Dissertation Report

On

Study on the Impact of Social Marketing on Brand Loyalty towards Consumers

Purchase Intention

Submitted in partial fulfilment of the requirements of the degree of the Bachelor

of Business Administration (Hons)
Batch – (2015-2019)

Prepared by: Advisor:

Ms. Amit Jaiswal Dr. Suprit J Joshi
ID No: 15BBAH031 Assistant Professor
BBA (Hons) – 7th semester ` JSBS SHUATS

JOSEPH SCHOOL OF BUSINEESS STUDIES

SAM HIGGINBOTTOM UNIVERSITY OF AGRICULTURE

TECHONOLOGY AND SCIENCE, (SHUATS)

NAINI, PRAYAGRAJ UTTAR PRADESH

 Certificate of Original Work

This is to certify that the study conducted by Mr Amit Jaiswal, (ID – 15BBAH031), reported in the
present project, was under my guidance and supervision. The result reported by her are genuine and
the report was written by the candidate herself. Her Dissertation report entitled “Study on the
Impact of Social Marketing on Brand Loyalty towards Consumers Purchase Intention” is
therefore being forwarded for acceptance in the partial Requirement for the award degree of
Bachelors of Business Administration (Hons), Sam Higginbottom University of Agriculture,
Technology & Sciences, Allahabad, 211007, U.P.

Place: Dr. Suprit J Joshi

Date: (Advisor)

JSBS, SHUATS
 THE CERTIFICATE OF ACCEPTANCE AND EVALUATION COMMITTEE

This is to certify that the Project entitled “Study on the Impact of Social Marketing on Brand
Loyalty towards Consumers Purchase Intention “has been prepared and submitted by Mr. Amit
Jaiswal, (ID – 15BBAH031) in partial fulfilment of the requirement for the degree award of
Bachelors of Business Administration (Hons), Sam Higginbottom University of Agriculture,
Technology & Sciences, Allahabad, 211007, (U.P).

Name Evaluation Signature

 Dr. Dr. Suprit J Joshi Satisfactory\ Unsatisfactory ………………………
(Advisor)
(SAC Member)
2. Dr. Devraj Badugu Satisfactory\ Unsatisfactory ………………………

3. Dr. Sebastian T Joseph Satisfactory\ Unsatisfactory ………………………

4. Dr Ronald V Mani Satisfactory\ Unsatisfactory ………………………

The project has been examined by the above evaluation Committee and found acceptable.

Place: Dr. Shabana Mazhar

Date: HOD
JSBS, SHUATS
 DECLARATION

I hereby declare that the project work entitled “Study on the Impact of Social Marketing on
Brand Loyalty towards Consumers Purchase Intention”, submitted in the partial requirement of
the degree BBA (Hons), all the details of this project is my original work, and it is the property of
JSBS, SHUATS.

Date: Mr Amit Jaiswal

Place: ID – 15BBAH090
 ACKNOWLEDGEMENT

I bow down before Almighty God the omnipotent and omniscient for showing his blessings, mercy
and strength. Without him task would have remained a mere dream. However, it would not have
been possible without the kind support and help of many individuals. I would like to extend by
sincere thanks to all of them.

This report is an outstanding prospect to convey my gratefulness to those people whose timely help
and guidance went a long way in finishing this project work from commencement to achievement.

I am also grateful to Dr Suprit J Joshi (Assistant Professor), JSBS, SHUATS for his constant
support whose guidance was a constant source of inspiration and encouragement to me help that led
to complete my work. I express my profound sense of gratitude to him for their timely help and
cooperation in completing my report.

Working on this project has proved to be an enlighten experience for me.

Date: Amit Jaiswal

Id - 15BBAH031

BBA (Hons) - 7th SEM

 INDEX

Chapter No - Particulars Page No.

1 Introduction 1(i) – (iii)

2 Objectives 2(i)

3 Literature Review 3(i)-(ii)

4 Research Methodology 4(i)

5 Limitations 5(i)

6 Results & Discussion 6(i) – (xiii)

7 Findings 7(i)

8 Conclusion 8(i)

9 References 9(i)

10 Questionnaire 10(i)
 List of Tables & Figures

Chart No Page No

1 6(i)

2 6(ii)

3 6(iii)

4 6(iv)

5 6(v)

6 6(vi)

7 6(vii)

8 6(viii)

9 6(ix)

10 6(x)

11 6(xi)

12 6(xii)

13 6(xiii)
 Chapter - 1
Introduction
INTRODUCTION

Ever since the introduction of World Wide Web 28 years ago (World Wide Web Foundation), the
development of the information age has changed how people used to interact in the past. For the
first time in history, the internet created a single social and cultural setting for everyone and as well
evolved on how information shares among each other, the way human conducts businesses, and the
transformation of technologies.

