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This project was created in my Marketing Research class where we were instructed to use Qualtrics, and SPSS to formulate and present our results that we found using the software. It was a great learning experience, we found out a lot about how to word survey questions appropriately and how to extract data and interpret the results correctly.
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Market Research: Millennials & Social Media
Andrew Nunes, Jerad Stahlinski and Brian Dragunas
UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management 2
Presentation Outline Social Media Theme
Importance of data Qualitative Study
Research Question Methods Findings
Quantitative Study Hypotheses Results Statistical Tests
UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management 3
Why Social Media? Beneficial in today's technological-age Millennials are predominant social
media users (pertains to us)
UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Why Social Media? (cont) Marketers need to find new ways of marketing
to Millennials if traditional marketing is losing popularity
Secondary information is necessary
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Research Topic"Why do Millennials engage with brands
on social media?"
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Questions of Interest How has brand loyalty grown since/before social
media
What kinds of brands/products, do millennials feel most inclined to review or share content about
Which form of social media shows more brand awareness than the other
What kind of feelings/emotions trigger someone to post about brand awareness
Do similar groups follow similar brands i.e. demographics, and geographic
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Additional Questions Do ads on social media, really contribute to
influencing brand loyalty, as well as “like-ads” that show you friends loyalty to the brand
What makes a customer so loyal, that they constantly want their friends to become part of that group as well. (brand peer pressure)
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Qualitative Experiment Method
• Interviews were conducted by all 3 group members
• One-on-one free flowing interviews
• Average time was 30 minutes
• Field-type environment with 14 participants
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Questions Asked1. How has brand loyalty grown since/before social media
2. What kinds of brands/products, do millennials feel most inclined to review or share content about
3. Which form of social media shows more brand awareness than the other
4. What kind of feelings/emotions trigger someone to post about brand awareness
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Questions Asked5. Do similar groups follow similar brands i.e. demographics, and
geographic
6. Do ads on social media, really contribute to influencing brand loyalty, as well as “like-ads” that show you friends loyalty to the brand
7. What characteristics of a company or brand trigger an emotional attachment for a potential/current customer ex promo, actual product
8. What makes a customer so loyal, that they constantly want their friends to become part of that group as well. (brand peer pressure)
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Preliminary Findings• Brand Loyalty- Majority of participants
believe brand loyalty has grown with social media
• Common Interests- School major and similar brands. Same sexes like similar brands
• Preferred Social Media Platform- 75% of participants preferred social media
• Emotional Connections- Extreme happiness and displeasure with products triggers individuals to post
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Preliminary Findings (cont)
• Affective Advertising- Pay-per click advertisements seen as ineffective, "like-ads" more effective
• Influential Brand Characteristics- Trust, consumer-friendly, and community service
• Super Users- Post without being encouraged, only if they have personal connection
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Nike "Influential" Example
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Qualitative Study Surprises
• Incentiveso Personal connection to brands enforces
brand loyalty
• Either Extremeo Extreme connections to products makes
people more inclined to post
• Platform Choice-o Facebook was the dominating platform o Twitter predominantly used for voicing
opinion
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Survey Hypotheses College students are more likely to post (via social
media) about a brand/product if she/he has either an extremely positive or negative experience
Users with more friends/followers post more often than those with fewer friends/followers
Women are more likely to post about clothing than men
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Hypothesis 1"College students are more likely to post (via social media)
about a brand/product if she/he has either an extremely positive or negative experience.”
•Utilized scenario based survey question to determine likelihood to post o Extremely Positive Scenario (product exceeded expectations)o Average Scenario (products met expectations)o Extremely Negative Scenario (product failed to meet expectations)
•Post Hoc test conducted for comparing results
•Finding - People with a negative experience are more likely to post than those with an average one (f = 3.436; p-value = 0.36). No evidence to conclude the same for a positive experience.
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Hypothesis 2“Users with more friends/followers post more often than those
with fewer friends/followers”
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• Chi square test used to determine significance
• We found that there is no significant relationship between number of friends and frequency of posts (chi square = 7.333; p-value = .197)
UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
Hypothesis 3"Women are more likely to post about clothing”
Independent t-test used to determine significance
We used an independent sample t-test to determine significance (t = -2.959; p-value = .032)
We also found that women were more likely to post about music (p-value = .012)
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UUNIVERSITY OF NIVERSITY OF MMASSACHUSETTSASSACHUSETTS, A, AMHERST • MHERST • Isenberg School of Management Isenberg School of Management
The End…
Questions?
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