IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER’S ENGAGEMENT-

MEDIATING ROLE BRAND AWARENESS

A Proposal submitted

By

Aqsa Ghayas (10602)

Batool Zehra (10631)

Kanza Nadeem (10130)

Yusra Waseem (10592)

M. Zakaullah Khan (10116)

To

Department of Business Administration

In partial fulfilment of

the requirement for the

degree of

BACHELORS OF BUSINESS ADMINISTRATION

This Project has been

Accepted by the faculty

FACULTY OF BUSINESS ADMINISTRATION

Muhammad Umer Ahrar

Research Facilitation Centre – RFU,

Iqra University
 Acknowledgments

In the beginning, we offer our gratitude to Allah SWT for giving us the opportunity to conduct

research and spread knowledge. We were blessed that we completed our research on time

because of His blessing.

Then we are thankful to our teacher, instructor and mentor Sir Muhammad Umer Ahrar for his

excellent guidance and cooperation. He always suggests us with best counseling and directions.

It is due to his guidance that we are capable of finishing our research project on given time.

To conclude, we wish to thank and acknowledge the members of our group for their ongoing support and

efforts.

ii
 Table of Contents

Contents Executive Summary ................................................................................................... ii

Chapter 1: Introduction ............................................................................................................. 1

1.1 Background of the Study .......................................................................................................1

1.2 Problem Statement .................................................................................................................2

1.3 Research Questions ............................................................................................................. 4

1.4 Purpose of the Study ..............................................................................................................4

1.5 Significance of Study .......................................................................................................... 4

1.7 Definition of Terms (If required) ...........................................................................................5

Chapter 2: Literature Review .......................................................................................................7

2.1 Underpinning and Supporting Theories/Models ....................................................................7

2.2 Empirical Reviews .................................................................................................................8

2.3 Theoretical mode……….......................................................................................................22

2.4 Hypotheses………………………………………………………………………………...23

Chapter 3: Research Method……………………………………………………………….. ..24

3.1 Research approach…………………………………………………………………...........24

3.2 Research Design…………………………………………………………………………...24

3.3 Sampling design…………………………………………………………………………...24

3.4 Instrument of Data Collection……………………………………………………………..25

3.5 Procedure of data collection……….……………………………………………………....26

3.6 Statistical Technique……………………………………………………………………....26

Chapter 4: Results………………………………………………………………………………27

iii
4.1 Findings and Interpretation of Results…………………………………………………….27

4.2 Hypotheses Assessment Summary…………………………………………………………31

Chapter 5: Discussion, Conclusion and Future Research………………………………………32

5.1 Discussion…………………………………………………………………………………..32

5.2 Conclusion…………………………………………………………………………………..32

5.3 Future Research………………………………………………………………………..........32

References………………………………………………………………………………………34

iv
 Chapter 1: Introduction

1.1 Background of the Study:

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every

day to make every important aspect of the customer experience a little bit better.” -Jeff Bezos

It has made a drastic change from the awful world of Web 1.0 to the effortless world of Web

2.0--eliminating far fewer barriers for marketers to influence potential customers more

effectively and efficiently. With the end of web 1.0, the world of web 2.0 is filled with rich and

intuitive features [ CITATION Ric11 \l 1033 ]

Advertisements and marketing done through social networks are termed social media advertising

and marketing. It does not represent the use of social networks outside the B2C area and social

media advertising, and marketing are not unusual within the B2C area. [ CITATION Ric11 \l 1033 ].

Companies recognize the power of social media, an open, cost-powerful, and ubiquitous

network. They use social media apps such as Facebook, Twitter, Instagram, Pinterest, LinkedIn,

YouTube, and more to gain customers. As a platform for co-creating prices with customers, the

internet contributes to lowering geographic barriers and physical distance, while exhibiting the

capabilities of the internet; interactivity, vast scope, persistence, pace, and flexibility.. The

considered dependent variable which is depending on social media marketing is customer

engagement. Customer engagement is engaging customer with the brand and the product. Brand

steadfastness is one of the principle results of online client commitment and is a significant

region to examine, as reliability is viewed as a vital showcasing issue. As customer engagement

strongly increases the brand loyalty. Companies have the opportunity to engage customers and

maintain the relationship through social media marketing. The structure of client commitment all

1
through web-based media happens as indicated by the recently referenced cycle. This cycle starts

with the foundation of association. social media is a stage which helps for consumer loyalty

levels and commitment in various manners. This is the reason they have gotten famous among

organizations all throughout the planet. For the successful commitment and correspondence,

web-based media likewise makes it far simpler to showcase your image, in any event, when you

have chosen financial plan. The mediating role of brand awareness shows that how social media

is increasing brand awareness among customers which is ultimately resulting in customer

engagement with the brand. Customer Engagement is the sensitive association among

a consumer and a product. Extremely engaged customs purchase more, sponsor more, and

establish more reliability. Providing a high-grade consumer experience is a significant

component in your customer engagement policy.

1.1 Problem Statement:

Social media marketing plays a great role in engaging customers. Through social media

business creates awareness of its brand between the customers which results in brand loyalty and

customer engagement. Buyers progressively utilize web-based media not exclusively to

investigate items and administrations, yet in addition to draw in with the organizations they buy

from, just as different customers who may have important bits of knowledge about these

organizations [ CITATION Gar08 \l 1033 ]. Firms perceive the force of web, an open, practical and

ubiquitous organization, which adds to decreasing or in any event, wiping out geographic

hindrances and actual distance, as a stage to co-make esteem with clients, because of the

capacities of web: intuitiveness, expansive degree, tirelessness, speed and adaptability. All of this

leads to the development of a podium to increase client assurance and to sentient those about the

product (brand awareness). So this research came up with efficiency of using social media

2
marketing to create brand awareness among customers. This brand awareness will create brand

loyalty and ultimately results in customer engagement on the other hand social media marketing

except this mediating effect of brand awareness directly influence customer engagement as well.

This study determines the influence of the internet marketing via social media platforms over

engagement of customer with the brand by creating the brand awareness.

Data transmission to clients during advertising has undergone a dramatic change in recent years. 

[ CITATION man09 \l 1033 ]. Web 2.0 technology, such as informal communities (SN), provides

people the mechanical platform to exchange, produce and distribute content on the web.

