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The Impact of Social
Media on Consumer
Perceptions and Brand
Engagement

Acknowledgements

2

Contents
Acknowledgements
...
3
Abstract
...
6
Aim
...
7
Chapter 2 – Literature Review
...
9
Brand Engagement
...
10
Social Media
...
14
Summary
...
16
Introduction
...
17
Research Process
...
20
Data Collection
...
21
Sampling
...
22
Ethical Concerns
...
23
Chapter 4 – Data Analysis
...
25
Analysis Strategy
...
25
Testing Research Objectives
...
44
Summary
...
51
Introduction
...
52
Results Discussion
...
55
Recommendations
...
56
Appendices
...
59
Appendix 2 – Participant Information
...
61
Appendix 4– Research Questionnaire
...
64

4

Abstract
The use of social media by organisations in recent years has increased to a
somewhat astonishing level, leaving consumers constantly surrounded by
various organisation engagement techniques
...
The study found that social media seemed to have
a negative impact on brand engagement affecting the trust of consumers
...


5

Chapter 1 – Introduction
Social media usage has grown over several years providing interesting
research areas for theorists this can be seen by focusing on one large social
media network, Facebook
...

In relation to this a Mintel oxygen, social networking in the UK (2013) report of
Social Media usage shows very high figures by many age ranges, showing a
link to Smith (2013) stating Facebook had increased its users which is
showing from the theories and figures Facebook to be the most used Social
Media site
...
1: Use of social networks at least a few times a week or more,
categorised by age in March (Mintel Oxygen, Social networking UK 2013)
...

The study aims to continue onto reviewing literature surrounding the topic of
social media, brand communities and brand engagement to gain a good
6

insight into what they are really about
...

Primary research aims to cover the key topics and address any areas that are
not identified through the literature review
...
The final part of the document will discuss the hypothesis in
relation to the findings and address any limitations and recommendations for
future research
...


Objectives


To investigate the most used social media network



To investigate why consumers use social media brand communities and
whether they are a first choice for product or service research
...




To investigate social media usage trends
...
This study will look at the main topic areas and the
surrounding areas that are perceived as useful to the main topics, it will
compare and contrast different theories and also include some models that
are deemed relevant to the topics in discussion
...


Brand Engagement
Mollen and Wilson (2010:923) define brand engagement to be “a cognitive
and affective commitment to an active relationship with the brand as
personified by the website or other computer-mediated entities designed to
communicate brand value”
...
Later Hollebeek (2011:790) defines brand engagement
as “the level of an Individual customer’s motivational, brand-related and
context-dependent state of mind”
...

In comparison a more recent theory by Brodie et al (2013:107) discusses
Brand engagement to be about interaction between the consumers and a
brand or other members within a virtual brand community
...

All three theories show links with each other the later theory shows
differences such as it focuses more on the consumer interactions with one
another and the brand itself
...
These Brand engagement
theories discuss then link to the next subsection on online communities
...

Following this a later discussion of a specific online Brand Engagement
Community by Wirtz et al (2013:229) confers it as, Online Brand Engagement
Communities are an area that helps to form Brand Engagement as a way of
consumers having the motivation to cooperate with other community
members to help them and share thoughts and feelings about the brand
...
Alongside this Kim et al (2008:413) also discussed commitment to
a brand discussing that committed members in the online community are very
likely to interact as they like to share knowledge based on the individual
community’s aims
...
1 shows the impact of commitment on a brand
from an individual of a community
...
1: The impact of online community commitment on the brand

(Source: Kim et al 2008:413)
In relation to figure 1 Lee et al (2011:60) developed a theory of how
consumers are led to believe online brand communities provide them with
built in motives of unselfishness, this is used to create stronger social
relationships within the communities in turn leading consumers to carry out
community brand engagement to influx their social identify further
...
2,
stating that there is more emphasis on the customer focus rather than the
brand itself
...
2: Customer centric model

11

(Source: Muniz and O'Guinn 2001 cited in McAlexander et al 2002:39)
This model is a fairly basic model however it does show the clear point which
is the customer has higher involvement and it is three way communications
between the brand and customers
...
In an online community consumers don’t often have to
be members to start however access is often restricted meaning they cannot
connect with other users in the community giving them the desire to want
more and in turn end up joining to get involved with the brand This Forms a
link with Lee et al (2011) theory of consumers wanting to raise their social
identify
...
This is very
similar to both Zhou et al (2013) and Lee et al (2011) theory as to why people
choose to join online communities and in analysis of the three theories the
most common reason is for social status and to raise their identity
...
0, and that allow the creation and
exchange of user generated content”
...

