Thesis Complete Report

Acknowledgement

All praise to Allah Almighty, who created the universe and bestowed mankind and gave me strength and abilities to complete this project. I articulate my gratefulness commencing the extremely interior central part of my feelings to the Holy Prophet Hazrat Muhammad (peace be upon him) that make possible for me to distinguish me inventor and he is everlastingly a burn down of direction and comprehension for whole human being.

I’m very thankful to my praiseworthy and highly regarded teacher Mr. Tauqir Ahmad Ghauri who kindheartedly makes available priceless help out as well as unremitting supervision to complete this project. And also provided me an immense opportunity to improve myself and enlarge my vision and gaining transparency of conception. I’m also thankful to my whole family for their love and countless prayers. I’m also very thankful to my class fellows who helped me for completing this project.

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DedicationHumans improvement is neither mechanical nor to be

anticipated each footstep towards the objective if even

handedness necessitate forfeit, anguish and great

effort; the indefatigable physical exertion and

obsessive apprehension if contribute human being.

I dedicate our report to our respectable teacher Mr.

Tauqir Ahmad Ghauri and to my parents who

support me at every step for the completion of this

project.

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List of Tables

Table No. Table Name Page

No.

Table 1.0 General Information 24

Table 1.1 Reliability Statistics 25

Table 1.2 Reliability and validity analysis 25

Table 1.3 Descriptive Statistics 25

Table 1.4 Durbin-Watson Model Summary 26

Table 1.5 Correlation Analysis 27

Table 1.6 Independent Samples Test (Gender Base) 30

Table 1.7 Independent Samples Test(Location Base) 32

Table 1.8 ANOVA (Age base) 34

Table 1.9 ANOVA (Education levels) 36

Table 1.10 ANOVA (Income levels) 38

Table 1.11 Model Summary (Independent variable impact) 40

Table 1.12 ANOVA (Independent variable impact) 40

Table 1.13 Coefficients’ 40

List of Abbreviations

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Table of ContentsAbstract:..........................................................................................................................................1

Chapter 1..............................................................................................................................................2

1.1 Introduction.................................................................................................................................2

1.2 Objectives:...................................................................................................................................4

1.3Research Question:.......................................................................................................................4

Chapter 2:............................................................................................................................................5

2.0 Literature Review..........................................................................................................................5

2.1 Electronic Word of Mouth: (eWOM):.....................................................................................5

2.2 Celebrity Endorsement:......................................................................................................11

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Abbreviations Stands For

B_P Brand Pages on social media

C_E Celebrity Endorsement

eWOM Electronic Word of Mouth

P_I Purchase Intention

SNSs Social Networking Sites

SPSS Statistical Package Social Sciences

2.3 Social Networking Sites: (SNSs).........................................................................................13

2.4 Brand Pages, Blogs:.............................................................................................................16

2.4.1 Blogs:......................................................................................................................................19

2.5 Purchase Intention:..............................................................................................................19

Chapter 3............................................................................................................................................23

3.1 Theoretical Framework..............................................................................................................23

3.2 Hypothesis:..........................................................................................................................23

3.3 Sample and Data Collection:.........................................................................................24

3.4Table: Demographic Profile of Respondents (n=400)...........................................24

Chapter 4............................................................................................................................................25

Results and Discussions:..................................................................................................................25

4.1 Reliability Statistics:..................................................................................................................25

4.1 Descriptive Statistics:................................................................................................................25

4.3 Correlation Analysis:.................................................................................................................27

4.3.1 Celebrity endorsement:...........................................................................................................28

4.3.2 Brand Pages:...........................................................................................................................28

4.3.3 Electronic Word of Mouth:.....................................................................................................28

4.3.4 Social networking sites:..........................................................................................................29

4.4 T-Test Analysis:........................................................................................................................31

4.4.1 Gender Base:...........................................................................................................................31


4.4.3 Brand Pages:...........................................................................................................................31

4.4.4 Electronic word of Mouth: (eWOM)......................................................................................31

4.4.5 Social networking sites: (SNSs)..............................................................................................31

4.4.6 Purchase Intention:.................................................................................................................31

4.5 T-Test Analysis:........................................................................................................................33

4.5.1 Location Base:........................................................................................................................33


4.5.3 Brand Pages:...........................................................................................................................33

4.5.4 Electronic word of Mouth: (eWOM)......................................................................................33

4.5.5 Social networking sites: (SNSs)..............................................................................................33

4.5.6 Purchase Intention:.................................................................................................................33

4.6 One way ANOVA.................................................................................................................34

4.6.Age Base:.............................................................................................................................34

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4.7 Education levels:................................................................................................................36

4.8 Income levels:.....................................................................................................................38

4.9 The Impact of Independent variables on Dependent variable....................................................40

Model Summary..........................................................................................................................40

4.9.1 Celebrity Endorsement:...............................................................................................41

4.9.2 Brand Pages, Liking, Sharing:....................................................................................41

4.9.3 Electronic Word of Mouth (eWOM):.........................................................................41

4.9.4 Social Networking Sites (SNSs):................................................................................41

Chapter 5............................................................................................................................................42

5.1 Conclusion and Implications:....................................................................................................42

5.2 Limitations and Opportunity for future study:...........................................................................43

References:......................................................................................................................................44

Appendix............................................................................................................................................51

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Abstract:Purpose:

This study aims to explore the intention of consumers to purchase the product or services by

viewing and observing it from different aspects on social media. It includes Facebook,

Twitter, YouTube, LinkedIn, Google, Skype, MySpace and blogs in social media for the

advertisement of the product or brand. Here it is also explored that how consumer is attracted

from celebrities, Brand fan pages, blogs, Electronic word of mouth, social networking sites

and purchase intention of the consumer on social media. It examines how consumers make

purchase intention having all above factors that can influence its buying decision and will

motivate and build its attitude towards the product or brand.

Design/methodology/approach:

The record had been composed from 400 people from upper Punjab and

lower Punjab. Five point Lickert Scale Questionnaires were circulated to

bring together data from people. Respondents weighted up the product or

brand on social media with celebrities used in ads on social media, social

networking sites, Brand pages, liking and sharing on social media,

Electronic word of mouth and blogs. Descriptive statistics, Durbin-Watson,

correlation, t-test, ANOVA and regression are used for analyzing the data.

Findings:

The study reveals that consumers evaluate advertisements on social

media purchase intention on variables that are celebrity endorsement,

brand pages, blogs on social media, Electronic word of mouth (eWOM),

social networking sites (SNSs).

Originality/value:

This paper provides insight into how consumers respond to the product or

brand by viewing it on social media and how it will improved to capture

the attention of the consumers towards buying decision of the product or

brand.

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Chapter 1

1.1 Introduction:Social media is defined as “a collection of internet-based function that put together on

the ideological and technological fundamentals of Web 2.0, and that permit the formation and

switch over of client produced contented” (Kaplan and Haenlein, 2010, p. 61). The internet

organizing known as new media has totally changed the landscape and structure for

correspondence in the new support correspondence period. The rapidly extend the social

media like facebook, web 2; YouTube has a staggering impact on the effect of the customers

correspondence similarities. By contributing a huge piece of the time by customer on long

range interpersonal communication, the better approach for correspondence happened in

broad scale. It an alternate way found by promoters for their thing or brand campaigns on

such Medias. This creating correspondence has changed the customers from being inactive

advocates in the promoting and being trailblazers and influencers (Kozinets et al., 2008, Merz

et al., 2009). It has in like manner changed the energy of brand particularly to the purchasers

(Constantinides and Fountain, 2008). Bernoff and Li (2008) submit to its creating impact of

the web organizing customers as “the climbing groundswell of the buyer’s control. Moreover,

"careful change in a customer driven track". The old and standard single way correspondence

has been supplanted by distinctive two-way and imparted trades (Berthon et al., 2008). As the

new media and new advertising correspondence in a reality reflects both the new troubles and

opportunities for the affiliations and the decisions concerning getting of things and brands are

remarkably affected by the long range interpersonal communication interchanges. Different

kinds of people more than long range of informal communication and interpersonal

associations when they settle on decisions as for purchase of brand (Hinz et al., 2011).

In spite of the way that, the outcome of long range informal communication exercises

are at an end fantastical between the specialists and troughs (Hoffman and Fodor, 2010). The

impact of internet systems administration fights on client purchase plan and moreover their

affectability and feeling about the thing and brands could be yet improved certain (Hoffman

and Fodor, 2010). The potential burden of the web systems administration is diffusing

negative casual trade about the thing or brand and richness amounts of information can

grounds to the customer hindrance and disappointment (Mccoy et al., 2007), it can moreover

make flightiness for measuring the included estimation of such persistent work.

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Social media can be differentiated as: “online appliance, stage and medium which intend to

smooth the progress of communications and interactions on the people from all over the

world, teamwork and the distribution of contented” (Universal Maccann International, 2008,

p. 10). The significance of community system medium falsehood in the interaction

sandwiched between consumers and the community and in the smooth the progress of

“asynchronous, instant, interactive, low-cost infrastructure” (Miller et al., 2009, p. 306).

Social network sites allow individuals to construct a public or semi-public profile within a

bounded system; to articulate a list of other users with whom they share a connection, and to

“view and traverse their list of connections and those made by others within the system”

(Boyd and Ellison, 2007, p. 211). On larger social network sites, individuals are typically not

looking to meet new people but are more interested in managing relationships by maintaining

contacts with old friends who are already part of their extended social network (Boyd and

Ellison, 2007; Hart et al., 2008). To sum up, social network sites can be seen as alternative

communication tools which support existing relationships and activities in a fun and colorful

way that can enrich the users’ experiences (Ofcom, 2008). Many social network web sites

have emerged; attracting distinctive groups of users in terms of their demographics, for

example the average age of users of Bebo (social networking site where people interact with

each other) is lower than for Facebook. Many appeal to communities with specific shared

interests (e.g. the “Dogster” and “Catster” networks are targeted at pet owners). In addition to

consumer-oriented social network sites, many professional and trade associations have set up

networks to exchange information of particular interest to members (for example the social

networking site “LinkedIn” is particularly aimed at professionals). This paper is primarily

concerned with personal users of social network sites, rather than situations where there is a

business use. It is particularly concerned with the use of social network media by young

people. There is now a lot of evidence that social network sites have become mainstream and

it has been reported that globally, these sites account for one in every 11 minutes spent

online. In the UK, this figure is even higher – one in every six minutes (Nielsen Company,

2009a). Over half (54 per cent) of internet users between 16 and 24 have set up their own

page or profile on a social networking site (Ofcom, 2008).