[ CITATION Boy08 \l 1033 ]  Hence the brand manager can (1) use them for broadcasting via viral

promoting, (2) develop products by including shoppers in the plan, and (3) analyze market

insights by noticing and analyzing the client-produced content. [ CITATION Ric111 \l 1033 ].

The main objective of this paper is to test that how SN marketing results in customer engagement

and brand awareness as a mediator.

1.2 Research Question:

To which extent the marketing on social networking sites are effective in generating

brand awareness that will result in customer engagement and how these SN sites tie up and

engage the customers?

1.3 Purpose of Study:

The present research article describes a qualitative study about the impact of social media

marketing on customer engagement having the mediating effect of brand awareness. Our aim in

3
the study is to explore the influences and impact of social media marketing on two dependent

variables of customer engagement and brand awareness.

1.4 Significance of the study:

The findings of this research will tell us the importance of SN marketing and how this

social sites marketing helps businesses to grow. Basically we have done this research just to

know that how brand awareness and customer engagement is affected by thy Social media

marketing.

1.5 Definition of Terms

1.5.1 Social media. Different definitions portray social media as substance that has been

made by its crowd as online devices and stages that permit web clients to work together on

content, share bits of knowledge and encounters, and associate for business or delight. There is a

conclusive typology of various sorts of online media yet it isn't unexpected to separate among

Informal contact with clients, skilled systems administration, video-sharing, image sharing,

social bookmarking (for example, Flavorful, Digg), miniaturized writing for a blog, sites (for

instance, Blogger), and social gatherings. It is the basic characteristic of these web-based media

that people and business visionaries can take part in friendly communications. [ CITATION FSa16 \l

1033 ].

1.5.2 Social media marketing. Social media marketing is about genuinely using social

media platforms for advertising purposes. It is used for b2b business as well as b2c purposes as

well. [ CITATION Ric11 \l 1033 ]

1.6.3 Customer engagement. Van Doorn et al. (2010) characterized customer

engagement as the social sign of customers towards a brand or a firm, past buy, coming about

4
because of inspirational drivers, including WOM activities, suggestions, helping different

customers, publishing content to a blog and composing audits. The vital component to client

commitment is information trade, so data and correspondence advances give huge freedoms to

associations to trade information and draw in with client. [ CITATION Viv13 \l 1033 ]

1.5.3 Brand awareness. It refers to whether customers can evaluate or recognize a

brand, or basically whether they think of a brand. The brand name gives consumers the

memory of the brand, so that consumers can relate the brand name and its information.

As such, brand mindfulness contributes to brand value. [ CITATION Kel08 \l 1033 ]

5
 Chapter 2: Literature Review

2.1: Theoretical review:

Katz and Blumler (1974) are responsible for developing the UGT, a basic theory that will serve

as the foundation of our research. This theory will basically be used to evaluate the research of

conventional media to understand how consumers behave. [ CITATION Tho00 \l 1033 ]. However,

that theory has also been suggestively practical in social media studies since the internet had

come into place and new forms of communication such as instant messages, blogging, skyping,

Facebook and others have also emerged. [ CITATION Tho00 \l 1033 ]

The usage of USES AND GRATIFICATION theory has been considered primarily by various

social media studies, for understanding the consumer’s motives behind using the social

networking sites , for identifying the factors that drive consumers’ engagement from social

media marketing of goods, It is also used for generating hypotheses which test the consumer’s

engagement behavior , usage frequency of any brand, brand strength, brand loyalty and definitely

brand awareness, for examining social media marketing and for test that how social media

marketing of any brand shapes consumer’s attitude, behavior, engagement and awareness

towards any brand. [ CITATION Tho00 \l 1033 ] The same theory has also been to understand the

emotional and cognitive approach of the consumers; it has likewise been applied in explicit cases

as a way to see how the different media had effectively pulled in the viewership of customers.

Based on its pertinence, it is accordingly presumed that the UGT will function admirably with

the current examination which plans to test that what web-based media promoting means for

buyers' commitment and builds brand mindfulness. [ CITATION Tho00 \l 1033 ]

6
Brand advertisers care about these brand decisions because identity theory suggests that a brand

responsibility associates a person to stable arrangement of self-implications, which produces

consistent behavior of consumers for example, buying behavior [ CITATION Bur91 \l 1033 ].

Consumer commitment is behavior based, reaches out past buy, and has a brand or firm core

interest. Web-based media sources give a setting to new sorts of character execution, and brands

are a piece of the exhibition[ CITATION Mer06 \l 1033 ].

It remains to be fully explored and clarified how social media impacts marketing

communication. [ CITATION BUR10 \l 1033 ] The most important challenge for companies who

intend to benefit from social media is getting customers to engage in online activities related to

their brands.[ CITATION MUN11 \l 1033 ]. It wasn't until the 1990s when websites such as Yahoo!

and AOL began hosting bulletin boards on which consumers could share their preferences and

opinions about products, that Internet interest in brands began.[ CITATION KOZ01 \l 1033 ]. In-depth

interviews, researchers can gain a broader understanding of what they observe on the Internet via

synchronous communication[ CITATION FOX07 \l 1033 ]. In addition, this method provides valuable

insights into respondents' recollections and interpretations of events and allows them to be more

transparent.[ CITATION KOZ10 \l 1033 ]. Seeing the collective role 3 of the quantity of qualitative

data on social media branding and message is of utmost importance to researchers and

practitioners who need an instrument that captures many different aspects of social media--not

only from a brand's perspective but also in terms of how media managers make the decisions.

2.2 Empirical Review:

This study has been supported by the findings of previous studies which is a prior empirical work

which is conducted in western countries according to the sample of countries of west [ CITATION

7
Bai11 \l 1033 ] and in Pakistan too [ CITATION Bil14 \l 1033 ]. According to a previous study on

social media marketing tactics , social networking sites like Facebook is tend to create the viral

effect thus gain public attention and help users to be exposed with certain products and services

and thus create their positive attention and awareness towards the product. In Pakistan, the

increasing tendency towards web-based media usage may also encourage young people to use

the web for information about specific products and services. This may also have an effect on the

local economy. Customer engagement [ CITATION Bai11 \l 1033 ]

Past examinations led by Barhemmati and Ahmad (2015) and VanMeter and Grisaffe (2013)

tracks down that web-based media promoting is connected and straightforwardly successful to

client's commitment towards any item. Individuals utilizing Facebook and their proportion are

expanding by each spending day. Subsequently their investing energy collaborating with online

networks through web-based media stages like Facebook, more associations can be anticipated

dependent on shared interests. Users that emotionally attached with social media sites are more
prior to be attracted towards company’s social media marketing tatcis [ CITATION Van13 \l 1033 ].

