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4.1 Research objects The research objects for the topic "A study on social media marketing on Facebook affecting the generation of potential market at Aviano company" would include the following: e Aviano company: The company itself can be considered a research object as the study will analyze its current social media marketing strategies on Facebook, evaluate its engagement levels and sentiment of customers towards its social media content, investigate the impact of social media marketing on its brand reputation, and identify potential areas for improvement. e Customers: The study will investigate the target market for Aviano company's products/services on Facebook and explore the relationship between social media marketing on Facebook and favor towards the company. Customers can be considered research objects as their engagement levels, sentiment, and feedback towards Aviano company's social media content will be evaluated. e Social media platforms: As Facebook is the main social media platform utilized by Aviano for marketing purposes, it will be examined as a subject of study The research will assess the influence of Aviano's social media marketing on Facebook in terms of lead generation, sales growth and will seek to identify any areas that could be enhanced or improved.
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4.2 Research scopeThe geographical scope of this study is people from English speaking countries,particularly America, and the timeframe is the last one year (March 2022 to March2023) The research will begin by analyzing the current social media marketing strategies used by Aviano company on Facebook This analysis will involve identifying the target audience of Aviano company and their behavior on social media.The study mainly focuses on examining Aviano company's social media marketing contents on Facebook and the impact of these contents on customer engagement,brand awareness, and sales.
Research methodology - - 5 <1 TH HH nu Hư 4 6 Research SfFUCỀUIT - - 6 ch HH TT TT HH Hà HH nh già 5
e Theoretical framework: A comprehensive theoretical framework will be conducted to identify relevant theories, concepts, and prior research on social media marketing and potential market generation The theoretical framework will help establish the research gaps and identify areas that require further investigation as it will deliver the defenitions of cultural background of customers, content’s characteristics, content marketing production and management and post optimization which will contribute to the influence of social media marketing and eventually affect the generation of Aviano’s potential market e Data collection: Data will be collected through survey and media reports from Aviano’s Facebook group. e Data analysis: Quantitive data collected from survey and media reports will be analyzed using content analysis to identify themes and patterns. e Results and interpretation: The results of the data analysis will be presented using graphs, and charts The findings will be interpreted and discussed in light of the research objectives and research questions. e Conclusion and recommendation: Based on the research findings,conclusions will be drawn, and recommendations will be provided for Aviano
Nguyễn Phương Nhung — 11194053 — Business English 61A company's social media marketing strategies in terms of content on Facebook to potential market. e Ethical considerations: The study will follow ethical guidelines, including obtaining informed consent from _ participants, ensuring confidentiality of their information, and protecting their anonymity Ethical clearance will be obtained before the study begins to ensure that all ethical considerations are appropriately addressed.
Overall, the research methodology will be designed to provide reliable, valid, and useful insights into the potential market generated from social media marketing on Facebook at Aviano company.
6 Research structure The study is composed of five primary chapters:
Chapter |: Introduction of Aviano Limited Company - This chapter provides both general and specific information about Aviano Limited Company It includes an overview of the company's history, mission, and vision, as well as its current operations and organizational structure.
Chapter 2: Theoretical Framework - In this chapter, the relevant literature related to the proposed research is reviewed The proposed research framework is also introduced in this chapter.
Chapter 3: Research Methodology - This chapter describes the methods utilized for data collection and analysis, as well as participant information It includes information about the research design, sampling procedures, data collection methods (such as surveys, interviews, or observations), and data analysis techniques.
Chapter 4: Findings and Discussion - The findings from the collected data are presented in this chapter, along with an analysis of the results Additionally, this chapter includes relevant charts, graphs, or other visual aids to help illustrate the results.
Chapter 5: Recommendations - This chapter offers practical suggestions for addressing the issues identified in the research Based on the findings and analysis presented in Chapter 4, this chapter proposes specific actions that Aviano Limited
Nguyễn Phương Nhung — 11194053 — Business English 61A
Company can take to improve its operations and products These recommendations are grounded in the research conducted and presented in the previous chapters.
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INTRODUCTION OF THE AVIANO COMPANY
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The paradigms and key components of social media marketing on Facebook
of creating a social media plan This plan should include the goals of the social media campaign, target audience, content strategy, and metrics to measure the success of the campaign (Omar & Ahmad, 2019) Without a social media plan, companies may not have a clear direction for their social media marketing efforts, resulting in ineffective campaigns.
