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Consumers become aware of the products sold by brands

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Consumers become aware of the products sold by brands, new sales and offers due to thisinteractivity between brands, and eventually this recognition results in brand Purchase intention(Evans, 2008).2.5 Underpinning theoryIn this study reasoned action theory is used(Fishbein and Ajzen, 1975), according to theory ofreasoned action social media marketing influence consumers purchase intentions. The theory ofreasoned action is a wide range of theory and not restricted to express belief which may try tosingle condition. The main objective of this theory it to explain the relationship between socialmedia marketing, brand awareness, purchase intentions. In marketing field it normally adoptedby many studies(Armitage and Conner, 2001; Gleim et al., 2013).
2.6 Research FrameworkChapter 3Methodology3.1 Research design:The main aim of this study is to understand the factors such as social media marketing haveimpact on purchase intensions with the presence of brand awareness as a mediator. A quantitativestudy is more suitable for this research to add more participants with diverse demographicbackgrounds in order to test the hypotheses.3.2 Sample Selection:Purchase IntentionSocial MediaMarketingBrand Awareness
A large numbers of social media platforms have present. With a lot of various social mediaplatforms, Facebook and instagram were selected to be tested due to this reasons. Both instagramand Facebook are most famous social media platforms with a huge of active users.3.3 Survey ConstructionIn this study a self-answered questionnaire designed. This survey is include two sections. Thefirst section is consist of demographic age, gender, education, income. The second section isconsist of the questions related to social media marketing, brand awareness, purchase intentions.3.4 Measurement of variable3.4.1 Social media marketing (independent variable)SMM1“If yes, which of the following social networking website do you currently have anaccount with?”(a)Facebook b) instagram (c) Google (d) TwitterSMM2“I am a frequent user of social media”SMM3“The availability of social media has made me more informed about brands whenmaking purchase decisions.”SMM4“I am more likely to respond to marketing message communicated via social media thanmore traditional format”SMM5“I am more exposed to marketing Communication as a result of increasing social mediause.”SMM6“I am more likely to purchase a Product such as mobile phone or video game that hasbeen extensively promoted in social media prior to launch.”SMM7“I believe that social media allows effective two -way Communication between Myselfand e-retailors.”SMM8“The quick spread of information Positive or negative through social media can havelasting effect on effect on the perception of e-retailing Website, brand or product.”3.4.2 Brand awareness (Mediator variable)Brand awarenessTo calculate the brand awareness the study adopted question used inHomburg et al. (2010)

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Term
Fall
Professor
NoProfessor
Tags
The Bible, Brand

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