Bhanot (2012:47) defines social media as “Social media are media for social
interaction using highly accessible and scalable communication techniques
...
The two definitions discuss the ‘web’
however with Bhanot (2012) is more updated and incorporates the use of
12

mobile phones in his definition
...

Social Media has become part of the consumer’s daily lives as stated by
Powers et al (2012:479) ‘Digital content including social media is pervasive in
daily life its influence on consumer’s lives is unquestionable and powerful’
...
In contrast to these
points Andzulis et al (2012:305) states a totally different explanation of
importance stating that consumers and the general public have been known
to find that social media can actually aid them when having to digest and
intake a flow of information
...
This looks at the importance of Social Media in a
different way to the other theories researched as they were more focused on
the consumer perspective rather than the organization as much
...
This is
stating the key theme which has been shown in many theories as the
interaction between consumers
...
In contrast Heinrichs et al (2011:347)
discusses social networking sites such as Twitter and Facebook stating how
they are now designed to allow users to interact with other users in relation to
a shared interest and then go on to join online communities or in some cases
13

form their own
...

In summary of the research carried out it seems that consumers nowadays
want to share and this is also backed up by Yang et al (2012:371) stating ‘The
development of online communities has reshaped consumers’ informationseeking and sharing behaviour’
...

Brand Engagement in relation to Social Media
Murray and Waller (2007 cited in Cheung et al 2011:1337) show a good link
between social media and Virtual communities stating that social networking
sites are communities online which enable consumers to interact and
communicate with one another about a specific topic or to simply converse
online
...

The is stated by Chauhan and Pillai (2013:40) ‘with the proliferation of social
media, brands have created their Brand Communities on social networking
web sites like Facebook, Twitter, YouTube etc’
...
This is forms another link between Brand
engagement and Social Media
...


14

Summary
In summary a link has been shown between all three key topic areas mostly
so between Brand engagement and online communities although social
media has also related well
...

The first key theme was discussed by several authors including Bhanot
(2012), Dholakia et al (2004), Heinrichs et al(2011), Murray and Waller
(2007), Vries et al (2012), Wirtz et al (2013) and Zaglia (2013)
...

The second key theme that was common within the research was the reason
for consumers to use online communities which was discussed mainly to
improve social status; this was mentioned by Lee et al (2011), O'Sullivan et al
(2011) and Zhou et al (2013)
...
The
objective of, To investigate why consumers use social media brand
communities and whether they are a first choice for product or service
research has been discussed to some extent by O'Sullivan et al (2011), Lee et
al (2011) and Zhou et al (2013) conferring that consumers join online
communities to improve social status and improve their identity
...


15

Chapter 3 - Methodology

16

Introduction
This chapter discusses the choices made for data collection methods and the
approaches to be used
...
This requires a
quantitative data collection method to be undertaken to analyse social media
usage and the usage of brand communities and their effectiveness
...
Research paradigms are
always present when studies of society take place; there are two main types
that are concerned with this study including Epistemology and Ontology which
then use either a Positivist or Interpretivist approach (Grix 2004)
...
New models or
theories are developed that can compete with previous models and theories
with constant changing ways of discovery (Grix 2004)
...
In
line with this Collis and Hussy (2014:47) also discuss ontology to be about
reality whereas epistemology is more specific about what is accepted as
knowledge
...
In contrast Bryman and Bell (2011:15) define positivism to be “an
epistemological position that advocates the application of the methods of the
natural sciences to the study of social reality”
...
An interpretive view focuses
on the social world around and the need to develop empathy for participants
in the research carried out to really understand their views (Saunders et al
2012:137)
...
The obvious
scenario would then be to use the positivist approach as this also focuses on
the study of social reality and is an epistemological approach (Bryman and
bell 2011)
...
Figure 3
...