Social media incorporates online channels for sharing and in an assortment of exercises, speak to

an important and significant path for brands to speak with target audience. The use of social

media has grown rapidly in recent years, including for brand awareness, research, customer

relationship management, service, and sales promotion. However, brand awareness is the most

valuable objective for marketers today.  [ CITATION eMa13 \l 1033 ]. According to a report of

social media marketing survey 2013; social media is one of the great way to communicate and

engaged with your target audience.

It is crucial to think about the timing and the discussion of social media use since consumers use

it to build their social capital and provide psychological comfort. Social media also provides a

8
way to make a social statement. The social media channels Facebook, YouTube, and Twitter

allow marketers to connect with customers, conduct customer research, facilitate sales progress

delivery, display advertisements, and brand recognition. As these social networking channels

take a larger place in consumers' lives and influence their announcement methods.

While marketers receive guidance on completing messaging distribution in social media, they get

little guidance on how the different messages will affect processing, engagement, and,

ultimately, the value of their brands such as brand equity and loyalty. Marketing professionals

can assess whether creative demands typical of traditional advertising operations are applicable

to brand building in social media, and why the communication strategies that will help to create

engagement with consumers are the most effective.

This study is a first step near this way. The social advancement but noted that the results

recommended a larger intent to purchase would have been attained by a crusade that used both a

social advancement and a branded Web site. Research suggests social media strategy should be

centered on the needs of the user as opposed to the message, so how can brands reach consumers

while satisfying their needs?[ CITATION Chi11 \l 1033 ].

Brand knowledge is one of the outcomes that have attracted scholarly interest. It is said to
influence the relationship between brand loyalty and product purchase intention.[ CITATION

Alg19 \l 1033 ]. Web-based media alludes to "a gathering of Internet-put together applications that

works with respect to the philosophical and mechanical establishments of Web 2.0 and that

permits the creation and trade of client produced content" (Kaplan, 2010). It is recognized as

one of the main correspondence the intuitive features of brand data enable participatory,
communitarian, and information-sharing exercises[ CITATION Kno16 \l 1033 ] Print, television, and

radio do not reach the community as effectively as social media.[ CITATION Bow15 \l 1033 ].

9
Social media includes social networking sites such as Facebook, LinkedIn, Blogger, Twitter,

review sites, content-sharing sites, Wikis, Internet forums[ CITATION Zen14 \l 1033 ] , and

consumer-oriented communities.[ CITATION Tes13 \l 1033 ]. The amount of information about

brands communicated to consumers through SMM activities, including social media marketing

activities, including advertising on social media (e.g. YouTube), blogger endorsements, and

managing user-generated content, indicates an increasing demand for reliable information about

brands.[ CITATION Kel13 \l 1033 ].

For example, the utilization of firm made and client created brand-related web-based media

correspondence impacts the shopper outlook and thusly conduct . The purchaser's commitment

of brand-related substance is viewed as a critical measurement for assessing the accomplishment

of web-based media advertising endeavors, and assumes a significant function during the time

spent correspondence message acknowledgment.

So, in social media context; people come for entertainment and during entertainment they are

interacted and brand uses these social media users; grab them; attract them towards the

product[ CITATION Gal10 \l 1033 ].

Brand awareness is the way buyers partner the brand with the specific item that they intend to

claim [ CITATION Mac00 \l 1033 ] Customer gets brand awareness by means of social media and

mass marketing, for example, TV, mobile phones and social media platforms .Checking is a

standard subject having a ton of work done by scholastics similarly as experts on new thing

dispatch and brand care. Brands are furthermore more surprising similarly as assembling

relationship with customer which is sensible and gainful diverged from standard unbranded

things [ CITATION DeC10 \l 1033 ].

10
Frameworks that can be used by associations to fabricate cognizance of brands consolidate

creation us of manner advancing and the leading group of the brand picture.

The conduct of clients partner with their acquisition of items in the market is generally founded

on components of their worth structure. It portrays that the buy choices made by shoppers on a

psychological level are affected essentially by the brand picture and its mindfulness among the

objective market. Examination additionally gives that marks that have a more elevated level of

related brand picture and mindfulness among the buyer are probably going to be bought over and

over by purchasers.[ CITATION Hoy99 \l 1033 ]

Through traditional and mass media and social media new products create brand awareness

among conumers. The ATL technique that is used by traditional media has widest range and

reach but it is expensive too thus the technique of BTL is used. Establish the brand image by

identifying the general personality reflection and beliefs about the specific brand and recognizing

the unique qualities that make it different from the others. Buying expectation of a consumer is

driven by the brand image they have formed in their mind. Consumers that are the buyers of a

specific brand that has good brand image have esteem to spend more on that brand.[ CITATION

Lee95 \l 1033 ]

Ana Maria (2007) has found the electronic communications plan being used inside online social

media allows research into how one person can hold influence over an another. They likewise

found that these designs are of great use to publicists "who examine this for new famous

marketing strategies to inspire new product dissemination”.[ CITATION Kat11 \l 1033 ]

11
Their purpose was to make sure the hypothesis that web data can help to identify impacts to or

far from customer acceptance of a potential product. They additionally tried to identify "how the

network structure drives acceptance?”

