revise 29 SEP KAIDI CHEN full draft

THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL DISSERTATION Student: KAIDI CHEN MKTM-021 ID number: 14436414 THE IMPACTS OF SOCIAL MEDIA ON PURCHASE BEHAVIOR THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL ACKNOWLEDGEMENT This dissertation is one of the biggest challenging for me, especially when English is not my mother tongue language and I both working for earn living and complete this both the most important and pressure study task I thankfully acknowledge that without a lot help and support from my family and school, this dissertation cannot be completed First of all, I sincerely express my deep gratitude to my supervisor who has always with all his detail and encouragement step by step guided and support me to accomplish this dissertation Secondly, I would like to appreciate all freely participant into interviews to help me to finish dissertation Last but not least, I would like to give all my heart to my family and friends who have hand me their endless love and support for me to able wrap up this big last challenging research THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL ABSTRACT Social media with its increasing usages nowadays is considered like an undeniable effective tool for marketing This research is designed to explore how social media might impact to consumer purchase behavior, specializing in searching information stage before evaluating and decide to buy a product Data collection is collected and analyzed from interview with 15 young Asian people ranged from 2230 years olds The findings of research approve that social media, especially facebook is playing a daily part of young people in communication both in private relationship and work, from which might approve potential of using social media for marketer and producers Word of mouth and reviews on products on social media has been considered a referral source for consumers with their own critical adjustment Besides, the research also exploited out google product habit of consumers, that might indicate a future research for marketers how to increase social media content of product appear first on Google or how to build an attractive and trustable social page for consumers Besides, it is also a referral sources when 80% of interviewees stated that they not want to share or write reviews on product on social media And, generally, comparing with traditional television advertisement, social media advertising or reviews on products are much more preferred Facebook is recognized an increasing shopping and potential marketing product due to all interviews admit at least being attracted to a product on newfeeds of their friend facebook or pop-up facebook advertisement THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL TABLE OF CONTENT Content Page ACKNOWLEDGEMENT ABSTRACT CHAPTER 1- INTRODUCTION 1.1 Research Background 1.2 Research problem 1.3 Research Aim and Objectives 1.4 The research rationale 1.5.Scope of the research: 1.6 Research struture CHAPTER 2: LITERATURE REVIEW 2.1 The means of brand 2.1.1 Brand definition 2.1.2 Brand equity 2.1.3 Brand value 2.1.4 Brand image or Brand identity 2.1.5 Branding and brand awareness 2.2 Social media 2.2.1 Social media definition 6 7 7 9 9 10 10 11 11 12 2.2.2 Categories of social media 12 • • • • • 13 Social Networking Sites 13 Social News and Bookmarking Sites 14 Media-Sharing Sites 14 Blogs 14 Microblogging 2.2.3 Some popular social media channels • • • • 15 15 Facebook 15 Twitter 16 Youtube 16 Flickr 2.2.4 Personal use of social media 17 2.3 Branding with the use of social media 18 2.4 Consumer Behavior 2.4.1 Purchasing process of consumer 17 19 2.4.2 Establishment of E-Word-of-Mouth or Searching Information Behavior 20 2.4.3 Social media and the information searching information 22 CHAPTER 3: METHODOLOGY CHAPTER4: DATA FINDING 4.1 Back ground Data finding 4.2 Objective 4.3 Objective 4.4 Objective CHAPTER5: ANALYSIS AND DISCUSSION CHAPTER 6: CONCLUSION 6.1 Outline 6.2 Research findings 6.3 Limitation 6.4 Future research and suggested application REFERENCE APPENDIX Appendix Ethic Form Semi- structure questions design for interview Appendix Informed Consent Form Summary transcripts 24 28 28 29 29 30 33 35 35 35 37 37 39 42 43 47 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL CHAPTER 1- INTRODUCTION This chapter provides a brief view back ground of research as well as rationale, aims and objectives and structure of the whole research 1.1 Research Background Advantage in technology and has enable consumers much more easier to access Internet and surfing enormous information sources from them (Kietzmann et all ,2011) Social media has developed and be recognized as one of the most popular ways for people communicate to each other, of which vital ability of quickly and convenient interactions among people (Downing, 2000; Kaplan and Haenlein, THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL 2010) Thus, agents have noticed this social media advantage to borrow its powerful interaction to engage brand with their both potential and targeted customers On the contrary, social media platforms are rich information sources which consumers might get its influence on their evaluating similar products or making the final purchase decision in their buying decision making process Particularly in information searching stage, social media platforms can be act as a trustable reference for consumers who searching reviews on brand (Xiang and Gretzel, 2010) So far, the topic of ‘The impact of social media on consumer involvement in the brand’ will be investigated in this research with the hope to have further understanding on how social media influence to consumers in the internet area when overloading information and social rumors easily to spread From the findings of research, highly the author desire to help brand to have abetter ínsight in their consumers within support from social media platforms On the other hand, it also might support them to jugde, evaluate