The development of social media on the internet has changed the way people interact with each
other and sharing of information. Social media is well accepted and popular among the millennial
cohorts (Nanji, 2017). The millennial is the emergence of a new generation that is powerful and
sophisticated consumers who are difficult to influence, persuade, and keep (Devi & Menezes, 2016).
This group of cohorts is heavily active on the social media networking sites and always hungry for
information. The entire marketing landscape of the traditional marketing is shifting towards social
media marketing. Businesses are now more active on social media compare to the past some
businesses have more than one presence on the social media platforms to interact with the social
media users. It is not necessary to be a presence on the social media to build the brand awareness,
but without it, they are very likely to be far behind from their competitors that are actively engage
with their fans.

Social media marketing offering businesses an interactive platform to interact with consumers in
building the brands, and loyalty that beyond what traditional methods can offer in the past.
Consumers are using the social media as the source to look for product information such as the
brand, manufacturer background, and retailers when deciding to buy it. The purchase decisions are
highly influenced by the electronic word of mouth on the social media sites. The persuasion effect
of the electronic word of mouth is seen as an opportunity for businesses to influence the consumers
by using various methods to influence

Them on purchase decisions. Consumers are looking beyond pricing for the product when they are
researching for it over the internet. It is also the experience and expectation that Malaysian
consumers want (Asian Up, 2018).

The 2016 Nielsen’s surveys on Global Retail Growth Strategies and Global Retail Loyalty
Programmed concluded that three in five Malaysian consumers enjoy taking the time to find
bargains pointed out that Malaysian e-commerce market will continue to flourish as consumers are
willing to shop for more new products categories, satisfaction that beyond pricing such as the ease
of online payment methods, and express delivery for the products. The allegiance to brands is very
important for businesses to sustain the fan base and sustainability. However, it may not be the same
for consumers especially the millennial cohorts when they are spoilt for choices. Advantageous
promotions and low pricing may motivate the change of brand’s allegiance and it takes a very long
effort for businesses to win back the consumer’s heart when they are many related products in the
market. In a report by 3 out of 4 online shoppers globally abandon their shopping carts before
checking out. He pointed out that when consumers have more options, the expectations become
higher, particularly how they engage with the business and receive their purchase. Hence, the highly
attractive price is not only the factors but strong customer service and delivery options too. In this
regard, consumers are actively sharing their experiences with the retailer on social media sites and
eventually will influence loyal customers to think twice before checking out. Thus, not only social
media marketing is important, but good electronic word of mouth is important as well to build brand
loyalty for the businesses.

A report by We Are Social and in January 2017 ranks Malaysia in the fifth place globally with the
most active social media accounts. A significant increase from January 2016 from 18 million active
social media users to 22 million in) presented that 32% of Malaysian population are social media
addicts. In general, they spend at least 16 hours a week on social media platform to consume for
information and as well actively generating new contents and opinions. And out of the 32% of
social media addicts, about 63% are aged below 35 years old.

Malaysia e-commerce is aiming to be the next e-commerce boom in South East Asia according to
Brewer (2017) viewpoint. The country has over 136% of mobile penetration rate in 2016 and 47%
of them using their smartphones to shop online. And about 7 million consumers shop online every
month buying daily necessities, fashion, and accessories, and unusual or hard to find items. Besides
that, 30% of all e-commerce transactions in South East Asia are social sales where consumers
purchase over the social media sites such as Instagram or Facebook. In fact, Alibaba group is
building their regional distribution hub in Malaysia for Malaysia and South East Asian region to
boost the region e-commerce activities.

All these facts are important hints for businesses to acknowledge the importance of social media
marketing in pushing marketing information on the social media platform that they do not want to
miss it. The one-way traditional marketing methods may not be that useful in this digital world
because of the social interactivities on social media sites. A business successfully sets up their
presence on social media is not the end, but just the beginning of this new ecosystem. Businesses
need to constantly engage on the social media with postings and reviews that capture the heart of the
users, and eventually has the intention to buy their products.
The development of social media has changed the way people interact with each other and how
information is gathered and shared around. This is very common nowadays with the millennial
cohorts and progressively impacting the marketing efforts especially promoting the brand, product
or service are done over the internet on social media platforms through electronic word of mouth.
Through the development of social media marketing as a popular marketing channel over traditional
marketing channel, it also influenced the consumers brand allegiance too. Business and consumers
are co-creating brand loyalty together through various engagements and different as compared to
earlier generations. Hence, the research may provide insightful information how Malaysian
consumers react to social media marketing, electronic word of mouth, and brand loyalty towards
purchase intention of a product or service.

