Assignment #1

Name: Muhammad Haris Khan (57699)

Program: MBA
Course: Quantitative Research Methods

The Impact of Social Media Marketing on Consumer Based Brand Equity: A

Study of Beverage Industry in Karachi, Pakistan

Group Members:
Muhammad Haris Khan (57699)
Javeria Sajid
Alvina Abbasi
Sidra Qayyum

ARTICLE # 01 (BASE ARTICLE)-Group Based

The Effect of Purchase Quantity and Timing on Variety-Seeking Behavior

1) Date: May 1, 1990

2) Citation:

Belk, Russell W. (1975), "Situational Variables and Consumer Behavior," Journal of Consumer Research,
2 (2), 157-64.

Bettman, James R. (1979), An Information Processing Theory of Consumer Choice. Reading, MA:
Addison-Wesley Publishing Company. - and C.

Whan Park (1980), "Effects of Prior Knowledge and Experience and Phase of the Decision Process on
Consumer Decision Processes: A Protocol Analysis," Journal of Consumer Research, 7 (December), 234-
48.
Blin, Jean-Marie and Joe A. Dodson (1980), "The Relation- ship Between Attributes, Brand Preference,
and Choice: A Stochastic View," Management Science, 26 (6), 606-19.

3) Keywords:

Multiple Purchase, future consumption and variety seeking

4) Important or new terms and their definitions:

• Multiple Purchase

Multiple purchases simultaneously lead to more variety seeking may depend on how broadly the
category under consideration is defined and whether the focus is on different brands of a specific
product variant or different variants within a broader category.

5) Research approach – Methodologies:

• Quantitative Research Technique
• Positivist Approach
• Explanatory Research
• Deductive reasoning approach
• Survey Questionnaire
• Construct measurement
6) Article strengths:

There were two important differences between these buying scenarios.

First, the mere fact that multiple decisions are made simultaneously rather than one at a time might
influence the selections.

Second, when making purchases for multiple consumption occasions, consumers are likely to be more
uncertain about preferences at the time of consumption, particularly be- cause of possible changes in
states of mind.

7) Article weaknesses:

A comparison of these two purchase conditions suggests that making multiple purchases for several
consumption occasions is a more difficult task for two main reasons.
First, the mere fact that multiple decisions must be made simultaneously, rather than one decision at a
time, tends to make this task more demanding, especially if no one alternative is perceived as far
superior to all others.
Second, this task is likely to be more difficult because of the need to predict future preferences, which
often change over time (McAlister 1982). Specifically, consumers' preferences when making purchases
may be poor predictors of their preferences in a future consumption period because of possible changes
in state of mind.

8) How well the research answered the research question(s), or achieved the research purpose:

The research findings have implications for several important aspects of consumer behavior, including
variety-seeking behavior, attitude-behavior relationships, and consumer choice strategies in making
multiple se- lections from a choice set.

Article#2

Impact of Social Media Advertising on High Energy Drink Preferences and Consumption

1) Date: July/August2017

2) Citation:
 Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after
Covid-19. Cogent Business & Management, 8(1), 1870797.
 Alamsyah, D. P., Ratnapuri, C., & Aryanto, R. (2021). Digital marketing: Implementation of digital
advertising preference to support brand awareness. Academy of Strategic Management
Journal, 20(2), 1-10.
 Odero, V. H. (2019). Effectiveness of Online Advertisement on Consumer Decision Making
Process: A Case of Leading Online Shopping Sites in Kenya (Doctoral dissertation, United States
International University-Africa).

3) Keywords: Social Media Advertising; Consumer Brand Preference And Monster Energy
Drinks; Media Richness Theory
4) Important or new terms and their definitions:

Media Richness Theory: Which considers the richness of communication as an outcome

of media quality, regards the richness of media to be a consequence of it capacity to
bring a shared understanding in a given duration (Daft & Lengel, 1984).