18

Figure 3
...


General



Qualitative

and

Generally

investigation

interested

comparing

in

casual 

and

involves
observation
in-depth

Subjective

findings that cause different 

Interested in the nature

variances to change
...
This is the process that will be followed from the
literature review onwards and carried out throughout the project
...


Research Strategy
Survey Method
The most appropriate research strategy method for the project is the survey
method; this method focuses on the present and on human respondents
assessing their feelings on specific topic areas (Jankowicz 2005)
...
Using
the survey method should allow greater control over the research project as
whole (Saunders et al 2012:176)
...
Quantitative data collection allows links to be made
between variables which can then be analysed using different types of
numerical techniques (Saunders et al 2012)
...

Some of these were stated by Bryman and Bell (2011:167):


The differences between the natural world and the social world can be
often ignored and forgotten about
...




Many research instruments don’t take into consideration the respondents
everyday lives in relation to the research instrument
...


Online Questionnaire
Cameron and Price (2009:334) defined questionnaires to be “A means of
asking large numbers of people about what they think, feel or do”
...
This is
due to the larger amount of participants that can be obtained
...
Additionally in online questionnaires
there isn’t any opportunity to collect any extra missing data whereas in focus
groups or interviews this can be collected at the end (Bryman and Bell
2011:233)
...
In this instance the sample will be 100 randomly
selected Coventry University students, friends and family
...

The correct sampling method needs to be used when selecting the sample to
ensure that ethics and time limitations are considered otherwise this could
cause issues for the overall project itself
...
(Saunders
et al 2012:289)
...

The data can then be collected from those who respond

Research Procedure
The procedure of the data collection is to be undertaken using Bristol Online
Surveys which provides a safe and secure environment online
...
The aim is to collect 100 survey responses to allow for
good analysis
...


Ethical Concerns
Blumberg et al (2011:114) defines ethics to be “norms or standards of
behaviour that guide moral choices about our behaviour and our relationship

22

with others”
...

When conducting primary research ethical concerns are to be considered very
seriously and consent needs to be gained to collect data
...

This will follow Coventry university formal ethics regulations, survey
respondents will be issued participant information and consent forms via the
online survey which will provide every respondent with key information and
emergency contact details
...
The
Research Paradigm has been clearly identified as epistemology using the
positivist approach
...

The Research strategy will be the survey method which will aid the
construction of an online questionnaire which will be the data collection
method
...

The online questionnaire consists of a range of questions surrounding the
aims of the project and will be distributed to 100 participants strictly including
Coventry University students, friends and family
...
In the chapter it will analyse different
relationships between different variables and highlight common themes
...
It will display these results using
a range of descriptive tables and graphs
...
This is still a good amount and allows for
some good analysis to be carried out; the ratio of Males to Females was not
equal however this wasn’t vital as the research wasn’t being measured based
on gender
...


Analysis Strategy
The Analysis strategy includes the different types of analysis tests that will be
carried out to form a good overall analysis of the data collected
...
These tests alone will not give a good
enough data analysis therefore further tests will be carried out to investigate
relationships between different responses including chi square tests and
correlations (Pallant 2005)
...
1: Gender of respondents

Gender
Percentage Count

70
...
75%

60
...
0%

41
...
0%
Gender

30
...
0%
10
...
0%
Male

Female

25

The respondent demographics varied to some extent, from the 80 sample
responses collected 41
...
75% were female
...

Figure 4
...
0%

41
...
0%
35
...
0%

27
...
0%
20
...
50%

15
...
0%

3
...
0%

6
...
75%

0
...
These were expected to be higher numbers due to the sample
being aimed at Coventry University students, friends and family with fellow
students mainly being around similar age range to the researcher
...
The research objectives were designed to contribute towards
the meeting the main aim of the project as discussed in chapter 1
...


26

Research Objective:
To investigate the most used social media network
...
This was a base question to gain an insight
into the most used social media platform and to answer one of the research
objectives
...
Figure 4
...

Figure 4
...


Most used social media site
70
...
0%

60
...
0%
40
...
0%

Most used social
media site

25
...
0%
10
...
0%

1
...
25%

6
...
00%
1
...


