Research Proposal on THE USEFULNESS OF SOCIAL MEDIA IN THE ESTABLISHMENT OF SERVICE BRANDS’ IMAGE UNIVERSITY OF KELANIYA | FACULTY OF GRADUATE STUDIES

Dasun Tharanga H K [FGS/02/25/01/2014/74]

INTRODUCTION

GLO

BAL

DIG

ITAL

SN

APSH

OT total population 7.210Bn

active internet users 3.010Bn

active social media accounts 2.078Bn

unique mobile users 3.649Bn

active mobile social accounts 1.685Bn YE

AR-O

N-Y

EAR

GRO

WTH

total population + 1.6%

active internet users +21%

active social media

accounts +12%

unique mobile users +5%

active mobile social

accounts +23%

Source: www.wearesocial.sg

What Next… § Social Media Ads represents 14% of Digital Ad spending § 70% marketers expected to spend on social media than last

year § Analyzers predicts 33.5% global increase on spending for social

media annually § Social Media Ad spending is likely to exceed $35Bn in 2017 §  Instagram predicts to bring $2.81Bn in year 2017 § Over 50% of B2B marketers rank social media as a “VERY” or

“SOMEWHAT” low cost advertising option § Among to 100 YouTube advertisers, the average spend on

advertising has increased 60% year-over-year

Source: www.hootsuit.com

Larry Weber “Marketing to the Social Web”

“Social media is a new strategy that has the capacity of changing public opinion – every hour, minute, even a second.

And why not changing customers brand attitude? “

RESEARCH PROBLEM The main research question is:

“How useful are Social Medias for consumers in establishment of positive image towards a brand?

Sub Questions are §  What is understood under the following “usefulness of social media in

establishing positive brand image”?

§  How can this usefulness of social media be measured?

§  What is meant under brand image?

§  What makes the relation between social media and brand image possible?

§  Which social media users hold more positive brand image?

§  Is the brand image created under the effect of social media or by combination of social media and other factors? What’s the reason behind that?

§  What does the usefulness of social media toward brand image depend on?

§  What is the role of brand awareness, brand equity and brand loyalty for the usefulness of Social Media in the establishment of positive brand image?

RESEARCH OBJECTIVE Key Objective § To study the usefulness of social media in the establishment of

service brands’ image in local context

Specific Objectives § To study the impact of social media towards the establishment

of positive image on brand equity. § To study the impact of

§  Brand awareness §  Brand association §  Social media knowledge §  Social media usage towards the positive band image.

LITERATURE REVIEW § Leading Service Brands #SL

§ Dialog Axiata § Mobitel §  Ikman

§  Insurance Brands #SL § HNB Assurance § Union Assurance PLC § Union Assurance General Ltd § Ceylinco Life §  Janashakthi Insurance PLC

Source: www.alexa.com

Keller ’s Brand Equity Model

Resonance

Judgments | Feelings

Performance | Imagery

Salience 1. Identity | Who’re you?

1. Meaning | What’re you?

1. Response | What about you?

1. Relationship | What about you & me?

Factors that influence Consumer’s Attitude

in relations to the Social Media Marketing

§ Digital Experience § Experience with Social Media Tools § Information Transfer on Social Media § Social Media Usage § Social Media Knowledge § Internet & Social Media § Foresight about Social Media § Fear about marketing with Social Media

E Akar and B Topcu. 2011

CONCEPTUAL MODEL

Brand Image Brand Awareness

Brand Associations

Social Media Usage

Social Media Knowledge

Social Media Monitoring

HYPOTHESIS 1.  Followers/Fans that have been aware with a certain brand for a

longer period of time are holding more positive attitude toward that brand image than non – followers

2.  Followers/fans that have been using social media for a longer period of time hold more positive attitude towards the brand than non-followers

3.  Followers that often engage in social media activities are more positive toward brands than non-followers that engage in the same activities

4.  Followers that engage often in social media activities in regards to any brand are more positive than non-followers

HYPOTHESIS 5.  Followers/Fans that more often have personal experience with a

brand hold more positive attitude than non-followers

6.  Followers/Fans that find social media important in their everyday life are with more positive brand image than non-followers who find it equally important

7.  Followers/Fans that have more positive associations to certain brand hold also more positive attitude toward it than non-fans/ followers

METHODOLOGY § Questioner Design & Measures

§  Q1 – Q6 Reasons, types and frequency of social media usage §  Q7 – Q10 Understanding of the consumer about the §  Brand concept §  Usage §  Consumption

§ Q10 onwards – Sample will be divided to two groups §  Fans/ Followers §  Behavior in relation to the Janashakthi Insurance brand §  Influence of Facebook for the formation of that behavior

§  Non Fans/ Non Followers §  Knowledge of the Janashakthi Insurance brand §  Eventual social media behavior in relation to it §  The frequency of discussion and visiting any of the locations of that

particular brand

Independent Variables § Longer Awareness § Longer Social Media Usage § Engagement in Social Media Activities § Engagement in Social Media Activities in Regards to Any

Brand § Personal Experience §  Importance of Social Media in People’s Life § Brand Association – Open Ended Question

Dependent Variables Brand Image § To be measured by the

mean of scores on 10 statements rated on five points Likert scale

Attitudes

Judgements (User Imagery)

Quality

Credibility

Consideration

Superiority

Feelings (Usage Imagery)

Warmth

Active

Attentiveness

Security

Social Approval

Self Respect

Sample & Data Collection § 100 – 200 Including both Fans & Non Fans of Janashakthi

Insurance Brand Facebook Page §  People who can understand Social Media & A Brand §  People who speak English §  To be collected through Facebook/ Linkdin/ Emails

LIMITATION OF THE STUDY § Lack of Infrastructure Development §  Irregular access to technology § Use of social media separations as culture wise, religion wise

and language wise § Lack of awareness on terms like brand image, brand equity,

brand values, etc. § Uneven distribution of cultural, social & economical aspects

Hence, the sample will not fully represent the majority of Facebook users & the results would be not applicable to a

large extent of people.

WORK SCHEDULE

Q & A #ThankYou