Factors affecting word of mouth a study of facebook fan pages

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Tran Ngoc Tu FACTORS AFFECTING WORD-OF-MOUTH: A STUDY OF FACEBOOK FAN PAGES MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Tran Ngoc Tu FACTORS AFFECTING WORD-OF-MOUTH: A STUDY OF FACEBOOK FAN PAGES ID: 21110026 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr Nguyen Thi Mai Trang Ho Chi Minh City – Year 2014 ACKNOWLEDGEMENT This thesis could not be accomplished without the help, advise, support, guidance and encouragement of many people I would like to express my sincere gratitude to my supervisor, Dr Nguyen Thi Mai Trang, for her guidance and correction to my thesis, especially for her enthusiasm in quickly answering and support Second, I would like to express my deepest gratitude to Professor Nguyen Dong Phong, Professor Nguyen Dinh Tho, and Dr Tran Ha Minh Quan for their valuable time as the members of the proposal examination committee My sincere thanks are also to all the members of ISB create the best convenience for me as well as ISB students during the course Thirdly, I would like to thank my dear colleagues, friend and classmates for their invaluable advice, encouragement and help me collect the research data Last but not least, I would like to express my great thanks to my family for their encouragement and assistance for my three years study the master course and finish this thesis i ABSTRACT Vietnam has been one of the fastest growing countries in Internet and social networking sites for years Facebook is the most popular social media site, nearly 25 million of the 36 million Internet users in Vietnam (VietnamNet, 2014) Understanding the influences of Facebook to the youngster’s behavior, many business organizations build fanpages on the social media site to build better connection with their customers Identifying the factors affecting brand wordofmouth through the study of Facebook fanpages can help the organization understanding the motivation of Facebook users who involving in their brand fanpage As a result, those factors, which have huge impact on the wordofmouth, are Content value (including Functional value and Hedonic value), and Interaction value of the Facebook brand fan page Therefore this research can help improving business if people know which ones to investment Keywords: word-of-mouth, brand fan-page, Facebook, Vietnam ii LIST OF ABBREVIATIONS EFA Exploratory Factor Analysis KMO KaiserMeyerOlkin WOM WordOfMouth SPSS Statistical Package for the Social Science software SMM Social media marketing SNS Social networking sites B2C Businesstocustomer iii LIST OF TABLES Table 1.1: Top 10 Social Media Sites Among Internet Users in Vietnam, April 2013 Table 4.1: Sample characteristics 30 Table 4.2: Functional Variables ItemTotal Statistics 31 Table 4.3: Reliability test results 33 Table 4.4: Rotated Component Matrix 34 Table 4.5: Final Rotated Component Matrix 36 Table 4.6: Casewise Diagnostics 38 Table 4.7: Multiple Regression ANOVA 39 Table 4.8: Mutiple Regression Coefficients 40 Table 4.9: Simple Regression ANOVA 41 Table 4.10: Simple Regression Coefficients 42 iv LIST OF FIGURES Figure 2.2: Conceptual Model 18 