends helpful to their purchase decision (Paltoglou and

Thelwall, 2012, p. 66). Nevertheless, it should be mentioned regarding the multiple interpretation

of the term friend as it may be some other customer or the brand itself. Therefore, the purchasing

decision of the consumers gets strongly influenced under online environment in two ways that

are either directly or indirectly as the process of socialization. The purchase intention of the

consumers with direct impact conforms to their peers whereas with indirect impact product

involvement is reinforced.

Notably, the purchase intention of consumers of consumers is spontaneously affected

when other consumers get involved into it. The interest of other consumers is expressed through

the posting about information and it accordingly conditioned the purchasing decision of

customers. The contribution of the media along with consumers is reflected through the models

of marketing communication (Wang et al. 2012, p. 201). Nevertheless, the reflection has been

termed through brand comments in this research as responsiveness of the brands does influence

to a certain extent the purchase intention of the customers. Enhancement and mitigation of the

impacts are the two possibilities for positive and negative postings respectively. Therefore, brand

is highly preferred when brand page interacts with their consumers very deeply.

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CHAPTER 5: CONCLUSION

This study aims at probing into the usage of social media for proficient marketing at

international level. For this, it has loaned help of socializing process of the consumers and

channelized its implication towards the development of purchase intention and brand trust among

the customers in the medium of Facebook page. The study focused mainly on the goals of

anatomizing consumer social association along with communication on the Facebook page of a

brand and also the posts by other consumers along with comments by brands on them in regards

to purchase intention and brand trust. It should be reminded that 150 respondents were randomly

selected from host of customers in malls. The study resolved at some key conclusive assertions

which are stated below:

Brand trust does get influenced by the posts and reviews by other consumers.

In concern of relying on a brand, the comments by brands do not affect the consumers.

Posts by other consumers and the responsive comments by the brands leave strong

impacts on the purchase intention of consumers.

How a Facebook page of a brand plays effective function in building and retaining the

relationship with their customers has been minutely explored in this study. The implication of the

study asserts that in case of the preference of consumers for the usefulness of a Facebook band

page, as the consumers are intrigued in surfing through the official website o the concerning

Facebook Branding

brand and which altogether elevates the opportunities of purchase of the brand as well as the

amount of research is very little regarding the responsiveness of the brand on the postings of

consumers and how this matter shapes up the purchase intention and brand trust of the

consumers.

Taking the matter of impact in consideration, marketers keep attempting to ameliorate

their representation of brand image through the postings of customers. Nevertheless, interrelation

with the consumers is said to be time consuming and the nature of knowledge required in this

kind of interaction is also a bit elusive especially in regards to the virtual atmosphere. In this

context, the platform availed on Facebook is very useful comprehending the consumer behaviour

and building brand trust in the backdrop of analysis of consumer behaviour. Moreover,

enhancement of engagement between consumers and brand is also beneficial on the platform of

Facebook. The new trend of communication that is one consumer educating another is also

effective due to it. As reliability and interaction over accessing social media increase, various

strategies can be implemented by the marketers for enhancing the customer value and their

interest regarding the brands and most importantly finally leading towards increase in purchase

intention. On the basis of the outcomes, recommendation has been made on the involvement by

the consumers overtly and covertly gets accelerated as the direct posting reviews and reading

them online are done by overt and covert participation respectively. Thus, purchase intention of

consumers can majorly be increased by engagement behaviour of the consumers.

