Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,

Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14

ISSN (Online): 2519-5671
Impact Factor: 0.44

HOW CORPORATE REPUTATION AND PURCHASE

INTENTION AFFECTS BRAND PAGE COMMITMENT
AND ANNOYANCE: A SOCIAL MEDIA BASED
RESEARCH ON PAKISTANI TEXTILE BRANDS

Sidra Naeem
sidranaeem847@gmail.com

Sonia Hassan
Lecturer, Dept. of Business Administration, Institute of Southern Punjab, Multan Pakistan
sonyahassan333@gmail.com

Ahmad Naeem
Dept. of Computer Sciences, NCBA&E Multan Campus, Multan Pakistan
ahmadnaeem153@yahoo.com

Abstract- The purpose of this study is to check the effectiveness of social media affectively
promotion of brand. Either BPC or annoyance has impact on corporate reputation and
purchase intention. To fulfill this resolution, questionnaires were used. The implication of
this study will help managers for the effective selection and application of social media as
well as positive word of mouth and also told how to avoid all activities which are cause of
annoyance (which latterly create irritation problems for consumers).
Keywords social media, corporate reputation, purchase intention.

1. INTRODUCTION

In todays world, the insurgency of online networking has changed the communicative world.
There is a huge effect of online networking on advertising communication. The creating
phases of online networking are applications like Face book, twitter and You Tube; they have
extraordinary impact on shopper's communication activities. Corporation paid extraordinary
time and resources on social media for scheming customer services. Individuals trust on
marketing tools when wanted to purchase a brand.

This research will scrutinize social media activities by organizations and how they spent
money on advertisement of their clothing brand particularly on Face book. Advertisement on
Face book increase purchasing of clothing brands. This research will evaluate perception of
consumers towards advertisement of clothing brand on Face book and how much it tolerate

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

the annoyance of unsatisfied consumer. This study will use social media like Face book to
achieve the goals of current study. Face book acts as a credible media to gain more market or
not to promote the product? By using of this social media either customer is engaged in
purchase intension of a product or not? These perceptions or points, the researcher is
committed to check in this study. According to this study, research questions will be
explored through analysis on these aspects i.e. What will be the impact of annoyance and
Brand Page Commitment on word of Mouth? What is the main participation of Social
Media towards Pakistani clothing brands? What is the leading role of social media on
Purchases and Corporate Reputation of brands working in Pakistan?

I. RELATED WORK

A. SOCIAL MEDIA MARKETING

Online and social media networking creates and spread the data to the shoppers. Browne et
al. (1993) clarified that client engagement process is expanding and advancing, so
organizations ought to lead a settled way to improve association with client to demonstrate
their dedication for brand via web-based networking media.

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

Schumacker and Lomax (2004) said that about 97% advertisers utilized online networking for
their business while 3% individuals did not concentrate on it.
B. Face Book
Facebook involve verity of brand and items data, pictures, social remarks, writes that are
utilized for showcasing. Quantities of clients on Face book are higher than whatever other
system. More than 175 million clients were enrolled on Face book (January, 2009).
C. Brand
Pakistan has incredible number of exporters of readymade articles of clothing, bed material
and knitwear. In Asia, Pakistan is at eighth number for sending out material related items.
The practices of People are changed from sewing to readymade articles of clothing. Lots of
designers and textile group produce cloth and readymade garments. These designer and
textile groups are Maria B, Junaid Jamshed, Al-karam, Khadi, Kayseria, Nishat, Bareeze,
Chen One, Sana Safinaz, Gul Ahmed, Mausummery, Wardah, Firdous and Lala Textiles etc
(Express Tribune, 2016).
H2a: Brand Page Commitment has positive effect on Brand Awareness.
D. Purchase Intension
Purchase intention means the client's buying behavior toward products or services in future
Carmeli (2005). Client likely buy an item or not, it's dependent upon him (Dodds, Monroe,
and Grewal, 1991). Shao, Baker, and Wagner characterize buy intention as the endeavors of
buyers when they buy an item or benefit specific services.
H4a: Brand Page Commitment has positively effect on intention related
purchases of consumers.
H4c: Brand Awareness has positively effect on Purchase Intentions.
H5a: Corporate Reputation has positive influence the Purchase Intention.
E. Corporate Reputation
The expectations of employees, customers and assessment of particular organizational
attributes by customers esteems as corporate reputation (Weigelt & Camerer, 1988).
H5a: Corporate Reputation has positive influence the Purchase Intention.
H5b: Corporate Reputation affects the relationship of Word of Mouth and
Purchase Intention.