 This relationship has an effect on the feelings and physiological responses of the consumer. A

brand represents the qualities of trust, acceptance, and certainty it offers its consumers. It does

this not simply to put itself in the purchasing consideration set, but quite substantially to be the

brand perused by that buyer. [ CITATION Lyn95 \l 1033 ]

It clarifies brand reliability as gathered guarantee to repurchase the products. It grows the notion

of buyers in the direction of purchasing behavior. They stated that manufacturer dedication can

be extended with the aid of building solid customer relationship and consumers reliability

programs [ CITATION OuW11 \l 1033 ]

It explains manufacturer dedication as constant shopping for morals. Brand devotion is truly not

a single effort anyway a nonstop cycle. It inspires the affiliation to get purchaser feeling, buy

expectation and made certain about output. Brand awareness is the mediator of association's

economic exhibition. Brand awareness is definitely produced when the client's show repeated

buy conduct towards the specific brand. Reliability comes as a result of the customer

engagement and satisfactory behavior, in the match that clients are confortable from the brand

capacities, at that factor they exhibit commitment towards the manufacturer and they transform

into the unfeeling of value component and they will show strong activity to purchase the object

at any price.[ CITATION Mor08 \l 1033 ]

Researchers have studied the consequences of brand loyalty on shopping for intent. Consistent

with 242 observations from numerous respondents, they confirmed that brand loyalty

12
encompasses a positive impact on buying intent. Brand loyalty plays a job in enhancing brand

equity within the region[ CITATION Kat11 \l 1033 ]

This is one thing contrary to exceptional marking. A corporation that bargains in several things

offers similar brands to all or any the items; as an example, Apple. This procedure includes a

little bit of leeway in this within the event that the brand is currently standard and enjoyed by

several, at that time the new things can have an easy path on the lookout. On the off likelihood

that one item has given a shopper an honest encounter; at that time he's likely to shop for another

item or merchandise from an analogous complete. The inconvenience is that if things go poorly

and a customer gets a plaguy involvement in one item, at that time virtually definitely, a negative

behavior are going to be created towards the brand. This may cause a decline in deals for each

single item that may be awful[ CITATION Mac00 \l 1033 ]

Social media is an internet media, in which the customers can without problems participate,

share, and create any content material together with banner, posters, motion pictures and

advertisement.  Many organizations use those social media as a device to sell their goods and

make clients conscious with their brand. On the alternative hand, now no longer all organizations

be triumphant to marketplace their goods and make their merchandise are at their clients’

cognizance. The motive of this study is to discover the correlation among social media

conversation advertising with organizations brand awareness in social media.  The studies

technique for this study is quantitative studies.  This technique collects information with

explanative studies kind and is the reason the connection among variables. The end result of

these studies is to reveal that advertising conversation in a business enterprise has an effect to

business enterprise’s brand awareness. In addition, this studies desires to reveal that advertising

via social media can deliver effect to business enterprise’s revenue. The summary of this study is

13
to get full-size records approximately the impact of social media closer to companies’ brand

awareness via quantitative and explanative studies technique because of the growing of social

media.

Social media advertising and marketing sports can make a contribution to emblem consciousness

and create a high-quality emblem picture as groups facilitate their interplay with capability
clients in addition to with cutting-edge clients [ CITATION Seo18 \l 1033 ]. Once the brand has been

examined through the purchaser and fulfilled purchaser’s expectations, elevated consciousness
and picture degree can have a robust have an impact on next buying behaviors [ CITATION Kon12 \l

1033 ]. [ CITATION Cha12 \l 1033 ] have said that excessive emblem consciousness contributes to

different emblem elements which includes emblem picture and emblem loyalty and notably
impacts the marketplace percentage of the emblem. [ CITATION Fat13 \l 1033 ] have determined

that emblem picture has a vast impact on emblem Studies have shown that brand awareness,
brand image, and brand loyalty interact with one another in banking services. [ CITATION Sub09 \l

1033 ] .  As such, social media is pushing the boundaries of time and space in conjunction with the

interaction of groups with capability customers and selling the feeling of closeness. [ CITATION Mer10 \l

1033 ].

Through clients' criticism or by noticing discussions via online media, an organization can find

out about clients' necessities, conceivably prompting contribution of individuals from the local

area in the co-production of significant worth through the age of thoughts. [ CITATION APa09 \l

1033 ].

An organization's level of commitment is the amount of engagement, closeness, and impact its
customers have toward that organization after some time. [ CITATION LSa09 \l 1033 ]. . Research

has shown that buyers are more receptive to mark commercials when they are particularly drawn
in by a media vehicle.  [ CITATION FBr06 \l 1033 ].  The study revealed that the disposition of web

14
clients varies with two components: Usefulness and Preferences. The convenience component

implies that clients gain insight into content based on the personal or expert judgment of what is
relevant to them.  [ CITATION ABh04 \l 1033 ], A disposition is a positive feeling or interest.

[ CITATION SSK09 \l 1033 ]. Brand posts have ideal psychological effects due to their solid content, which

in turn engenders a positive outlook on posts and affects buying decisions based on data gathered from

these posts. [ CITATION EAk11 \l 1033 ].

Compared with conventional perspectives on brand-shopper commitment, online brand

associations are seen to encompass more comprehensive intellectual preparation, greater

relevance, and more passionate engagements. [ CITATION AMo10 \l 1033 ]. Web-based media

commitment has been conceptualized, all the more straightforwardly, as comprising several

components, including  In this context, making website content relevant to consumers; giving up

some control over content so it will be shared and (surprisingly) modified by friends; fostering a

feeling of online community among consumers, and working with discussion instead of a one-
way marketing correspondence are essential. [ CITATION MPa11 \l 1033 ].

The proposed speculation has been upheld by social demeanor hypotheses like the Theory of
Reasoned Action [ CITATION MFi \l 1033 ]. Furthermore [ CITATION AWa06 \l 1033 ] uncovers in his

examination that message association and inspirational perspective development basically rely

upon context oriented significance that is the substance related components in publicizing

message and the media climate which expands thoughtfulness regarding commercials and

promoting mindfulness. Past publicizing research has shown that the disposition toward
advertisement is the most imperative marker of promoting adequacy and results [ CITATION DAA90

\l 1033 ]. For instance, [ CITATION SBM86 \l 1033 ]discovered help that the mentality toward the

promotion impacts brand unwaveringness and buy aims. Since the inclination of purchasers
causing to notice the advertisement is formed by the level of customers brand discernment

[ CITATION REB83 \l 1033 ]. Higher purchasers' online commitment started by setting importance is

15
unequivocally interceded by uplifting outlook toward the publicizing message[ CITATION AWa06 \l

1033 ].

The upside of this new electronic channel is that it tends to be utilized to impart worldwide and

to enhance showcasing toward buyers at the individual level[ CITATION WGM09 \l 1033 ].

