“Consumer Attitude Towards Social Media Advertisement”

North South University

MKT470: Marketing Research
Summer 2021
Sec: 04
Submitted to

DR. KHANDKER MD NAHIN MAMUN

Assistant Professor
Department of Marketing and International Business
North South University
Submitted by

Name ID
Ahamed Tahmid Zaman 1731427030

Umme Salsabil Nicole 1721259630

Md Nazmul Haque 1531110030

Mohammad Inteasher Yousof 1610844030

Mohammad Hosen Howlader (Lemon) 1620771630

 Acknowledgement

I would like to take this opportunity to express my heartfelt appreciation to the following people
for their support in the completion of the research paper. This research project would have many
difficulties without their contribution. Firstly, the research team is grateful to the Almighty Allah
for the completion of the research paper. We would thank and express our gratitude to Dr.
Khandker Md Nahin Mamun, our honorable faculty, for his valuable support and teachings. While
preparing the paper, we faced many complexities which were able to be resolved by our faculty’s
intensive supervision. Without his help, we would never have been able to complete this research
paper.
For further assistance, we accessed the websites, articles, research journals for literature review,
etc. for the completion of the research paper. We also took help from the lecture materials to
understand many concepts.

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Table of Contents
Introduction ............................................................................................................................................... 4
Background ............................................................................................................................................... 4
Pandemic & Consumer Attitude Towards Social Media Ad .................................................................... 6
Focus of the Study .................................................................................................................................... 7
Value of Research ..................................................................................................................................... 7
Objective ................................................................................................................................................... 8
Literature Review..................................................................................................................................... 8
Growing Role of Social Media in Marketing............................................................................................ 8
Importance and Influence of Advertisement ............................................................................................. 9
Different Types of Social Media Advertisement ...................................................................................... 9
Consumer’s Attitude to Social Media Advertisement ............................................................................ 11
The Gap in the Literature ........................................................................................................................ 12
Methodology ............................................................................................................................................ 12
Selection of Research Design ................................................................................................................. 13
Advantages & Disadvantages of Exploratory and Conclusive Design ................................................... 14
Research Design...................................................................................................................................... 14
Data Collection ....................................................................................................................................... 15
Measurement ........................................................................................................................................... 15
Sampling ................................................................................................................................................. 16
Ethical Measures ..................................................................................................................................... 16
Reference ..................................................................................................................................... 18
Appendix ...................................................................................................................................... 24
Questionnaire A ...................................................................................................................................... 24

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Introduction

Social media advertisement (SMA) is a major promotional strategy is today’s world. In the context
of the prior industrial media standard, social media advertising is determined the best by many
(Zarrella, 2010). There are many streams of research in SMA. Tuten & Solomon (2017), argue
that research can be conducted on social media environment, the digital inhabitants, the social
media infrastructure, monetization, and particularly the careers required in this area. Attitude
research has a long tradition in marketing and this study focuses on the attitude of consumers on
social media advertising.

Background

Social networks are the most effective tools that have driven companies to accommodate their
strategy to conform to them. Online social networks and media are critical components of human
behavior in both the actual and virtual worlds (Hofstra & de Schipper, 2018). Social media is the
name of the social networking sites such as Facebook, Twitter, LinkedIn, Instagram, and blogs.
Companies have created entire departments that design and control social media according to their
requirements and promotional activities. Social media is distinct from traditional media because
users of these websites and users generate it with more control over its usage. They also make
content by themselves at times. These are famous websites for companies so they can keep direct
relations with their consumers. Marketing has gone through significant development, as the
Internet has altered its rules, and most organizations perceived the opportunity to advertise on
social media. This evolution became integrated within any company's media strategy to reach the
millions of consumers that use social media daily.

Various studies have been conducted on consumer’s opinions toward advertising throughout
several countries in the world. Knowing consumer’s perception of advertising is most significant
for advertisers because the way consumers perceive it determines its success. In the past,
advertising was restricted to traditional media such as TV, Radio, billboard, and magazines. With

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the rapid expansion of information technologies worldwide, advertisers now have countless
choices to promote products and services and engage more significant consumers easily (Yaakop,
Anuar, Omar, & Liung, 2012). Advertising on social networking sites is one of the most
extensively used promotion methods in today’s business world.