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

F. Annoyance
Annoyance also known as Inconvenience is an unsavory mental express that is portrayed by
such impacts as bothering and diversion from one's conscious consideration (Lee
&McGowan, 1998). Clients can't stop these continuous messages and have low control over
getting undesirable business data which may bring about disturbance (McCoy, 2007).
H1: Annoyance has negative effect on Brand Page Commitment.
H2b: Annoyance has a negative impact on Brand Awareness.
G. Brand Awareness
Brand awareness plays important role where customers have low involvement
in decision-making and have little information about of brand (Keller, 2008).
H3c: Brand Awareness has significantly positive effect on the activities of
Word of Mouth.
H. Word of mouth
The response and mental fondness of buyer towards the brand or item allude
to as informal (Kozinets, 2010). The two hubs of considering (positive or
negative) influence the organization's image quality (Arndt, 1967; Goyette,
2010).
H3b: Annoyance has negative effect on Word of Mouth activities.
H4b: Annoyance with the Brand Page Commitment has negatively significant
effect on Purchase Intentions.
H4d: Word of Mouth has significantly positive effect on Purchase Intentions.
Methodology
A. Population
Top ten designers who work in Pakistan are Gul Ahmed, Junaid Jamshed,
Sana Safinaz, Maria B, Al- Karam, Khadi, Kayseria, Nishat, Bareeze, and
Chen One. This study focused on females who use these designer cloths of
these brands are taken as the unit analysis or population of the article.
B. Sample Size
Five cities of Pakistan are selected for data collection. Total numbers of
respondents are 500.

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

C. Research Instrument
SPSS software version 21 & IMB AMOS software version 21 are used for this
study. SPSS software is used for Component Factor Analysis, Correlation,
Regression & ANOVA .While IBM AMOS 21 was used to analyze the fitness
of model, to prepare the structure equation modeling & to evaluate the liner
regression of the data acquired from proposed conceptual frame work. Both
soft wares are used for respective purpose (appendix 1).

a.Principal Component Factor Analysis and Reliability

The value of Brand Page Commitment in Cronbachs Alpha coefficient had a

value of .864 which shows that all elements of Brand Page Commitment are
reliable. If value of reliability value is 0.8 then reliability is good and if 0.90
then data is superb. So the value of Brand Page Commitment is 0.864 which
shows that all elements of Brand Page Commitment are almost reliable and
data is good. The value of Word of Mouth is 0.671 which shows that all
elements of Word of Mouth are almost reliable and data is mediocre. The
value of Brand Awareness is 0.765 which shows that all elements of Brand
Awareness are almost reliable and data is mediocre. The value of Annoyance
is 0.781 which shows that all elements of Annoyance are almost reliable and
data is mediocre. The value of Corporate Reputation is 0.70 which shows that
all elements of corporate reputation are almost reliable and data is mediocre.
Overall reliability of all variable is almost 0.765% which mediocre reliable.

b.Correlation Analysis
Correlation is a factual and statistical analysis instrument which is utilized to
check the relationship between factorial variables. At least two corresponded
factors are said to have relationship among them. Connection involves
coefficient of relationship which measures the level of relationship between
two factors with estimation of r. Relationship coefficient ranges from +1 to -
1. In the event that the esteem is near +1, more grounded relationship exists

