MKTG204

Integrated Marketing Communications

Department of Marketing and Management
Faculty of Business and Economics

D1 Day; Offered in Session 1, North Ryde 2020

Assessment Task 2b:

Consumer insight report
Student ID First name and last name

44618115 Matilda Bridges

Tutor/Tutorial class: Anna, Thursday 1pm

Your report should be written in 12-point Times New Roman, single space. Your report must
not exceed 3.5 pages excluding the cover page and appendices. Your report should have
logical flow of argument. Succinct. Well signposted. Tables, graphs and diagrams are
appropriately used to present the evaluation of findings in an easy to read format. No missing,
incorrect or inconsistent references.

Last updated: 4 November 2020

1. Executive summary

This paper provides an analysis into the influence of social media on consumer responses and
marketing communications. The objective of the experiment is to discover if there are any
significant effects of exposure to social media posts on consumer behaviours and marketing
communications results. Singh and Ang (2020) utilised a 2x2 factorial design study to
determine the relationship between consumers and marketing communications stimuli. The
results from the study were examined using a combination of 7-point unipolar scale as well as
7-point bipolar scales. The study was conducted on 205 participants with an average age of
21.

The report presented has two main findings. The first showed that consumers attitude towards
Facebook account holders has a significant effect on the consumers attitude towards the
brand. In this construct, the study shows that deservingness, showing off, inspiration and
attractiveness of the Facebook account holder are significant factors which affect the
consumers brand attitude towards Facebook account holders. Furthermore, the study
determines that the importance of looking good significantly effects female consumers
attitude to the brand.

Implications of the findings are discussed in the subsequent sections of this report.
Recommendations are suggested to assist marcoms managers when implementing the
subsequent pitch project.

2. Evaluation of the findings

Singh and Ang’s (2020) study suggests that attitude towards the Facebook account holder
who is advertising the brand has a significant effect on a consumer’s attitude towards the
brand. Brand attitude refers to the opinion of perception of a consumer towards a brand
(Mitchell & Olson, 1981) and therefore, is an intricate part of consumer behaviour. Thus,
consumers with positive brand attitudes are more likely to purchase the brand than those with
negative brand attitudes. Sing and Ang’s (2020) study shows that a consumer’s attitude
towards the Facebook account holder is comprised of varying factors. These factors include
deservingness, showing-off, inspiration and the attractiveness of the Facebook account
holder. Moreover, the study suggests that the importance of looking good also attributes to
brand attitude in female consumers.

Table 2.10.1 comprises the factors which compromise the attitude towards the Facebook
account holder among genders. These factors include deservingness, showing off, inspiration
and attractiveness of the Facebook account holder. As shown from the findings, Singh and
Ang (2020) determine deservingness to be a statistically significant factor attribution to
attitude towards the Facebook account holder among both males and females (p=0.000).
Furthermore, showing off is also considered a viable predictor of the attitude towards the
Facebook account holder. However, the significance of showing off differs among males and
females. The findings examine that showing off is less significant (to attitude towards the
Facebook account holder) with males than females (p=0.019). The findings reveal that
showing off is a stronger predictor the comprises females’ attitude towards Facebook account

Macquarie University Consumer Insight Report 15% 1

holders (p=0.012). Additionally, inspiration can be seen as a strong predictor of attitude
towards the Facebook account holder. As shown in the results, inspiration had a bigger effect
on males than females (p=0.008). Finally, the attractiveness of the Facebook account holder
was only significant for females rather than males in predicting attitude towards the Facebook
account holder (p=0.035).

Furthermore, table 2.10.2 identifies that attitude towards the Facebook account holder and
importance of looking good are fundamental factors when effecting brand attitude among
consumers for New Balance. As shown through the results, it can be determined that attitude
towards the Facebook holder is statistically significant to the brand attitude of consumers in
both genders. As shown in the results (p=0.000), both male and female participants show that
the attitude towards the Facebook account holder is a significant influence on both male and
female consumers brand attitude. Additionally, table 2.1 identifies that the importance of
looking good in a sports tank/crop top is a strong predictor of brand attitude for females
(p=0.029). However, importance of looking good in a sport tank/crop top is not a strong
predictor of brand attitude for males (p=0.500).

Moreover, in order to understand the impact of each Facebook post on the consumer it is
crucial to analyse the behaviours and feelings associated with each stimuli. Table 2.2
identifies the mean values for each measure by Facebook image. However, it is important to
only focus on those results which are statistically significant in order to ensure accuracy.
Table 2.3 identifies how likely consumers are likely to purchase a New balance sports
tank/crop top after being exposed to the stimuli. Table 2.3 shows that in both males and
females the data was not statistically significant (p=.455, p=0.55). Thus, the data cannot be
considered in examining the impact of the Facebook posts on likelihood of consumers to
purchase the product post exposure to the stimuli.