Numerous investigations likewise uncover that when customers are exceptionally drawn in with

long range interpersonal communication locales they can be more receptive to mark.

Fundamentally, the reason for this examination is to notice the effect of brand mindfulness and

online media content showcasing on the buyer purchasing choice. The information for this

exploration is gathered through various examination articles on the brand mindfulness moderate

the connection of web-based media showcasing and buyer commitment. Notwithstanding, results

show that brand mindfulness has a feeble positive significant relationship with shopper buy

choice though, web-based media content advertising has a moderate positive significant

relationship with the purchaser buy choice. Subsequent to looking through changed articles that

is cleared that customer commitment is thoroughly relying upon the online media showcasing on

the grounds that web-based media is a stage that includes all the brand mindfulness

appropriately.

As advancement in innovation continues, organizations have more chances to grow their deals

and revenue. The expansion of online platforms has led to greater awareness and brand

development, and as a consequence, a motivation for organizations to use the Web as an

advertising tool. Initially, brands didn't have a lot of disclosure to arrive at their objective market

or send the data proficiently. They use to advertise their items through customary promoting

procedures for example papers, magazines, radios and afterward a long way ahead on TV. It just

helped with informing the purchaser regarding the availability of items without knowing the

16
specific prerequisites and requests of the buyers. Brands used to just distribute processing plant

made items. Though in this advanced innovation driven time, brands produce the items providing

for their shoppers need and the purchasers request the items and afterward marks exertion on

making customers to demand into authenticity. The fulfilled advertising procedure has assumed a

most significant part in making a solid association and drawing in with the buyers, it helps the

organization in intensifying its portions of the overall industry by position of substance on their

person to person communication stages.

As time goes, individuals are investing more energy in the web particularly via web-based media

destinations like Facebook, LinkedIn and Instagram. Investigation shows that brands are

presently putting resources into advanced promoting territories all the more rather into

conventional showcasing. As per Baines and Fill 2014), online media promoting is an advanced

stage for leading advertising exercises. Endeavors in this advanced specialized time have no

more control on how they are seen on the lookout, purchasers these days are effectively occupied

with brand contributions, and they have the admittance to remark, share and make data without

any problem.

2.3 Theoretical model/ Framework

SOCIAL MEDIA CONSUMER’S

MARKETING ENGAGEMENT

BRAND AWARENESS

17
2.4 Hypotheses

H1:Social media marketing has significant impact on consumer’s engagement

H2: Brand awareness has significant impact on consumer’s engagement.

H3: Social media has significant impact on brand awareness.

H4: Social media marketing has impact on consumer engagement with the mediating

role of brand awareness.

18
 Chapter 3: Research Method

3.1 Research Approach

3.1.1 Quantitative Research. We have used quantitative approach to collect information

emphases on explaining a phenomenon across a greater number of contributors thereby provided

the opportunity of summarizing features across groups or relations. To Study the hypothesis and

identify the major issues regarding brand engagement.

3.1.2 Deductive Research. We had kept our research as deductive research as we were

testing existing theories instead of forming any theory. Moreover we were moving from general

to specific

3.1.3 Exploratory Research. Our research had been exploratory as we were checking and

exploring the impact of one variable on another

3.2 Research Design

3.2.1 Correlational Research. Our research had been established on Correlational.

Research as we would have been checking the relationship of the variables with each other.

3.2.2 Causal Research. Our research founded on Causal Research find the relationship of

cause and effects. This investigation we had used to find the cause of the given behavior. Using

causal research, we chose what differences take place in an independent variable with the

alteration in the dependent variable.

3.3 Sampling Design

19
 3.3.1 Target Population. The target population was directly link with the new

Generation, Generation Y & Z. The scale had been relying on the spending time that they utilize

on any Brand.

3.3.2 Sample Size. The size of the sample was 406 which will be conducted from people

of different brand users and social media users as well.

3.3.3 Sampling Technique. Samples chosen based on convenience was used as it is a non-

probabilistic sampling technique that selects the appropriate subject for the most important

purposes of time and budget since it is the easiest method with less resources and time

requirement.

3.4 Instrument of Data Collection

Instrument of data collection was questionnaire which was comprised of likert scale.

3.4.1 Validity and Reliability test. To check the reliability of the instrument that was used

to gather response, I ran a reliability and validity test to know the Cronbach alpha and the

number of valid responses.

Table 3.1
Case Processing Summary
N %
Cases Valid 406 100.0
a
Excluded 0 .0
Total 406 100.0
a. Listwise deletion based on all variables in the
procedure.

20
Out of 406 responses 406 were valid and no one was considered as an invalid response which

means the data gathered is quite valid and is eligible to be used for statistical techniques

Table 3.2
Reliability Statistics
Cronbach's Alpha N of Items
.747 3

The above reliability statistics table shows that the Cronbach alpha is 0.747 which means it is

75% reliable and thus the data gathered can be processed further for more statistical tests and

analysis.

3.5 Procedure of Data collection

An online survey of questionnaire comprising of 14 Items in total that are based on a Likert scale

on an close ended questionnaire used for data collection comprising of variables social media

marketing, consumer’s engagement and brand awareness. The data collection method was

entirely based on an online survey collected generally from students, teachers and friends, both

male and female users of different brands

3.6 Statistical Technique:

In this Research we had used Structure Equation Modeling. We will run the data on SSPS to

get the results.

21
 Chapter 4: Results

4.1 Findings and Interpretation of Results

The research was taken to understand the impact of independent variable on dependent

variables. The data was collected to support this research quantitatively.

Table 4.1

Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
a
1 .493 .243 .242 .60761
a. Predictors: (Constant), SMM

This table indicates that 24.3% of the accurate prediction of brand awareness (dependent

variables) is possible by social media marketing (independent variables).

Table 4.2

ANOVAa
Model Sum of Squares Df Mean Square F Sig.
1 Regression 47.984 1 47.984 129.971 .000b
Residual 149.154 404 .369
Total 197.138 405
a. Dependent Variable: BA
b. Predictors: (Constant), SMM

Anova table also shows high F value i-e 129.971 which shows high significance of independent

variables. And F statistics further elaborates that the model is significant (sig-value < 0.05)

Table 4.3

Coefficientsa
Model Unstandardized Coefficients Standardized T Sig.
Coefficients

22
 B Std. Error Beta
1 (Constant) 1.937 .148 13.060 .000
SMM .456 .040 .493 11.400 .000
a. Dependent Variable: BA

The above table shows the impact of social media marketing on brand awareness. Since it has the

sig value less than 0.05 therefore the impact is significant

Table 4.4

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .495a .245 .243 .63539

a. Predictors: (Constant), BA

This table indicates that 24.5% of the accurate prediction of

consumer engagement is possible by Brand awareness.