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

here and factors said to be decidedly connected. Calculations are shown in

appendix 2.
c. Regression Analysis
Current study has used linear regression analysis by using of AMOS version
21 to check the relationship between all the variables which are dependent on
each other. Shown in appendix 3.
H1 is annoyance has negative impact on brand page commitment. This table
shows highly significant negative relationship between annoyance & brand
page commitment. So, H1 is accepted at significant level=.0207. H2a is
brand page commitment has positively effect on brand awareness. esult
demonstrates that there is profoundly positive and altogether impact on brand
mindfulness with p-esteem < .05. In this way, it bolsters H2a. H2b is
disturbance negatively affects Brand Awareness. H2b is acknowledged on the
grounds that the p esteem speak to that inconvenience has a contrarily affect
on brand mindfulness with the essentially p-esteem < 0.05. H3a is brand page
commitment has effect positively on word of mouth activities. This
speculation is acknowledged in light of the fact that the huge esteem is .0233
which is underneath p-esteem 0.05. H3b is Annoyance has negative effect on
word of mouth activities. H3b is accepted with p-value 0.047 which is below
0.05. H3c is "brand mindfulness has positive and huge impact on the exercises
of informal." H3c is acknowledged in light of the fact that critical esteem
speak to that brand mindfulness decidedly influence the exercises of verbal.
H4a is brand page commitment has positively effect on purchase intention of
consumers. The outcome speaks to the noteworthy esteem is 0.03 which
uncover that brand page responsibility has constructive outcome on buy
intention of purchasers. H4b is annoyance has negatively significant effect on
purchase intentions intention of consumers. The noteworthy estimation of
H4b is 0.0465 which is beneath from 0.05 and speak to that irritation has
fundamentally negative effect on buy intention. H4d is word of mouth has
significantly positive effect on purchase intention `` is acknowledged due to

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

the essentially esteem at 0.02. H4c is brand awareness has positively effect
on purchase intentions. This hypothesis is acknowledged in light of the fact
that the significance value is 0.0149.
e. Model Fit
To evaluate the conceptual framework Structural equation modeling (SEM) is
being used in this research. This test is used to check the goodness of data.
This test shows that how much data is good. Goodness-of-fit test is calculated
with different values. Shown in appendix 5.
f. Moderation Analysis
The results of moderating analysis between purchase intention and word of
mouth moderated by corporate reputation. (Appendix 6)

CONCLUSION

In this paper it is uncovered that Customers purchase that branded clothing which has great
corporate reputation. It is brought up in this exploration concentrate that the impact of
irritation and brand page duty is directed by corporate reputation, this thing likewise impacts
the buying intention of clients since when a client has positive picture of organization in his
mind then he has no opportunity to listen to word of mouth by others, rather than this he
simply depend all alone on self-assessment based decisions and buy products and services
from his most loved brand. Clients couldn't care less about informal information about their
favorite brands in light of the fact that when corporate reputation is great then the impact of
verbal exchange and WOM gets weakened.
Future Research Directions

This paper significantly concentrates on five noteworthy urban areas of Pakistan, which are
Islamabad, Lahore, Karachi, Multan and Faisalabad. It ought to be reached out to entire
Pakistan while doing future research. Six factors talked about in this review, different factors
ought to be included for future research. The proposal of this review is that there is have to
look at alternate items/brands identified with shoes, nourishment, refreshments. This review
additionally prescribed that other online networking ought to be connected to the brands page
of various segments.

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

REFERENCES
1. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new
product. Journal of Marketing Research (JMR) , 4 (1), 291-295.
2. Browne, M. W., Cudeck, R., Bollen, K. A., & Long, J. S. (1993). Alternative ways of
assessing model fit. Sage Focus Editions, 154, 136-136.
3. Carmeli, A. (2005). Perceived organizational reputation and organizational performance:
an empirical investigation of industrial enterprises.4Corporate Reputation Review , 8 (1),
1330.
4. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store
information on buyers' product evaluations. Journal of marketing research, 307-319.
5. Dodds, W. M. (1991). Effects of price, brand, and store information on buyers
product. evaluations, Journal of Marketing Research (JMR), , Vol. 28 (3), . 307-319.
Express Tribune, 2016
6. Goyette, I. R. (2010). e-WOM scale: word-of-mouth measurement scale for e- services
context. Canadian Journal of Administrative Sciences , 27 (1), 5-23.
7. Keller, K. (2008). Strategic Brand Management: Building, Measuring, and Managing
Brand Equity. Pearson Education .
8. Kozinets, R. D. (2010). Networked narratives: understanding word-of-mouth marketing
in online communities. Journal of Marketing , 74 (2), 71-89.
9. Lee, J. & McGowan, F.(1998). Direct marketing solicitations: do they generate sales or
consumer annoyance? Journal of Marketing Management (10711988) , 8, 63-71.
10. McCoy, S. E. (2007). The effects of online advertising. Communications of the ACM ,
50 (3), 84-88.
11. Schumacker, R. E., & Lomax, R. G. (2004). A beginner's guide to structural 1 equation
modeling (Vol. 1): Lawrence Erlbaum.
12. Weigelt, K. &. Camerer, P. (1988). Reputation and corporate strategy: a review of recent
theory and applications. Strategic Management Journal , 9 (5), 443454.