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1.2 Objectives:This learning hence examine as follows:

How social media actions, in particular like the Facebook emergence of a company,

influence the awareness of brands.

How social media manipulate the buying decision procedure of customers at the same

time as taking into consideration the risk of building frustration.

How the perception of product is influenced through the new communication channel

and word of mouth.

How a brand is aware through social media as well as with celebrity endorsers.

How social media can influence the consumer purchase intention by eWOM

How (WOM) word of mouth influence the consumers purchase decision.

How social networking sites are affecting while consumer’s shopping via social

media.

How customers frustration is removed by using eWOM and celebrity endorsement,

Blogs, Brand pages, social networking sites on social media.

1.3Research Question:We want to know the impact of social media marketing including celebrity

endorsement, Brand pages, blogs, electronic word of mouth (eWOM) and social

networking sites in resulting on the ultimate consumer purchase intention through

social media. How these variables influence the consumer purchase intention on

social media?

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Chapter 2:

2.0 Literature Review2.1 Electronic Word of Mouth: (eWOM):

The word of mouth, it is defined as “all ways which are informal for communications

to convey or persuade the other consumers about the goods; products & its characteristics

(Westbrook, 1987). In the past, many studies conducted on the word of mouth in resulting its

impact or influence on the choice of consumer as its purchase perception (e.g. Katz and

Lazarsfeld, 1955; Herretal, 1991; Bone, 1995; Henning-Thurau and Walsh 2004). Its reality

that the impact of word of mouth is a great influence on the consumer attitude, behavior as

well as its purchase decision about a specific product through any media (e.g. Katz and

Lazarsfeld, 1955; Engel et al, 1969; Goldsmith and Horowitz, 2006).Word of mouth are of

various type like traditional WOM and also through the facility of internet known as

electronic word of mouth (e-WOM).

Researches shows that the consumers relay on word of mouth just to minimize the

predicted risk associated with the product or service that they are going to purchase or

making purchase decision (Murray; 1991). There is a great difference in between WOM and

e-WOM. WOM is sharing information in between groups & interested parties where as e-

WOM is basically spreading of information through e-mail and any other social media. E-

WOM shares information one-to-world while WOM shares information from one-to-one or

single one specific group way (Dellarocas, 2003). In the process of sharing information

through WOM, the sender is many times or often well known to receiver while in case e-

WOM the sender may not know to the receiver but its credibility exists. Persuasive type

WOM is appreciated because much of people trust on known source rather than marketing

efforts or externals communications (Goldsmith and Horowitz, 2006). It is an ability of

internet & other supporting activities through which a consumer search information through

different levels about its product or service (Kulviwat et al, 2004; Klein, 1998; Bakos and

Bryn jolfsson, 2000). Internet transferred a great power of information in the market from

product maker to final consumer (Goldsmith and Horowitz, 2006; Baker and Green, 2005;

Donation, 2003; Kiecker and Cowles, 2001). There is a very limited research conducted on

social effects & behavior about sharing of information conducted by Brown and Reingen

(1987). Social effects include the strength to know about the source. No doubt that many of

the academic researches into electronic word of mouth focus on online information search

regarding to physical goods purchases (e.g. Roachford et al, 2003; Klein and Ford, 2003).

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The power that WOM get on the decision making process has highly developed through

academic literature.

WOM plays a vital role in making attitude & show a considerable behavior towards

product purchase decision (e.g. Chatterjee, 2001; Chevalier and Mayzlin, 2006; Herr et al,

Weinberger and Dillon, 1980; Xia and Bechwati, 2008). It is shown in researches that WOM

communication is great influential rather relaying on other ways of communication i.e.

advertisements or print form (e.g. Bickart and Schindler, 2001; Smith et al, 2005; Trusov et

al, 2009) it can be said that it can be understood to provide a better information (Gruen et al,

2006). This type of communication is more reliable, credible & trustable rather than other

ways of communications (e.g. Chatterjee, 2001; Godes and Mayzlin, 2004 Mayzlin, 2006).

The concept of word of mouth is stated as a person-to-person communication about a specific

product or its features (Chatterjee, 2001; Godes and Mayzlin, 2004; Sen and Lerman, 2007),

spreading worldwide facility of internet make a less personal but efficient form of WOM

communication, also known as electronic WOM via internet (e.g. Brown et al, 2007;

Chatterjee, 2001; Davis and Khazanchi, 2008; Godes and Mazlin, 2004; Kiecker and Cowles,

2001; Xia and Bechwati, 2008). This kind of media become very popular & important to the

consumer opinion about a product or service and it is more effective due to its high reach

over the world (Bickart and Schindler, 2001; Godes and Mayzlin, 2004; Henning-Thurau et

al, 2004; Mayzlin, 2006). Reviews of a person about a specific product or services that

consumer express by posting it on its behalf is the important way of getting information

looking for detail and making the purchase intention towards a specific product or services

(Zhang and Tran, 2009).

Yoo and Donthu (2001), states that product image have impact on company

profitability and future progress. It is confirmed that WOM has a greatest influence on

judgment of product (Herr et al, 1991). With the utilization of technology and facility of

internet become. The cause of highly increase in the number of consumers e-WOM has a

great impact to encourage customer & also motivate him or her for purchase decision. It is

defined as electronic word of mouth as positive or negative statements delivered or organized

by actual farmer and potential customers about a specific product or service of any

organization (Henning-Thurau et al, 2004). Researches also believes an take much of interest

in this case of searching e-WOM & with its help they will be able for implementations of

their marketing efforts to get awareness about the consumer behavior and attitude (e.g.

Goldsmith and Horowitz, 2006; Henning-Thurau et al, 2004; Lee et al, 2006).

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Recent surveys prove that word of mouth spread by interne is more trust worthy for

that product or service (ACNielsen, 2007). Rowley (2001) also suggested the companies must

manage online chat rooms & communities rather than focusing on sharing advertisements on

internet. All these type of researches suggested that how e-WOM is important and valuable

for consumer decision making process of product or services of any company. E-WOM can

also influence the consumer choices as it’s an experiential way to share the expressions &

recommendations (Senecal and Nantel, 2004). These communication sources allow

consumers for purchase product and service of any company (Subrmani and Rajagopalan,

2003). Effective and useful information about the product or service can reduced the

predicted risk associated with that product or service in the mind of consumer (Gilly et al,

1998). Word of mouth is a very strong way of getting information while purchasing decision.

By this, a consumer can obtain very useful information about the quality of product and

service (Chevalier and Mayzlin, 2006). E-WOM has also a major impact on creation of good

image in the minds of consumers as well as get consumer closer to its buying. In e-WOM

consumers are interested in joining of a community & also in reading and writing of

comments shared from other people living across the world via internet. The study focuses on

e-WOM through which the product image is created in consumer mind which leads to

purchase intention of that product (e.g. Chevalier and Mayzlin, 2006). Service quality leads

to consumer behavior in terms of loyalty and also shared positive attitude toward others

(Boulding et al, 1993). Company should also check the spreading of negative word of mouth

via internet.

There is powerful evidence that reflects or shows that word of mouth way of

communication can influence the consumer purchase intention. Word of mouth is important

for both type of businesses i.e. goods and as well as for services business. It is also suggested

that many of the people & their purchasing decisions are made on the base of word of mouth

either purchase of existing or any new products (Godes and Mayzlin, 2004; Arndt, 1967)

word of mouth is said to be one of the best place of market (Trusov et al, 2009; Schmitt et al,

2011). Word of mouth may different for different type of products and its impact is also

depending upon its type (Bristor, 1990; Schmitt, 2011; Murray, 1991. Many of researches

focus on social response process (Hogan et al, 2004; Chen et al, 2011). Word of mouth exists

in different ways in different type of product or communication (MCAlistera and Erffmeyer,

2003). For example insurance is strongly influenced by the word of mouth and it is shared

from sender to prospect (Dye, 2000). Both of the persons plays important role in both

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perspective (East et al, 2005). Word of mouth in reality is the sharing of feelings and thoughts

informally (Bone, 1992). Silverman (2001) suggested in its research that word of mouth is the

strongest mean of conversation in between persons directly and indirectly because people

have free hand to talk with anyone else at any product and service for the sake of information.

In this way of communication, people pay much attention and focus on messages that are

shared via internet or any other source (Petty and Cacioppo, 1983, 1984). Petty et al, 1981

also suggested that the higher level of involvement people may often make or reshape their

attitude when they found strong reference or argument about any specific product or service.

Marketer should also focus on their strategies which should be matched with the type of

product either it is service business or manufacturing business.

As discussed in literature the e-WOM allows the people to exchange their knowledge

via internet about any specific product or service. No doubt that electronic word of mouth

creates a different impact and it received more attention (Gruen et al, 2004). Consumer

received directly experience through messages and also make purchase decision (Godes and

Mayzlin, 2004; Park et al, 2007). Many consumers trust that communication of WOM has

higher value rather than advertisements. That’s why its impression or impact is high on

consumer purchase intention (Herr et al, 1991). Different messages appeals are used in

messages to influence the consumer buying behavior (Kotler and Keller, 2008). To bring a

well & beneficial marketing strategy on social media, attention should be paid on message

source; message credibility as well as message appeal that can influence the customer buying

behavior estimating result is the sale of product or service (Park and Lee 2009). Customer

involvement also matters in its purchasing decision (Laurent and Kapferer, 1985). Rossiter et

al pointed out that the definition of involvement is in the way of predicted risk by consumer

which is associated with that product or service that consumer is going to purchase.