Social media have provided new opportunities to customers to engage on internet interactions.
Customers use social media, to generate content and to communicate with other users. The study of
social media can also identify the advantages to be gained by business. A lot of companies around
the world have built special teams to manage their works on the internet; even a lot of these
companies made a social media departments that work with the other departments in a cooperative
way. Brand image and customer satisfaction, as we recognize these two components have a strong
link between each other, in order to get the main objectives of any corporate. Firms now focus on
their customers by building real strong relationships, in order to reach a loyal consumer who respect
and defend the brand.

Social media has built an interactive platform for marketers. It has enhanced the relationships with
customers. It can take several forms, such as Weblogs, Wikis and Micro blogging, pictures and
videos. The buying process is literally affected by the way of marketing of a particular brand. Social
media marketing has emerged as the most effective tool of marketing communication.
Organizations are using social media campaigns to attract customers, as well as increasing customer
loyalty. Has mentioned social media marketing is different than traditional marketing, social media
marketing is related to relationships marketing that focus on brand image and loyalty.

Social networking is a site where everyone can create a personal web page, then connect with
friends to share information and communicate. The social networking among others likes Facebook,
MySpace, Pluck, and Twitter. Social media invite anyone who is interested to participate by
contributing and openly feedback, make comments and share information in a short time and
unlimited. According to Weber, social media influence on branding. When marketers have a
consumer, the marketer must conduct a conversation deepened, brand of the product that will be
stronger, and vice versa. It became the core concept of traditional marketing and branding. Branding
and marketing are talking about participation in social networks where the conversation between the
consumer and the consumer will develop. Social media marketing is composed of an effort to use
social media to persuade consumers about products and services from a company. Social media
marketing is marketing using online communities, social networks, blog marketing and more.
Unlike the traditional marketing, social media marketing (SMM) has three advantages:

• Social media provides a window for marketers who are not only useful for marketing products and
services, but it is useful to listen to suggestions from consumers

• Social media is very easy for marketers to identify consumers based groups that can affect their
view of a brand.

• Social media is executed without using the cost.

• According to Kaplan and Heinlein social media is Social media is a group of Internet-based
application that's built on the ideological and technological foundations of Web 2.0, and that allow
the creation and exchange of user Generate Content within this general definition, there are
various types of social media that need to be distinguished further. However, although most people
would probably agree that Wikipedia, YouTube, Facebook, and Second Life are all part of this
large group, there is no systematic way in the different social media applications can be
categorized. It can be concluded from the above definition that social media is an application that
requires an Internet connection with web 2.0 is able to make user data exchange to communicate
with each other quickly.The advances in information technology will allow consumers to view,
search or even enroll in a college that consumers want. It would be make it easier for marketers to
market the newest product. In addition, consumers also benefit by not need to come to the location
of the place. Registration can be done by means of online, call, or by sending an email. Robinson
(2007) defines social media is a tool used for communication has the attributes of Web 2.0. Users
of social media can be participatory, collaborative and sharing of knowledge through the features
on social media. Through social media, businesses can promote products and create an online
community for consumers who love the brand used.

Brand Loyalty

"The elements under brand loyalty measure included intention to berinteraksi more with the brand,
intention to increase of sales from the brand, trust toward the brand, intention to get interactive with
other brands through social media, and intention to recommend the brand to friends. "Elements of
the brand loyalty include: the intention to interact more with the brand, the intention to improve.
 Chapter-2
Objectives of
Study
Objective of Study –

The purpose of this research is to Study on the Impact of Social Marketing on Brand Loyalty
towards Consumers Purchase Intention.
The main objective of this research is to provide sound recommendations to telecommunication
organizations, regarding the effects of social media marketing on customer satisfaction.
The main objectives of this thesis can be summarized as follows:
1. Determine the impact of social media marketing on customer satisfaction
2. Determine the impact of social media marketing on brand image.
3. Determine the impact of brand image on customer satisfaction.
4. Determine the impact of social media marketing on customer satisfaction through brand
image.
5. This study aims to determine the impact of brand identity development on e- Purchasing
6. Determine the impact of social media marketing interactions on customer satisfaction
7. Determine the impact of social media marketing sharing of content on customer
satisfaction.
8. Determine the impact of social media marketing interactions on brand image.
9. Determine the impact of social media marketing sharing of content on brand image.
10. Examine the indirect impact of social media marketing on customer satisfaction
Chapter – 3
Review of
Literature
Review of literature–

Literature reviews is a description of published information in connection with the research.