Despite this growth, the effectiveness of social media advertisements has been encountering a lot
of questions. Whether the consumers are receiving the advertisements or not elements a lot towards
the success of the companies. Excessive social media advertisements can be annoying for the
consumers, which may negatively affect sales in the long run. For example, according to an
investigation conducted a few years ago, only 22% of the participators in a survey concerning their
attitude towards social media advertisements had a positive attitude towards advertisements, and
8% of them had tried to resort to leaving social media for fear of data mining (Boateng & Okoe,
2015). As countries progress deeper into the COVID-19 pandemic, media consumption across all
in-home channels rises. In research from Kantar (2020), web browsing increases by 70% in the
later stages of the pandemic, followed by (traditional) TV viewing increasing by 63% and social
media engagement increasing by 61% over normal usage rates.

WhatsApp is the social media app that has seen the most growth in usage across all stages of the
pandemic as people seek to stay connected. Overall, WhatsApp usage has increased by 40%; in
the early phase of the pandemic, usage increased by 27%, in the mid-phase by 41%, and in the late
phase of the pandemic, usage increased by 51%. Moreover, the amount of time spent on WhatsApp
increased by 76% in Spain. Overall, Facebook usage has increased by 37%. China saw a 58 percent
increase in the use of local social media apps such as WeChat and Weibo.

We also discovered that there is a trust crisis. According to new research, traditional national news
channels (broadcast and newspaper) are the most trusted sources of information, with 52 percent
of people naming them as a 'trustworthy' source (Newman, 2020). He also mentioned that, “Only
48% of people trust government agency websites, implying that government measures do not
provide citizens around the world with assurances and security.” Marketers are trying to
understand the extent to what consumers will welcome advertisements on social media, what

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factors impact their purchasing decisions, and how to enhance sales without making the consumers
feel insecure on social media by not utilizing their private information gathered through data
mining. In Bangladesh, agencies like Beatnik, Magnito Digitals, Analyzen, and others extend their
business by preparing advertisements for various companies. By conducting proper research, better
knowledge about the approval of their prepared advertising content can be produced to grab the
worthy attention of the target markets.

Pandemic & Consumer Attitude Towards Social Media Ad

The COVID-19 challenge is global and sophisticated throughout the environment. People have
been facing an incredible number of health, political, and economic issues when the pandemic
struck. The spread of COVID-19 infection has already been increasing fast among 222 countries
around the world with more than 199,620,791 announced infected patients and more than
4,249,440 deaths as of 3rd August 2021(COVID-19 Live Update-Worldometer, 2021). The
consequences of pandemic outbreak rates highly support the World Health Organization (WHO)’s
declaration of a “pandemic” that's also grabbing the human life of the entire world nearly every
day (Li et al., 2020). For that reason, residents voluntarily remained home during the lockdown in
order to deal with the outbreak. In recent years, information i.e. advertisement, awareness content,
entertainment contain, dissemination has been quicker than in earlier years with the sky-high
development of diverse social media platforms, e.g., Facebook, WhatsApp, Twitter, YouTube, and
so on, which are more used in creative production.

The COVID-19, which is described as being "merciless" to the world and the economy in general,
has locked down companies on both the supply and demand sides with prolonged lockdowns and
social distancing tactics. However, other industries have benefited greatly, namely
digital/contactless payments, e-commerce, and Facebook commerce (or f-commerce) (Leacock,
2020). In this respect, the role of creative social media uses in preventing the outbreak is utilizing
especially in the country Bangladesh. More and more diversified social media platforms, including
Facebook, WhatsApp, Twitter, and YouTube, have emerged over the years, such that information
is sent more quickly today than in previous years. Advancements in social media use have various
advantages and disadvantages for the sake of limiting and restraining deadly pandemics like the

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pandemic (Islam et al., 2021). To that end, innovative social media use was critical in helping to
avoid the epidemic in Bangladesh. Increasingly, consumers show an attitude of gratitude to social
media users who use their platforms to spread awareness about online business. This is how they
benefit their own economic health by helping to contain the threat of the COVID-19 outbreak,
particularly in developing countries like Bangladesh. Though initial demand for these industries
was dampened, they rapidly rebounded as a result of their innovation, flexibility, and continuous
shifts in consumer behavior (United Nations Conference on Trade and Development, 2021).
Social media advertising is an offshoot of digital marketing where paid ad campaigns are run on
social media platforms to reach the target group. Here, marketer can promote their brands and
increase sales through the social medias that their target group frequently use. In the scenario of
COVID-19 people are very aware about the virus that they try not to go out of their home as much
as they can. As a result, many ways of promoting brand through advertising are no more fruitful
in this pandemic such as promoting through hardcopies of newspaper, magazines, billboards and
so on.