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

Appendix 1

Adapted Instrument

Brand page commitment: (Adapted from Ellison et al.

As a member of Clothing Brand Face book Page: (2007) and Kim et al. (2008)
I get informed about clothing brand news daily
I feel as a part of the clothing brand Face book
Community
Have a close relationship to other Pakistani
Clothing brands FB- Fans.
I participate in activities on the page very often
I miss something if I do not visit regularly
It is fun for me to inspire others about clothing
brands
Word of Mouth:
Because Im a member of this clothing brand Face book page: (Adapted from Hennig-Thurau
I talk very positive about this clothing brand et al. (2004)
Can recommend this selected brand to my friends and relatives
I want to give others the opportunity to buy the
right brand
Brand Awareness: Adapted from Yoo et al. (2000)
Because Im a member of the selected clothing brand Face book
page:
I have no difficulties to remember this selected clothing brand.
I know all clothing brands
I can distinguish the different clothing brands
Purchase Intention: Adapted from (Hean Tat Keh,
Because Im a member of the selected clothing brand Face book 2009)
Page:
I plan to buy that clothing brand
I plan to attend some exhibitions of this selected brand
I have bought a selected clothing brand
Annoyance:
I think it is disturbing if: Adapted from (Hean Tat Keh,
My wall is overloaded with this brand topic 2009)
The same selected clothing brand topic is forward multiple
times.
The same selected clothing brand topic is forward multiple
times.
The same selected clothing brand topic is forward multiple
times.
The selected clothing brand posts product ads all the time
Corporate Reputation: Adapted from (Hutter, 2013)
As a member of this selected clothing brand Face book page it
helps to:
The selected brand is a highly-regarded brand.
The selected brand is a successful brand.
The selected brand is a well-established brand.

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

Appendix 2
Principal Component Factor Analysis and Reliability.

Items
BPC WOM BA Annoyance CR Cronbach's Alpha

Informed cb news daily 578

Part of cb FBC .775
Close relationship .760 0.864
Participate in AOP .492
Miss something if not VR .606
Tp about cb .463
Recommended to FR .727 0.671
Give opportunity to BRB .757
No difficulties to RSCB .568
Know all CB .786 0.765
Can DDCB .680
My wall is OLBT .662
The same SCBTFMT .635 0.781
The selected CBPPAT .472
The selected brand HRB
.563
The selected brand SB .539 0.699

The selected brand WEB .413

Regression Analysis (Appendix3)

Relation Hypothesis Estimate S.E. P-value Results

Brand Page <--- Annoyance H1 .058 .046 .0207 supported

Commitment
Brand Awareness <--- Brand Page H2 .087 .067 .0198 supported
Commitment
Brand Awareness <--- Annoyance H2b -.114 .069 .0100 Supported

Word of Mouth <--- Brand Page H3a .076 .063 .0233 Supported
Commitment
Word of Mouth <--- Annoyance H3b -.017 .065 .047 Supported

Word of Mouth <--- Brand Awareness H3c .191 .042 0.0*** Supported

Purchase Intentions <--- Brand Page H4a .132 .061 .031 Supported
Commitment
Purchase Intentions <--- Annoyance H4b -.025 .062 .0465 Supported

Purchase Intentions <--- Brand Awareness H4c 0.65 .041 .0149 Supported

Purchase Intentions <--- Word of Mouth H4d .134 .042 .002 supported

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

Appendix 4

Goodness of Fit Test

Fitness Index Required Value Results

Chi-Square P-value >0.05 0.478

CMIN/DF 2.00-5.00 0.478

GFI >0.90 1.000

AGFI >0.90 0.994

RMR <0.08 0.012

IFI >0.90 1.012

NFI >0.90 0.989

CFI >0.90 1.000

Moderation Analysis (Appendix 5)