This chapter consists of review of literature related with impact of social media marketing
with respect to online consumers. It reviews the current issues in online marketing and
influential factors affecting the online marketing. Studied social media marketing sites, factors
influencing for using social networking sites. It provides a critique review of miscellaneous
studies related with social media marketing and online marketing with respect to FMCG
personal products. This is followed by highlighting the gaps between the research and
contribution of the present study.

1. Priyanka P. (2015) studied that social media can be used for increasing customer loyalty.
With the help of continuous customer support services leads to improvement in customer
retention. New applications and social platforms will flourish and allow even greater
personalization and real-time, location-based engagements in media.

2. Sisira Neti (2011) study overviewed on social media marketing in India. It discussed about
strategies of social media and their role and relevance in the growth and benefits aspects of
the marketers. The explosion of social media phenomenon recognized by global companies
which was utilized potential platform for marketing with new power of advertising
campaigns by using social media. The key findings of study was blogging have a very
positive impact on companies branding & growth.

3. Monika Sharma (2011), ‘The study reviewed trends in social networking and future trends
of social networking. The new computer user generation were engrossed in social
networking for getting information, ideas, support, products, creativity, socializing and
having fun with friends, as this hype around social networking continued with the companies
which are evolving their business models around social activities on websites and on social
media. Study concluded that social networking has great potential for companies to engage
the Indian user and increase connectivity and build their brands rather than just bombarding
users with information.

4. Shweta Bansal et al (2014) Study explored the consumer satisfaction and scope of social
networking sites which has opened a wide communication base for online users to virtually
interact, share and meet other people which is greatly expanded now a days, Marketers have
now tapped it as effective medium for communicating with their consumers by providing
them continuous access to all the information which they were looking for through
innovative ways to retain and maintain positive relationship with the consumers. The key
findings of the study was small firms are more beneficial and find it easier to use social
networking sites for their medium of communication because of its costs less than traditional
mediums. Users like and find the ads communicated well on social networking sites, but the
trend for purchasing is not much better, but those users who purchased they are satisfied.
5. Smita Sharma et al (2012) study identify Indian consumers profile of web 2.0 technology
and assess the impact of web 2.0 tools on the purchase decisions of consumers in Indian
perception. Social Media is a fast growing way of communicating via new technologies,
Marketers consider this new marketing communication tools to approach the postmodern
consumers. Different types of customers can be targeted by companies with different social
media properties like Facebook, Twitter, Orkut, YouTube, LinkedIn etc. which create viral
impact through social media on consumer purchase decisions. Wherein best use of different
social media properties as well as their integration media can be used by the marketers for
effective brand communication.

6. Mathur Pooja, et al, (2012) explored the new medium of communication that is social
media, for marketing professionals, which can be used potentially to increase the interest
in product and services. The objectives were to find out overall impact of social media on
buying behavior. Concluded that wider scope available for advertiser and other marketing
planners to use social media as a beneficial marketing tool to influence consumer
purchasing behavior, as well as to access and affect customer value.

7. Ruchi Sachdev (2010) explored the impact of SNS on youth in India by providing
employment opportunities, marketing, personal growth, sharing of information etc. but
most prevalently danger it often involved online predators and individuals. By focusing on
positive as well as negative impact of SNS on Indian youth and ethical responsibilities of the
users on sites, five key issues was studied for new networking media such as identity,
privacy, ownership and authorship, credibility and participation which decided social and
ethical responsibilities of the youth which was used for social networking sites

8. Santosh Hulagabali (2015), ‘study covered the scope of online commerce for bookstores.
As per Google Indian report said that 90% of online shoppers were planning to buy more
online products and out of around 62% books have been sold in market. Study covered
best collection of books and e-information sources on web with more attractive discount
rates which has introduced by five Indian online bookstores which are very popular and
successful in India.
Chapter – 4
Research
Methodology
Research Methodology
 Research Design
A research is defined as a scientific process to validate and refines existing knowledge and
generates new knowledge A research design is a blue print or the framework that has been
created to answers to the research questions. Emphasized that the planning and designing
were the most important in a research through Saunders’s research ‘onion’. Whereby, the
outer layer forms the root while middle layers are the building block of the research. The
importance also shared by Wilson (2014) that it helps to clarify the research designs, to
recognize which designs work best, and assists the researcher to identify and adapt research
designs accordingly.