Moreover, a low involvement product is considered or indicates less risky value where as

higher involvement exists where the product is highly risky.

For high level of product involvement, consumers collect more information and try to

distinguish its product by evaluating all alternatives in the market (Zaich Knowsky, 1985;

Roberson, 1976; and Brooker, 1981). Wangenheim and Bayon (2004) suggested that people

tries to find some sort of trusted way of information when they feels social or psychological

risk in its purchase decision just like information shared by word of mouth. Social judgment

theory also suggested that highly effects the involvement indirectly to consumer purchase

decision (Sharif and Hovland, 1961; Wang and Lee, 2005). Word of mouth is an oral way of

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communication and information sharing among sender and the receiver (Anderson, 1998;

Harrison-Walker, 2001). Word of mouth is highly trustable for consumer instead of any paid

advertisements (Herr et al, 1991).Marketers are also influenced by inter personal

communications and their marketing efforts can also be effects can also be effect through e-

WOM (Henning-Thurau et al, 2004). Many researches indicated that message strategies may

categorized informational of transformational (Golan and Zaidner, 2008; Laskey et al, 1989;

Wells, 1980). Voss et al, (2003) indicated the electronic word of mouth is a source for

consumer through which they can shares, discuss, write and express about any brand,

product, goods & services.

With the passage of time and with the advancement of using social network websites

like Facebook, My Space, Twitter, Meet Up, Web 2.0, Linked In highly grow up in these

years and setting up of is that the effects of word of mouth are accountable and it is highly

effected the need. A well known word of mouth is a strongest way of making consumer

behavior and attitude toward any specific product or service (Brown and Reigen, 1987). In

real word of mouth may impact on consumer’s product adoption rather than advertisements

(Engel et al, 1969; Katz and Lazasfeld, 1955; Tursov et al, 2009). Whereas communication

and sharing of information via internet is completely moderate now a days (Vilpponen et al,

2010). The necessary step is taken by the marketer that they try to leveraging word of mouth

with some of strongest sources of social media where people are come together to share their

expressions and reviews about the product and service i.e. My Space, Linked In, Twitter,

Facebook) for its behind purpose is to create knowledge in the minds of consumers so that

they will tend to purchase (Ho and Dempsey, 2010; Gruen, 2008). Product related pages are

developed where information are shared. E-WOM and WOM created very informational

model to understand or clarify its impact (De Bruyn and Lilien, 2008; Litvin et al, 2008).

Brand awareness and information about the brand in online social media is generally different

process (De Bruyn and Lilien, 2008). “Viral marketing” through which people use persuasive

way to consumer about purchasing of product, it different way of marketing (Modzelewski,

2000).

A word of mouth via internet may have an access over the large number of consumers

with very limited cost as compare to advertisements. But there should be proper word of

mouth to achieve a certain level. As it is well known to us that we might use and shared

information through informal way so called word of mouth (Anderson, 1998; Dichter, 1996;

Westbrook, 1987). Word of mouth normally takes place among two or various consumers

9

(Ryu and Han, 2009). The investigated or creation of word of mouth is more than 60 years

(Baur and Gleicher, 1953; Du and Kamakura, 2011; Knapp, 1944; Schmitt et al, 2011). No

doubt if it is said that sales of a company are positively affected by word of mouth & it also

bring an increase in the profitability and life time value for consumers (Arndt, 1968; Basuroy

et al, 2006; Reicheld and Sasser, 1990; Kumar et al, 2007; Schmitt et al, 2011; Villanueva et

al, 2008). Its influence or impact is long term (Luo, 2009). Many researches indicated that

there were many type of experiences through WOM either positive or negative exist with

consumers (Mizerski, 1982). There is no difference in between experienced & non

experienced methods (de Matos and Rossi, 2008).

Marketers are especially intrigued by WOM correspondence conduct in the setting of online

groups in light of the exceptional ubiquity, development, and impact of such groups. Arndt

et.al (1967) characterizes WOM as a shopper overwhelmed channel of advertising

correspondence where the sender is free of the business. It is in this way seen to be more

dependable, believable, and reliable by buyers contrasted with firm-launched interchanges.

Some writing surveys of studies in the field of social networking locales uncover that the fast

spread of WOM on such locales concerning items and brands is one of their most recognizing

profits. "A key finding from exploration demonstrates that 10% of new purchaser bundled

merchandise represents 85% of viral buzz, yet this does not so much demonstrate a

immediate connection with deals era." Niederhoffer. (2007) Furthermore, the once

acknowledged conviction that verbal impact comes just from the tip top, exceedingly joined

few has been tested. Utilization related online groups basically speak to WOM systems,

where people with an enthusiasm toward an item class connect for data, for example, buy

guidance, to associate with other like- minded people, or to take an interest in protestation or

compliment collaborations (Cothrel, 2000; Kozinets, 1999; Hoffman and Novak, 1996).

While it can be contended that the WOM correspondence happening inside these online

groups has constrained social vicinity in the conventional sense, these groups give data and

social help in both specific and comprehensively based connections, and are turning into a

critical supplement to social and utilization conduct. Wellmanet.al. (1996) a study directed by

Cyber Atlas (2001), for instance, referred to 84% of Internet clients having reached no less

than one online group. The ubiquity of these rising consumption focused online groups, and

the WOM correspondence happening inside them, highlights a requirement for expanding

academic regard for be paid to online WOM correspondence. Smith et.al (2007) express that

"Examination recommends that most individuals are tolerably joined furthermore are as ready

10

as the exceedingly joined with offer showcasing messages." Increased availability to the

Internet and accordingly, social networking locales has exacerbated the integration of

individuals through an expanded number of touch focuses, for example, portable phones.

2.2 Celebrity Endorsement:Celebrity is defined as a promotion of product or service with character, human

character famous or well-reputed among its nation. Furthermore; round about 20 percent of

all commercial or advertisements arrange some sort of celebrity endorsers (Boradley, 1996).

Much of examples are available now days about the use of celebrity endorsement in

advertisements. For multiple purposes or objectives the celebrity endorsers are engaged just

like to get attention to the specific commercial of any product or service or for some other

purposes (Kaikati, 1987; Miciak and Shanklin, 1994). By paying a much higher cost to the

celebrity endorsers, company needs to get maximum volume of value rather than simple

method. Product position & its equity can be developed by selecting appropriate celebrity

endorsers for that brand. Many of the studies indicated that the celebrity endorsers can

influence the behavior and attitude of consumers towards the brand or any commercials (e.g.

Athin and Block, 1983; Freiden, 1984; Kamins, 1989, 1990; Petty et al, 1983; Tripp et al,

1994). With the advancement of technology and clutter of advertisements the famous form is

celebrity endorsement (Choi and Rifon, 2007). No doubt that approximately 25 percent of

commercials are used celebrity endorsers to promote the brand (Erdogan et al, 2001).

Moreover for celebrity endorsers about 10 percent of budget is allocated (Agrawal and

Kamakura, 1995). A lot of benefits can be generated through celebrity endorsers have the

ability to catch the audience attention through which retailers can better convey the main

theme to the final consumers (Choi and Rifon, 2007). For getting the consumer’s focus

important (Till, 1998). Brand personality is also developed through celebrity endorsement.

Celebrity endorsement is understood an effective and influential way in marketers sight over

the whole world. Celebrity endorsers are used in a portion of commercials in general (Market

Watch, 2006). By using celebrity endorsement in commercials, it would be very effective &

enhance the brand equity and also the influences the buying decision of consumers. The most

appropriate celebrity endorsement brings up to the most likeable attitude for the brand which

is endorsed (Till et al, 2008). Celebrity endorsement can be developed by secondary

association with that brand (Till, 1998 and Mecracken, 1989). There are many proofs that

shows celebrity endorsement can create the high recallability (Atkin and Block, 1983). It may

also affect the quality perceived by the consumer (Dean, 1999). Though, there are limited or

11

minor availability for considering that how credibility may affect the brand equity. In the real

market place, where the celebrity is used to create a well brand image and associate with

product for its fame, the other one disadvantage is negative associations also developed in

such circumstances where the consumer may dislike both aspects. Louie and Kulik (2001),

indicated that it happends when celebrities are associated with some sort of undesirable

places or events. Celebrity endorsement is one of that best ways to promote the brand either

in advertisements or online social media (White et al, 2007). A huge amount is being

unvested by marketers on celebrity endorsers just for selling of their products and services to

the ultimate consumers (Katyal, 2007). Celebrity endorser can be a character well famous

male or female actor, humor, sports, singer, scholar etc. due to his fame in his/her field

relevant (James, 2004). Celebrity endorsers can influence the consumers purchase intentions

as resulting in selling of that brand or products. The first one preference of manufacturer is to

hire or utilize the celebrity endorser for promotion of its product (Stafford et al, 2003;

Erdogan, 1999; Kamins, 1990).

A thousands of benefits generated by utilization of celebrity with the appropriate

brand including high volume of selling, consumer attention getting and product indenting,

reshaping the negative attitude, positioning or brand repositioning, letting the brand into the

global marketing (Kaitati, 1987). Researches indicated that choosing appropriate strategy

with appropriate celebrity utilization in advertisement may positively influence the consumer

attitude towards ads as well s towards that brand which is endorsed (Haghirian, 2004).

Consumer perceptions to the company and brand become stronger (Solomon, 2002).

Celebrity endorsers have also impact on consumer learning and recall. Many of consumers

found that they are not interested in purchasing but when the celebrity is associated that

brand, they feels positive and willing to buy that brand and the celebrity will remains in their

minds in purchasing situations (Schultz and Brens, 1995).

It should be noticed that all celebrities are considered to be well and successful in the

market, therefore the process of selecting an appropriate celebrity is much complex (Giffin,

1987). For instance, a special care is needed while selection of an appropriate celebrity

endorser who might be able to grab the attention of consumer (Kaitai, 1987; Till and Shimp,

1995). For brand promotion, manufacturer chooses attractive, attention getting and well

credible celebrity (Sternthal, Dholakia et al, 1978). Consumers are more favorable associate

with attractive celebrity endorser (Erdogan, 1999). The beliefs of consumers are well

influenced by attention getting celebrity in the advertisements (Debevec and Karnan 1984).