Table 4.5
ANOVAa
Model Sum of Squares Df Mean Square F Sig.
1 Regression 52.857 1 52.857 130.925 .000b
Residual 163.103 404 .404
Total 215.961 405
a. Dependent Variable: CE
b. Predictors: (Constant), BA

Anova table also shows high F value i-e 130.925 which shows high significance of independent

variables. And F statistics further elaborates that the model is significant (sig-value < 0.05)

Table 4.6

Coefficientsa
Model Unstandardized Coefficients Standardized t Sig.
Coefficients

23
 B Std. Error Beta
1 (Constant) 1.433 .166 8.652 .000
BA .518 .045 .495 11.442 .000
a. Dependent Variable: CE

The above table shows the impact of brand awareness on consumer engagement. Since it has the

sig value less than 0.05 therefore the impact is significant.

Table 4.7

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .502a .252 .250 .63245
a. Predictors: (Constant), SMM

This table indicates that 25.2% of the accurate prediction of consumer engagement (dependent

variables) is possible by social media marketing (independent variables)

Table 4.8

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 54.364 1 54.364 135.912 .000b
Residual 161.597 404 .400
Total 215.961 405
a. Dependent Variable: CE
b. Predictors: (Constant), SMM

Anova table also shows high F value i-e 135.912 which shows high significance of independent

variables. And F statistics further elaborates that the model is significant (sig-value < 0.05)

Table 4.9

Coefficientsa
Model Unstandardized Coefficients Standardized T Sig.
Coefficients

24
 B Std. Error Beta
1 (Constant) 1.531 .154 9.916 .000
SMM .486 .042 .502 11.658 .000
a. Dependent Variable: CE

The above table shows the impact of social media marketing on consumer engagement . Since it

has the sig value less than 0.05 therefore the impact is significant.

Table 4.10

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .577a .332 .329 .59808
a. Predictors: (Constant), BA, SMM

This table indicates that 33.2% of the accurate prediction of consumer engagement (dependent

variables) is possible by social media marketing and brand awareness (independent variables).

Table 4.11

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 71.805 2 35.903 100.369 .000b
Residual 144.155 403 .358
Total 215.961 405
a. Dependent Variable: CE
b. Predictors: (Constant), BA, SMM

Anova table also shows high F value i-e 100.369 which shows high significance of independent

variables. And F statistics further elaborates that the model is significant (sig-value < 0.05)

Table 4.12

Coefficientsa

25
 Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .868 .174 4.988 .000
SMM .330 .045 .341 7.278 .000
BA .342 .049 .327 6.983 .000
a. Dependent Variable: CE

The above table shows the impact of social media marketing on brand awareness. Since it has the

sig value less than 0.05 therefore the impact is significant.

4.2 Hypotheses Assessment Summary

S. Hypotheses Empirical

No Conclusion

01 Social media marketing has significant impact on consumer’s Accept

engagement

02 Brand awareness has significant impact on consumer’s Accept

engagement.
03 Social media has significant impact on brand awareness. Accept

04 Social media marketing has impact on consumer engagement with Accept

the mediating role of brand awareness.

26
 Chapter 5: Discussion, Conclusion and Future Research
5.1 Discussion:

As discussed in the literature review that there are many aspects that impact the customer

engagement and brand awareness, in this study social media marketing as an independent

variable was chosen to elaborate the impact on consumer engagement and brand awareness as

both of these variables are very crucial to any business and any business want to grab customer

engagement and attention as a prior thing on the other hand creating awareness about the brand is

a prior aim of any business. People these days are very thankful and mindful about whatever they

purchase and most importantly social media has made this issue at ease where people can easily

check honest reviews of the users of their brand. We have seen how there are plenty of things

that influence consumer involvement and their intentions.

5.2 Conclusion:

In conclusion, it can be said that social media marketing positively influence the

customer engagement and social media marketing positively influence brand awareness and both

brand awareness and consumer engagement have positive relationships. It was found that the

independent variable is quite significant and it has a positive influence and urges its users to

attract towards brands and creates awareness and engagement. These factors have been proven

useful and quite influential

5.3 Future Research:

This investigation and study can make the marketers realize how important brand

awareness, consumer engagement and social media marketing are, they can graft on other factors

other than these to cross check how brand awareness and customer engagement are affected by
27
social media marketing and they can make their business grow with the help of this research.

This research unlocks the door for the marketers to recognize the factors related to the

aforementioned variables that usually go disregarded.

28
 REFERENCES:
A. Bhattacherjee, G. P. (2004). Understanding changes in belief and attitude toward information
technology usage: A theoretical model and longitudinal test. MIS quarterly, 229-254.

A. Mollen, H. W. (2010). Engagement, telepresence and interactivity in online consumer

experience: Reconciling scholastic and managerial perspectives. Journal of Business
Research, 919-925.

Aaker, D. (1992). The Value of Brand Equity. Journal of Business Strategy, 27-32.

Aaker, D. (1996). Measuring brand equity across products and markets. California Management
Review, 102=120.

Algharabat, R. R. (2019). “Investigating the antecedents of customer brand engagement and

consumer-based brand equity in social media”. Journal of Retailing and Consumer
Services.

Ana Maria, M. a. (2007). Hofstede’s Dimensions of Culture in. Journal of Business Research, ,
277-284.

ARMSTRONG, A. a. (1996). The Real Value of on-line Communities. Harvard Business Review
.

Arslan, F. M. (2010). The effect of brand extensions on product brand image, . Journal of
Product , 170-180.

Baird, C. &. (2011). m social media to social customer relationship management. . Strategy &
Leadership, 30-37.

Barhemmati, N. &. (2015). Effects of social networ kmarketing (SNM) on consumer purchase
behavior through customer engagement. Journal of Advanced Management Science, ,
307-311.