 Population and Sampling

A population is referred to the entire group that not limited to people, events, or things that
share some common set of characteristics the researcher wishes to study other words, it
referred as the complete set of data which a sample is taken The idea of studying every
element in the population is possible and known as census However, to draw some
conclusion out from the population is impractical due to high cost, time constraint, and
sampling data are sufficient for decision making In the interest of the research, the target
population is defined and identified at the beginning of the study. In this research, the
sampling frame is not available as the target population is targeted any residents staying and
living in Malaysia where it is unlikely available to obtain the list of resident’s names due to
confidentiality
The sample is referred as a subset of the target population where the data collected from this
subset is possible to generate findings to generalize the entire as mentioned before, census
study is extremely high cost and time constraint, sampling on the other way is faster and
cheaper to conduct the survey. The accuracy of sampling lies on the factors of sample size
such as bigger sample size to reduce error and the quality of the survey’s methods argued
that sample on occasion can be more accurate than a census due to the interviewer mistakes
on such high workloads.
 Sampling Size

In any research study, the consideration of study the entire population is an exhaustive of
time, money, and manpower. Hence, sampling method would consider only a subset of the
 entire population available. Saunders and colleagues (2012) discussed that the larger the
sample size, the lower the error when generalizing the population. However, the sample size
is dictated by the confidence level, margin of error that can be tolerated in the study, type of
statistical analyses, and the total population size. In the majority of social science studies,
researchers are content to estimate the population’s characteristics at 95% confidence to
between 3 ~ 5% of margin error

 Data Collection Methods / Instruments

There is two type of data uses in research which known as primary and secondary data). In
order to answer the research questions for this study, data are collected through the primary
source which is the personally administered questionnaire. There are several factors in favor
of primary data over the secondary data in this study. Saunders and colleagues (2012)
explained that the collected data may not match the purpose of this study and deem
inappropriate to the research questions. The access to the data may be difficult due to data is
available for commercial reasons and expensive. Although there are many secondary data
available from reliable sources, however, there is not any real control over the data quality
and how the initial purposes manipulate data

 Pilot Study

Prior to the actual survey, a pilot test was conducted to validate the questions. The
questionnaires were designed and asked in the simplest way possible to prevent confusions.
The questions were reviewed by the expert in this area and went through several rounds of
adjustment to seek better clarity and avoiding misinterpretation of the questions. Due to the
questionnaires were not targeting on specific brand or product, a context was established to
guide respondents towards the objectives of the survey.

 Construct Measurement

The questionnaire items were adapted based on numerous sources through literature reviews.
The following table comprised the questions where it was measured on a 5-point Liker
scales ranging from strongly disagree to strongly agree.

Table 1 Construct measurements

Category Questions Source

SM1 Which of the following social media site do you

have an account with? (Check all that apply)

SM2 How often do you use social media? Savage, 2012

SM3 Are you brand conscious? Savage, 2012

Example of brands: Adidas, 100+, Starbucks,

Uniqlo, Petronas, AirAsia, Honda, etc.

SMM1 There are many marketing campaigns Erdoğmuş &

(advertisements, videos, images, posts, reviews, Çiçek, 2012
etc.) by the brand on social media site.

SMM2 The brand regularly updates its contents (posts, Danieli, 2016
pictures, videos, etc.).

SMM3 The contents (posts, pictures, videos, reviews, etc.) Erdoğmuş &
are relevant to me. Çiçek, 2012

SMM4 The contents (posts, pictures, videos, reviews, etc.) Erdoğmuş &
are popular among friends or others. Çiçek, 2012

SMM5 The brand uses applications (mobile apps) and Erdoğmuş &
different platform (social media, website, email, Çiçek, 2012
SMS, telephone, etc.) in promoting their products
and services.

BL1 When I need to buy a product/service, my first Yuan, 2015

thought is this brand.

BL2 I feel secure when I buy this brand because I know Shieh & Lai,
that this brand will never let me down. 2017

BL3 I am willing to spend more time and to pay more if Saritas &
I am satisfied with this brand. Penez, 2017
BL4 I feel loyal to the brand because they regularly Marketest, n.d.
offer rewards (discounts, free gifts, etc.) to engage
with me.

BL5 I have positive feelings about my favourite brand Jeng, 2016

and therefore plan to remain a consumer of my
favourite brand.

EWM1 I often read online reviews (number of likes, Erkan &

shares, comments, ratings, etc.) on Evans, 2016
products/services from different brands, and I
think they are generally informative.

 Data Scale of Measurement

In this study, there are several measurement methods were applied in the questionnaire to
collect gather the respondents’ information. In the construct of measurement sections,
scaling is applied, and to be specific which is the Liker scale.

 Variables
In measured variables have no effect on the tested variable? In this research, there are three
independent variables Social Media Marketing, Brand Loyalty, and Electronic Word of Mouth used
to carry out the independent experiment on its relationship with the dependent variable.