12

Therefore, many of attractive celebrities are used in the advertisements (Baker and Churchill

JR, 1977). The celebrity which is used in the advertisement must be considered a credible

person in the consumers or prospect view point (Shimp, 2007). The expert and product

knowledge able celebrity endorser can enhance the brand recall and re-purchase of consumer

(Hovland and Weiss, 1951). Strong celebrity endorser and brand may highly influence the

consumers in advertisements (Michael, 1989). Consumers may also make expectations that

product is fit and match with that celebrity (Ohanian, 1991).

It is fact that companies spent a huge of amount at every year on celebrity endorsers

(e.g., Jaiparkash, 2008; Klaus and Bailey, 2008; Lee and Thorson, 2008). Benefits of cluster

can be obtained because of widely accepted that influence of purchase decision and brand

image is high due to celebrities used in advertisement (e.g., Erdogan et al, 2001; TNS Sport,

2005). Brand and product can be differentiated over its competitors by developing favorable

and strong associations (Aaker, 1991; Krishman, 1996).

2.3 Social Networking Sites: (SNSs)A survey result shows the 94 percent of marketing executives spend or invest huge on

social media (Busby et al, 2010), a survey was conducted in 2010. Advertisements run on

internet are the latest and fastest type through social media. It is considered to be one of the

most attentions grabbing type (Hart, 2008). Social networks placed before the internet, but

catch fame with the advancement software programmes just like Facebook, My Space,

Twitter, Linkedin, weblogs and online community (Yang et al, 2006). Currently, people on

social networks gathered on a platform to share their thoughts and views and also come for

friendship, exchange of information, manage the relationships and do start communication

(Yang et al, 2006; Garton et al, 1997).

Lanhart and Madden suggested that online social networks is a place where the people

can generate their profile and try to connect with any other people who may known or not

known in order to unhand or build their personal relations. It is also stated by Microsoft

Digital Advertising solutions (2007) social network sites are a very simple and easy way

where people are gathered to share their interests. In addition, it is also allowed to the user to

come on internet express or show their creativity and individuality in case at the same time

these users are also the part of this community (Microsoft Digital Advertising Solutions,

2007; Staab, 2005). Staab, (2005) contributes by stating that the life of an individual may

influenced by social networks.

13

A strange person who may not know to you become your best or close friend due to

the usage of social networks named use net news groups in 1979 (Reid and Gray, 2007). Reid

and Gray (2007) and Klaasen (2007 a,b) continues by describing that social networks has the

power and great position by holder millions of visitors and pages or social network

subscribers. In other words social networks are free plat form where millions of people

gathered to share their expressions (as of June 2007) My Space (5700 million) Facebook

(14.4 million). A large number of advertisements are placed on pages and social networks

sites where people available virtually. By placing ads on online social networks may be

obtain a great success in leading market (Gurber, 2006) shields (2007) continues by

explaining that approximately two percent return on investment in order to place

advertisements on these social network sites. It is very necessary and key point for the

advertisements that where or at what websites it should be placed (Goldsmith and Lafferty

(2002). Affective ads can develop affective attitude of consumers about its brand feelings and

purchase intention.

Even though social networking is a moderately new build in the correspondence world, an

incredible numerous analysts and creators have given their own particular understandings of

what it can be characterized as (Chung and Austria, 2010; Dutta, 2009; Hoffman, 2004;

Cova & Pace, 2006 Jones, 2009). As fluctuated as the understandings may be from creator to

creator, one thing stays reliable; online networking is developing at an amazingly fast pace.

Moreover social media has altered the path in which individuals convey and that brands

speak with their purchasers. Chung and Austria (2010) hypothesize that Social media

incorporates different strategies for online correspondence, for example, informal

communication, client supported websites, mixed media destinations, company sponsored

sites, communitarian sites and in addition podcasts. This definition incorporates just about

the whole extent of the exercises that a lion's share of people who take an interest in online

interchanges would be included with Dutta (2009) further emphasizes this point by

expressing "it’s a dependable fact that social networking worldwide, open, transparent, non-

progressive, intuitive, and continuous are changing buyer conduct and work environment

desires." It is getting to be progressively troublesome and in some cases, difficult to take

after customary correspondence structures of non-transparency and progression when

individuals impart by means of social networking stages. This is especially valid for business

correspondence. Buyers now have a larger number of accesses to data than they ever had

some time recently. Hoffman (2004) backings the above explanation, "the Internet makes

14

accessible various information getting sources that buyers may draw on as they scan for data

and develop decisions about business offerings. These data sources incorporate social

networking locales, online item audits (either by associates or masters), and uncensored

inside and out item data on a mixed bag of Websites, among numerous different sources.

Cova & Pace (2006) set forth that "shoppers in buyer created brand groups need to wind up

compelling members and see marks as 'having a place with us' and not as organizations that

as far as anyone know own them. They are determined by a comparative energy or ethos to

structure.

The term (SNSs) social networking sites are the application s allow the subscribers to

have a touch with one another by building personal information profiles, and by sending

friend request or by sending invitations, suggesting, views messages and sharing the ideas of

each other’s across the world (Kaplan and Haenlein, 2010). Same is the case, the Tredinnick

(2006) explains that social network sites are created by users and they participate I these sites

actively. Waters et al, (2009) explained that social network sites are foundation to make

relations where people are gathered to interact with each other’s. In addition, organizations

use social network sites just for the sake of interaction with all target audience and promotion

of their brands. Many companies are getting benefits from utilization of their products and

services through social network sites which support their brand (Muniz and O’Guinn, 2001).

It reflects that social media has the great power which let the customers closer to facilitate

them about the product or brand (Baird and Parasnis, 2011). In Kaplan and Haenlein (2010),

point of view firms now highly interested to provide knowledge and publicity of product and

brand. As we know that social networks sites are of many types including Facebook, Twitter,

Linkedin, My Space and Youtube etc. in all of them, Facebook is a virtual and social way of

interaction of people where they shared information and also communicate with their friends,

family colleagues and all other relations existing in the world.

Users of Facebook normally shares photos, create their personal profile, messages,

chatting, tagging, group joining and posting of comments gaming, applications etc. (Aharong,

2012). Blogs on Twitter that makes user to share their words about up to 140. The application

twitter allows the users to share their conversations individually or in groups. Celebrities are

mostly well experienced among the people (IEEE, 2012). The beginning of My Space is in

2003, a type of social networking site where people are gathered to share their photos, videos

and music by creating blogs (PC Enclopedia 2012). A totally business based and business

formed networking site which allows name linkedin, where people are gathered to connect

15

with their coworker as well as for job searching or maintenance of relations with others

(Farlex, 2012). An estimated number of user registrations on Facebook are approximately

250,000 who daily use/login on this social media (water et al, 2012). This cluster of users has

made this networking site one of the most leading platform (Baird and Parasins, 2011). Its

conclusion is built by researchers that mass media is encouraged by huge fame of these social

networking sites. Many of the researchers interested in adoption and utilization of social

networking sites in the whole world. Most fame and popularity is generated by social

networking sites in between different users. Approximately 75 percent surfing on internet is

of these social networking sites according to Kaplan and Haenlein (2010), survey conducted

in 2008. This thing is absolutely clear that various people now have the facility of internet as

well as register and use these social networking sites.

Now it is typically difficult to explain or describe the exact number of users as it is

increasing day by day. Studies indicated that most of social networking sites like Twitter,

Facebook, Linkedin, My Space and Youtube are used to keep contact with friends (Faird and

Parasnis, 2011; Christofides et al, 2009). In addition companies either nonprofit making or

profit making, educational institutes are now generating a lot of benefits by utilization of all

these social networking sites. Marketers are now prefer these sites and obtaining an

advantage due to their fame. In fact, social networking sites are now used as a platform where

the products and services are being sold by untried efforts put by companies. According to a

study, approximately 55 percent of the people engage with the product and services via social

media (Kpalan and Haenlein, 2010.

Most companies are generating benefits by utilization of social media. Social

networking sites are being utilized either locally or also over globally. Kaplan and Haenlein

(2010) also continue with explaining the popularity exists of social media among the

younger’s. Institutions are also using social networking sites to obtain their purposes. Studies

are now done with the help of social networking sites (Roblyer et al, 2010).

2.4 Brand Pages, Blogs:From the last many years, the way of communication and sharing of ideas and

information has totally changed modified (Hennig-Thurau et al., 2010). In the latest and

worldwide accepted new social media, e.g. FaceBook, Twitter, YouTube, LinkedIn,

MySpace and Blogs become much more famous for the business communication and for the

promotion of product or brand. All these changes are the fruit of online services newly

16

introduced in this era and it also transformed the relationships and companies with one

another. In the past, companies find ways to get closer to the consumers by developing

different kinds of strategies like direct marketing, personal selling, public relations, and other

one which are beneficial for the consumers as well as for the company and its profitability.

These are the traditional marketing concepts that company utilize for the sake of its

brand or product promotion to the target consumers. But now in the modern era of

technologies, the power is in the consumer hand and he or she might develop its association

and relationship with the brand (Hrnning-Thurau et al., 2010: Libai et al., 2010). Consumers

are now interested with brand messages which involve the sharing of communication about

the product or brand in multiple people through social media (Kozinets et al., 2010: Libai et

al., 2010). It can be said that now consumers and organizations are equally participating in

“Conversation” and sharing of knowledge about the product and brand (Henning-Thurau et

al, 2010: Eeighton and Kornfeld., 2009). Users are being provided a multiple online services

through which different kinds of consumers interact with each others, a new and completely

communication style. Consumers are now having a great power to keep in touch with others

and engage with the brand conversation. In addition, social networking sites like FaceBook

and Twitter provide organizations a multiple options or ways to interact or communicate with

consumers to share the knowledge and information to other users about the brand (Brand fan

pages). For online conversation of the brand the fan pages of brand are very important in the

new marketing communication over social media. These pages are created by the companies,

businesses, brand ambassadors, public and events where people or consumers are interacted

(Dholakia et al., 2004). These brand pages allow companies to share knowledge and

communicate with their ultimate consumers by delivering multiple contents for their interest

about the brand (Borle et al., 2012). There is a positive relevance for the brand pages in the

current marketing efforts on social media.