27

Research Objective:
To investigate why consumers use social media brand communities and
whether they are a first choice for product or service research
...

Figure 4
...
5 % of the
survey respondents choose not to interact with organisations through social
media
...
4: Do respondents interact with organisations through social media
...
0%

Do you interact with organisations
through social media?
62
...
0%
50
...
0%

37
...
0%
20
...
0%
0
...

Figure 4
...
There is some slight
change from figure 4
...
5% respondents in either the ‘yes
very often’ or the ‘yes sometimes’ options as shown in figure 4
...


28

Figure 4
...

Increased by 2
...
4
...
0%

Percentage Count

35
...
50%

33
...
0%
25
...
50%

20
...
0%
10
...
00%
6
...
0%
0
...
6: Do you post images or visuals on social media of bad products

Do you ever post images or other
visuals on social media of bad products
you have purchased?
80
...
25%
Percentage Count

70
...
0%
50
...
0%

Do you post
images or
visuals of
bad
products

27
...
0%
20
...
0%

1
...
0%

Yes often (At least
once a month)

Yes not very often
(Less than once a
month)

No

Although previous questions show some negativity towards social media,
when respondents were asked if they posted images or visuals of bad
products they had purchased on social media the majority stated ‘no’ to this
question
...
25% of the respondents stating the answer ‘no’ this is quite a
large amount
...
7: Do you post images or visuals on social media of good products

50
...
0%
40
...
0%
30
...
0%
20
...
0%
10
...
0%
0
...
00%
36
...
75%

Yes often (At least
once a month)

Yes not very often
(Less than once a
month)

No

In relation to figure 4
...
The ‘no’ category is at 45% which is
significantly different to figure 4
...
25%
...
8: Would bad social media about products or services prevent a
purchase

30

80
...
50%

Percentage Count

70
...
0%
50
...
0%

27
...
0%
20
...
0%
0
...
8 shows respondents
perceptions of negativity on social media which so far seems to give a bad
reaction
...
5% of respondents stating that bad social
media would prevent them making a purchase
...
9: Social media is a good way of sharing

Social Media is a good way of sharing
product and service experiences
70
...
25%

Percentage Count

60
...
0%
40
...
0%

Social media
is a good
way of
sharing

31
...
0%
7
...
0%
0
...
9 shows that the 92
...

This relates back to previous questions in such a way that even though

31

respondents aren’t favourable of posting negative images or visuals they still
believe sharing on social media is good
...
10: Negative feedback in an online brand community

80
...
15%

Percentage Count

70
...
0%
50
...
0%

Have you ever
given negative
feedback in a
online brand
community?

27
...
0%
20
...
0%
0
...
10 shows similar results to figure 4
...
25% to 72
...
This question differs slightly as it incorporates the
feedback on the organisation more than just posting an image of a bad
product
...
11: Trusting social media feedback on products and services

Do you trust social media community
feedback about products and services?
66
...
0%
60
...
0%

Do you trust
social media
feedback on
products/servic
es

40
...
0%
16
...
50%

Yes

20
...
0%
0
...
11 shows respondents trust towards social media feedback in online
communities
...
25% stating this
...
25%
...
12: Using online brand communities as a research source for large
purchases

Percentage Count

45
...
25%

40
...
0%
30
...
0%

27
...
25%

Using online
brand
communities as a
research source

20
...
0%
10
...
00%

5
...
0%
Definitely
Agree

Agree

Disagree

Definitely
Disagree

Figure 4
...
The majority of respondents
stated either agree or definitely agree at 67
...
This can be used in
contrast to figure 4
...


34

Research Objective: To investigate consumer opinions on organisations
using social media and online communities
Figure 4
...
0%
Percentage Count

80
...
50%

70
...
0%
50
...
0%
30
...
50%

20
...
0%

0
...
13 shows respondent’s views on the use of social media by
organisations and whether they think it’s positive or negative
...
5% feel that organisations using social media is positive
...
5% of respondents disagree stating it to be negative
...