and critically apply suitable solutions for current troubles need to solved Thus, the research will induct research toward to young adults, who are high education, have well conditions to access internet daily life They are considered as the most active audience on social media as well as potential consumers for social media interaction of particular brands Interview will be used to give an open share and deeper insight on the habit of collecting information on social media as well as how information on social media channels can impact to consumer purchase behavior, including its affect to their purchasing making decision process 1.2 Research problem: As mentioned above, thanks to development of IT technology and social media, there is more impact of social media to consumer behavior (Hudson & Thal ,2013; Hutter et all 2013; Laroche et all 2012; Kumar et all 2016 ) Thus, this study aims to figure out how influence of social media might effect to consumer behavior 1.3 Research Aim and Objectives 1.3.1 Aims of research To identify how social media effect to consumer purchase behavior 1.3.2 Objective of research a) To understand factors impact to consumers to use social channels in order to access more information about a particular brand b) To discovery how customers trust in the written content on social channels, including social media advertising and rumors on social media platform c) To investigate how information on social media can impact to decision making of consumers THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL 1.4 The research rationale The aim of conducting this research is to understand more how social media affect to consumer purchase behavior Particularly, by exploring factors impact to consumers in using social media channels for searching more information about a particular brand, the researcher will be able to figure out important of social media reviews to client searching information process as well as how it can affect to final purchase decision As mentioned in the previous section, the matter of exploring how level consumers believe in social media are also mentioned and studied This help to identify which level that consumer perceived information from social media to their final purchase decision From the study results, a deeper knowledge of how social media impacts to consumer purchase behavior can be found out 1.5 Scope of the research: The scope of this research focus on behavior of Asian youth (mostly students and officers ranged from 21- 30 years old, mostly nationality Chinese, Vietnamese and Japanese) to explore their relationship between social media and purchase This means that this study is just narrowed in sample of Asian group (specifically in Chinese, Vietnamese and Japanese), not covered Western samples This study will collect data and information from 15 people who are friends or classmates of the researchers Yet, it is understandable that not all people are open to be willing to participate in this study Hence, the researcher will aim for a sample size of 15 interviews for conducting both by direct face to face interview or through telephone/Skype interview 1.6 Research Structure This research contains six-chapter structure, which aims to the convenient follow of readers The chapter one introduces general information on research background, research aim and objectives and research structure with the aim to let the readers would have a whole – view on direction of research The following chapter displays the literature review which is relevant on brand, social media, purchase behavior process of consumers as well as relationship between social media and consumer process Next, Chapter presents research methodology structure, in which include explanation of the choice of research method and the way the research is implemented The procedure to collect data is also pointed out in this chapter Chapter presents findings, which accomplish answers to the research aim and objectives Chapter analyses data finding and discusses the data from this research in relation to existing literature Finally, chapter summarizes all findings of research with summary, limitation acknowledgements, and further research proposals THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL CHAPTER 2- LITERATURE REVIEW This chapter targets to review existing studies and research relevant on impact of social media and consumer purchase behavior and how brand is perceived by consumer through social media To be specific, this chapter will dig in definitions, types, usage of social media and consumer purchase process, the impact – the relationship between social media and purchase behavior 2.1 The means of brand 2.1.1 Brand definition According to Wood (2000), there are three main ways to describe the word “brand”: (1), brand can be defined from its owner’s point of view; (2) from the customer’s; and (3) from both parties’ The examples below will clarify these three main ways THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL From the viewpoint of the brand’s owner, the American Marketing Association (1960) defined “brand” as: Everything that is used to distinguish one’s products from others, including label, sign, symbol, etc Dibb et al (1997) also explained “brand” as: “A brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers.” Keller (1993) denoted “brand” from the viewpoint of the customers, as what they recognize and valuate in their own assessment From the viewpoint of both the owner and the customers, Wood (2010) described that: “A brand is a mechanism for achieving competitive advantage for firms, through differentiation (purpose) The attributes that differentiate a brand provide the customer with satisfaction and benefits for which they are willing to pay (mechanism)” 2.1.2 Brand equity The attempt to resolve the intricate link between consumers and brand resulted in the concept of brand equity According to Fieldwick (1996), brand equity could be the value of a brand, or what the brand is worth to a