Another paradigm of social media marketing on Facebook is the importance of creating engaging and shareable content Facebook's algorithm prioritizes content that users engage with and share, making it essential for companies to create content that is visually appealing, informative, and shareable (Shaw, 2021) Examples of engaging content on Facebook include videos, infographics, and memes.
In addition to creating engaging content, another key component of social media marketing on Facebook is community management Community management involves actively engaging with users by responding to comments and messages, addressing complaints and concerns, and creating a positive brand image (Omar & Ahmad, 2019) This can help build trust with users and increase customer loyalty.
Another key component of social media marketing on Facebook is paid advertising Facebook's advertising platform allows companies to target specific demographics, interests, and behaviors, making it an effective way to reach a target audience (Shaw, 2021) Examples of Facebook ads include sponsored posts, video ads, and carousel ads.
In conclusion, social media marketing on Facebook involves creating a social media plan, creating engaging and shareable content, community management, and
Nguyễn Phương Nhung — 11194053 — Business English 61A paid advertising These paradigms and key components are essential for companies to effectively engage with users, create brand awareness, and drive traffic to their website.
Factors affecting social media marketing activities on Facebook
2.2.1 Cultural background of customers The cultural background of customers has a significant impact on social media marketing activities on Facebook Cultural factors such as language, values, beliefs, and customs affect how customers perceive and interact with brands on social media.
For example, a study by Chen and Sun (2019) found that cultural differences in communication styles and values influence consumers' attitudes and behavior towards social media advertising Thus, it is essential for marketers to consider the cultural background of their target audience when developing social media marketing strategies on Facebook Additionally, effective communication and cultural adaptation can enhance the effectiveness of social media marketing activities in diverse cultural contexts (Lee & Ma, 2012).
2.2.2 Post optimization Post optimization is a crucial factor that affects the success of social media marketing activities on Facebook Post optimization refers to the process of optimizing the content of posts, including the use of images, videos, and text, to increase engagement and reach A study by Chan and Yau (2020) found that post optimization strategies, such as using emotional appeals and call-to-actions, can significantly increase the effectiveness of social media marketing activities on Facebook.
Furthermore, it is essential to consider the timing of posts, as posting at peak times can increase the visibility and reach of posts Therefore, marketers need to understand their audience and tailor their post optimization strategies accordingly to improve the effectiveness of social media marketing on Facebook (Hootsuite, 2022).
2.2.3 Content marketing production and management Content marketing production and management has a significant impact on the effectiveness of social media marketing activities on Facebook According to a study by Hubspot (2019), companies that prioritize content creation and management are 13 times
Nguyễn Phương Nhung — 11194053 — Business English 61A more likely to see a positive return on investment from their social media marketing efforts This is because content that is informative, engaging, and relevant to the target audience is more likely to be shared and generate organic reach on Facebook.
Additionally, effective content management can help businesses maintain a consistent brand voice and messaging across their social media channels A study by CMI (2019) found that 91% of successful content marketers have a documented content strategy, which includes a plan for social media distribution By creating and managing high-quality content, businesses can enhance their social media marketing efforts on Facebook and drive greater engagement and conversions.
2.2.4 Characteristics of content The characteristics of content play a crucial role in the success of social media marketing activities on Facebook According to a study by BuzzSumo (2018), content that is visually appealing, emotionally engaging, and informative tends to perform better on social media platforms This is because such content is more likely to capture the attention of the audience and generate higher engagement rates.
Additionally, content that is personalized and tailored to the interests and preferences of the target audience can lead to higher levels of engagement and conversions A study by Accenture Interactive (2018) found that 91% of consumers are more likely to shop with brands that offer relevant and personalized recommendations Therefore, businesses need to create content that resonates with their target audience and provides value to them By understanding the characteristics of effective content, businesses can optimize their social media marketing efforts on Facebook and achieve greater success.
Facebook provides businesses with access to a vast potential market of users that can be targeted with precision According to a report by Hootsuite (2020), there are over 2.7 billion monthly active users on Facebook, making it the largest social media platform in the world This presents businesses with enormous opportunities to reach a wide range of audiences and target specific demographics based on age, gender, location, interests, and behaviors.