By the facility of internet provided the user a virtual community where as the user can

openly express his views and share the information. These virtual communities allow the

consumers and societies and also organizations to get a greater access on information shared

on social sites (Kucuk and Krishnamurphy, 2007). A number of communication sources that

enables a user to express their views about any brand and also able to contact with other users

who may share the same views about such brands (Kozinets, 2002).

17

Furthermore participate in online brand fan pages groups, in this way delivering their

own particular social implications around brands. Social networking is a central move in the

way we find and offer data. It gives people and especially retailers with the capability to

develop and have progressing discussions furthermore touch focuses with their clients and

potential clients. Each retailer has an extraordinary tribe of clients or a specialty gathering of

customers. Social networking sites increased that assemble and captivate with them more

than ever. Jones (2009) condenses it well in expressing that "Social networking basically is a

class of online media where individuals are talking, taking part, imparting, systems

administration, and bookmarking online." From the above, it is apparent that social

networking destinations as a build have advanced over time to include an extensively more

extensive extent of the purchasers' online experience. At the point when customers make a

buy, they are purchasing more than simply the item; they are becoming tied up with the

brand. Keller (1993) keeps up the above articulations by advancing that brand recognitions

are properties in purchaser memory that are interfaced to the brand name. Solomon et.al

(2010) characterizes discernment as the methodology by which boosts are chosen, composed

or translated. Advertisers assume a vital part in molding and characterizing brand

recognitions in shoppers. With the advancement and utilization of technologies, brand pages,

blogs, got much fame in the communication world. Blogs originally created by person as a

writing tool that enable a user or an individual to share, write and express their views through

a website known as blogs. The user interaction is very high in blogs and the conversation

through blogs takes much important in the new media world. It is estimated that

approximately 181 million blogs build up by the end of year 2011. Blogs are very similar in

nature of internet just like a World Wide Web (www) that offer a user to interact with other

people by gathering on a single one platform from the entire world. Moreover blogs are

known as new media for the promotion of product or brand which is low cost for the

organization and a media with having the whole world coverage. Blogs are different from

other in media lines.

Social network online communities, like FacBook, Google, MySpace provide a

platform where a cluster of people gathered from the whole world to connect with each other

socially and also share their ideas, post their expressions, get opinion from their them to

whom they follow and also give suggestions and recommendations to their followers by

providing them significant information about anything else. Online social communities are

popular among the people living in the whole world and the members of these social

18

networking sites are increasing with countless speed sharply each and every day and every

year (Mislove et al., 2007). A social or brand community generally get growth in the virtual

spaces, created by popular person like celebrities or organizations (e.g. Harley Davidson,

Apple Computers, i-village, Nike etc).

2.4.1 Blogs:Blogs are the oldest form of social media; these are the special type of world wide websites

demonstrate engagement imprinted entrance in turn around sequential arrange (OECD, 2007).

They are the Social Media corresponding of individual web contact and be capable of get

nearer in a large amount of diverse difference, as of individual journal relating the author’s

existence to synopsis of all applicable information in one definite comfortable spot. Blogs are

typically administered by one individual solitary, but make available the opportunity of

communication through others all the way through the calculation of explanation, views and

comments. Because of their chronological extraction, text written blogs are at a standstill by

far the majority general. Nevertheless, blogs have also begun to take different media formats.

For instance, San Francisco-based Justin.tv permits consumer to generate custom-made

television channels passing through which they contains transmit descriptions as of their

webcam in genuine instance to other users. Blogs do not come without risks. These generally

present in two fashions. First, customers who for one reason or another turn out to be

discontented with or disenchanted by the company’s contributions might make a decision to

appoint in fundamental objections in the outward appearance of remonstration websites or

blogs (Ward & Ostrom, 2006), which outcome in the accessibility of potentially detrimental

information in online space. Next, on one occasion firms give confidence human resources to

be vigorous on blogs; they may necessitate being alive with the penalty of workforce

member’s inscription pessimistically about the firm.

2.5 Purchase Intention:Past exploration has demonstrated that even a little measure of negative data from a

couple of postings can have considerable effects on customer disposition (Schlosser, 2005).

Palmer (1996) expressed that people have an underlying requirement for a passionate bond

with high-contribution items that they purchase. Brand improvement and relationship

advancement are corresponding and substitutable methodologies to this holding. The

relationship between the brand and the shopper is paramount for the organization and

reinforcing it prompts devotion.

19

Some of the factors must be considered in online social networks about product.

i) Awareness

ii) Knowledge

iii) Liking

iv) Preference

v) Conviction Conveyance

vi) Purchase

Purchasers use interpersonal organizations in day by day life for different reasons.

The greater part of them needs to keep up associations with relatives or

associates/companions. Keeping up interpersonal integration between online clients of a

social networking channel has profits determined from securing and keeping up contact with

other individuals so to speak social help, kinship, and closeness. (Utpal et al., 2004) These

permit clients to interface with associates by adding them to systems of companions, which

encourages correspondence, especially among associate gatherings (Ahuja and Galvin 2003).

Online gatherings push a perceptible impact on the conduct and purchaser purchasing aim

and certainly on the buy choice. Case in point, social networking sites give an open

discussion that gives singular purchasers their own particular voice, also get to item data that

encourages their buy choices (Kozinets et al., 2010).Shopping has dependably been a social

experience and person to person communication permits buyers to cooperate with people

huge numbers of whom are likely outsiders when we discuss on the web. Social viewpoints

have an impact on buyers' utilization of informal organizations and an extraordinary effect

over the online buy expectations. (Pookulangaran et al., 2011) Currently, e-business is

possible through social networking, and it empowers to reach to more potential purchasers.

Because of the focal points of social networking in joining organizations specifically to end-

customers, in a convenient way and easily (Kaplan and Haenlein, 2010), has been seen that

an extraordinary impact on client recognitions and practices (Williams and Cothrell, 2000),

and has been gotten the inside of consideration in distinctive commercial enterprises in the

last few years.

At the end of the emotional phase of the HOE model, customers fabricate an aim to

buy the brand (Lavidge and Steiner, 1961). Buy expectation to the mental stage in the choice

making procedure where the buyer has created a real ability to act to an article or brand

(Wells et al., 2011, Dodds et al., 1991). Advertising correspondence’s essential objective is to

get shoppers to structure a plan to buy the promoted item. Henceforth, the viability of social

20

networking exercises of firms will be measured against this objective. SM ought to

subsequently emphatically impact buyers buy aim (Keller, 2008, Kapferer, 2008).The

purchaser choice making methodology embodies the different steps a shopper passes through

when making a buy choice (Olshavsky and Granbois, 1979). This methodology includes all

steps from the distinguish of a need through the pre-purchase look for data about potential

approaches to fulfill the need, the assessment of option choices to the genuine buy and the

post-buy procedures including knowledge and assessment of the item. Like the system of the

choice making procedure are the "Hierarchy of effect model" (HOE) models in

correspondence and promoting. As opposed to depicting the arrangement of steps a customer

goes through when settling on a buy choice, those models concentrate on the mental phases

of the connections of buyers with a particular item or brand (Vakratsas and Ambler, 1999,

Beam, 1973). Chain of command of impacts alludes to the settled request in which customers

see, process, furthermore utilize promoting and other advertising correspondence data: first

cognitively (considering), second affectively (feeling), and third cognitively (do) (Barry and

Howard, 1990). This implies that the buyer first accomplishes mindfulness and learning

around an item, therefore creates positive or negative sentiments towards the item lastly acts

by purchasing also utilizing or by dismissing and maintaining a strategic distance from the

item (Kotler and Bliemel, 2001). This sort of convincing model contends for a progressive

request in which things happen, with the suggestion that the prior impacts have a stronger

affect on customer's choice making (Vakratsas and Ambler, 1999). In light of this thought a

mixed bag of models have been proposed, contrasting in most cases just in terminology or

request of impacts (Barry and Howard, 1990, Vakratsas and Ambler, 1999). Their model

integrates the seven stages mindfulness, information, preferring, inclination, fervor and buy.

At the start of the demonstrated procedure, the customer is ignorant of the brand. In the

following stage he/she structures straightforward mindfulness. Consequently, the buyer gets

or scans for brand related data through which he/she manufactures information about the

brand advertising. After the "reasoning" stage, the buyer chooses in the full of feeling stage

on the off chance that she/he prefers the item or not and manufactures inclination taking into

account positive or unfavorable demeanor towards the brand. At the end of the emotional

stage the purchaser creates a conviction of the helpfulness of the buy, henceforth a plan to

buy. Despite the truth that disqualified in most HOE models (Barry and Howard, 1990,

Vakratsas and Ambler, 1999, Smith et al., 2008), buyer reliability and backing preferably

take after the buy stage.

21

Industries are on looking a detonation of Internet-based communication and in

sequence broadcasted and shared from side to side of social media. They have turn out to be a

most important aspect in manipulating a variety of characteristics of purchaser buying

actions. The journalism illustrated that social media build consist of eWOM and social

networking sites and up-to-date information about brand pages on social media which

foundation impact on customer‘s buy purpose. In view of the reality is that its emergence in

market investigation, purchase intention has been the major focus of great concentration in

the educational atmosphere. Customer behavioral purposes are well thought-out as indication

of definite purchasing abundance, therefore be attractive to be keep an eye on, A schoolwork

on emotion and feelings psychoanalysis of online discussions and product evaluations

demonstrated that they manipulated individual‘s purchase decisions. Intention to buy is the

buyer‘s estimate of which brand he will decide to purchase. It has been used lengthily in

forecasting the buying of long-lasting merchandises. Purpose to buy may be distinguished as

answer diminutive of definite purchase behavior. A investigation of additional 600 early

stages respondents, 51 % of whom had completed online purchases and shopping in the

earlier period) recognized that almost 40 % educated regarding to the product online, but

purchased at a physical position or a store, while, only 9.3 % set in motion and finished their

search online. When asked, where they would prefer to shop, nearly 75% chose a store over

online. Across the field, consumers are combining different channels and approaches,

searching online to buy everything in between. In view of the growing number of internet

users, the factors of social media that influence the purchase intention of customers need to

be explored. Social Media is being considered playing an important role in customer buying

decisions, however little studies have explored its impact over the customer purchase

intention.