customer, or the beliefs of customers toward the brand From the perspective of a customer, it can be viewed as what they recognize and valuate in their own assessment (Keller, 1993) Brand equity is determined by consumers’ perception, which includes both knowledge and experience with not only a brand but also its products and services Brand equity plays a crucial part in some specific situations For example, when a customer uses a device that is highly visible to other people, or when a customer has to make a difficult purchasing decision During these times, the equity of a brand shows its importance in the final resolution a consumer may make (Schivinskin and Dabrowski, 2013) To further promote brand equity, social media is an effective and trustable tool, especially in this time, as customers are offered many different choices for the same product (Chung & Austria, 2010) 2.1.3 Brand value Muniz and O'Guinn 2001 and Schau et al 2009 shared the same idea that brand value is formed through experiences and relationships based on brands Merz et al (2009, p.338) simplify this notion by stating that brand value is "also co-created through network relation- ships and social interactions among the ecosystem of all the stakeholders" Keller (2008) and Riesenbeck and Perrey (2007) both agreed that, toward the owner of a brand, its value lies in the ability to earn money and a competitive advantage, by distinguished itself from other brands Toward customer, the value of a brand is the usefulness it symbolizes In other words, brand value in the customers’ eyes is the integration of physical and psychological benefits they got when using a product of that brand (Avery et al 2010) Firstly, the information of a brand assists customers THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL in finding what they want (Kapferer, 2008 and Keller, 2008) Secondly, buying from a well-known brand reduces the risk of buying fake products (Kapferer, 2008; Riesenbeck and Perrey, 2007) It should be noted that, the brand must be trustable to actually ensure that customer can buy authentic, high quality goods Thirdly, customers can show their characters and personalities via the products they use, which is the symbolic function of a brand (Ahuvia, 2005) Fourthly, and surprisingly, people using the same brand of production can actually form new relationships or social ties, according to Schau et al (2009) Brand also possesses social value, as it helps customers build social capital Holt (2002) emphasized that, to be able to help consumers to create their own identities, a brand must be original and well-liked by people, and must be seen as a cultural resource Brand value is decided by the loyalty of the customers toward the brand, because this is the source where the money comes from 2.1.4 Brand image or Brand identity Wood (2002) stated that brand image is the definition of a brand and the faith of customers in it Brand strength and brand description sometimes are called “consumer brand equity” to make different from the evaluation asset meaning Wood (2000) also said that brand identity was made to suit the taste of a target market, by marketing the product, price, place and promotion at the same time The brand strength and brand loyalty depend on whether the marketing is successful or not 2.1.5 Branding and brand awareness Of the same opinion, Aaker (1996) and Keller (1993) both agreed that the capability of a customer to recognize, distinguish and recall a brand under different circumstances is called brand awareness Brand recall is when a customer sees a product and he immediately remembers of the brand name Brand recognition means the customer can identify a brand among many others Things like the name, symbol, or some special traits of a brand help customer raise awareness of the brand (Macdonald et all 2000) Hoeffler and Keller (2002) dug deeper into this issue, to find out that brand awareness can be put into two categories: depth and width By depth, it means that a customer can effortlessly recall a brand name By width, it means the customer buy products based on the brand name Davis et all (2008) has pointed out, that brand name is the most essential factor of building brand awareness Furthermore, Keller (1993) believed that, the more positive the image of a brand, the more benefits it will make As a result, a brand name which can promote its positive image as well as its popularity can easily gain profit (Turley and Moore, 1995) According to Percy and Rossister (1992), the purchasing decision of a customer is affected a lot by the brand awareness Similarly, Hoyer and Brown (1990) stated that, the brand awareness is the first thing that comes to a customer mind, and therefore becomes the deciding factor of the resolution of 10 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL B:Yes I searched products on facebook and bought it Or when readings newfeeds of my friends, if by chance seeing nice advertising or comments on using a product, I will take account for product – for later usage when necessary For example , I bought Suitcase It cheap and pop up on my faceup right the moment I have intention to buy a new suicase A:What is a good social media page for selling product in your opinions? B: That must be Good review, famous channel Famous here means trustworthy pages or accounts – providing sound truth on products A: How many percentages you trust on television advertising? While how many percentages you trust on social media review, words of mouth? B: 60-70% for comments on social media & 30% for television advertising One -way marketing as we know, maybe it is just useful for give first information on product Well- kind of usefulness to think on it A: What is your opinion on rumors on facebook? B: Just a reference, you have to figure it by yourselves No Female – 27 years old A:What kind of social media you oftent use? Which one ís the most favorrite and used? B: It is Facebook I have I used Google Plus as well but it is not often A:How many