Relation Hypo Esti- S.E. C.R. P Label
thesis mate
Purchase <--- Z Word Of H5a 0.314 0.052 6.007 *** supported
Intention Mouth
Purchase <--- Z Corporate H5a 0.355 0.052 6.794 *** supported
Intention Reputation
Purchase <--- Interaction H5b -0.044 0.008 -5.390 *** supported
Intention

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

II. QUESTIONNAIRES

Introduction
Good day!
We are conducting a study under the title Effect of annoyance and brand page
commitment on corporate reputation and purchase intention. (A research on
Pakistani clothing brands on social media.)
This questionnaire will take your precious 10 minutes.
I need your kind cooperation for the fulfillment of this research. All information will
be kept strictly confidential and you will remain completely anonymous throughout.
Your participation is voluntary and you may withdraw at any time. The information
you give will only be used for this research.

Profound Regards

Select one of these brands which you frequently visit on Face book?
How often do you visit current brand Face book page in a week?
1 time 2 times 3 times More than 3 time
By keeping in mind the brand selected answer the following questions

For question no. 4 25 please use following codes

Strongly agree = 1 Agree = 2 Somewhat agree = 3 eutral= 4

Somewhat disagree = 5 disagree = 6 Strongly disagree = 7

Personal Details:
City:
O Multan O Lahore O Islamabad
O Faisalabad O Karachi

Gender:
O Male O Female
Age:
O 18-25 Years O 25-35 Years O 35-45 Years O 45 Years & Above

Income:
O RS.50, 000 - 75,000 O RS.75,000 -100,000

O RS.100, 000 - 150,000 O RS.150,000 & Above

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

Profession

O Student O Business man O Job holder O Other

I needThank
youryou
kind
for cooperation
completing thisfor the fulfillment
questionnaire. of this
I am very research.
grateful for your All
timeinformation
and appreciatewill
yourbe kept
cooperation.
strictly confidential and you will remain completely anonymous throughout. Your
participation is voluntary and you may withdraw at any time. The information you give will
only be used for this research.
Profound Regards

Select one of these brands which you frequently visit on Face book?
O Gul Ahmed O Junaid Jamshed O Sana Safinaz O Maria B.
O Khadi O Kayseria O Nishat
O Al Karam
O Chen One O Other
O Bareeze

How often do you visit current brand Face book page in a week?

O 1 time O 2 times O 3 times O More than 3 time

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 Sonia Hassan et al, International Journal of Humanities and Social Sciences - IJHS,
Vol.2 Issue. 2, Apr-Jun 2017, pg. 1-14
ISSN (Online): 2519-5671
Impact Factor: 0.44

Brand Page Commitment:

As a member of Clothing Brand Face book Page:
I get informed about clothing brand news daily

I feel as a part of the clothing brand Face book community

Have a close relationship to other Pakistani clothing brands FB-Fans

I participate in activities on the page very often

I miss something if I do not visit regularly

It is fun for me to inspire others about clothing brands

Word of Mouth:
Because Im a member of this clothing brand Face book page:

I talk very positive about this clothing brand

Can recommend this selected brand to my friends and relatives

I want to give others the opportunity to buy the right brand

Brand Awareness:
Because Im a member of the selected clothing brand Face book page

I have no difficulties to remember this selected clothing brand

I know all clothing brands

I can distinguish the different clothing brands

Purchase Intention:
Because Im a member of the selected clothing brand Face book Page:

I plan to buy that clothing brand

I plan to attend some exhibitions of this selected brand

I have bought a selected clothing brand

Annoyance:
I think it is disturbing if:

My wall is overloaded with this brand topics

The same selected clothing brand topic is forward multiple times.

The selected clothing brand posts product ads all the time

Corporate Reputation:
As a member of this selected clothing brand Face book page it helps to:

The selected brand is a highly-regarded brand.

The selected brand is a successful brand.

The selected brand is a well-established brand.

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