 Reliability Testing

Reliability testing or measurement as according to), to indicate the extent to which it is

without bias and consistently measured across time and at any different point in time. In
other words, it is to ensure the responses do not vary across time periods so that any
measurement at any point in time is reliable

Table 2: Cronbach's Alpha Coefficient Range

Alpha Coefficient Range Indication

0.0 – 0.6 Poor

0.6 – 0.7 Moderate

0.7 – 0.8 Good

 0.8 – 0.9 Very Good

0.9 – 1.0 Excellent

 Statistical Testing

The objective of statistics is to test the hypothesis. It is a method for the researcher to test the
results of the survey to see if the results are meaningful or not.

 Linear Regression

Linear regression analysis is a model that testing the relationship between two variables. In
other words, linear regression analysis is an attempt to explain that the increase of
independent variable is associated with a consistent and constant increase or decrease in the
dependent variable

 Multiple Regression Analysis

Multiple regression analysis is useful in testing the relationship between the sets of variables.
It involved multiple predictors “x” compared to the simple linear regression that uses single
predictor for each dependent “y” variable.

 Mediation Effect Analysis

Mediation effect analysis is a test that involved mediating variable. On a direct effect
relationship, independent variable has direct influence over the dependent variable.
However, mediation effect is mediated by a mediator that intervening the direct relationship
between the independent variable and dependent variable
Chapter - 5
Limitations
Limitations –
1. Experienced problems in collecting the accurate data.
2. Experienced problems in collecting the questionnaire.
3. Inadequate information given by the top management.
4. Less time to collect data.
5. This study also has limitation which gives future researchers an opportunity to
conduct study on following topic. This research is conduct for BRM course
where we have given 3three mouth for the completion of paper so time was
biggest limitation. This study conduct during semester so author can’t travel in
long distance for data collection so author use convenient simple data
collection method. Being student finance also a limitation. Because author
can’t hire third party for data collection.
6. This study conduct on Samsung brand, and the simple size of that study 192
and responded was students and faculty’s members of three universities on
Karachi city. Due to limitation of time some variable which could be add. But
we didn’t due to time. So in future researcher should add more variable in this
model as well this study conduct on Karachi future researcher also can conduct
this researcher with same model with another population. This study conduct
Samsung brand so it should conduct with any other sector .
Chapter – 6
Results and
Discussion
Results and Discussion

 There are many marketing campaigns (advertisements, videos, images,

posts, reviews, etc.) by the brand on social media site.

35

30

25

20

15

10

0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Chart -1

Interpretation – • There are many marketing campaigns (advertisements, videos, images, posts,
reviews, etc.) by the brand on social media site are Neutral in this graph.
  The brand regularly updates its contents (posts, pictures, videos, etc.).

45

40

35

30

25

20

15

10

0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Chart - 2

Interpretation – • The brand regularly updates its contents (posts, pictures, videos, etc.) are
satisfied in this graph.
  The contents (posts, pictures, videos, reviews, etc.) are relevant to me.

40

35

30

25

20

15

10

0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Chart - 3

Interpretation – • The contents (posts, pictures, videos, reviews, etc.) are relevant to me is
satisfied.
  The contents (posts, pictures, videos, reviews, etc.) are popular among
Friends or others.

50

45

40

35

30

25

20

15

10

0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied

Chart - 4

Interpretation – They are highly satisfied with the contents (posts, pictures, videos, reviews, etc.)
are popular among Friends or others.
  The brand uses applications (mobile apps) and different platform (social
media, website, email, SMS, telephone, etc.) in promoting their products
and services.

45

40

35

30

25

20

15

10

0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Chart - 5

Interpretation – They are Dissatisfied with their the brand uses applications (mobile apps) and
different platform (social media, website, email, SMS, telephone, etc.) in promoting their products
and services.
  When I need to buy a product/service, my first thought is this brand.

70

60

50

40

30

20

10

0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Chart - 6

Interpretation – • When I need to buy a product/service my first thought is this brand and they
are highly satisfied with it.
  I feel loyal to the brand because they regularly offer rewards (discounts,
free gifts, etc.) to engage with me.

40

35

30

25

20

15

10

0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Chart - 7

Interpretation – They are dissatisfied with their I feel loyal to the brand because they regularly
offer rewards (discounts, free gifts, etc.) to engage with me.
  I have positive feelings about my favorite brand and therefore plan to
remain a consumer of my favorite brand.

45

40

35

30

25

20

15

10

0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Chart - 8

Interpretation – They are satisfied with I have positive feelings about my favorite brand and
therefore plan to remain a consumer of my favorite brand.
  I often read online reviews (number of likes, shares, comments, ratings,
etc.) on products/services from different brands, and I think they are
generally informative.