Additionally, table 2.4 reveals if consumers liked or disliked New balance after seeing the
Facebook posts. Table 2.4 reveals that female Facebook image 3 had a higher mean rating
than Facebook image 4 (-.14). This meant that Facebook image 3 had a positive effect on
female consumers brand attitude. Furthermore, as shown through the p value (p=0.019) this
was statistically significant. As show in table 2.4 Facebook image 3 consumers neither liked
nor disliked the sports crop/tank top after seeing the Facebook post (.25). However,
consumers of Facebook image 4 disliked the sports crop/tank top after seeing the Facebook
post. Similarly, the results among male Facebook images were not significant.

Moreover, table 2.5 identified if the stimuli impacted the attitude towards the Facebook
account holder. Table 2.5 revealed that the attitude towards the Facebook account holder was
only statistically significant in Facebook images 3 and 4 among females. As identified both
Facebook images showed similar results in that in both stimuli consumers neither liked nor
disliked Melanie Rogers. This shows that both Facebook image 3 and 4 had similar effects on
consumers attitude towards the Facebook account holder. Similarly, table 2.6 shows that
deservingness was statistically significant among both male Facebook images 1 and 2 as well
as, female Facebook images 3 and 4. As shown in the table, Facebook image 1 shows a
statistically higher mean rating than Facebook image 2. Alternatively, among females

Macquarie University Consumer Insight Report 15% 2

Facebook image 3 had a statistically higher mean rating than Facebook image 4. This shows
that in Facebook image 3 consumers felt that Melanie Rogers deserved her good fortune,
whereas in Facebook image 4 consumers felt that she did not.

In table 2.7 attractiveness of the Facebook account holder is examined. Among both males
and females in Facebook image 1,2,3 and 4 it can be shown that no results were statistically
significant in their p values (p=.765) (p=.562). Therefore, these results are not considered to
be significant and may have some form of error within the survey results.

Alternatively, in table 2.8 the extent to which consumers felt inspired from the stimuli is
measured. Among male’s inspiration is not seen to be statistically significant in Facebook
images 1 and 2 (p=.783). However, in females, Facebook image 3 appears to have a
statistically higher means rating (1.02) than Facebook image 4 (.88). This shows that in
Facebook image 3 consumers were slightly likely to feel inspired by the image, whereas, in
Facebook image 4 consumers were only a little inspired by the Facebook image.

Finally, table 2.9 identifies the extent to which consumers felt each stimuli was showing off
in the Facebook posts. The results for female Facebook image 3 and 4 are not statistically
significant (p=0.083) and therefore cannot be analysed. However, in males Facebook image 2
has a higher mean rating meaning that Facebook image 2 consumers were fairly likely to feel
that Michael Roger was showing off and in Facebook image 1 consumers were only
moderately likely to feel Michael Rogers was showing off.

3. Recommendations and justifications

The findings of the study identify the variety of consumer responses after exposure to stimuli
in the athleisure industry. The alterations in consumer behaviour in relation to the stimuli
should be considered to ensure effective implementation of a marketing campaign in the pitch
project. The pitch project requires the brand attitude to increase from 0-20% within 3 months.
Therefore, it is crucial to examine the factors which comprise brand attitude in order to
ensure the pitch project can achieve this. The factors which significantly influence brand
attitude as shown through Singh and Ang’s (2020) study include the attitude towards the
Facebook account holder and the importance of looking good in a sports tank/crop top
(among females only).

As examined in the study, the attitude towards the Facebook account holder is statistically
significant to brand attitude among both males and females. Therefore, it can be assumed that
in order to achieve a positive brand attitude, consumers need to have a positive attitude
towards the Facebook account holder advertising the brand. The source effectiveness theory
determines that consumers perceive “anything beautiful to be good” (Ang, 2014, p.194).
Under the halo effect, the source effectiveness theory implies that is an endorser is physically
attractive, they will also be perceived to be kind, caring and likeable by consumers.
Therefore, to ensure consumers have a positive attitude towards the Facebook account holder
marcoms managers should utilise an endorser who is physically attractive.

