Consumers’ participation in online social networking sites and their trust in the focal product
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The Impact of Online Social Networking on Consumer Trust, Satisfaction, and Loyalty
The research aims to
- Analyse the relationship between consumers’ participation in online social networking sites and their trust in the focal product, brand or organisation,
- Analyse the relationship between consumers’ participation in online social networking sites and their satisfaction with the focal product, brand or organisation and
- Analyse the effect of individuals’ participation in online social networking sites on their loyalty to the focal product, brand or organisation.
Paper Contents
1.0 Introduction………………………………………………………………………………………………………….. 5
1.1 Background to the Research…………………………………………………………………………………………………………….. 5
1.2 Research Aim and Objectives……………………………………………………………………………………………………….. 6
1.3 Significance of the Study………………………………………………………………………………………………………………… 8
1.4 Research Context: Small and Medium Enterprises……………………………………………………………… 9
1.5 Outline of the Dissertation…………………………………………………………………………………………………………. 11
2.0 Customer Trust and Loyalty………………………………………………………………………………… 12
2.1 Introduction……………………………………………………………………………………………………………………………………… 12
2.2 What is Marketing?………………………………………………………………………………………………………………………… 12
2.3 Marketing Models for Small and Medium Enterprises……………………………………………………. 13
2.4 Relationship Marketing……………………………………………………………………………………………………………….. 19
2.4.1 The Advent of Relationship Marketing……………………………………………………………………………………. 19
2.4.2 Relationship Marketing Defined……………………………………………………………………………………………….. 20
2.4.3 Benefits of Relationship Marketing………………………………………………………………………………………….. 21
2.5 Consumer Trust………………………………………………………………………………………………………………………………. 22
2.6 Customer Satisfaction…………………………………………………………………………………………………………………… 26
2.7 Customer Loyalty……………………………………………………………………………………………………………………………. 31
2.8 Behavioural Outcomes…………………………………………………………………………………………………………………. 34
2.8.1 Purchase Intention………………………………………………………………………………………………………………………. 34
2.9 Chapter Summary…………………………………………………………………………………………………………………………… 35
3.0 Social Media and Social Networking…………………………………………………………………….. 35
3.1 Introduction……………………………………………………………………………………………………………………………………… 35
3.2 What is Social Media?……………………………………………………………………………………………………………………. 35
3.2.1 Defining Social Media………………………………………………………………………………………………………………….. 35
3.3.2 Social Media Platforms………………………………………………………………………………………………………………. 38
3.3.3 Social Networking Sites……………………………………………………………………………………………………………… 39
3.3 Influence Marketing………………………………………………………………………………………………………………………. 46
3.4 Social Media Marketing……………………………………………………………………………………………………………….. 51
Web 2.0 for marketing of organizations………………………………………………………………………………………….. 55
Marketing opportunities through Social networks……………………………………………………………………. 58
4.0 Conceptual Framework……………………………………………………………………………………….. 60
Variables for Research…………………………………………………………………………………………………. 61
Brand Page Commitment………………………………………………………………………………………………………………………… 62
Annoyance………………………………………………………………………………………………………………………………………………….. 62
Interactions relating to Brand awareness……………………………………………………………………………………………. 63
Word of Mouth…………………………………………………………………………………………………………………………………………… 63
Consumer trust…………………………………………………………………………………………………………………………………………… 64
Consumer purchase intentions……………………………………………………………………………………………………………. 65
Consumer satisfaction…………………………………………………………………………………………………………………………….. 66
Consumer Loyalty……………………………………………………………………………………………………………………………………… 66
5.0 METHODOLOGY………………………………………………………………………………………………. 68
5.1 Introduction……………………………………………………………………………………………………………………………………… 68
5.2 Research Philosophy…………………………………………………………………………………………………………………….. 69
5.3 Research Strategy and Design…………………………………………………………………………………………………… 74
5.4 Sampling Design……………………………………………………………………………………………………………………………… 78
5.5 Data Collection………………………………………………………………………………………………………………………………… 79
5.5.1 Data Collection Instrument I: The Survey……………………………………………………………………………… 79
5.5.2 Data Collection Procedure I: The Survey……………………………………………………………………………….. 83
5.5.3 Data Collection Instrument II: The Interview……………………………………………………………………….. 86
5.5.4 Data Collection Procedure II: The Interview………………………………………………………………………… 86
5.5.5 Piloting of the Data Collection Instruments…………………………………………………………………………… 89
5.6 Data Analysis……………………………………………………………………………………………………………………………………. 89
5.7 Reliability and Validity………………………………………………………………………………………………………………… 91
5.7.1 Issues of Reliability and Validity………………………………………………………………………………………………. 91
5.7.2 Threats to Reliability and Validity……………………………………………………………………………………………. 94
5.7.3 Improving Reliability and Validity Using Triangulation……………………………………………………… 95
5.9 Ethical Considerations…………………………………………………………………………………………………………………. 97
5.9 Chapter Summary…………………………………………………………………………………………………………………………… 98
REFERENCES…………………………………………………………………………………………………………… 99
APPENDICES…………………………………………………………………………………………………………… 104