50

45

40

35

30

25

20

15

10

0
Highly Satisfied Satiesfied Neutral Dissatisfied Highly Dissatisfied

Chart - 9

Interpretation – They are satisfied with I often read online reviews (number of likes, shares,
comments, ratings, etc.) on products/services from different brands, and I think they are generally
informative.
  I think the online reviews (number of likes, shares, comments, ratings,
etc.) are helpful for my decision making when I buy a product/service.

40

35

30

25

20

15

10

0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Chart - 10

Interpretation – • I think the online reviews (number of likes, shares, comments, ratings, etc.)
are helpful for my decision making when I buy a product/service are Neutral.
  I feel secure when I buy this brand because I know that this brand will
never let me down.

45

40

35

30

25

20

15

10

0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Chart - 11

Interpretation – •I feel secure when I buy this brand because I know that this brand will
never let me down are Neutral.
I have positive feelings about my favorite brand and therefore plan to remain a
consumer of my favorite brand.

40

35

30

25

20

15

10

0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Chart - 12

Interpretation – • I have positive feelings about my favorite brand and therefore plan to
remain a consumer of my favorite brand Neutral.
Chapter –7
Findings
Findings -
1. Social media marketing will have significant positive influence on consumers’ brand loyalty

2. Electronic word of mouth will have significant positive influence on consumers’ brand
loyalty.

3. Social media marketing will have significant positive influence on consumers’ purchase
intention.

4. Brand loyalty will have significant positive influence on consumers’ purchase intention

5. Electronic word of mouth will have significant positive influence on consumers’ purchase
intention

6. Mediating Effects

7. Implications

8. Brand loyalty is the allegiance of the customer to the same brand rather than changing to
other brands

9. The development of social media marketing has changed how marketing strategies works
compared to the past

10. Brand loyalty is the allegiance of the customer to the same brand rather than changing to
other brands
Chapter – 8
Conclusion
Conclusion –
This research aimed to study the impact of social media marketing on customer satisfaction through
brand image. It tries to determine the key of social media marketing that affects customer
satisfaction. The second aim of this study is to understand the impact of social media marketing on
brand image. Finally, this study aimed to investigates the impact of social media marketing on
customer satisfaction though brand image. This study classified social media marketing to
interactions and sharing of content. Certainly, in this new digital world of business, social media
marketing seems to be the right solutions to get satisfy customers. This in the current e-business
environment can provide organizations with various benefits such as optimizing and integrating
business processes, maximizing operational and managerial profits, and improving strategic and
organizational benefits.
To achieve the objectives of this study, the researcher has developed a novel model to measure the
impact of social media marketing on customer satisfaction through brand image. An Extensive
literature review has been done and was essential for developing research model. The model has
three main variables: social media marketing, brand image, customer satisfaction. The construct of
social media marketing includes the following sub-dimensions: interactions, sharing of content.
Having a positive direct impact between social media marketing and customer satisfaction gives
organizations in the telecommunication industry in an indicator to invest more on their brands as to
make customers more satisfy, and having a positive indirect impact between social media marketing
and customer satisfaction through brand image gives organizations more and more clues to invest in
using the online technologies
Chapter – 9
References
References
1. Anjum, A., More, V. S., & Ghouri, A. M. (2018). Social media marketing: a paradigm shift
in business

2. . Assaad, W., & Gomez, J. M. (2018). Social network in marketing (social media marketing)
opportunities and risks. International Journal of Managing Public Sector Information and
Communication Technologies,

3. Homburg, C., Krohmer, H., & Workman, J. P. (2017). A strategy implementation

perspective of market orientation. Journal of Business Research, 57(12), 1331-1340

4. Ganiyu, R. A., Uche, I. I., & Adeoti, O. E. (2018). Is customer satisfaction an indicator of
customer loyalty?. Australian Journal of Business and Management Research, 2(7), 14.

5. Gordhamer, S. (2009). 4 ways social media is changing business. Online: http://mashable.

Com/2009/09/22/social-media-business [09 December 2011]..

6. Kheng, L. L., Mahamad, O., Ramayah, T., & Mosahab, R. (2010). The impact of service
quality on customer loyalty: A study of banks in Penang,
Malaysia. International journal of marketing studies, 2(2), 57.

7. Khan, S. (2013). Attaining customer satisfaction! The role of customer value and relation
base marketing a study of policy holders of Peshawar Pakistan. International Journal of
Managing Value and Supply Chains, 4(1), 11.

8. Mohsan, F., Nawaz, M. M., Khan, M. S., Shaukat, Z., & Aslam, N. (2011). Impact of
customer satisfaction on customer loyalty and intentions to switch: Evidence from banking
sector of Pakistan. International Journal of Business and Social

9. Mohsan, F., Nawaz, M. M., Khan, M. S., Shaukat, Z., & Aslam, N. (2011). Impact of
customer satisfaction on customer loyalty and intentions to switch: Evidence from banking
sector of Pakistan. International Journal of Business and Social
Science, 2(16).