times you spend for social networking websites? What is main their purpose for using social media B: Yes, use social media everyday Every day facebook Average hours is hour per day I thinked A: How is trust level at information of products you found on social media channels? B: It is can be accounted as optional ref However, you have to smart to choose trustable references Real experiences with both comments on strength and fault of product from people I know well have quite big influences to me My trust for referral resources is 3/5 References sources from personal experience and somehow it is biased You have to look, listen then decide by your own Still, of course many nice comments on product will be preferred A: What is their habit when buying a thing , specially in online shopping or habit to search information? B: I will search review on internet 62 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL A: What is your opinion on Facebook shopping trend? B: Because large potential reach to consumers, facebook shopping become stronger, in my opinion A: Have you ever buy a product through social media or by chance make interest in a product thanks to a pop up advertising on social media facebook? B: Yes I bought A:What is a good social media page for selling product in your opinions? B: For me, price and photos of product on social media need to be cleared A: What is your habit when buying a thing , speacially in online shopping or habit to search information? B: I use Google for search product information and search reviews on product, compare various product in the same category , choose best one for me and best place have good price A:What is your opinion on Facebook shopping trend? B: Visibly facebook shopping is convenient ‘cause you access it everyday A: How many percentages you trust on television advertising? While how many percentages you trust on social media review, words of mouth? B : 50% for social media advertising and 50% fand 50% for television advertising 50% belief for referral sources on social media Easy post review products and every one access facebook is strong point to search personal review on products But – also many fraud such as bad comments from competitors or company hire people to comment good reviews on product Who know it, right? A: What is opinion on rumors on facebook? B: Yes, it is trustworthy A: Have you ever reviewed or shared experience on a product on social media? How did you make it? Could you please tell something on it? B: Yes, when I bought a things I like, I will take photo and post it on facebook 63 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL No - Female 28 B A:What kind of social media you oftent use? Which one ís the most favorrite and used? B: I mostly use Facebook and mostly use it in week I just only believe only 50 % on social media referral Others might be Line A:How many times you spend for social networking websites? What is main their purpose for using social media B: Most of my friends have facebook Most time I online facebook by my smartphone for easy contact If estimate the total online length, it is about B: It is totally optional reference source Because I personal experience on product is various depend on each mental and physic of users You read it but you must critically filter what is the truth and what is good for you among tons of available reviews of products on social media channel A: How often or how you search product or social media? B: In a week, ehh actually not much I rarely search information on product on social media plat form A: What is your habit when buying a thing , specially in online shopping or habit to search information? B: My habit before buy a product is find information on it , compare prices then take opinions on product from friends, online papers or on forum A:What is your opinion on Facebook shopping trend? B: Convenience – more people joins and it save time That is why Facebook is popular Facebook shopping trend, of course, surely is increasing A: Have you ever buy a product through social media or by chance make interest in a product thanks to a pop up advertising on social media facebook? B: I bought clothes and shoes from facebook Ehh my reason to buy thing on Facebook It is cheaper than buy on store A: What is your habit when buying a thing, specially in online shopping or habit information? to search B: For more information of products, I will Google then search official pages of products A: How many percentages you trust on television advertising? While how many percentages you trust on social media review, words of mouth? 64 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL B: 50 % percentage trust on television For social media, well, it is depend- might be 50 % on social media A: Have you ever buy a product through social media or by chance make interest in a product thanks to a pop up advertising on social media facebook? B: Yes, I by chance can find out the one I love Still, I only caught if it looks good and have reasonable price A: What is opinion s on rumors on facebook? Are you be affected by it when choosing products? B: Rumors – I must double check on it No10 MA female 24 years old A: What kind of social media channels you oftent use? Which of the following social networking websites you curently have an account with? B: Well, they are Facebook, Twitter, Google+, Instagram and Others such as: Zingtv, zing mp3, viber, zalo, Skype A: In a typical week, how likely are you to use social networking B: I use a lot, I even not account it Well, maybe ….more than hours per day websites? A: To what extent you believe in references on products / service on social media platforms? B: Actually, I not know well A: How you think about rating a product based on aspect of word of mouth? Or just consider it as an optional reference? B:Depend on my own judgement A: How you think about online surfing for searching reviews/ feedback/ supplies for your hunting products? How is trust level at information of products you