The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands

Ning, Jing (2017) The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands. [Dissertation (University of Nottingham only)]

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Abstract

Purpose: This study aims to analyze the impact and influence of several brand related factors (i.e., brand experience, brand attribute, brand familiarity, endorser effect, online advertisement and social media) on consumer-brand relationship.

Design/methodology/approach: This study proposed a conceptual model for testing the relationship between among all the constructs by making online questionnaire. After the validation of measurement scales, empirical analysis has been performed by using various statistical analytical tools.

Findings: The findings have indicated three basic relationship models, one simple linear regression model between factors and consumer-brand relationship, with another multiple linear regression model and one mediation model. The results have statistically proved the model of consumer-brand relationship, and in fact each factor does have statistically strong effect on consumer-brand relationship.

Practical implications: Companies which want to establish inner cognitive bond with their customers should expand their budget of posting online advertisement and register their official account on the social media with relatively good reputation.

Originality/Value: This study proposed several conceptual hypotheses for determining the relationship between the factors and consumer-brand relationship. The results can contribute to the online marketing strategies.

Item Type: Dissertation (University of Nottingham only)
Keywords: Consumer-brand relationship, health product brands, linear regression model, mediation effect
Depositing User: Library Services, UNMC
Date Deposited: 17 Apr 2017 06:41
Last Modified: 23 Apr 2017 23:46
URI: http://eprints.nottingham.ac.uk/id/eprint/41953

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