10. Myers, J. H. (1999). Measuring customer satisfaction: hot buttons and other measurement
issues. American Marketing Association.
 Chapter – 10
Questionnaire
The researcher is currently conducting a scientific study intended to identify the: “The
Impact of Social Media Marketing on Customer Satisfaction through Brand
Image”.
The purpose of this study is obtain bachelor degree in Marketing , your assistance to
answer the study questionnaire means a lot to us, and will add value to our study. It
will be used only for academic purpose and will not be used outside the scope of this
scientific research.

I should appreciate very much your kind assistance to answer the attached questions.
Strongly

Strongly Disagree Natural Agree Strongly agree

disagree

1 2 3 4 5

Gender:
☐ Male

☐ Female Age:

☐ Below 20

☐ 20 -29

☐ 30 - 39

☐ 40 - 49

☐ 50 and above

Which of the following best describe your current occupation?

☐ Public sector

☐ Private sector

☐ Self-employed

☐ Student

☐ Retired / Homemaker
How long have you been using the Internet?
☐ Less than 1 year

☐ 1 - 5 years

☐ 6 - 10 years

☐ 11 - 15 years

☐ 16 years and above

Which of the following social media site do you have an account with? (Check all
that apply)
☐ Facebook

☐ Google+

☐ Instagram

☐ Twitter

☐ LinkedIn

☐ Pinterest

☐ YouTube

☐ Weibo

☐ Snapchat

☐ Tumblr

☐ RedditHow often do you use social media?

☐ All the time

☐ 4 - 5 times a week

☐ 1 - 2 times a week

☐ A few times a month

☐ Never
Are you branding conscious? Example of brands: Adidas, 100+, Starbucks, Uniqlo,
Petronas, Air Asia, Honda, etc.
☐ Yes, a few brands that I love

☐ not really, I just buy what I like/need

☐ No, I do not care about that kind of stuff

Please mark an answer, which you think best represent your stand by using the
following scale:
1. There are many marketing campaigns (advertisements, videos,
images, posts, reviews, etc.) by the brand on social media site.

1 2 3 4 5
Strongly disagree ☐ ☐ ☐ ☐ ☐ Strongly agree

1. The brand regularly updates its contents (posts, pictures, videos, etc.).

1 2 3 4 5
Strongly disagree ☐ ☐ ☐ ☐ ☐ Strongly agree

2. The contents (posts, pictures, videos, reviews, etc.) are relevant to me.

1 2 3 4 5
Strongly disagree ☐ ☐ ☐ ☐ ☐ Strongly agree

3. The contents (posts, pictures, videos, reviews, etc.) are popular among friends or
others.

1 2 3 4 5
Strongly disagree ☐ ☐ ☐ ☐ ☐ Strongly agree

4. The brand uses applications (mobile apps) and different platform

(social media, website, email, SMS, telephone, etc.) in promoting
their products and services.

1 2 3 4 5
Strongly disagree ☐ ☐ ☐ ☐ ☐ Strongly agree
 With the same brand in mind, answer the following questions.

5. When I need to buy a product/service, my first thought is this brand.

1 2 3 4 5
Strongly disagree ☐ ☐ ☐ ☐ ☐ Strongly agree

6. I feel secure when I buy this brand because I know that this brand will never let me down.

1 2 3 4 5
Strongly disagree ☐ ☐ ☐ ☐ ☐ Strongly agree

7. I am willing to spend more time and to pay more if I am satisfied with this brand.

1 2 3 4 5
Strongly disagree ☐ ☐ ☐ ☐ ☐ Strongly agree

8. I feel loyal to the brand because they regularly offer rewards (discounts,
free gifts, etc.) to engage with me.

1 2 3 4 5
Strongly disagree ☐ ☐ ☐ ☐ ☐ Strongly agree

9. I have positive feelings about my favourite brand and therefore plan to

remain a consumer of my favourite brand.

1 2 3 4 5
Strongly disagree ☐ ☐ ☐ ☐ ☐ Strongly agree

10. I often read online reviews (number of likes, shares, comments,

ratings, etc.) on products/services from different brands, and I
think they are generally informative.

1 2 3 4 5
Strongly disagree ☐ ☐ ☐ ☐ ☐ Strongly agree

11. I think the online reviews (number of likes, shares, comments,

ratings, etc.) are helpful for my decision making when I buy a
product/service.

1 2 3 4 5
Strongly disagree ☐ ☐ ☐ ☐ ☐ Strongly agree