found on social media channels? B: Although I not believe much but this is obly choice for explore real experience on product But it must be from people I know A: In a typical week, how much time you spends using social media network to search product information? B: About hours/ day So, maybe 21 hours per week? A: How about your opinions on a suitable trust level in social media reference on product? B:6/10 65 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL A: How is your habit to before buy a product? What are your sources to gather information on product before deciding to buy? B: Look good then “Like”, then search information on it , comparing with similar items Check feedback of users -> adjust wether it is good or not to me, then buying product A: Why you think lot of people join Facebook to advertise their product or search referral comment on products? B: Cause almost people use facebook and easily use/ post It is necessary tool for online sale and advertise product A: Have you ever bought anything on Facebook or through Facebook? B: Yes A: What are your criterias to decide to buy a product? For example: nice review, good publish social media channel – rich of information of product to access…and so on B: Like Reasonable price A: If you want to search more information on products, how will you search information on it on internet? B: Copy images, searh unages of product on internet and search Google with key wword on products A: What is your opinion on shopping on facebook trend? B: Rich information but need to be filted critically A: How many percentage you trust on televison advertising? B: 40% A: How many percentage you trust on soclial media review, word of mouth? B:60% A: Have you ever got attention to a product because you by chance see its advertising banner on facebook or see comments on products on facebook? Can you take an example? B:Yes, clothes displayed on suggested page or advertisemtn pop up when using social nedia A: Have you ever reviewed or shared your experience on a product on social media? How did you make it? B:No 66 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL A: How you think on rumours on products or services on social media? B:There must be a reason I will mark it and dig more on product if I really need A: Have you ever know more new products then decide to buy them due to surfing products information on social media? B:YES As I said Cloth No11 L 28 Female A.What kind of social media channels you oftent use? Which of the following social networking websites you curently have an account with? B: Well, I use Facebook and Instagram A: In a typical week, how likely are you to use social networking websites? Most likely B To what extent you believe in references on products / service on social media platforms? Well, I think for social media rumor , mainly it ís for reference, about 50-70% for Social media news or 70-98% for products and services after seeing review on them on social media channel A How you think about rating a product based on aspect of word of mouth? Or just consider it as an optional reference? B: It depends on web or then draw out solutions page to reference And always take reference from various web & page A: How you think about online surfing for searching reviews/ feedback/ supplies for your hunting products? How is trust level at information of products you found on social media channels? B: This is only way to search and exploit services , products because it save times and back and fort going A: In a typical week, how much time you spends using social media network to search product information? B: 3-4day/week, 1-3hours /day A: How about your opinions on a suitable trust level in social media reference on product? I B: I not know yet A.How is your habit to before buy a product? What are your sources to gather information on product before deciding to buy? 67 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL B I would like to products, reviews and other wwSearch thong tin ve sam pham, reviews and competitive price websites Sources is Facebook, comparatives prices websites, foreign websites if I need by foreign products A Why you think lot of people join Facebook to advertise their product or search referral comment on products? B: As u can find what all you need on there: info, price, review… It’s a popular channel A: Have you ever bought anything on Facebook or through Facebook? B: Yes, I have A: What are your criteria to decide to buy a product? For example: nice review, good publish social media channel – rich of information of product to access…and so on B: I will consider the essential of products, news, information, nice review so on products It is widely recognized and of course – mostly reasonable price A: If you want to search more information on products, how will you search information on it on internet? B: As you said on facebook and other relevant websites and relevant searched information A: What is your opinion on shopping on facebook trend? B: Convenient, well trusted from 70 -95% however it is need to be critically evaluate its credibility Ít saves time for transportation to looking for product But, there are sometimes too much information on facebook so that you have to take extra time to check or selec A: How many percentage you trust on televison advertising? B: 60% A: How many percentage you trust on social media review, word of mouth? B: 70-95% A: Have you ever got attention to a product because you by chance see its advertising banner on facebook or see comments on products on facebook? Can you take an example? B: I had For example a piece of skirt that I like A: Have you ever reviewed or shared your experience on a product on social media? How did you make it? B: I have been – through comment or like on facebook 68 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL A: How you think on rumors on products or services on social media? B: Great, you can observe people freely talk and judge on products However, sometimes, a little “dramatic” cause you know power of spoken, right … haha A: Have you ever know more new products then decide to buy them due to surfing products information on social media? B: Sometimes I will buy No 12 H Female 30 years old A:What kind of social media channels you oftent use? Which of the following social networking websites you curently have an account with? B: Facebook, Instagram, and Snapchat A: In a typical week , how likely are you to use social networking websites? B:Most likely everyday unless I'm busy A:To what extent you believe in references on products / service on social media platforms? B;I think that references on product/ service is fairly reliable because it gives you an idea about the product/ service you are thinking of purchasing Although some references may be biased, but overall if a product/service has too many good or bad reviews about it, these reviews must be reliable A: How you think about rating a product based on aspect of word of mouth? Or just consider it as an optional reference? B:I think it is just an optional reference because the extent you like or dislike a product depends on your expectations about it and on whether the product suits you or not Like a skincare product, it may be suitable for some people, but not for others depending on whether the product is suitable for their skin type So before purchasing it, you must understand your skin type, not just blindly believe other people’s word of mouth A; How you think about online surfing for searching reviews/ feedback/ supplies for your hunting products? How is trust level at information of products you found on social media channels? B: Again I think it is worth reading some online reviews on a product you are thinking of buying because it gives you an idea of the product overall However, you must find the review on trusted websites otherwise the reviews may not be reliable at all A: In a typical week, how much time you spends using social media network to search product information? 69 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL B:I quite like shopping online so I spend quite a lot of time using social media to search product:information MayBe around 3-4 hours a day A:How about your opinions on a suitable trust level in social media reference on product? B:It is difficult to say Some are quite reliable, others are not Those that are paid to write good reviews about specific products/services on their websites are definitely not reliable You the most important thing is you need to be critical when reading any reviews, like why these websites think this product/service is good and worth purchasing, what evidence they have to back up their reviews, etc… A:How is your habit to before buy a product? What are your sources to gather information on product before deciding to buy? B:I normally read reviews on the internet before purchasing a product as well, especially when it comes to cosmetics I often read reviews on the website I often purchase such as Debenhams, House of Fraser, and other reliable beauty and fashion magazines such as Elle, Allure, or Cosmopolitan A:Why you think lot of people join Facebook to advertise their product or search referral comment on products? B:Because Facebook has billion of users and it can reach a large pool of consumers daily, hence advertising a product/service on Facebook is a cheap and effective way A:Have you ever bought anything on Facebook or through Facebook? B:No, not really A:What are your criteria to decide to buy a product? For example: nice review, good publish social media channel – rich of information of product to access…and so on B:Definitely good reviews and a wide range of information about the product available on the Internet so that I can know a bit more about the product before deciding whether to purchase it or not Sometimes, good packaging, creative advertisement, and promotion also influence my purchasing decision A:If you want to search more information on products, how will you search information on it on internet? B:Well, apart from reading the product information on its website, I normally read the reviews of its product on some review sites, online beauty magazines, and ask some other reviewers about their experience of the product to have an in-depth understanding of the product before making a decision A:What is your opinion on shopping on facebook trend? B:I don't really shop on Facebook because I think today Facebook has become a place that companies pay famous Facebook users to advertise their product/service even though these users not use this product/service at all So shopping on Facebook is kinda risky to me 70 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL A:How many percentage you trust on televison advertising? B:40% maybe because television advertising often exaggerate things in order to attract consumers to sell more products A:How many percentage you trust on social media review, word of mouth? B:Around 50-60% but again you have to be very critical in what you read and hear in order to trust these reviews and word of mouth A:Have you ever got attention to a product because you by chance see its advertising banner on facebook or see comments on products on facebook? Can you take an example? B:I don’t think so, no A:Have you ever reviewed or shared your experience on a product on social media? How did you make it? B:Yes, I did share some reviews about a product/service on social media Normally, I only write reviews when I have extremely good or bad experience about something so I want to make a review on the company’s social media to either complain or praise the company, and to share my experience with other reviewers I once bought a very nice top on Warehouse and it was not cheap I took it home and put it in my wardrobe for a few weeks and when I took it out to wear it, the top was ripped off at some part even though I hadn't worn it at all I was angry and decided to write a review on Warehouse’s website to let them know how poor quality their product