How social media marketing activities affect brand image and resulting purchase intention

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How social media marketing activities affect brand image and resulting purchase intention


Author: Li, Vivian
Title: How social media marketing activities affect brand image and resulting purchase intention
Degree: M.Sc.
Year: 2014
Subject: Social media -- Economic aspects.
Internet marketing.
Branding (Marketing)
Consumer behavior.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: vii, 113 leaves ; 30 cm
InnoPac Record:
Abstract: In tradition, consumers just simply utilized the Internet to consume content by reading, watching and using it to purchase products and services. However,consumers are increasingly using different platforms to produce, alter, share and discuss Internet content. The new platforms include content sharing sites, blogs,social media, wikis and so on. It presents the social media miracle, which have a significant influence on company's reputation, sales, and even survival now. The new challenges and opportunities of new marketing communication reality are presented to firms. Such as interactions of social media are increasingly influenced purchase decisions. When people making those decisions, they rely on their social networks more than ever. However, results of social media activities are still disputed in practice. The influences on consumers' purchase decisions and perception of brands and products by social media campaigns have yet to be better discovered.The purpose of this study is to analyze how social media marketing activities,in particularly the Facebook fan page of hotel brands, and user interactions with these brands related activities affect its brand image and ultimately affect consumers purchase intention. An online survey was conducted to users of the hotel corporations' Facebook fan page, and on the basis of hierarchy of effects theory to test the effect of fan page engagement on the fan page contents of hotel own promotional activities, general information quality, interactivity, and purchase intention.The results of this study is conducive to the better understanding of the value-adding potential of social media marketing campaigns and prove how the bands image is affected through social media this emerging communication channel from a theoretical standpoint.The implication of research and discussions provides reference for hotel operators in marketing and operation. The findings assist hotel operators make sense of the social media ecology. Besides, it can help them to understand the consumers then engagement their needs.

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