22

Chapter 3

3.1 Theoretical Framework

Social Media Factors:

3.2 Hypothesis:H1; Celebrity endorsement on social media has positive relationship with the consumer purchase intention.

H2; There is positive relationship between up-to-date information on Brand pages, liking and sharing on social media with respect to its purchase intention.

H3; Electronic Word of Mouth (eWOM) has positive relationship with purchase intention.

H4; Social networking sites (SNSs) and purchase intention have positive relationship.

H5; There is positive relationship in the responses of male and female with purchase intention.

23

Electronic Word of mouth

Brand Pages, and Blogs

Celebrity Endorsement

Consumer Purchase Intention

Social Networking

Sites

H6: There is no difference in the Responses from upper Punjab and lower Punjab about purchase intention

3.3 Sample and Data Collection:For the purposes of this study primary data were used. Four hundred questioners were distributed among different people in upper Punjab and lower Punjab which includes students, graduates, households, jobholders, adults to check out the individual response towards a packaging attributes of a product and the purchase intention of a consumer. There were 400 questioners were returned with a final yield of total respondents. Of all those respondents, a total of 185 respondents belong to upper Punjab (Lahore and Faisalabad) and remaining 215 respondents belong to lower Punjab (Bahawalpur and Bahawalnagar). Gender composition was 55.0 percent male and 45 percent female. Questioners were developed to check out and measure the impact of social media dimensions that are Celebrity endorsement on social media, Brand page, liking, sharing, Electronic Word of Mouth which is denoted as (eWOM), social networking sites denoted as (SNSs) and the ultimate behavior and attitude that consumer influence from such variables on the concept of consumer purchase intention. Elements of the dimensions are measured by a five-point Likert-scale anchored between “Strongly agree” (5) and “Strongly disagree” (1). Items captured respondents’ gender, age, income education and location totally captured by the questioners.

24

3.4Table: Demographic Profile of Respondents (n=400)Table 1.0

25

Items Numbers Percentage %

Gender:Male 220 55.0

Female 180 45.0

Region:Upper Punjab 185 46.0

Lower Punjab 215 54.0

Age:Under 18 49 12.2

18-25 169 47.2

25-32 113 28.2

32-40 32 8.0

40+ 17 4.2

Level of Education:Under Metric 18 4.5

Metric 25 6.2

Intermediate 69 17.2

Under Graduate 148 37.0

Master 140 35.0

Chapter 4

Results and Discussions:

4.1 Reliability Statistics:Variable Name No. of Items Cronbach’s AlphaCelebrity Endorsement 6 0.741Brand Pages 8 0.782Electronic words of Mouth 7 0.786Social Networking Sites 6 0.781Purchase intention 5 0.661Total 33 0.769

Table 1.1

Table 1.2

The table is showing that all variables have Cronbach’s alpha value greater than (0.70)

showing that there is great reliability in the responses of respondents. Purchase intention

value is (0.661) which is below than (0.70) but still is very near to (0.70).

4.1 Descriptive Statistics:

In the above table 1.1, the mean values of independent variable and dependent variables that

show the central tendency of the responses and standard deviations that show the dispersion

of responses to the mean value have been shown. The mean values of variables; Celebrity

Endorsement, Brand pages and its liking and sharing on social media, Electronic Word of

26

Reliability Statistics

Cronbach's Alpha N of Items

.769 5

Table 1.3 = Descriptive Statistics

N Mean Std. Deviation

C_E 400 3.4871 .57763

B_P 400 3.5156 .69379

E_W 400 3.5346 .55694

S_N 400 3.5029 .58077

P_I 400 3.3510 .72048

Valid N (list wise) 400

Mouth, Social networking sites and Purchase intention of a consumer on social media are

3.4871, 3.5156, 3.5346, 3.5029 and 3.3510 respectively. These mean values are near to

4(4=Agree).All respondents are agree that independent variables that are social media factors

that have impact on consumer’s purchase intention. The Standard deviations of variables that

show the dispersion of the responses to their mean values are 0.57763, 0.69379, 0.55694,

0.58077, and 0.72048 respectively to the variables point out on top.

Model Summary

In the table 1.2, the value of Durbin-Watson is near to 1.737 which is closer to 2 that mean to

say there in non-autocolinarity between all mentioned variables. No any effect exists on other

variables while one of them will be increased or decreased.

27

Table 1.4Model Summary

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate Durbin-Watson

1 .508a .258 .250 .62385 1.737

a. Predictors: (Constant), S_N, C_E, E_W, B_P

b. Dependent Variable: P_I

4.3 Correlation Analysis:

Table 1.5Correlations

C_E B_P E_W S_N P_I

C_E Pearson Correlation 1 .466** .403** .416** .299**

Sig. (2-tailed) .000 .000 .000 .000

N 400 400 400 400 400

B_P Pearson Correlation .466** 1 .476** .432** .423**

Sig. (2-tailed) .000 .000 .000 .000

N 400 400 400 400 400

E_W Pearson Correlation .403** .476** 1 .437** .283**

Sig. (2-tailed) .000 .000 .000 .000

N 400 400 400 400 400

S_N Pearson Correlation .416** .432** .437** 1 .433**

Sig. (2-tailed) .000 .000 .000 .000

N 400 400 400 400 400

P_I Pearson Correlation .299** .423** .283** .433** 1

Sig. (2-tailed) .000 .000 .000 .000

N 400 400 400 400 400

**. Correlation is significant at the 0.01 level (2-tailed).

Correlation measures the relationship or association between two variables. The table

given above shows the correlation values of all variables.

4.3.1 Celebrity endorsement:The correlation value of two variables, celebrity endorsement and brand pages on social

media is (r =.446 and P =.000) over n= 400 denoted as the total number of respondents, so,

the r = .466 is touching the 0.5 and the relationship between these two variables is moderate

positive at 0.5. The correlation value of celebrity endorsement and Electronic word of mouth

28

(eWOM) is (r =.403 and p=.000), it also suggests that there is a moderate positive

relationship between these two variables at 0.5. The value of celebrity endorsement and

social networking sites (SNSs) is at (r =.416 and p=.000), is showing that there is a strong

positive relationship between the variables celebrity endorsement and social networking sites.

The value of celebrity endorsement and dependent variable purchase intention of consumers

on social media level is (r =.299 and p =.000) the relationship between these two variables is

weak positive. (r =.210, p=.000) so H1 is accepted by observing the relationship of celebrity

endorsement with its all other variables. Positive relationship of these variables shows that

consumers can purchase the products viewed on social media.

4.3.2 Brand Pages: The relationship between Brand pages, liking sharing and celebrity endorsement is moderate

positive at value of r = .466 and p = .000. Correlation value of Brand pages, liking, sharing

with other variable electronic word of mouth is r =.476 and p =.000, so there is moderate

positive relationship between brand pages and electronic word of mouth on social media. The

relationship between brand pages and social networking sites is strong positive at value of

(r=.432 and p=.000).The relationship between brand pages and the dependent variable

purchase intention of consumer through social media with value of (r =.423, p=.000) shows a

moderate positive relationship. So H2 is accepted. The relationship between Electronic Word

of Mouth and Celebrity endorsement on social media is moderate positive at value of (r

=.403, p=.000). Electronic Word of mouth and Brand pages, liking, sharing on social media

have a moderate positive relationship at value of(r =.476, p=.000).

4.3.3 Electronic Word of Mouth:The relationship between Electronic Word of Mouth and Social networking sites is moderate

positive at value of (r = .437 and p=.000). The relationship between variables Electronic

Word of Mouth and dependent variable Consumer purchase intention on social media at

value of (r =.283 and p=.000) shows week positive. These relationships show that consumer

positively responds from these variables when making its buying decision on social media

and H3 is accepted.

4.3.4 Social networking sites:There is moderate positive relationship between two variables social networking sites and

celebrity endorsement on social media (r =.416 and p=.000).Social networking sites and

Brand pages on social media have moderate positive relation at value of (r =.432 and

p=.000). The relationship Social networking sites and Electronic Word of Mouth is at value

29

of (r =.437 and p=.000) moderate positive. Social networking sites and dependent variable

consumer purchase intention on social media is moderate positive correlated and it is stated

that H4 is accepted.

The dependent variable purchase intention and celebrity endorsement has week positive

relation at value of (r =.299, p=.000). The relationship between purchase intention of

consumer and brand pages on social media is moderate positive at value of (r =.423, p=.000).

There is a week positive relation between purchase intention and Electronic Word of mouth

at value (r= .283 and p= .000). The relationship of dependent variable with Social networking

sites is moderate positive at point of value (r= .433 and p= .000).

30

Table 1.6

31

Independent Samples Test (Gender Base)

Levene's Test for Equality of Variances t-test for Equality of Means

F Sig. T dfSig. (2-tailed)

Mean Difference

Std. Error Difference

95% Confidence Interval of the Difference

Lower Upper

C_E Equal variances assumed

6.385 .012 -.288 398 .773 -.01675 .05812 -.13101 .09751

Equal variances not assumed

-.293397.809

.769 -.01675 .05710 -.12900 .09550

B_P Equal variances assumed

10.127 .002 1.114 398 .266 .07765 .06971 -.05939 .21469


1.156384.913

.248 .07765 .06715 -.05437 .20967

E_W Equal variances assumed

10.445 .001 1.411 398 .159 .07886 .05591 -.03105 .18877


1.446396.992

.149 .07886 .05454 -.02836 .18608

S_N Equal variances assumed

.365 .546 .408 398 .684 .02382 .05843 -.09105 .13869


.410389.382

.682 .02382 .05812 -.09045 .13809

P_I Equal variances assumed

1.138 .287 1.478 398 .140 .10687 .07230 -.03528 .24901


1.489391.654

.137 .10687 .07177 -.03423 .24797

4.4 T-Test Analysis:

4.4.1 Gender Base:T-Test shows either the mean values of the responses of two samples are equal or there is

difference between these mean values. Here we will discuss about gender responses variables

wise.

