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NguyenLeLocTien TV pdf DISSERTATION MSc International Business Management The Impact of User Interactions in Social Networks on Brand Awareness and Purchase Intention of Emerging market fashion brands[.]
DISSERTATION MSc International Business Management The Impact of User Interactions in Social Networks on Brand Awareness and Purchase Intention of Emerging market fashion brands Word count: 15,046 words (excluding Reference and Appendices) Name: LE LOC TIEN NGUYEN ID: 25037218 September 2016 Dissertation in MSc International Business Management - 2016 CONTENTS Contents LIST OF TABLES LIST OF FIGURES ACKNOWLEDGEMENT ABSTRACT CHAPTER ONE: INTRODUCTION 1.1 Introduction 1.2 Research background 1.3 Rationale for the chosen topic 1.4 Purpose of the research 11 1.5 Research questions 11 1.6 Research objectives and hypotheses 11 1.7 Significance of the study 12 1.8 Structure of the dissertation 12 CHAPTER TWO: LITERATURE REVIEW 14 2.1 The objectives of literature review 14 2.2 Social Networks 14 2.2.1 Definitions and Overview 14 2.2.2 Features of social networks 18 2.2.3 User interactions in social networks and their impacts on Brand Awareness 18 2.3 Brand awareness 21 2.3.1 Definitions and Overview 21 2.3.2 Brand awareness and consumer-brand relationship in social networks 23 2.4 Purchase decision making process 25 2.4.1 Overview 25 2.4.2 Different models of purchase decision making process 27 2.4.3 The link between brand awareness and purchase intention 31 2.5 Conceptual framework 32 CHAPTER THREE: RESEARCH METHODOLOGY 34 3.1 Research philosophy 34 3.2 Research design 34 NGUYEN LE LOC TIEN Dissertation in MSc International Business Management - 2016 3.3 Research approach 35 3.4 Research method 35 3.5 Research strategies 36 3.6 Data collection methods 39 3.6.1 Primary data 39 3.6.2 Secondary data 40 3.7 Sampling 40 3.8 Data analysis 41 3.9 Reliability and validity 41 3.9.1 Reliability 41 3.9.2 Validity 42 3.10 Ethical issues 42 Chapter FOUR: DATA ANALYSIS AND FINDINGS 43 4.1 Descriptive statistics 44 4.1.1 Demographic factors 44 4.1.2 Habits of using Social Networks 45 4.1.3 Consumers’ awareness of emerging market fashion brands 47 4.2 Inferential statistics 48 4.2.1 Test of the reliability of the scales 49 4.2.2 Exploratory Factor Analysis 50 4.2.3 Regression analysis 55 4.3 Summary 61 CHAPTER FIVE: CONCLUSION AND RECOMMENDATIONS 63 5.1 Introduction 63 5.2 Conclusions 63 5.3 Recommendations 65 5.4 Limitation of the research 67 5.5 Scopes for future research 67 REFERENCE 68 APPENDICES 76 APPENDIX 1: RELIABILITY TESTING 76 APPENDIX 2: EXPLORATORY FACTOR ANALYSIS (EFA) 84 NGUYEN LE LOC TIEN Dissertation in MSc International Business Management - 2016 APPENDIX 3: REGRESSION ANALYSIS 93 APPENDIX 4: QUESTIONNAIRE 98 NGUYEN LE LOC TIEN Dissertation in MSc International Business Management - 2016 LIST OF TABLES Table 2.1 Literature Review Objectives 14 Table 3.1 Rationale for producing questionnaire 37 Table 4.1 Descriptive statistics of Demographic factors 45 Table 4.2 Types of Social Networks used 45 Table 4.3 Purposes of using Social Networks 46 Table 4.4 Consumers’ awareness of emerging market fashion brands 47 Table 4.5 How consumers were aware of the brands 48 Table 4.6 Results of the test of the scale reliability 49 Table 4.7 KMO and Barlett’s Test of independent variables 51 Table 4.8 Total Variance Explained of independent variables 51 Table 4.9 Rotated Component Matrix of independent variables 52 Table 4.10 KMO and Barlett’s Test of dependent variables 53 Table 4.11 Total Variance Explained of dependent variables 53 Table 4.12 Rotated Component Matrix of dependent variables 54 Table 4.13 Pearson Correlation test results 55 Table 4.14 Model Summary of Regression analysis of factors affecting Brand awareness 56 Table 4.15 ANOVA of Regression analysis of factors affecting Brand awareness 56 Table 4.16 Coefficients of Regression analysis of factors affecting Brand awareness 57 Table 4.17 Model Summary of Regression analysis of the impact of Brand awareness on Purchase intention 58 Table 