Figure 3.1: Research process 24 Figure 4.1: Hofstede interculture dimemsions comparision 45 v CONTENTS ACKNOWLEDGEMENT i ABSTRACT ii LIST OF ABBREVIATIONS iii LIST OF TABLES iv LIST OF FIGURES v CHAPTER 1: INTRODUCTION 1.1 Research Background 1.2 Research Problem 1.3 Research Objectives 1.4 Research Methodology 1.5 Research Scope 1.6 Structure of the Research CHAPTER 2: LITERATURE REVIEW 2.1 Social networking sites 2.2 Brand Communities 2.3 Facebook 10 2.4 Brand Fanpages 11 2.5 Motivation of Facebook Brand Fan Pages 12 2.6.1 Fanpage functional value 13 2.6.2 Fanpage hedonic value 14 2.6.3 Social interaction value 14 2.6.4 Selfconcept value 15 2.7 Word of Mouth 16 2.8 Proposal model and hypotheses 18 CHAPTER 3: RESEARCH METHODOLOGY 20 3.1 Research method 20 3.2 Research design 20 3.2.1 Informants of the study 20 vi 3.2.2 Sample size and Sampling method 3.2.3 Measurement scale 3.3 Research process 3.3.1 Qualitati 3.3.2 Quantita 3.3.3 Data ana 3.4 Data analysis method CHAPTER 4: DATA ANALYSIS AND RESULTS 4.1 General characteristic of the research sample 4.2 Reliability test: The Cronbach’s alpha test 4.2.1 Fanpage functional value 4.2.2 Fanpage hedonic value 4.2.3 Social interaction value 4.2.4 Selfconcept value 4.2.5 Fanpage usage intensity 4.2.6 WordofMouth 4.3 Exploratory factor analysis 4.4 Multiple regression analysis 4.4.1 Assumption 1: The linear relationship 4.4.2 Assumption 2: Homoscedasticity of residuals 4.4.3 Assumption 3: No multicollinearity 4.4.4 Assumption 4: No significant outliers 4.4.5 Assumption 5: Residuals are normally distributed 4.4.7 Result of multiple regression analysis 4.5 Simple regression analysis 4.5.1 Assumption 1: Homoscedasticity of residuals 4.5.2 Assumption 2: Residuals are normally distributed 4.5.5 Result of simple regression analysis 4.6 Hypotheses assessment and discussion CHAPTER 5: DISCUSSION AND CONCLUSION 5.1 Conclusion vii 5.2 Managerial implications 48 5.2.1 Social interaction value 49 5.2.2 Fanpage functional value 50 5.2.3 Fanpage hedonic value 50 5.3 Limitations 51 REFERENCES 52 APPENDIX A: QUESTIONARIES 59 APPENDIX B: SURVEY RESULTS 67 APPENDIX C: MULTIPLE LINEAR REGRESSION 70 APPENDIX D: SIMPLE LINEAR REGRESSION 73 viii 61 26 Gender  Male 27 Age group in years  Master 29 Employment status  Selfemployed  Employees  Students  Others:………………………………… THANK YOU VERY MUCH FOR YOUR TIME 62 BẢNG CÂU HỎI Kính chào Anh/ Chị, tên TRẦN NGỌC TÚ, học viên cao học Viện Đào tạo quốc tế thuộc Trường Đại Học Kinh Tế TP HCM Tôi nghiên cứu NHỮNG YẾU TỐ ẢNH HƯỞNG ĐẾN LỜI TRUYỀN MIỆNG CHO CÁC TRANG THƯƠNG HIỆU TRÊN FACEBOOK Việt Nam Rất mong Anh/ Chị dành khoảng phút để trả lời Phiếu khảo sát Xin lưu ý Anh/ Chị khơng có câu trả lời sai, tất có giá trị Thơng tin cá nhân Anh/ Chị hồn tồn bảo mật khơng tiết lộ khơng có đồng thuận từ phía Anh/ Chị Trong trình thực phiếu khảo sát này, Anh/Chị có thắc mắc nào, xin vui lịng liên lạc với thông qua địa email: tutnt30@gmail.com PHẦN 1: THƠNG TIN TỔNG QT Anh/ Chị có tài khoản mạng xã hội Facebook khơng? Có Không (Nếu chọn ‘Không’ xin anh chị dừng đây, cảm ơn a/c) Anh/ Chị có thường xuyên xem “like” Fan-page Facebook thương hiệu? (Ví dụ trang Apple, Sony, Samsung, Jetstar, Toyota, Facebook) Có Khơng (Nếu chọn ‘Khơng’ xin anh chị dừng đây, cảm ơn a/c) Fan-page Facebook thương hiệu bạn thích tham gia nhất? (Từ xin gọi Fan-page X, thương hiệu X) .