was compared to the high price I paid I also wanted to write the review so that other buyers did not waste money on that product at Warehouse A:How you think on rumours on products or services on social media? B:Well, you cannot believe everything you read, especially on social media, where some people just want to troll others And some businesses also uses social media to create rumours in order to ruin their rivals’ businesses That's why I say people must be critical and careful with what they read on social media A:Have you ever know more new products then decide to buy them due to surfing products information on social media? B:Sometimes Sometimes I look for information of a product on social media and end up interested in other products because these products have excellent advertisements on social media, good reviews, and attractive packaging that make me want to own it right away No 13 – male 30 years old A:What kind of social media you oftent use? Which one ís the most favorrite and used? 71 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL B:Just facebook It is famous in Japan but I think in UK it is much more popular Mostly using facebook for communicating, friend and co-worker Uhrm, let me thnink , Instagram & Twitter also I have A:How many times you spend for social networking websites? What is main their purpose for using social media B: Well For the facebook, both for work and personal is hours, almost for work A: How often or how you search product or social media? For example : Facebook B: I rarely buy something on facebook In Japan, kakaku.com is much more popular than face bookIn Japan we have a lot of online information website For example : kakaku.com We can compare prices You know, users from facebook; mostly some one you know But here strangers they can give less personal adjustment, just merely on products Well, depend on kind of products, 90% percentage buy things in internet A: What is your habit when buying a thing , speacially in online shopping or habit to search information? B:Normally you go online for searching information In Japan, I go to shop, pick my favourite item, then back home and check information on internet and find out where I can buy cheapest price I compare bad information and good information, I compare with similar products Does it make senses A: How many percentages you trust on television advertising? While how many percentages you trust on social media review, words of mouth? B:50 % percentage on social media advertising and 10 & on television advertising not care about television advertising, it is just company And it is very expensives Now facebook and google adword is much more popular A: How is trust level at information of products you found on social media channels? Do you believe in word of mouth? B:Word of mouth – it is very important It is very important Delamic comments have big impact – merely from imperession I prefer bad information A: What is opinion s on rumors on facebook? Are you be affected by it when choosing products? B:Anti social media person so that I not use social media network But I need it for work so that I spend more A: Have you ever buy a product through social media or by chance make interest in a product thanks to a pop up advertising on social media facebook? 72 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL B: Sorry, I have not But I does got caughted up by an attractive advertisement or prosuct my friend post on facebook A: Have you ever reviewed or shared experience on a product on social media? How did you make it? Could you please tell something on it? B: I rarely and well I am not online facebook so much No 14 Female 22 years old A:What kind of social media you oftent use? Which one ís the most favorrite and used? B:I use a lot Facebook, Twitter, Youtube, some times Google + Mostly for communicate with friend For chatting and send message Facebook I use the most, I think A:How many times you spend for social networking websites? What is main their purpose for using social media B: Mostly everyday Almost day use And At least hour per day and sometimes whole day because I need to stay in touch with some people for wor So I need to online whole day A: How is trust level at information of products you found on social media channels? B:I take them merely for references And I not take it seriously And it should be from my close friend, it depends on how well I know about the person A: How often or how you search product or social media? B: I not search information of product on facebook But my friend – they have some make up guru in facebook and they always search and follow information posted on those guru – expert on facebook And off course, they search information on their relevant social media pages A: How many percentages you trust on television advertising? While how many percentages you trust on social media review, words of mouth? 20 % for television & 65 % for social media Well, Word of mouth is still optional reference source But as I said before, if it is from my friend I trust, It will hold much more weight for me For example if many nice feedback on product from my friend, I will think it also might work for me However, if some one tha t I am not so much familiar and tried to too much sale I will ignore and not trust on it A: What is your habit when buying a thing , speacially in online shopping or habit to search information? 