4.4.2 Celebrity endorsement:The p-value of celebrity endorsement with compared to gender base is 0.012 which is less

than alpha 0.05. The result shown in the table describes that there is difference in the

responses of male and female about celebrity endorsement on social media.

4.4.3 Brand Pages:The results for brand pages are shown in the table with p-value is 0.002 less from the alpha

0.05 suggested that the responses are received from male and female are not same in nature.

There is difference in their thoughts about brand pages on social media.

4.4.4 Electronic word of Mouth: (eWOM)Gender response towards electronic word of mouth is not same as shown in table with the p-

value of 0.001 at alpha 0.05 the lesser value. The value indicates that male and female

responses are not same towards electronic word of mouth.

4.4.5 Social networking sites: (SNSs)The p-value of this variable is 0.546 greater from alpha 0.05 which explained that there are

no different responses received from consumers about social networking sites among male

and female side.

4.4.6 Purchase Intention:Responses from male and female about purchase intention of brand on social media existing

with p-value of 0.287, suggesting that the same responses are received about the purchase

intention on social media. So H5 is accepted.

32

Independent Samples Test(Location Base)

Levene's Test for Equality of Variances t-test for Equality of Means

F Sig. t DfSig. (2-tailed)

Mean Difference

Std. Error Difference

95% Confidence Interval of the Difference

Lower Upper

C_E Equal variances assumed

.108 .743 -1.107 397 .269 -.06429 .05806 -.17843 .04986


-1.106 386.003

.269 -.06429 .05812 -.17855 .04998

B_P Equal variances assumed

5.393 .021 -.239 397 .812 -.01666 .06980 -.15389 .12057


-.233 323.878

.816 -.01666 .07161 -.15754 .12422

E_W

Equal variances assumed

.078 .780 -.745 397 .457 -.04173 .05603 -.15189 .06843


-.748 393.636

.455 -.04173 .05576 -.15135 .06788

S_N Equal variances assumed

.020 .889 -.022 397 .982 -.00129 .05847 -.11623 .11365


-.022 392.035

.982 -.00129 .05827 -.11585 .11327

P_I Equal variances assumed

3.524 .061 -.161 397 .872 -.01171 .07254 -.15432 .13089


-.163 396.380

.871 -.01171 .07188 -.15304 .12961

Table 1.7

33

4.5 T-Test Analysis:

4.5.1 Location Base:T-Test shows either the mean values of the responses of two samples are equal or there is

difference between these mean values. Here we will discuss about location wise the upper

Punjab and the lower Punjab responses variables wise.

4.5.2 Celebrity endorsement:The p-value of celebrity endorsement with compared to gender base is 0.743 which is greater

from alpha 0.05. The result shown in the table describes that there is no difference in the

responses of upper Punjab population and lower Punjab population about celebrity

endorsement on social media.

4.5.3 Brand Pages:The results for brand pages are shown in the table with p-value is 0.021 less from the alpha

0.05 suggested that the responses are received from upper Punjab and lower Punjab are not

same in nature. There is difference in their thoughts about brand pages on social media.

4.5.4 Electronic word of Mouth: (eWOM)Location wise response towards electronic word of mouth is not same as shown in table with

the p-value of 0.780 at alpha 0.05 the greater value. The value indicates that responses

received from upper Punjab and lower Punjab living people are quite same in nature towards

electronic word of mouth spread on social media.

4.5.5 Social networking sites: (SNSs)The p-value of this variable is 0.889 greater from alpha 0.05 which explained that there are

no different responses received from respondents about social networking sites in

demographic area of upper Punjab and the lower Punjab.

4.5.6 Purchase Intention:Responses from both the upper Punjab and the lower Punjab living people about purchase

intention of brand on social media existing with p-value of .061, which is high from alpha

0.05 suggesting that the same responses are received about the purchase intention on social

media. Here our H6 is accepted.

34

4.6 One way ANOVA

4.6. Age Base:The coincident relationship of numerous populations/model means is called analysis of variance (ANOVA). This table shows the assessment of the mean values of diverse age grouping.

ANOVA (Age base)

Sum of Squares Df Mean Square F Sig.

C_E Between Groups .858 4 .215 .641 .634

Within Groups 132.269 395 .335

Total 133.128 399

B_P Between Groups 4.227 4 1.057 2.222 .066


Total 192.059 399

E_W Between Groups .959 4 .240 .771 .545


Total 123.765 399

S_N Between Groups 3.368 4 .842 2.535 .040


Total 134.580 399

P_I Between Groups 1.698 4 .424 .816 .515


Total 207.120 399

The value of the variables Celebrity Endorsement Brand pages, Electronic Word of Mouth, Social networking sites and purchase intention are mentioned in the table and we’ll discuss it one by one.

Table 1.8

4.6.2 Celebrity Endorsement:

The p-value of celebrity endorsement on social media is 0.634 at a

standard alpha 0.05 which is greater from alpha. The result shows that

35

there is no difference in the responses of our population on age bases.

Mostly responses are same.

4.6.3 Brand Pages:

The p-value of brand pages viewed on social media is 0.066 which is

greater at alpha 0.05. The result indicates that there are same responses

come from the different age level of individual towards brand pages

viewed on social media.

4.6.4 Electronic Word of Mouth: (eWOM)

Value for electronic word of mouth spread on social media is 0.545 at alpha 0.05 which is

greater in contrast. It can be said that people of different ages gave same response towards

electronic word of mouth spread on internet.

4.6.5 Social networking Sites: (SNSs)

Value of p is 0.40 at alpha 0.05 which is lesser value showing that the responses different

about social networking sites in the different level of age group.

4.6.6 Purchase Intention:

The p-value for variable purchase intention on social media is 0.515 which is greater from

alpha 0.05. This is indication of same response of the people towards purchase intention of

the product or brand on social media among different level of age group of people.

36

4.7 Education levels:To compare the responses of the people with different education levels ANOVA is also used see following table. The p-values for the mentioned variables celebrity endorsement, brand pages, electronic word of mouth social networking sites, and purchase intention are shown in the table.

ANOVA (Education levels)


C_E Between Groups5.717 4 1.429 4.431 .002


Total 133.128 399

B_P Between Groups5.729 4 1.432 3.036 .017


Total 192.059 399

E_W Between Groups2.122 4 .531 1.723 .144


Total 123.765 399

S_N Between Groups3.678 4 .920 2.775 .027


Total 134.580 399

P_I Between Groups5.947 4 1.487 2.919 .021


Total 207.120 399

Table 1.9


The p-value existing with variable celebrity endorsement is 0.002 which is

less than the standard alpha 0.05. The result is showing that different

37

levels of education of the responses are presented from the respondents

towards C_E on social media.

4.7.2 Brand Pages:

The p-value for brand pages viewed on social media is 0.17 lesser value

from the alpha 0.05. The outcome of the analysis indicates that

respondents gave different views and ideas about brand pages on social

media among different level of education group.


The result of electronic word of mouth spread on social media is in the

table where p-value is 0.144 which is greater than alpha 0.05. This

statement is showing that there is no difference in the responses towards

electronic word of mouth spread on social media among different level of

education group of people.

4.7.4 Social networking Sites: (SNSs)

The outcome of social networking sites is shown in the table with p-value

of 0.027 which is less from the alpha 0.05. It means that there is

difference in the respondent’s perception about social networking sites

among different level of education group of people.

4.7.5 Purchase Intentions:

People gave response to purchase intention on social media differently.

The result describes p-value 0.021 at alpha 0.05 which is less from it. It

suggests that responses of the people having different level of education

are different towards purchase intention on social media.

38

4.8 Income levels:To compare the responses of the people with different income levels ANOVA is also used. The p-values of mentioned variables Celebrity endorsement, Brand pages, Social networking sites, Electronic word of mouth and purchase intention of consumer on social media.

ANOVA (Income levels)


C_E Between Groups3.386 4 .847 2.577 .037


Total 133.128 399

B_P Between Groups1.630 4 .408 .845 .497


Total 192.059 399

E_W Between Groups.800 4 .200 .643 .632


Total 123.765 399

S_N Between Groups2.038 4 .509 1.518 .196


Total 134.580 399

P_I Between Groups.572 4 .143 .273 .895


Total 207.120 399

Table 1.10

39


The p-value for the variable celebrity endorsement is 0.037 which is less from alpha 0.05

showing difference in the responses of the respondents. The different level of the income of

the people gave different responses to the variable celebrity endorsement role on social

media.

4.8.2 Brand Pages:

The result for brand pages viewed on social media is comparatively generated the same

response from the different respondents having different level of income p-value 0.497 which

is greater from alpha 0.05.


The p-value for (eWOM) spread on social media is 0.632 greater from alpha. The result is

stated that same responses are received from different level of income of people about

electronic word of mouth.

4.8.4 Social networking sites: (SNSs)

The result for variable social networking sites with p-value 0.195 greater than alpha 0.05

suggested that there are same responses received from different level of income of people

about social networking sites.

4.8.5 Purchase Intention:

The responses from different level of the income of individuals at p-value of 0.895 which is

greater from alpha 0.05 describes that same responses are received about purchase intention

on social media.