5) Research approach – Methodologies: Qualitative Approach

6) Article strengths:

While such a study can be critiqued for being founded largely on secondary data, its
strength lays in its inter-subjective nature-capacity to drawn on existing scientific
research allowing the researchers to be in conversation with these experts’ findings, and
 authors’ reflexivity based on students’ experiences and their own experiences with
social media.

7) How well the research answered the research question(s), or achieved the research purpose:

In the current study, which explored the impact of social media advertising on student
brand preferences, we presented social media as the electronic market place where
marketers and brand managers are ideally supposed to meet, engage and influence
consumers’ (especially students) decision making about brands (high energy drinks).
This is critical as the new role of marketers is to understand that marketing is consumer
driven and consumers are effective elements in marketing strategy (Loudon, Stevens, &
Wrenn, 2005). The challenge, however, is that in these ephemeral, non-targeted and
message-lean advertisements, marketers are failing to sufficiently seize hold of
consumers’ decisions as these interactions are by proxy and indirect (i.e. via websites).
Therefore, as consumers are changing the way they buy products, marketers are
increasingly required to pay special attention to the consumer’s purchase decision
journey (Court, Elzinga, Mulder, & Vetvik, 2009). In view of the complex choices that
students make between Monster Energy and Play drink brands, marketing managers
may need to counter the negative publicity that surround the former drink as well as
augment the market of the latter through targeted research (Loudon et al., 2005).

Article#3

Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical

study

1) Date: January 2007

2) Citation:
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer
satisfaction. Annals of tourism Research, 38(3), 1009-1030.

Bodet, G. (2008). Customer satisfaction and loyalty in service: Two concepts, four constructs,
several relationships. Journal of retailing and consumer services, 15(3), 156-162.

Horppu, M., Kuivalainen, O., Tarkiainen, A., & Ellonen, H. K. (2008). Online satisfaction, trust and
loyalty, and the impact of the offline parent brand. Journal of Product & Brand Management.

3) Keywords: Brand loyalty, Behavioral loyalty, Attitudinal loyalty, Market segmentation.

4) Important or new terms and their definitions:

 Attitudinal loyalty: The loyalty displayed by consumers when they repeatedly buy
brands they know and trust.
5) Research approach – Methodologies:
Quantitative

6) Article strengths:
In particular, Dick and Basu (1994) were precise in suggesting that a favorable attitude
and repeat purchase were required to define loyalty. By viewing loyalty as an attitude–
behavior relationship in their framework, Dick and Basu (1994) were able to investigate
the concept from a causal perspective thereby permitting the identification of the
factors that influence loyalty.

7) How well the research answered the research question(s), or achieved the research purpose:

There were two important differences between these buying scenarios.

First, they provide a conceptually clear, and an operationally meaningful way of

segmenting the market on the basis of attitudes that govern this behavior. To be
specific, we offer a unique way to measure attitudinal loyalty.
Finally, they propose that a third behavioral pattern—non-user—should be also included
along with two known behavioral patterns viz. single user and multiple user. This is
because a non-user has the potential to become a consumer in future.

Article#4

Health Consciousness and Brand Equity in the Carbonated Soft Drink

Industry in Sri Lanka

1) Date: Received: November 18, 2017, Accepted: January 22, 2018, Online Published: February
25, 2018

2) Citation: Aaker, D. A. (1991). Managing brand equity. New York: Free Press.

3) Keywords: health consciousness, customer based brand equity, health belief model, brand
value, carbonated soft drink, Sri Lanka

4) Important or new terms and their definitions:

Customer based brand equity (CBBE): Is used to show how a brand's success can be
directly attributed to customers' attitudes towards that brand.
 5) Research Approach:
 Quantitative Research Technique
 Positivist Approach
 Explanatory Research
 Deductive reasoning approach
 Survey Questionnaire
 Construct measurement

6) Article strengths:

This study used the students sample as replication to the existing literature (Fives, Hammana &
Olivarez, 2007). However, future research can be conducted to cover the consumers in different
part in Sri Lanka, including rural and urban areas. Second, this study only identifies the impact of
HC on CBBE. Thus, the further research can be incorporated other variables, along with the HC
and CBBE.