Figure 4
...
0%
Percentage Count

85
...
0%
60
...
0%
15
...
0%

Is it good
for brands
to use
social…

0
...
14 relates to figure 4
...
This shows a slight increase on figure
4
...

Figure 4
...
0%

65
...
0%
50
...
0%
30
...
0%

21
...
75%

10
...
0%
Yes

No

Sometimes

Figure 4
...
The smallest amount of respondents stating yes at just 13
...
16: Defending an organisation against negative comments

Would you defend an organisation on
social media that you are loyal to
yourself if you were to see negative
comments about it?
Percentage Count

70
...
25%

60
...
0%
40
...
75%

30
...
0%
10
...
0%
Yes

No

Figure 4
...
The majority of respondents stated that they
would not at 66
...
75% admit that they would
...
17: Updates posted about positive experiences from an organisation

70
...
50%

Percentage Count

60
...
0%
40
...
25%

Updates
about
positive
experiences

30
...
0%
10
...
25%

0
...
17 looks at consumers wanting to share positive experiences, most
respondents at 57
...
In contrast respondents stating either of the ‘yes’ options totalled
to 42
...

Figure 4
...

46
...
0%

45
...
0%
30
...
0%
10
...
75%

5
...
0%

Definitely
Agree

Agree

Disagree

Definitely
Disagree

Figure 4
...
25%
...
19: The use of social media applications on mobile phones
...
0%

92
...
0%
60
...
0%
20
...
50%

0
...
19 shows the use of Social media applications on mobile phones of
respondents, the table provides a clear indication that the majority of
respondents use social media applications
...
5 % in
comparison to the amount of respondents who stated that they don’t use
Social media applications at 7
...

Figure 4
...
0%
45
...
0%
35
...
0%
25
...
0%
15
...
0%
5
...
0%

45
...
72%
12
...
86%

8
...
33%

Once

Twice 3 Times 4 Times 5 Times 6 Times
or more

Figure 4
...
57% and the
lowest being ‘twice’ at 6
...


39

Figure 4
...
0%

Percentage Count

26
...
0%

22
...
50%

20
...
0%

11
...
00%
10
...
00%

7
...
0%
0
...
21 looks at status update frequency and how often each respondent
updates their social media status
...
5% stating
they haven’t updated in the past month and 26
...

Figure 4
...
0%

Do you enjoy the sharing aspect of social
media allowing you to share content with
friends
...
00%

80
...
0%
Do you enjoy
sharing

40
...
0%

10
...
0%
Yes

No

40

Figure 4
...

Figure 4
...
0%

Percentage Count

35
...
00%

30
...
0%

21
...
0%

16
...
0%

12
...
75%

10
...
25%

How many times
in the past month
have you
interacted with an
online
community?

5
...
0%
None

Once

Twice

3 Times

4 Times 5 Times or
more

Figure 4
...
The highest
response rate being ‘none’ at 35% however the second highest being 21
...


41

Figure4
...
0%

75
...
0%
60
...
0%

Smart phones
allow access
throughout the
day

40
...
0%

21
...
0%
1
...
0%

2
...
0%
Definitely Agree

Agree

Disagree Definitely Disagree

Figure 4
...
The majority of respondents at 75% stated they
‘definitely agree’ to have access to social media any time of day on their smart
phone
...
75% overall stating either ‘disagree’ or ‘definitely disagree’
...


42

Figure 4
...
0%
90
...
0%
70
...
0%
50
...
0%
30
...
0%
10
...
0%

86
...
00%
42
...
50%
10
...
25 shows consumers opinions why they use social media sites from
a list of options
...
25% with the least
common reason being ‘because everyone else does’
...


43

Cross tabulations, Chi square tests and Correlations
Figure 4
...

Cross tabulation
Do you think the use of social media by
organisations is positive or negative?
Positive
Are you
Male or
Female?

Male

Total

Negative
27
...
8

33
...
5

3
...
2%

Expected count

38
...
2

47
...
0%

13
...
8%

66
...
0

82
...
5%

% of Total
Total

Expected count
% of Total

80
...
0%

Figure 4
...
It shows a higher percentage of males, 37
...
8% stating it to be a negative issue
...
0% stating it to be
positive and only 13
...

Figure 4
...