40

4.9 The Impact of Independent variables on Dependent variableModel Summary

Model Summary Table 1.11

Model R R Square Adjusted R Square Std. Error of the

Estimate

1 .508a .258 .250 .62385

a. Predictors: (Constant), S_N, C_E, E_W, B_P

The value of Pearson R (.50) is that shows there is moderate positive relationship of all independent variables with the dependent variable. The value of R Square (0.258) is showing that all independent variables are influencing the dependent variable up to 25.8% (0.25 *100). S0, the Influences of all variables to the dependent variable purchase intention is 25.8 %.

ANOVA

Table 1.12 ANOVAa

Model Sum of Squares Df Mean Square F Sig.

1

Regression 53.388 4 13.347 34.294 .000b

Residual 153.731 395 .389

Total 207.120 399

a. Dependent Variable: P_I

b. Predictors: (Constant), S_N, C_E, E_W, B_P

The significance value of (0.00) is showing that the regression model is statistically fit. This shows that coefficient predications are statistically significant.

41

Table 1.13Coefficients’

Model

Unstandardized Coefficients

Standardized

Coefficients

T Sig.B Std. Error Beta

1 (Constant) .850 .248 3.428 .001

C_E .060 .064 .048 .930 .353

B_P .281 .056 .271 5.059 .000

E_W .008 .068 .007 .125 .901

S_N .363 .064 .293 5.693 .000

a. Dependent Variable: P_I

4.9.1 Celebrity Endorsement:In the above table, the Beta value of celebrity endorsement is 0.048 by multiplying with 100 it become 4.8%. It means that celebrity endorsement impact on the purchase intention is only 4.8% which is very less comparatively.

4.9.2 Brand Pages, Liking, Sharing:The impact of brand pages, blogs, liking and sharing on dependent variable purchase intention of consumer through social media is 0.271 by multiplying with 100 it become 27.1%, the 2nd high impact from variables celebrity endorsement and electronic word of mouth. So it can be said that marketing efforts should be improved for this variable to capture the huge number of customers on social media.

4.9.3 Electronic Word of Mouth (eWOM):The Beta value of electronic word of mouth mentioned on table is 0.007 by multiplying with 100 it becomes 0.7% only. Result shows that a much lesser attention paid by respondents on word of mouth spread on internet about the product or brand.

4.9.4 Social Networking Sites (SNSs):The value of Beta for social networking sites and its impact on purchase intention is 0.293 multiplying with 100 it is 29.3% the highest value compared to all other variables. It suggests that it is very important variable and marketing efforts should be improved over here to generate maximum sale of the product or brand on social media and H6 is accepted.

42

Chapter 5

5.1 Conclusion and Implications:The schoolwork handcuffs that the consumer’s intention to buying the product or brand on

social media is highly affected by the independent variables with the purpose of celebrity

endorsement, Blogs, brand pages, social networking sites denoted as (SNSs), and electronic

word of mouth stated as (eWOM). The results of descriptive analysis demonstrate that the

respondents are having the same opinion so as to the independent variables have impact on

dependent variable purchase intention on social media. The alpha value and the

standard deviation of analysis are also in acceptable range and it shows

the reliability of the questions asked to respondents. Durbin-Watson

model summary presented that there is non autocolinarity among these

variables and no impact will done if we increase or decrease any single

variable. The correlation analysis furthermore shows that the independent variables that are

celebrity endorsement, blogs, brand pages, electronic word of mouth and social networking

sites have constructive association with consumer’s purchase intention on social media and

the purchase intention is highly influenced by these factors. T-test for gender analysis shows

that there is a differentiation in the reactions of male and female about the product or brand as

well as their decision making about the purchasing of the product or brand on social media.

The result of gender base shown in the table also suggests that there is a difference exists in

favorability of variables among male and female. T-test for location analysis shows that there

is no difference in the choices of people form upper Punjab and lower Punjab about the

product purchasing on social media but the difference is exist among the variables that which

variable is favorable for the upper Punjab and which is most favorable for the lower Punjab

living people. One way ANOVA for different age groups shows that there is a difference in

people choice on social media. One way ANOVA results for different education levels shows

that the significant value. It means there is difference in responses with different education

levels for each variable. One way ANOVA for different income levels the result is focused

about variables celebrity endorsement, brand pages, blogs, word of mouth, and social

43

networking sites towards social media and as well as towards the purchase intention of the

consumer. Regression analysis shows that variables celebrity endorsement, brand pages,

blogs, electronic word of mouth and social networking sites have positive impact on

consumer’s purchase intention on social media. The regression analyses suggested the result

and check the impact of independent variables on dependent variable which is purchase

intention of consumer on social media. The results for brand pages on social media and social

networking sites shows more impact on consumer’s purchase intention on social media while

the result of celebrity endorsement and electronic word of mouth indicated in the analysis that

there is less and very few impact of the people on consumer’s purchase intention on social

media. It means the relationship of social networking and brand pages, liking, sharing is

comparatively high towards the purchase intention on social media. So, marketing efforts

should be increased for these variables to generate maximum level of sale from the upper

Punjab and the lower Punjab area of Pakistan. On the other hand, the celebrity endorsement

and electronic word of mouth have less impact on consumer’s purchase intention. So,

marketing efforts shouldn’t be waste over here in these areas of Pakistan.

5.2 Limitations and Opportunity for future study:The study is limited in Upper Punjab and the lower Punjab area of Pakistan while the

knowledge of social media marketing on consumer purchase intention is too vast. Moreover,

a lot of variables and factors that can influence the purchase intention on the consumers from

which we only check the impact by taking some variables like celebrity endorsement used on

social media, Brand pages, virtual communities, Blogs, Social networking sites and

Electronic word of mouth on social media through which a consumer may influence its

buying decision towards a specific product or brand. In addition, the other area of Pakistan

for our research is available.

44

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AppendixDear Respondent,

Dear respondent, I am the student of the BBA (Hons) from Islamia University Bahawalpur Bahawal Nagar Campus Bahawal Nagar. My research topic is “Impact of Social media marketing on consumer purchase intention “. No data is given to any company. The information is kept secret and confidential.

Sr. # Description Strongly agree

Agree Neutral Disagree Strongly disagree

1. Celebrity Endorsement on Social Media

1

I found celebrities used in advertisements on social media can help me to obtain up-to-date information about the purchasing of product or brand.

□ □ □ □ □

2I like to purchase those products/services which are endorsed by celebrities on social media.

□ □ □ □ □

3

The celebrity endorsers viewed on social media, are very skillful about brand and technical knowledge and information that can help me to purchase the brand.

□ □ □ □ □

4If I feel celebrities used in social media are well-trusted ones and their claims are real, I will tend to buy that brand.

□ □ □ □ □

5 *I feel frustration and don’t like to purchase when one celebrity endorsed multiple brands on social media.

□ □ □ □ □

6*I don’t have to wait for any persuasion from celebrity endorsers about purchasing of brand on social media.

□ □ □ □ □

2. Brand Page Liking and Sharing on Social Media

7 The brand page created on social media like FaceBook, twitter, MySpace, LinkedIn are useful and can help me to obtain information about the brand.

□ □ □ □ □

8I believe that social interaction is increased by liking of the brand page on social media.

□ □ □ □ □

10I frequently use, read and watch brand page(s) on social media sites because it help me in my purchase decisions.

□ □ □ □ □

11 I believe that by using brand pages on social media, I feel more facilitated in purchase decision of that brand.

□ □ □ □ □

12I regularly shared the views and like other suggested pages created on social media.

□ □ □ □ □

13As a member of the brand page on social media, I tend to buy the brand.

□ □ □ □ □

14As a member of brand page, I am aware of up-to-date information shared about the brand on social media.

□ □ □ □ □

15I think brand pages, liking and reviews shared on social media motivate me to purchase the brand

□ □ □ □ □

3. Electronic Word of Mouth (eWOM)

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16

Word of mouth spread on social media can help out me to decrease risk of making a decision about the purchase of a brand.

□ □ □ □ □

17 I realize that word of mouth on social media provides ideas and reliable information than other sources.

□ □ □ □ □

18 When buying products/services, I generally purchase those brands that I think the positive word of mouth is shared on social media.

□ □ □ □ □

19I frequently gather information from social media & check word of mouth shared about brand before I buy

□ □ □ □ □

20 It mostly happens when I see shared views on a product positive; it builds my behavior and attitude towards its purchasing.

□ □ □ □ □

21 *I might feel frustration when inconsistent word of mouth is spread on social media about the product and service.

□ □ □ □ □

Sr. # Description Strongly agree

Agree Neutral Disagree Strongly disagree

22 *Word of mouth spread on social media sometimes makes me difficult to make a purchase decision because of inconsistent spreading about the brand.

□ □ □ □ □

4. Social Networking Sites (SNSs)

23 Social network sites can help me share my thoughts online to the others about the brand and its purchasing.

□ □ □ □ □

24 I believe Social network sites are a platform for social interaction & also sharing of information about brand

□ □ □ □ □

25 Social network sites can help me find interesting and unique information about the brand

□ □ □ □ □

26 I would say that advertisements on social network sites like FaceBook, Twitter are good because people will tend to buy the brand from these ads.

□ □ □ □ □

27 *I don’t trust on ads displayed on social network sites, I think that its wastage of cost that’s why I pay less attention on such advertisements.

□ □ □ □ □

28 Social network sites like FaceBook, YouTube, and LinkedIn are considered trusted in purchasing of brand.

□ □ □ □ □

5. Purchase intention on Social Media

29 The likelihood of purchasing this product viewed on social media is very high.

□ □ □ □ □

30If I go to buy the brand I would consider buying by viewing and observing the brand on social media. □ □ □ □ □

31 The probability that I would consider buying the brand on social media is very high.

□ □ □ □ □

32I feel no any frustration to buy the brand viewed on social media. □ □ □ □ □

33I considered that brand information and reviews shared on social media and blogs can motivate me to purchase the brand.

□ □ □ □ □

53

Gender: Male Female

Age: Under 18 18-25 25-32 32-40 40 +

Education: Under Metric Metric Intermediate under Graduate Master

Income: <20,000 20,000-30,000 30,000-40,000 40,000 +

Location: __________________________________________

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