7) Article Weakness:

The current study examined only the educated youth generation in Sri Lankan universities.

8) How well the research answered the research question(s), or achieved the research purpose:

The purpose of this study is to assess the degree of health consciousness and customer based
brand equity, and this study aims to consider further the impact of health consciousness on
customer based brand equity by using the health belief model theory and brand value concept
in the carbonated soft drink industry in Sri Lanka. The results show that the degree of health
consciousness and customer based brand equity are in low level and moderate level,
respectively, whilst health consciousness has significant positive impact on customer based
brand equity. The findings of this study regarding the levels of health consciousness and
customer based brand equity and the impact of health consciousness on customer based brand
equity have important implications for marketing managers in the carbonated soft drink
industry in Sri Lanka.

Research Topic

The Impact of Social Media Marketing on Consumer Based Brand Equity: A Study of Beverage

Industry in Karachi, Pakistan

Problem Statement:

The world has shrunk to a global village, connecting is much easier than it was years ago. Consumers are

more aware of the brand through social media platform from where they get ample knowledge about

the brand. Companies are struggling over to transform themselves into something that is different from

what is being offering in the market (Myers, 2003).

Maintaining brand equity is a rising challenge for the brand, as customers are less brand loyal and

prefer a brand switching as the industry is growing rapidly firms have numerous opportunities to

sustain, brand equity through social media platforms. Myers (2003). However, there are some arising

threats as well, brands are more concerned about sustaining their completive positions, corporations

have to work on their brand loyalties (Kim & Ko, 2012). In beverages industry consumers, are far easy to

switch to other brands. Less exposure of social media in rural areas, also lead to lack of knowledge about

the brand. This may lead to lack of brand awareness and consequently in less consumption of products

(Ngusyen, Barrett & miller, 2010). An important issue faced by beverage companies is substitute brands,

which are, not recognized immediately (Myers, 2003). Though, there is a need to pay great attention on

developing the strategies to overcome it in a long run performance of a company (Dixon & Perry, 1986).

References:

Aaker, D. A. (1991). Managing brand equity. New York: Free Press.

Assy, N., Nasser, G., Kamayse, I., Nseir, W., Beniashvili, Z., Djibre, A., & Grosovski, M. (2008). Soft drink

consumption linked with fatty liver in the absence of traditional risk factors. Canadian Journal of

Gastroenterology, 22(10), 811-816.

Atilgan, E., Safak, A., & Serekan, A. (2005). Determinants of the brand equity: A verification approach in

the beverage industry in Turkey. Marketing Intelligence and Planning, 23(3), 237-248.

https://doi.org/10.1108/02634500510597283
Bagozzi, R. P., & Baumgartner, H. (1994). The evaluation of structural equation models and hypothesis

testing. In R. P., Bagozzi (Ed.), Principles of marketing research (pp. 386-422). Cambridge: Blackwell

Publishers.

Becker, M. H., Drachman, R. H., & Kirscht, J. P. (1974). A new approach to explaining sick-role behavior in

low-income populations. American Journal of Public Health, 64(3), 205-216.

Bhangale, S. (2011). Health consciousness among tribal and rural population. Indian Streams Research

Journal, 1(2), 37-41.

Bloomberg. (2011). Research and markets: In 2014, the global soft drink market is. Retrieved 10

September 2016, from http://www.bloomberg.com/apps/news?

pid=conewsstory&tkr=KO:AR&sid=aZ4BSchtab9I

Brand Finance Lanka. (2014). Most valuable brands. Retrieved 23 September 2016, from

http://www.stingconsultants.com/pdf/Most-Valuable-Brands-table.pdf

Bruce, B. (2011). Could Kik Cola do well against Coke and Pepsi in Sri Lanka? Retrieved 10 September

2016, from http://www.foodbev.com/news/can-kik-cola-kick-coke-and-pepsi-in-sri-

lanka#.VFuMHfmUd5A

Journal of Retailing and Consumer Services

Volume 14, Issue 1, January 2007, Pages 35-44

Journal of Retailing and Consumer Services