Facebook's advertising platform allows businesses to create highly targeted campaigns, and its advanced targeting options enable businesses to reach audiences based on specific interests, behaviors, and demographics This provides businesses with the
Nguyễn Phương Nhung — 11194053 — Business English 61A potential to maximize their return on investment and generate leads, conversions, and sales Therefore, Facebook presents businesses with significant potential market opportunities that can be leveraged through effective social media marketing strategies.
2.4 Relations between good social media marketing on Facebook and potential market expandation
Research shows that a strong social media presence on Facebook can lead to potential market expansion for a company According to a study by Wang and Yu (2017), companies that actively engage with their followers on Facebook and provide valuable content are more likely to increase their brand awareness and attract new customers. Additionally, a study by Kabadayi and Price (2017) found that businesses that invest in social media marketing on Facebook have a higher chance of reaching a wider audience and driving sales growth Therefore, it is crucial for businesses to develop and maintain a strong social media strategy on Facebook to expand their potential market and reach new customers.
2.5 Research framework With the introduced theories related to the effectiveness of content marketing activities above, the author proposes a research framework that will be used to study the potential market generated from social media marketing on Facebook at Aviano company The proposed framework is illustrated in a diagram.
The framework is designed to incorporate various theoretical perspectives and research methods to provide a comprehensive analysis of the factors that impact the effectiveness of content marketing activities The diagram provides a visual representation of the proposed framework, which includes variables such as audience engagement, content quality, and distribution channels By examining these variables, the research aims to provide insights into how Aviano Limited Company can improve its content marketing activities and achieve better outcomes.
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Figure 2.1 Proposed research theoretical framework
Spelling and grammar Content's accuracy characteristics
Influence of Social media marketing
Potential market Contemporary and generation collaborative feature
Content marketing production and management Content marketing management
RESEARCH METHODOLOGY 0000 ecccccseseneeseeeeteeeeeeeneeeeeeseeees 23 3.1 Data collecting procedures - - - - c5 121v vn HH HH ng TH ng 23 3.2 Data analyzing pFOC€dUF€S, - G111 1v HT HH ng nh 23 3.3 Participant 5
3.1 Data collecting procedures The aim of this study is to investigate the current social media presence of Aviano on their Facebook group “I Miss My Dad” in terms of contents and the influence of it to Aviano’s potential market generation The data was collected through a questionnaire completed by 120 members from “I Miss My Dad” Facebook group.
The questionnaire was created using Google Forms and consisted of three main sections: information about the participants, their current relationship with Aviano, and whether or not the content in the group influences the generation of potential market All factors were rated on a 5-point Likert scale, with 1 indicating no effect and 5 indicating extreme effect Other questions were designed in multiple choice and check box All questions were mandatory.
After the initial draft was completed, feedback was obtained from 5 customers, and the questionnaire was edited accordingly The final version was then distributed to the
120 random members of the group through a Facebook post, as Aviano's customers are located internationally.
3.2 Data analyzing procedures After collecting data through the survey, it was transformed into a Google Sheet format to facilitate analysis The data was then carefully reviewed and organized in a visually appealing manner, using a variety of chart types such as bar charts, pie charts, and tables These visual aids were chosen for their ability to effectively convey complex information in a clear and easy-to-understand manner The data analysis process was thorough and rigorous, with careful attention paid to ensuring accuracy and completeness of the results.
After examining the collected data, it is evident that all of the responses meet the accepted standards for quality and completeness No instances were observed where participants failed to answer any of the questions or provided the same response for all of the options.
This suggests that the participants were fully engaged and attentive throughout the survey process and provided thoughtful and considered responses to all questions.
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The absence of missing data or uniform responses also indicates that the survey questions were well-crafted and clearly communicated to the participants.
Additionally, this implies that the survey methodology was effective in eliciting comprehensive and accurate responses from the participants, thereby enhancing the reliability and validity of the study results Overall, the survey data is of excellent quality and can be relied upon to provide valuable insights into the research question.
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FINDINGS AND DISCUSSION 0000.0 ceceecceeeseeeeeeeseeeeseeseeeaeeneeeeaeeees 25 4.1 Aviano’s group “I Miss My Dad” recent social media marketing content
Relationship between Aviano’s social media marketing content and the
In the survey, customers were also asked about their opinion on whether or not the content on “I Miss My Dad” group affected their decision to recommend or buy merchandises from Aviano.