Chi-Square Test
Value

Asymp
...
(2sided)

df

Pearson Chi-Square

2
...
849

1


...
943

1

Exact Sign
...
097

Continuity Correction в

Exact Sign
...
086

Fishers Exact Test
Linear-by-Linear association
N of Valid Cases
a
...
137
2
...
085


...
0%) have expected count of less than 5
...
78
B
...
27 shows the significance value to be
...
751, df = 1, p
>0
...

44

Figure 4
...


Cross tabulation
Do you think the use of social media by
organisations is positive or negative?
Positive

Negative
Total

What age
range are
you?

18-20

Expected count
% of Total
Expected count

18
...
9

22
...
0%

2
...
5%

27
...
8

33
...
8%

7
...
2%

8
...
8

10
...
0%

2
...
5%

2
...
5

3
...
5%

1
...
8%

4
...
9

5
...
8%

2
...
2%

5
...
2

7
...
5%

1
...
8%

66
...
0

82
...
5%

21-24
% of Total
Expected count
25-29
% of Total
Expected count
30-34
% of Total
Expected count
35-39
% of Total
40 and
over
Total

Expected count
% of Total
Expected count
% of Total

80
...
0%

Figure 4
...
The cross tabulation shows that 21-24 age range seems to have the
overall majority stating that social media use by organisations is positive with
33
...
The 40 and over category shows the
highest of positivity out of its own individual age range total at 7
...
8%

45

Figure 4
...

Chi-Square Test
Value

df

Asymp
...
(2-sided)

Pearson Chi-Square

3
...
630

Likelihood Ratio

3
...
669

Linear-by-Linear association

1
...
287

80

N of Valid Cases
a
...
3%) have expected count of less than 5
...


Figure 4
...
3% of cells have an expected count of more than 5
which makes the test violated as it shouldn’t be any more than 20%
...
669 which means there is not any significant relationship between the
two variables
...
30: shows the Cross tabulation between gender and whether
respondents interact with organisations through social media
...
4

20
...
0

17
...
8%

41
...
6

29
...
0

20
...
8%

58
...
0

50
...
5%

62
...
0
100
...
30 shows the cross tabulation of gender and whether respondents
interact with organisations through social media
...
8% stated that they don’t interact with organisations through
social media with only 17
...
Female respondents are
very similar with only 20% stating they do interact with organisations and
38
...


46

Figure 4
...

Chi-Square Test
Value

df

Asymp
...
(2- Exact Sign
...
581

1


...
279

1


...
579

1

Exact Sign
...
447

Fishers Exact Test
Linear-by-Linear association
N of Valid Cases


...
574

1


...
449

80

a
...
0%) have expected count of less than 5
...
38
...
Computed only for a 2x2 table

Figure 4
...
446 which is above the 0
...
581, df = 1, p >0
...


47

Figure 4
...

Cross tabulation
Do you interact with organisations
through social media?
Yes
What age
range are
you?

18-20

Expected count
% of Total
Expected count

Total

No
8
...
8

22
...
0%

17
...
5%

12
...
6

33
...
8%

27
...
2%

3
...
3

10
...
2%

6
...
5%

1
...
9

3
...
2%

2
...
8%

1
...
1

5
...
2%

5
...
2%

2
...
4

7
...
0%

3
...
8%

30
...
0

37
...
5%

21-24
% of Total
Expected count
25-29
% of Total
Expected count
30-34
% of Total
Expected count
35-39
% of Total
40 and
over
Total

Expected count
% of Total
Expected count
% of Total

80
...
0%

Figure 4
...
Firstly a clear
point is the pattern on the 25-29 age range in which there is an equal amount
stating ‘yes’ and ‘no’
...
33: Chi square test for Age Range and whether respondents interact
with organisations through social media
...
Sig
...
751

5


...
752

5


...
390

1


...


7 Cells (58
...
The minimum expected count is 1
...


Figure 4
...
3% of cells have an expected count of more than 5
making the test violated as it shouldn’t be any more than 20%
...
738
which means there isn’t any significance between the two variables
Correlation
Figure 4
...

Correlations
Do you think it is good that
brands use social media to
connect with consumers?
Do you think it is
good that brands use
social media to
connect with
consumers?