Bilal, G. A. (2014). Role of social media and social networks in consumer decision making: A
case of the garment sector. International Journal of Multidisciplinary Sciences and
Engineering, 1-9.

Bowen, J. (2015). Trends affecting social media: implications for practitioners and researchers.
Worldwide Hospitality and Tourism Themes.

Boyd, D. a. (2008). Social network sites: definition, history, and scholarship. Journal of
Computer-Mediated Communication, Vol. 13 No. 1, 210-230.

29
BRUHN, M. V. (2012). Are social media replacing traditional media in terms of brand equity
creation. Management Research.

Burke, P. J. (1991). An identity theory approach to commitment. Social Psychology Quarterly.

BURMANN, C. (2010). A call for ‘User-Generated Branding. Journal of Brand Management

18, 1.

Burns, E. (2006). Marketers mulling ARF's ‘engagement’ definition. Retrieved January.

Chang. (2012). A study on the marketing performance using social media -Comparison between
portal advertisement, blog, and SNS channel characteristics and performance. Journal of
Digital Policy & management , 119-133.

Chi, H. (2011). Exploratory Study of User Motivation and Social Media Marketing Responses in
Taiwan. Journal of Interactive Advertising.

CHRISTODOULIDES, G. (2009). Branding in the post-internet era. Marketing Theory 9.

Chung, Y. L. (2013). Public relations aspects of brand attitudes and customer activity. Public
relation review, 432-439.

COULTER, K. S. (2012). “‘Like it or not’: Consumer responses to word-of-mouth

communication in on-line social networks”. Management Research.

D. Richter, K. R. (2011). Internet social network- ing: Research state of the art and implications
for Enterprise 2.0 (state of the art). Wirtschaftsinformatik, 89-103.

D.A. Aaker, D. S. (1990). Measuring audience perceptions of commercials and relating them to
ad impact. Journal of Advertising Research,, 7-17.

De Chernatony, L. (2010). Creating Powerful Brands. , Routledge.: Wallace, E.,.

De Vries, N. a. (2014). Examining the drivers and brand performance implications of customer
engagement with brands in the social media environment. Journal of Brand
Management,.

Djakeli, K. (2012). Brand Awareness Matrix in Political Marketing Area. Journal of business ,
25-28.

Doorn, J. v. (2010). Customer engagement behavior. Journal of Service.

Duggan, M. E. (2015). “Social media update 2014. Pew Research Center.

E. Akar, B. T. (2011). An examination of the factors influencing consumers' attitudes toward

social media marketing. Journal of Internet Commerce, 35-67.

30
eMarketer. (2013). Advertisers boost social ad budgets. Journal of Service Research.

F. Bronner, P. N. (2006). Audience experiences of media context and embedded advertising-a

comparison of eight media. International Journal of Market Research, 81-100.

F. Bronner, P. N. (2006). Audience experiences of media context and embedded advertising-a

comparison of eight media. International Journal of Market Research, 81-100.

F. Safwa Farook, N. A. (December 2016). Influence of Social Media Marketing on Customer

engagement. International Journal of Business and Management Invention, 115-125.

Fatema, M. A. (2013). Impact of Brand Image and Brand Loyalty in Measuring Brand Equity of
Islami Bank Bangladesh Ltd. Asian Business Review, 42-46.

FOX, F. E. (2007). Doing synchronous online focus groups with young people. Qualitative health
research.

Furlow, N. (2011). How cause marketing has embraced social media. . Journal of Marketing
Development and Competitiveness.

Gallaugher, J. a. (2010). “Social media and customer dialog management at Starbucks. , MIS
Quarterly Executive.

Garretson. (2008). Future tense: the global CMO. 2-13.

Hajli, M. N. (2013). A study of the impact of social media on consumers. International Journal
of Market Research, 387-404.

Hanna, R. (2011). We’re all connected: The power of the social media ecosystem. 265-273.

Hoyer, W. D. (1999). “Effects of Brand Awareness on Choice for a Common, RepeatPurchase

Product”,. Journal of Consumer Research 17.2 , 141-148.

Hutton, G. &. (2011). The globalization of social media. Journal of Advertising Research.

Ismail, A. (2017). “The influence of perceived social media marketing activities on brand
loyalty: the mediation effect of brand and value consciousness”. Asia Pacific Journal of
Marketing and Logistics.

Jenkins, H. (2007). Convergence Culture: Where Old and New Media Collide.

K.L, K. (2008). Strategic branding management: Building, measuring, and managing brand
EQUITY. Upper Saddle River: Prentice Hall.

Kaplan, A. a. (2010). Users of the world, unite! the challenges and opportunities of Social
Media. Business Horizons.

31
Katona, Z. Z. (2011). "Network Effects and Personal Influences: The. Journal ofMarketing
Research XLVI, :245-443.

Keller, K. (2009). Building strong brands in a modern marketing communications environment.

Journal of Marketing Communications, 139-155.

Keller, K. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand
Equity. Prentice-Hall, London.

Keller, K. L. (2009). Building strong brands in a modern marketing communications

environment. Journal of Marketing communications.

Kemp, S. (2015). Digital, Social & Mobile in APAC . Pakistan Advertisers` Society.

Kim, A. J. (2012). Do social media marketing activities enhance customer equity? An empirical
study. Journal of Business Research, 1480-1486.

Knoll, J. (2016). Advertising in social media: a review of empirical evidence. , International

Journal of Advertising.

Kohli, C. (2015). Will social media kill branding? Business Horizons, 35-44.

Koniewski, M. (2012). Brand Awareness and Customer Loyalty. PMR Research.

Kozinets, R. (2010). Networked narratives: Understanding word-of-mouth marketing in online

communities. Journal of Marketing, 71-89.

KOZINETS, R. V. (2001). Utopian enterprise: Articulating the meanings of Star Trek’s culture
of consumption. Journal of consumer research.

KOZINETS, R. V. (2010). Networked narratives:Understanding word-of-mouth marketing in

online communities. Journal of Marketing.

Kumar, V. B. (2011). The Impact of Operations Performance on Customer Loyalty. Service

science , 158-171.

L. Safko, D. B. (2009). The social media Bible–Tactics. Tools & for business success. John
Wiley & Sons, Hoboken, NJ .

Laskey, H. A. (1989). Typology of main message strategies for television commercials. . Journal
of Advertising.