Figure 4.7 Percentages of customers purchased Aviano’s product after seeing the company’s content on “I Miss My Dad” Facebook group mYes mNo
The presented chart provides an overview of the percentage of participants who purchased Aviano's product after viewing the company's content on the "I Miss My Dad" Facebook group The data was gathered by asking participants if they had ever purchased a product or service from Aviano following their exposure to the company's content on the group.
As per the chart, a majority of the participants, amounting to 103 respondents, stated that they had indeed purchased a product or service from Aviano following
Nguyễn Phương Nhung — 11194053 — Business English 61A their exposure to the company's content on the Facebook group On the other hand,
17 participants stated that they had not made any such purchases after viewing Aviano's content.
The data suggests that Aviano's content on the "I Miss My Dad" Facebook group is effective in driving customer engagement and purchase behavior The high percentage of participants reporting purchases after viewing the company's content on the group indicates that the platform is an effective channel for the company to engage with potential customers and drive sales.
Figure 4.8 The likelihood of customer giving recommendations for Aviano’s products based on social media contents on “I Miss My Dad”
8 Very unlikely Unlikely Neutral Likely m Very likely
The chart above provides an overview of the likelihood of customers recommending Aviano's products based on social media content on the "I Miss My Dad" Facebook group The data was gathered by asking customers to rate their likelihood of recommending Aviano's products on a scale of 1 to 5, where | represents
"Very unlikely" and 5 represents "Very likely"
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As per the chart, the majority of customers, accounting for 59% of the respondents, rated their likelihood of recommending Aviano's products as "Likely," while 22 customers rated it as "Very likely" Additionally, 32 customers indicated a neutral likelihood of recommending Aviano's products based on their social media content on the "I Miss My Dad" Facebook group Out of the total number of respondents, only 2 customers rated their likelihood of recommending Aviano's products as "Very unlikely" while 5 customers rated it as "Unlikely"
The data suggests that the majority of customers are inclined to recommend Aviano's products based on their social media content on the "I Miss My Dad" Facebook group, with a significant percentage rating their likelihood of recommending as "Likely" The high percentage of customers rating their likelihood of recommending as "Very likely" also indicates that they are highly satisfied with Aviano's products and content.
Figure 4.9 Aviano’s social media content on “I Miss My Dad” Facebook group’s influence on customer’s purchasing decision
Not at all influential 8 Slightly influential Moderately influential
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The presented chart provides an overview of the influence of Aviano's social media content on the "I Miss My Dad" Facebook group on customer purchasing decisions The data was gathered by asking customers to rate the level of influence on a scale of 1 to 5, where 1 represents "Not at all influential" and 5 represents
"Extremely influential" A total of 120 participants responded to the survey.
As can be seen from the chart, a substantial proportion of customers, accounting for 55% of the respondents, rated Aviano's social media content on the "I Miss My Dad" Facebook group as "Very influential" in their purchasing decisions. Furthermore, 16 customers rated the content as "Extremely influential" while 43 customers rated it as "Moderately influential" Conversely, only a small percentage of respondents, comprising of 2 customers, rated the content as "Not at all influential" while 4 customers rated it as "Slightly influential"
The data suggests that Aviano's social media content on the "I Miss My Dad" Facebook group plays a pivotal role in influencing customer purchasing decisions, with a majority of customers rating the content as "Very influential" or "Extremely influential" This indicates that the content is resonating with customers and effectively driving purchase behavior.
4.3 Conclusion The results of the survey indicate that the impact of well-crafted content has been significant in generating potential market for Aviano The content posted on the "I Miss My Dad" Facebook group has been tailored to meet the customers' cultural background, most of whom are Americans above the age of 30 and grieving their loved ones This has resulted in a relatable content that resonates with the customers.
Aviano has taken a targeted approach to its social media content creation, optimizing the posting time and post frequency to ensure maximum engagement The content is posted only during customers' active time, with at least two posts a day. Through the group, Aviano has created a condensed and precisely targeted potential market, where all members share similar experiences and care for the same type of content and products This strategy has proven to be highly successful in driving customer engagement.