Pearson Correlation

1

Sig
...
245


...
245

1

Sig
...
29

N

80

80

* Correlation is significant at the 0
...


Figure 4
...
The Pearson R
correlation shows a week relationship between the two variables at R=0
...
The sig value is at
0
...
05 showing there is a statistically significant
correlation between the two variables increasing and decreasing
...


The

demographics of the respondents was has shown that the number of Males to
Females is not equal with 41
...
75% Females
...
25% although
this was expected with many respondents being students
...




Low interaction rates were common in the objective trying to discover
respondent’s interaction with online communities
...




Usage trends found that social media usage was high on a range of
questions
...

This leads to chapter 5 which will discuss how the learning objectives have
been met and the overall conclusions of the project
...
The chapter
will discuss the research methods and results of research drawing on
reviewed literature and primary research data collected
...


Method
Throughout this study two methods of research were used including the
literature review and participant questionnaires
...

The primary research paradigm consisted of an epistemological approach
using the positivist view, the choice of data collection most suitable based
upon this was an online questionnaire
...


Results Discussion
Objective
The objective ‘to investigate the most used social media network’ was met
through primary research stating that 60% of the tested sample chose
Facebook as their most used social media network
...
Therefore this
research objective was met successfully confirming Facebook to be the most
used social media network
...
In the
literature reviewed several authors including Bhanot (2012) and Zaglia (2013)
to name a few, found that consumers wanted to use social media brand
communities to share and interact
...

The primary research shown some good results with 62
...
In
terms of using social media as a first search resource for products 67
...
This
shows social media is used for research purposes on products and services
...
51
...
75 stated ‘disagree’ or ‘definitely disagree’ which clearly shows there
is little gap between the two showing they are trusted only slightly more than
they are not
...
This identified that 82
...
5% believing it to be a
negative issue
...

A similar question was asked but this time asking respondents if they thought
it was good for brands to connect with consumers
...
5% stating yes in comparison to those stating ‘positive’ in the previous
53

question
...
25% and ‘disagree’ at 45%
showing a clear contrast in opinions from the respondents
...

This set of results show that for this objective the majority of respondents felt
that social media and online communities used by organisations were
positive
...

Objective
The objective ‘to investigate social media usage trends produced a range of
interesting results and met the objective successfully
...
5% stated they use social media applications on them
...
25% stated to
communicate with friends or colleagues
...
25% stating they updated their social media status
more than 6 times in 1 month
...
00% stating they have interacted with an
online community in the past month
...
There seems to be quite some lack of trust in the use
of social media to review products with only little gap between respondents
trusting and not trusting reviews
...


54

Limitations of Research
The research carried out was in-depth with the use of the literature review and
questionnaire however there were some limitations of the research
...

The questionnaire was only focused to one research area using only Coventry
University students, friends and family meaning it wasn’t able to represent a
larger population
...

Finally the questionnaire worked fairly well however it seemed to be a
challenge to encourage participants to take part
...


Recommendations
Further research into the topic area is suggested with a focus on
organisations in particular to find out a more in-depth analysis of specific
organisations using social media effectively or ineffectively
...

In terms of further research for a more in depth analysis and to gain a greater
insight it would be advised to consider conducting focus groups
...
If focus groups are
considered the methodology will need to be reviewed and careful considered
ensuring that the correct methodology fits with the new data collection method
i
...
Ontology and Interpretivism
...
et al (2012) ‘A Review of Social Media and Implications for the
Sales Process’
...
(2012) ‘Use of Social Media by Companies to Reach their
Customers’
...
et al (2011) Business Research Methods
...
Berkshire:
McGraw- Hill Education
Brodie, R
...
Journal of Business Research 66 (1)
105-114
Bryman, A
...
(2011) Business Research Methods
...
New
York: Oxford University Press
Cameron, S and Price, D
...
1st edn
...
and Pillai, A
...
Journal
of Product and Brand Management 22(1), 40-51
Cheung, C
...
Computers in Human Behaviour 27(4), 1337-1343
Collis, J
...
(2014) Business Research- a practical guide for
undergraduate and postgraduate students
...
London: Palgrave
Macmillan Higher Education
Cooper, D
...
(2008) Business Research Methods
...
New York: McGraw Hill Education
De Vries, L
...
Journal of
Interactive Marketing 26(2), 83-91
Dholakia, U
...