73 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL B: All the times I will search information on internert Nice review from real users has test product is very important Well I will go some online website for comparing prices such as Amazon Before I go to product I go for Amazon cause’ it is believable I see reviews on its If reviews is quite recently – up to date and profile of commenters has clear & rich information.Amazon they have company profile publish I also check company profile I will take account on it Or a products have lot of ratings, I will more believe on it If I really need product, I will search information, compare prices and try to receive a lot of comments on it For me, I think facebook is the most important reference to buy A: What is your opinion on Facebook shopping trend? B:Facebook because it is mostly cheap and almost free You can reach a lot of users and portential customers A: Have you ever buy a product through social media or by chance make interest in a product thanks to a pop up advertising on social media facebook? B:Yes I bought a pair of shoes It is nice pop up on my new feeds facebook on the time Iam need it I click and bought it and it is actually nice My mom also bought one for her A:What is your opinion on Facebook shopping trend? B:Facebook shopping trend make it so much easier You can a lot with facebook If good comments on facebook and I feel there is truth in it , I means source of information from on I knew well and it is not merely marketing, I will buy it A: What is opinion s on rumors on social media? Are you be affected by it when choosing products? B: I will double check for by my own Rumors is just personal experience and sometimes it is a little bit over boasting My friend tried PHO and posted bad comments on facebook It took thousands share and Like I think may be at that time – she is angry but actually PHO might not be so bad like that But her bad comments still be received like and shares No 15 Male, 22, Japanese A:What kind of social media you oftent use? Which one ís the most favorrite and used? B: I usually use account with Facebook, Twitter, Instagram Because I go travel a lot and I want to post my pictures for my friend can see my pictures and let them able to see what I in another country That is why I normally update social media 74 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL A:How many times you spend for social networking websites? What is main their purpose for using social media B: Hmm never count it but I check my facebook quite oftent I think hour per day For work and communicating For work when I doing my part time job in Starbuck Japan A: How often or how you search product or social media? B: Not often for searching product information on social media I means - not search but some information come up on my facebook so that I click in and see the products A: How is trust level at information of products you found on social media channels? B: For my habit, Yes,,,because some people is indecisive I think a lot before buy a product For example actually, bought this cellphone on internet Because my sister had it and have nice feedback on it It is cheap an nice And now I am totally satisfy A: What is your habit when buying a thing , specially in online shopping or habit to search information? B: B:I check a lot a product information on internet – cross check A:What is a good social media page for selling product in your opinions? I usually check the rate on website and I check how people think about it :I usually check the brand first like if you want cellphone, you will go for Samsung or Apple These brands will give you a lot of information Kind of famous and reputated Ahh, yes on reputation I search in online interview and compare but I soon will go to store to check it I still feel it is so risky for me A: Have you ever reviewed or shared experience on a product on social media? How did you make it? Could you please tell something on it? B:I check the rate but I not write A: How many percentages you trust on television advertising? While how many percentages you trust on social media review, words of mouth? B: 50% percentage Yes it does If some people say it is not good, I will double check, of course depend on who commenters they are I just trust 50% - I must go to store to check by my eyes, not through social media A: What is opinion s on rumors on social media? Are you be affected by it when choosing products? B: Some people gave fake comments and then give to others I will check it by myself 75 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL A: Have you ever buy a product through social media or by chance make interest in a product thanks to a pop up advertising on social media facebook? B:I not buy anything Sometimes, she is nice advertisement I will click it to see more .From company perspectives, from my view, I not buy products but maybe some people feel attracted on facebook information and decide to buy it A: What is your opinion on Facebook shopping trend? B: I think facebook is good way to advertising However, maybe that iss good for some people but it is risky For example, my friend bought a leather USD 600 shoe but it is turn out fake leather shoes Eventhough I not want to see advertisements, But it is everywhere facebook, youtube I have to bear with it…kindly patient 50 % believe in it A: How many percentages you trust on television advertising? While how many percentages you trust on social media review, words of mouth? B: 10 percentage on television Yeah… no believed it I means I take reviews but I have to check products in And 50%, It depends I believe my friends I not believe in advertisement but I believe in my friends A: What is opinion s on rumors on social media? Are you be affected by it when choosing products? B: I actually believe in bad things I not believe in good things because some people say good things …randomly I means I should know about bad things So if I buy a product, I means I am ready with bad side 76 ... structure questions design for interview Appendix Informed Consent Form Summary transcripts 24 28 28 29 29 30 33 35 35 35 37 37 39 42 43 47 THE UNIVERSITY OF NORTHAMTON NORTHAMPTON BUSINESS SCHOOL CHAPTER... working for earn living and complete this both the most important and pressure study task I thankfully acknowledge that without a lot help and support from my family and school, this dissertation... content that helps describe it” (Zarrella 2010, pg 81) Hence, it is essential that business should fully comprehend the significance of search words and searching engines 2.2.2.4 Blogs A blog can