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Compared to the previous phase where Aviano struggled to attract customers through traditional, uncreative mass marketing content on its page, the company has experienced significant success through the "I Miss My Dad" Facebook group The group has provided Aviano with a platform to reach a precisely targeted audience and create content that resonates with their experiences and emotions.
The success of Aviano's social media content strategy underscores the importance of creating targeted and relatable content that resonates with the customers By understanding the customers’ cultural background and unique needs, Aviano has been able to create content that is both engaging and effective in driving customer engagement.
In conclusion, the survey results clearly demonstrate the effectiveness of Aviano's social media content strategy in driving customer engagement and loyalty The company's targeted approach to content creation has allowed it to build a highly engaged and loyal customer base, which has been instrumental in driving its success.
By creating content that resonates with the customers’ emotions and experiences, Aviano has fostered a sense of community and belonging that is essential in building lasting customer relationships The company's success serves as a testament to the importance of targeted marketing and the value of understanding the customers' unique needs and experiences.
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RECOMMENDA TIONS Sàn nh re 36 5.1 Recommendations from the research’s author: - ác 655cc <+ssssersee 36 5.2 Recommendations that suggested by experts for Aviano’s leaders
Even with such success from the content and growth of the group towards creating a safe and sympathic community for members, also known as its potential market, Aviano’s “I Miss My Dad” group still suffers from slow growth after a growth spurt to a certain number of members This issue had been quite a problem to Aviano since it had reached its growth spurt for a while now Therefore, the author would like to propose some recommendations for this problem as well as ways to imrpove the retaining contents on “I Miss My Dad”.
5.1 Recommendations from the research’s author:
One recommended solution to this problem could be to focus on creating more engaging and interactive content that encourages members to share their own experiences and connect with others This could be done by creating polls, surveys, or discussion threads that encourage members to share their thoughts and opinions on relevant topics (which had not been truly focused on in the group) Additionally, Aviano could consider incorporating multimedia content, such as videos or podcasts, that provide valuable insights and perspectives on coping with grief and loss.
Another solution could be to build stronger relationships between members by creating more opportunities for connection and support beyond the existing discussions and posts This could be done by organizing virtual events, such as online support groups or webinars, that are relevant to the group's members and their experiences Additionally, Aviano could consider partnering with other organizations or experts to provide resources, such as grief counseling or financial planning, that are relevant to the group's members.
A third solution could be to leverage the power of social media algorithms to increase the group's visibility and attract new members This could be done by regularly posting engaging content that encourages interaction and shares, and by using relevant hashtags and keywords to increase the group's visibility in search results Additionally, Aviano could consider running paid social media ads or partnering with other organizations or influencers that cater to a similar demographic.
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In order to implement these solutions effectively, Aviano may need to conduct additional research to better understand the needs and preferences of the group's members This could be done by conducting surveys or focus groups to gather feedback on the group's current content and engagement strategies, as well as potential areas for improvement Additionally, Aviano could consider leveraging data analytics tools to track engagement metrics and identify patterns or trends in member behavior.
Overall, by implementing these solutions, Aviano can improve the growth and retention of the "I Miss My Dad" group, and continue to provide a supportive community for its members By focusing on creating engaging content, building stronger relationships between members, and leveraging the power of social media algorithms, Aviano can create a dynamic and engaged community that serves as a valuable resource for those who have lost their fathers.
5.2 Recommendations that suggested by experts for Aviano’s leaders:
Firstly, business leader and entrepreneur Gary Vaynerchuk emphasizes the importance of consistent and authentic communication when building online communities He advises that leaders should take the time to engage with their members on a regular basis, and respond to their comments and questions in a timely and genuine manner Additionally, he advises that leaders should be transparent and open about their goals and intentions for the group, in order to build trust and credibility with members (Vaynerchuk, 2013).
Secondly, author and entrepreneur Tim Ferriss stresses the importance of experimentation and iteration when building online communities He advises that leaders should try out new strategies and tactics, and be willing to pivot or adjust their approach based on feedback from members Additionally, he advises that leaders should focus on continuous improvement, and look for ways to make incremental progress over time (Ferriss, 2016).
Finally, marketing expert Neil Patel advises that leaders should focus on creating a sense of exclusivity and community within their online groups He advises that leaders should consider creating a private or members-only group, in order to create a sense of belonging and exclusivity Additionally, he advises that leaders should use social proof and testimonials to build credibility and attract new members, and
Nguyễn Phương Nhung — 11194053 — Business English 61A consider offering exclusive perks or incentives to members who contribute positively to the community (Patel, 2019).