International Journal of Research in Marketing 21(3), 241–263
56

Draskovic, N
...
International Journal of Management
Cases 15(4),331-339
Gill, J
...
(2010) Research Methods for Managers
...

London: SAGE Publications
Grix, J
...
1st edn
...
et al (2011) ‘Influence of social networking site and user
access method on social media evaluation’
...
(2011)

‘Demystifying

customer

brand

engagement:

Exploring the loyal nexus’
...
(2005) Business Research Projects
...
London:
Thompson Learning
Jeppesen, L
...
(2006) ‘Why Do Users Contribute to
Firm-Hosted User Communities? The Case of Computer-Controlled Music
Instruments’
...
and Haenlein, M
...
Business Horizons 53 (1),
59-68
Kim, J
...
Journal of Marketing
Management 24(3/4),409-431
Lee, D
...

Marketer-Created Online Brand Community in Online Social-Networking
Web Sites’
...
et al (2002) ‘Building Brand Community’
...
mintel
...
and Wilson, H
...
Journal of Business Research 63 (9/10), 919925
O'Sullivan, S
...
Journal of Marketing Management 27 (9/10), 891912
Pallant, J
...
2nd edn
...
et al (2012) ‘Digital and Social Media In the Purchase Decision
Process’
...
(2012) ‘What We Know About Social Media’
...
et al
...
6th
edn Essex: Pearson Education Limited
Sekaran, U
...
(2013) Research Methods for Business
...
West Sussex: John Wiley & Sons Limited
Thurau, H
...
Journal of Service Research 13(3), 311-330
Wirtz, J
...
Journal of Service Management 24(3), 233244

...
et al (2012) ‘The influence of online community on eWOM’
...
(2013) ‘Brand communities embedded in social networks’
...
et al (2013) ‘Transforming visitors into members in online brand
communities: Evidence from China’
...


Information about the project/Purpose of the project
The purpose of this research project is to form a key part of my
university degree
...
It has been focused down to research into the impact of social
media on brand engagement and consumer perceptions
...


Why have I been chosen?
You have been chosen to take part in the study as you are either staff
or
students at the university or friends or family of me and fit the
requirements of the survey
...


Do I have to take part?
All participants have the option to take part if they wish at their own
discretion however this is optional
...


What do I have to do?
Participants will have been given a website link to the online survey
and are asked to simply answer all questions in the survey honestly to
the best of their ability in their own time
...


5
...


6
...

7
...
If you wish to withdraw simply
follow the steps on the survey to leave the website or close the
internet browser
...


Data protection & confidentiality
All data collected will be used by only myself for the purpose of this
study and will not be passed on to any third party researchers
...


9
...


10
...


11
...


12
...


60

Appendix 3 – Participant Online Consent

Appendix 4– Research Questionnaire

61

Social Media, Personal Social Media Usage
1
...
Do you use social media applications on your Mobile phone?
3
...
How many times on average per day do you check your social media site
that you most use?
5
...
Do you enjoy the sharing aspect of social media allowing you to be able to
share content with friends?
Social Media in Relation to Organisations
7
...
Do you use social media to evaluate products before purchasing?
9
...
Do you post updates via Social Media about positive experiences you
have had from an organisation?
11
...
Would you defend an organisation on social media that you are loyal to
yourself if you see negative comments about it?
13
...
If you read bad Social Media about products or services is it likely to
prevent a purchase?
15
...
Please Read the following statements and select the appropriate answer
in your opinion
16
...
Social Media is a good way of sharing product and service
experiences
...
b
...

16
...
Smart phones allow me to access Social Media any time of the day
...
d
...

Online Brand Communities
17
...
Have you ever given negative feedback in an online brand community
about the organisation or its Products or services?
19
...
How many times in the past month if any have you interacted with an
online community? (e
...
Liking or commenting on a group on Facebook)
About you
21
...
What age range are you?

63

Appendix 5 – Health and Safety Form

64



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