Lee, H. M. (1995). Brand image strategy affects brand equity after M&A, European . Journal
of, , No. 4. .

32
Lynn B. Upshaw. (1995). Building Brand Identity, A Strategy for Success in a Hostile
Marketplace.

M. Fishbein, I. A. (n.d.). Belief, attitude, intention and behavior: An introduction to theory and
research. Addison-Wesley, Reading MA (1975).

M. Parent, K. P. (2011). The new WTP: Willingness to participate. Bus Horizons, 219-229.

Macdonald, E. a. (2003). “Management perceptions of the importance of brand awareness as an

indication of advertising effectiveness”. Marketing Bulletin, 1-11.

Macdonald, E. K. ((2000). Brand Awareness Effects on Consumer Decision Making for a.

Journal of Business Research, 5-15.

mangold, W. a. (2009). Social media: the new hybrid element of the promotion mix. Business
Horizons, Vol. 52, 357-365.

Mangold, W. G. (2009). Social media. The new hybrid element of the promotion mix.

Merchant, G. (2006). Identity, social networks and online communication. E-learning.

Mersey, R. D. (2010). Engagement with Online Media. Journal of Media business studies , 39-
56.

MOHANBIR SAWHNEY, G. V. (2015). COLLABORATING TO CREATE: THE INTERNET

AS A PLATFORMFOR CUSTOMER ENGAGEMENT IN PRODUCT INNOVATION.
Journal of interactive marketing, 4-17.

MOHANBIR SAWHNEY, G. V. (n.d.). COLLABORATING TO CREATE: THE INTERNET

AS A PLATFORMFOR CUSTOMER ENGAGEMENT IN PRODUCT INNOVATION.
Journal of interactive marketing, 4-17.

Moraga, E. T. (2003). Customer satisfaction and loyalty: start with the product,. , Journal of
Business Research 48.1, , 302-313.

Moraga, E. T. (2008). . Customer satisfaction and loyalty: start with the product,. journal of
consumer marketing, 25(5), 302-313.

MUNTINGA, D. G. (2011). Exploring motivations for brand-related social media use.

International Journal of Advertising.

Murdough, C. (2009). Social media measurement: It’s not impossible. Journal of Interactive
Advertising.

Nasir, S. V. (2012). Social media and buying behaviour of women in Pakistan towards the
purchase of textile garments. Business Management Dynamics, 61-69.

33
NELSON-FIELD, K. E. (2012). “What’s Not to ‘Like?’ Can a Facebook Fan Base Give a
Brand the Advertising Reach it Needs? Journal of Advertising.

Oh, H. (2000). The Effect of Brand Class, Brand Awareness, and Price on Customer Value and
Behavioral. Journal of Hospitality & Tourism Research, : 136-162.

Ou, W. S. (2011). Relationships among customer loyalty programs, service quality,.

Palmer, A. (2009). An experiential, social network- based approach to direct marketing. Direct
Mark, 162-176.

Parsons, A. (2013). Using social media to reach consumers. Academy of Marketing Studies
Journal.

Pask, G. (1976). Applications in education and epistemology. Amsterdam. Oxford, New York:
Elsevier.

Percy. (: 263–274.). “A model of Brand Awareness & Brand Attitude Advertising Strategies”,.
Psychology & Marketing , : 263–274.

Percy, L. (1992). A model of brand awareness and brand attitude advertising strategies.
Psychology and Marketing, 263-274.

R. Gambetti, G. G. (2010). The concept of engagement. nternational Journal of Market

Research, 801-826.

R.E. Burnkrant, A. S. (1983). Effects of involvement and message content of information-

processing intensity. R.J. Harris (Ed.), Information processing research in advertising,
Lawrence Eribaum Association, Hillsdale, NJ, 46-64.

Richter D, R. K. (2011). Internet social networking: research state of the art and implications for
Enterprise . Wirtschaftsinformatik 53(2), 89-103.

Ruggiero, T. E. (2000). Uses and Gratifications Theory. MASS COMMUNICATION &

SOCIETY, 30-37.

S. Divya, B. R. (2014). An empirical study on effectiveness of social media as a marketing tool.

International Journal of Current Research and Academic Review, 163-168.

S.B. MacKenzie, R. L. (1986). The role of attitude toward the ad as a mediator of advertising
effectiveness: A test of competing explanations. Journal of Marketing Research, 130-
143.

S.S. Kim, J.-Y. S. (2009). out of dedication or constraint? A dual model of post- adoption
phenomena and its empirical test in the content of online services. MIS Quarterly, 49-70.

34
Salcido, T. (2011). , Building Brand Awareness through New Media, available at. (.

Sashi, C. (2012). Customer engagement, buyer-seller relationships, and social media.

Management Decision, 253-272.

Schau, H. &. (2003). Self-presentation in personal web space. Journal of Consumer Research.

Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology.

Seo, E. (2018). A study on the effects of social media marketing activities on brand equity and
customer response in the airline industry. Journal of Air Transport Management, 36-41.

Stelzner, A. (2014). Social media marketing industry report (2014).

Stelzner, M. (2013). The 2013 social media marketing industry report. . Social Media Examiner.

Subhani, M. I. (2009). A Study On The Association Between Brand Awareness And

Consumer/Brand Loyalty For The Packaged Milk Industry In Pakistan. Munich Personal
RePEc.

Tatar, S. B. (2016). The effect of social media marketing on brand trust and brand loyalty for.
Information Technology & Tourism, 249-263.

Tess, P. (2013). “The role of social media in higher education classes (real and virtual)–A
literature review”. Computers in Human Behaviour.

Tsimonis, G. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 328-
344.

VanMeter, R. &. (2013). Measuring consumers’ emotional attachment to social media. society
for Marketing Advances Proceedings.

Vivek. (1 april 2013). A scale of consumer engagement.

W.G. Mangold, D. F. (2009). Social media: The new hybrid element of the promotion mix. Bus
Horizons,, 357-365.

Wang, A. (2006). Advertising engagement: A driver of message involvement on message effects.

Journal of Advertising Research,, 355.

Zeng, B. a. (2014). What do we know about social media in tourism? A review. Tourism
Management Perspectives,.

35
36