Nguyễn Phương Nhung — 11194053 — Business English 61A
Ÿ3
In today's fast-paced economy, competition among businesses is becoming increasingly intense Without a unique selling point, companies risk being overshadowed by their competitors In this context, content marketing has emerged as a crucial tool for businesses to connect with their target audience, particularly with the aid of advanced technology Therefore, for a fledgling company like Aviano, recognizing the impact of social media marketing content on the creation of a potential customer base is essential.
This study aimed to investigate the impact of social media marketing on Facebook on the generation of potential market at Aviano company The study focused on the
"I Miss My Dad" group on Facebook, which is one of the main platforms used by Aviano to promote its business The study was conducted through a comprehensive research framework and data collection through a survey.
The findings of this study revealed that social media marketing on Facebook has a significant impact on the generation of potential market at Aviano company The study found that the customers' age range and nationality, as well as their relationship with the "I Miss My Dad" group, have a significant influence on their purchasing decisions These findings suggest that Aviano can use social media marketing to reach and engage with a wider audience, and potentially increase its revenue.
The study also identified several factors that affect social media marketing activities on Facebook, including the cultural background of customers, post optimization, content marketing production, and management, and the characteristics of content These factors should be taken into account when developing social media marketing strategies Aviano can use these insights to create culturally relevant and engaging content that resonates with its target audience.
One of the primary limitations of this study was its inability to provide a quantitative analysis of the relationship between Aviano's Facebook content and the generation of potential market While the study analyzed the content of the Facebook page, it did not collect data on the total number of individuals who interacted with the page or the resulting sales generated This lack of quantitative data makes it difficult
Nguyễn Phương Nhung — 11194053 — Business English 61A to draw definitive conclusions about the effectiveness of Aviano's Facebook page in generating potential market.
Based on the findings of this study, we recommend that Aviano should continue to invest in social media marketing on Facebook to expand its potential market. Aviano should also focus on creating high-quality content that is culturally relevant and engaging to its target audience.
Furthermore, this study has several implications for future research Future studies can examine the impact of social media marketing on other platforms such as Instagram, Twitter, and YouTube Additionally, future research can investigate the impact of social media marketing on different age groups and cultures.
In conclusion, this study provides valuable insights into the impact of social media marketing on Facebook on the generation of potential market at Aviano company The findings can be used by Aviano and other businesses to develop effective marketing strategies that can help them expand their potential market and increase their revenue By understanding the factors that affect social media marketing on Facebook, businesses can create effective marketing strategies that resonate with their target audience and reach a wider audience.
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The purpose of this survey is to collect data for a research project titled “A study on social media marketing on Facebook affecting the generation of potential market at Aviano company" We would greatly appreciate your help in completing this questionnaire Please be assured that the information gathered will be used solely for academic purposes.
1 What is your age? o Less than 20 o More than 20, less than 30 o More than 30, less than 40 o More than 40, less than 50 o More than 50
2 What is your nationality? o American o Canadian o British o Other
Section 2: Current Aviano's Social Media Marketing Content Situation
1 How long have you been following Aviano’s group “I Miss My Dad” on Facebook? o Lower than 6 months o More than 6 months, lower than l year o More than | year o More than 2 years
2 On a scale of | to 5, how often do you engage with Aviano's content on the Facebook group "I Miss My Dad"?
Nguyễn Phương Nhung — 11194053 — Business English 61A
3 What types of content do you typically see on Aviano's Facebook group "I Miss My Dad"? (Select all that apply) o Text posts o Images o Video o Other
4 On a scale of 1 to 5, how engaging do you find Aviano's social media content on Facebook group "I Miss My Dad"
Section 3: Relationship between Aviano Social Media Marketing and Potential Market Generation
1 Have you ever purchased a product or service from Aviano after seeing their content on the Facebook group "I Miss My Dad"? ° Yes
2 On a scale of 1 to 5, how likely are you to recommend Aviano's products/services to others based on their social media content on the Facebook group "I Miss My Dad"?
3 How much influence does Aviano's social media content on theFacebook group "I Miss My Dad" have on your purchasing decisions?