Furthermore, the study analysed that there were specific factors that significantly influence a
consumer’s attitude toward the Facebook account holder which should also be considered
when creating a marketing campaign. One of these statistically significant influences was

Macquarie University Consumer Insight Report 15% 3

inspiration. Thus, as shown, consumers are more likely to have a positive attitude towards the
Facebook account holder, should the endorser inspire the target consumer. In order to ensure
consumers are inspired by the Facebook account holder marcoms managers should utilise an
endorser that expresses an image and lifestyle that the target audience would aspire to attain
(Biswas, Hussain and O'Donnell, 2009). By using an endorser that expresses these aspects,
managers can ensure that consumers have a positive attitude towards them (as they aspire to
have what the endorser has for themselves) (Kunkel, Walker and Hodge, 2018). Thus,
consequently ensuring a positive attitude towards the brand. However, other statistically
significant factors attributing to attitude towards the Facebook account holder are
deservingness and showing off. Therefore, marcoms managers need to be careful when
creating a campaign that is said to inspire consumers as it may come across showing off or
undeserving which could result in consumers having a negative response to the endorser and
thus a negative brand attitude. To overcome this, marcoms managers should utilise an
endorser that inspirational, however, still relatable and relevant for the target consumer
(Schouten, Janssen and Verspaget, 2019). By doing this, marcoms managers present a
relatable and achievable aspiration for consumers which stimulates a positive attitude towards
the endorser.

Moreover, as shown through Singh and Ang’s (2020) study, the importance of looking good
in a sports tank/crop top is also a statistically significant factor which comprises brand
attitude among female consumers. Thus, the findings are relevant to the pitch project’s goal
of increasing brand attitude from 0-20% within 3 months. The importance of looking good in
a sports tank/crop top being statistically significant implies that female consumers are
concerned with appearance and how the product looks which consequently effects their
attitude towards a brand. Thus, to ensure positive brand attitude it is crucial for marketing
marcoms to present the product in a way that is aesthetically pleasing for female consumers.
Marcoms managers can do this by utilising an endorser who is attractive and accentuates
what the target market would desire (Liu et al., 2010). By doing this, the physically attractive
endorser transfers meaning to the product and brand that persuades consumers to believe that
they too can be attractive should they purchase and wear the same brand as the attractive
endorser (Adam and Hussain, 2017). Thus, improving consumers perception and brand
attitude.

Therefore, in order to ensure positive brand attitude on New Balance sport’s tanks/crop tops,
marcoms managers should utilise an endorser who is both aspirational (to ensure a positive
attitude towards to account holder) as well as attractive, to which female consumers feel
positive towards the brand as it makes them feel attractive also. Overall, Singh and Ang’s
(2020) study identified various factors that contribute to brand attitude. By analysing the
influence of these factors on brand attitude Singh and Ang have identified what should be
considered when implementing advertising within the pitch project.

Macquarie University Consumer Insight Report 15% 4

Macquarie University Consumer Insight Report 15% 5
References

Adam, M. and Hussain, N., 2017. The impact of celebrity endorsement on consumer buying
behaviour. British Journal of Marketing Studies, 5.

Ang, L., 2014. Principles Of Integrated Marketing Communications. 1st ed. Cambridge

University Press, pp.193- 199.

Biswas, S., Hussain, M. and O'Donnell, K., 2009. Celebrity Endorsements in Advertisements
and Consumer Perceptions: A Cross-Cultural Study. Journal of Global Marketing, 22(2),
pp.121-137.

Kunkel, T., Walker, M. and Hodge, C., 2018. The influence of advertising appeals on
consumer perceptions of athlete endorser brand image. European Sport Management
Quarterly, 19(3), pp.373-395.

Liu, M., Shi, G., Wong, I., Hefel, A. and Chen, C., 2010. How Physical Attractiveness and
Endorser–Product Match-up Guide Selection of a Female Athlete Endorser in China. Journal
of International Consumer Marketing, 22(2), pp.169-181.

Mitchell, A & Olson, J 1981, ‘Are Product Attribute Beliefs the Only Mediator of
Advertising Effects on Brand Attitude?’, Journal of Marketing Research (JMR), Vol 18, No.
3, pp.1-15, accessed 28 September 2018 from American Marketing Association.

Schouten, A., Janssen, L. and Verspaget, M., 2019. Celebrity vs. Influencer endorsements in
advertising: the role of identification, credibility, and Product-Endorser fit. International
Journal of Advertising, 39(2), pp.258-281.

Singh, C. & Ang, L. (2020). MKTG204 Understanding the influence of Facebook exposure
on young adults aged 18 to 25: Assessment Task 2B, Session 1, 2020 Consumer insight
survey results. North Ryde: Macquarie University

Macquarie University Consumer Insight Report 15% 6

Appendix

Macquarie University Consumer Insight Report 15% 7

Macquarie University Consumer Insight Report 15% 8
Macquarie University Consumer Insight Report 15% 9