……………………… 63 PHẦN 2: NỘI DUNG CHÍNH Xin anh (chị) lưu ý, câu hỏi Phần liên quan đến Fan-page X thương hiệu X mà anh chị chọn Xin Anh/ Chị cho biết mức độ đồng ý Anh/ Chị phát biểu bắng cách đánh dấu chéo (x) = Hồn tồn khơng đồng ý = Khơng đồng ý = Hơi khơng đồng ý = Khơng có ý kiến = Hơi đồng ý = Đồng ý Hơi khơng đồng ý = Hồn tồn đồng ý Với tôi, nội dung fan Với tôi, nội dung fan Với tôi, nội dung fan Với tôi, nội dung fan Với tôi, nội dung fan Với tôi, nội dung fan 10 Với tôi, nội dung fan 11 Với tôi, nội dung fan 64 12 Tôi gặp người sở thích fanpage X 13 Tơi gặp người sở thích fan page X 14 Tơi tìm thấy thơng tin người sở thích fanpage X 15 Tơi giao tiếp với người sở thích fanpage X 16 Tơi tạo ấn tượng tốt cho người khác tham gia fanpage X 17 Tơi nâng cao cách tơi nhìn nhận tham gia fanpage X 18 Tơi thể cho người khác thấy tham gia fanpage X 19 Tơi thể cho người khác thấy muốn trở thành tham gia fanpage X 7 7 7 20 Tôi thường xuyên theo dõi fanpage X 21 Tôi thường ‘like’ viết fan- page X cho người khác 22 Tôi thường ‘comment’ viết fanpage X 23 Tôi gợi ý thương hiệu với người khác 24 Tôi giới thiệu thương hiệu đến người khác 25 Tơi nói điều tích cực thương hiệu PHẦN 3: THƠNG TIN CÁ NHÂN Xin Anh/ Chị cho biết thông tin sau để phục vụ việc phân loại so sánh nhóm đối tượng khảo sát 26 Giới tính  Nam  Nữ 65 27 Độ tuổi  35 28 Trình độ học vấn  Cấp ba  Đại học  Thạc sĩ  > Thạc sĩ 29 Nghề nghiệp  Tự doanh  Nhân viên  Sinh viên học sinh  Khác:…………………… CẢM ƠN ANH/ CHỊ ĐÃ THAM GIA KHẢO SÁT 66 Initial Eigenvalues No 10 11 12 13 14 15 16 17 18 67 Self2 Self4 Self3 Self1 Usage2 Usage1 Usage3 Hedonic3 Hedonic1 Hedonic2 Interaction1 Interaction2 Interaction3 WOM3 WOM2 WOM1 Functional1 Functional2 68 Model (Constant) Functional Hedonic Interaction Self a Dependent Variable: Usage Model (Constant) Usage a Dependent Variable: WOM 69 APPENDIX C: MULTIPLE LINEAR REGRESSION KaiserMeyerOlkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Multiple Regre Mode l R a Predictors: (Constant), Self, Functional, Hedonic, Interaction 540 b Dependent Variable: Usage Scatterplot: Regression Standardized Residual 70 a Histogram of Regression Standardized Residual Normal P-P Plot of Regression Standardized Residual 71 Model (Constant) Functional Hedonic Interaction Self 72 APPENDIX D: SIMPLE LINEAR REGRESSION Scatterplot For Test Homoscedasticity Residuals Histogram 73 Normal P-P plot Mode l a Predictors: (Constant), Usage b Dependent Variable: WOM 74 ... fan who not participated in a fan page also see what a fan interacted on brand fanpage and attracted by the content of 11 brand fanpage (Ellison, 2007) Therefore, fanpage membership can show a. .. word- of- mouth, brand fan- page, Facebook, Vietnam ii LIST OF ABBREVIATIONS EFA Exploratory Factor Analysis KMO KaiserMeyerOlkin WOM WordOfMouth SPSS Statistical Package for the Social Science software... fanpages Specifically, this research will examine: Impact of Fan- pages content (functional & hedonic) on fan- pages usage intensity Impact of Social Interaction on fan- page usage intensity Impact