MBR ASSIGNMENT 3

NOOR US SUBHA
20191-26628
ASSIGNMENT NO 3
SUBMITTED TO: SIR
ADNAN BASHIR

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MBR ASSIGNMENT 3

Contents
PROBLEM STATEMENT...............................................................................................................................3
PROBLEM....................................................................................................................................................3
RESEARCH OBJECTIVES...............................................................................................................................3
RESEARCH QUESTIONS...............................................................................................................................4

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MBR ASSIGNMENT 3

PROBLEM STATEMENT
An effective and clear problem statement comprises of what and why part. It constitutes of the research
objectives as well as research questions that may arise while carrying out the research. A problem
statement is a clear and precise summary of a problem that needs to be solved or a situation that needs
to be rectified. It determines the difference between a process's or products existing (problem) and
intended (goal) states. There are three key criteria to assess the quality of a problem statement.

It should be

• Relevant

• Feasible

• Interesting

Now, this research article is relevant from academics perspective since there is an insufficient
information regarding the relationship of social media with customer attitude.

PROBLEM
Despite the fact that social media is presently widely available and many businesses are incorporating it
into their communication techniques, little marketing research has been executed to uncover the
effectiveness of social media interaction on consumer attitudes and behaviors, as well as the processes
that underpin it.

Given the centrality of branding and connection development in the digital world, insufficient is known
about how social media influences consumer relationships with brands, and whether social media-based
brand relationships are linked to intended results like customer happiness and referrals.

Therefore, insufficient information and lack of research for the relationship of social media and
consumer attitude can affect customer happiness and referrals.

Social media usage is advancing with a fast pace however, limited knowledge on this tool can affect
the customer happiness and referrals adversely.

RESEARCH OBJECTIVES
The purpose or objective of the study explains why the study is being done. In essence, research
objectives define what we want a project to accomplish. The research objectives are frequently stated in
simpler words and are aimed at the client as well as the researcher.

 To investigate (using real cross-national data) whether social media contact (availability,
regularity, and volume) effects perceptions of brand relationship quality and marketing
behavioral consequences.
 To look into boundary circumstances (brand anthropomorphism and uncertainty avoidance)
that could help or hurt the association between the influence of social media communication
and the development of brand relationships.
 To expose a potential downside to high social media involvement, which is contradictory to
conventional practice and useful for marketers planning an effective social media strategy.

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MBR ASSIGNMENT 3

In the given article, these are the main research objectives that can be focused in order to narrow down
the problem and obtain clear and specific outcomes. It helps to explore the areas such as interaction
with social media influences or affects brand relationship quality and marketing behavioral outcomes.
Now, it can be positive or negative but the main idea here to relate the problem with certain other
factors to get the true essence. Moreover, it also has an aim to look into the boundary factors or
limitations that could either enhance this relation or suppress it. It not only focusses on the association
but also aims to explore the negative effects of high involvement in social media. It can better help to
carry out the research and spot the downsides that these factors can have on brand relationships.

RESEARCH QUESTIONS
The research question(s) specify what you want to learn about the topic. A research question is a clear
question to which the research aims to respond. It is at the heart of systematic study and aids in defining
a clear roadmap for the research process. The first stage in any research effort is typically to formulate a
research question.

 To what degree are social media engagements linked to perceptual brand outputs, such as
customer views of the value of a brand relationship?
 Are the foregoing brand perceptions connected with behavioral marketing outcomes like brand
evaluation and propensity to suggest in the setting of social media?
 How important is brand anthropomorphism in this process?
 How much do cultural disparities affect the relationship between social media participation and
brand loyalty?
 So, whether and how social media participation is linked to customer happiness with
transactions and desire to promote them to others are crucial concerns that this study aims to
answer.

These are the research questions that have been asked in this research paper. These list of questions
gives a clear idea and sense of direction to the whole research and narrow downs the idea and areas in
which research can be conducted and what are the factors that needs to be analyzed.