4.18 ANOVA of Regression analysis of the impact of Brand awareness on Purchase intention 58 Table 4.19 Coefficients of Regression analysis of the impact of Brand awareness on Purchase intention 58 Table 4.20 Results of testing hypotheses 60 NGUYEN LE LOC TIEN Dissertation in MSc International Business Management - 2016 LIST OF FIGURES Figure 1.1 Smartphone ownership and Internet Usage Continues to Climb in Emerging economies (PewResearchCentre, 2015) 10 Figure 2.1 Social Network User Growth Worldwide by Region and Country 2010-2014 (e-Marketers, 2012) 17 Figure 2.2 HOE model 26 Figure 2.3 Purchase decision making process 27 Figure 2.4 Online purchase decision making process 29 Figure 2.5 Conceptual Framework 32 NGUYEN LE LOC TIEN Dissertation in MSc International Business Management - 2016 ACKNOWLEDGEMENT Although this is an individual work, I could have never reached the heights or explored the depths without the help, support, guidance and encouragement of many people First of all, I would like to express my greatest gratitude towards Dr Shingairai Masango, who have been providing ultimate guidance, helpful comments, patience and sympathy to me during the time I worked on this dissertation, from the very beginning to the end of the research It is a truly pleasure to work with her at Sheffield Hallam University Besides, my warmest thanks go to my best friends Nguyen Hoang Trung and Dang Thuy An for their truly kindness in equipping me with precious advice and experience as well as being a source of motivation regarding writing this dissertation despite their busy schedule I would also like to thank all of the participants in completing my survey, providing me with real and reliable data to continue with the analysis for the research Last but not least, I would like to send my gratitude towards Sheffield Hallam University in offering me a scholarship to study here, as well as providing an excellent learning environment for my study September 2016 NGUYEN LE LOC TIEN Dissertation in MSc International Business Management - 2016 ABSTRACT With the fast-paced development of social networking sites and the increasing number of users following this trend, many companies are struggling to employ these platforms as a new means to attract their consumers, raise their mental brand awareness and motivate their purchase intentions Brands in the fashion industry are not exceptions; they are making every effort to form brand awareness and purchase intentions through exploiting the interactive capabilities of social networks, particularly emerging market fashion brands due to the fact that they need to gain competitive advantage to cope with other international fashion brands Nevertheless, there are still limited studies exploring how user interactions in social networks affect brand awareness and purchase intentions, particularly given the context of fashion brands in emerging markets Social interactivity, social values, high information quality and electronic word of mouth have been researched by just few academics Therefore, it is necessary to contribute to the academic literature regarding this matter Given the importance of social networks in brand awareness and purchase intention, this research identifies how purchase decision making process of consumers from emerging markets differs from the past In addition, the research also aims at exploring the marketing activities of foreign fashion brands on social networks Accordingly, the research gives an explanation on the impact of user interactions in social networks on brand awareness and purchase intention, along with providing emerging market brands, particularly in the fashion industry, to understand the changes in the purchase decision making process of customers to direct their strategies appropriately From the study, several key findings were figured out However, give the complex of user interactions in social networks and consumers’ awareness, further studies are required to be conducted following the results of this study in order to establish more reliable findings NGUYEN LE LOC TIEN