Implications

The sphere of knowledge has been expanded by the result of the study in regards to

developing brand trust and strengthening purchase intention of the consumers as indicated by the

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data available on Facebook page of brand. Both theoretically and practically the knowledge steps

towards advancement. Theoretically, the consumer socialization theory simultaneously is applied

and broadened in this study in relation to the usage of the strategic side of marketing of

Facebook platform. Analysis has been developed of the strategy infused in the attraction of the

consumers towards postings as well as the responses of brands on those posts regarding brand

trust and purchase intention. The socializing process of consumers has been explained the

researchers contextualizing the relationship between agent and learner as here two individual

consumers play the role of influencer through his/her posts and learner through his/her learning

about information respectively regarding the brands on their Facebook page. The validity of the

relationship between agent and learner is confirmed of its validity in the study as the theory

provides insightful validation regarding the validity of the relationship on the Facebook page of

brand. Moreover, comments of the brands and posts of other customers help to construct brand

trust among the consumers because the role of information becomes vital for the consumers as

learners. Apart from the comprehension regarding the relationship, the contemporary literature in

Facebook marketing is also benefitted by the evaluation of the influences of the posts by co-

consumers and brand comments on the brand page of Facebook. It further indicates that the

hiatus of the literature of Facebook marketing has been bridged as the usage of socializing

process by the consumers is perceived accurately. Therefore, the researchers in future will be

able to implement the outcome of the study and the subsequent conceptual framework in

exploring the consumer attitude and how it influences brand trust.

Moreover, theories imply that the designers can implement and practice marketing

activities with the help of the managerial components on Facebook. According to the study, the

comments by brand and posts by co-customers strongly affect the consumers and accordingly the

Facebook Branding

amelioration of the proficiency of the comments should be focused by the managers. Attainment

of optimistic reviews of the customers regarding the brand should also be aimed by them because

several other customers imply that information from Facebook. The positive purchase intention

is also revealed by the study while they surfing through the brand page on Facebook implying

the additional and equal use of social media websites also for purchasing activities along with

associating with friends. Nonetheless, hyperlink for purchasing to the official website on the

Facebook brand page is required. In this respect, the managers should regard the development of

relationship with consumers instead of only increasing sales through the releasing of the brand

page. Relationship between brand and customer and peer communication are the core to this

strategy because purchase intention garners these crucial factors. After building and elevated

relationship, it is highly assumed on the part of consumers to feel favourable for the concerned

brand in future purchase.

Future Aspects of Study

It is noted that brand comment has very little impact on brand trust may be due to the

aversive mentality of the consumers for technology. There is no mention of the acceptance level

for technology in the participants as it may be crucial for developing brand trust on social

networks. Additionally, for comprehending and scaling the association between response

strategy of brands and brand trust, the importance for the characteristic of repeated interaction is

required.

The main aim of developing Facebook and as such social networking sites was for

socialization instead of business purpose. Hence, the extended result of those sites encompasses

purchase intention and brand trust. As a result, the brand advertising may be irritating, nonsense

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and intrusive to the consumers. Surfing through the online review sites and e-commerce sites is

expected among the customers diluting the business purpose of the brand responses. Thus

strategic development of the relation should be the core probing area in future studies leading to

the enhancement of value of customers on the page.

Lastly, another important factor of level of acquaintance among the brands is not

accounted in this study. If different level of familiarity among the brands is used in future

researches then studying purchase intention s and brand trust will reach another dimension.

Facebook Branding

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APPENDIX: SURVEY QUESTIONAIRE

Facebook Use

1. You use Facebook only to connect to friends and are not interested in knowing

about the products.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

2. You review the information about the promotions and special offers on Facebook

page of brand.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Facebook Branding

3. You rely on recommendations from friends.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

4. You Like the brand page if you expect yourself to purchase it in future.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Brand Trust

5. You prefer to receive personalised message from brand as compared to the automated

one.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

6. You rely on the postings from other consumers more than you do on those that are

generated from the brand.

Strongly Disagree

Disagree

Facebook Branding

Neutral

Agree

Strongly Agree

7. Information you receive from others about the brand is important to you.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Purchase Intention

8. You purchase from the Facebook brand page if the page has option to purchase

from there.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

9. You are influenced by the posts of other consumers and the comments by brands on

that post.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

10. You prefer purchasing product if it is recommended by someone else.

Strongly Disagree

Facebook Branding

Disagree

Neutral

Agree

Strongly Agree

11. You are interested in visiting and purchasing from official website if you are

connected to that brand page on Facebook.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

using social media for effective international marketing

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