In this circumstances, people try their best not to go out of their room and they spend most of their
time on various social media such as Facebook, Instagram etc. So, in the scenario of this pandemic
the best way of promoting or advertising a brand is promoting through social media where people
spend of their time now-a-days.

Focus of the Study

This study aims to focus on how people are taking this advertisement through social media and
reacting toward these (either positive or negative) in this pandemic (COVID-19).

Value of Research

The study shall help marketing managers if social media advertising is positively received by their
target markets. The paper shall provide new insights on social media advertisement.

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Objective

The aim of the paper is to examine consumer attitude towards social media advertisement.

To fulfil this aim, the objectives are:

1. To understand how social media advertisement is used in Bangladesh.

2. To understand if consumers have negative or positive attitude towards social media
advertisement.

Literature Review
This part provides a thorough literature review on social media advertisement. The chapter covers
topics like the growing role of social media, its heavy use during the pandemic and extant literature
on attitude of consumers towards social media advertising.

Growing Role of social media in Marketing

Social media has had an extraordinary influence on the modern society. Every day, more people
are entering the expanding number of social media followers, reflecting the energy of this new
trend (Voramontri and Klieb, 2018). Today, social media is a name that everyone accepts. Even in
distant and far away regions of the world, people have heard of Facebook and Twitter and may
utilize them daily (Edosomwan et al., 2011). However, social media in its present form has
survived for a moderately short time. Though we apparently cannot imagine living without it now,
everyone did one fast decade ago (Wasserman and Faust, 1994; Ahuja and Galvin, 2003). The
progression of social media has developed a new atmosphere, creating new means for personal
connection. Before-mentioned as Facebook, Twitter, Snapchat, and Instagram, social media
platforms contribute many possibilities to reach the billions of consumers using social media every
day. Social media involves collaborative projects such as blogs, Wikipedia, and social networking
sections (e.g., Cyworld, Facebook), consumer-generated content communities (e.g., YouTube,
Flicker, Todou), virtual game worlds (e.g., Ever Quest), and virtual social worlds (e.g., Second
Life), as classified by Kaplan and Haenlein (2010).

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Various studies authenticate that social media is extensively used as an effective information
source for recognized convenience and credibility. E-marketers predicted that in 2016 about 16.1
billion people were logging on to networking platforms periodically through electronic devices,
with the extension expected to double by 2017 and the number of social network users supposed
to be more than 2.33 billion by the end of 2018 ((Emarketer, 2017)). This appraisal has reintegrated
with the number of social media users surpassing 2.3 billion in 2019 ((Kemp, 2021)). For decades,
traditional advertisement has been the only significant channel for marketers. Now, social media
has enhanced an effective channel for companies to market their products (Gilbert and Karahalios,
2009).

Importance and Influence of Advertisement

According to Levesque (2020), local advertising was (and should have always been considered)
an essential part of brands’ media strategies long before COVID-19. But with years of refining
social media advertising strategies and building social media tools, marketers are now in a prime
position to handle situations like a global pandemic from an advertising perspective.

Different Types of Social Media Advertisement

In opinion from Tomas (2021), social media advertisements are one of the fastest and most
efficient methods to interact with the target group. Such advertisements are a wonderful method
to improve your digital marketing initiatives and provide plenty of profitable chances. He also
added that, these little but powerful advertising are also used by all social media users to deliver
highly customized and relevant information, which eventually increases conversion possibilities
and brings more prospective consumers into the company.

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Ads on Facebook: According to Patel (2021), Facebook is the largest social media network in the
world and one of the largest user populations (especially when it adds in WhatsApp, Instagram,
and Messenger). The advertising platform is strong and trustworthy. Although having a huge
potential audience, it also has the benefit of being very visual and enabling a wide range of granular
segmentation possibilities from population to spectacular audiences (Lee, 2020).

Instagram: as a social network that is very visual, users tend to absorb a huge quantity of updates.
According to Wong (2021), to take full use of the potential of Instagram, discover samples of
Instagram ads you want to imitate and work on optimizing the photos and videos submitted.

Twitter advertisements: This network also provides extremely unique social advertising
possibilities, so marketers can develop campaigns that are tailored to different aims (conversion,
leads, apps, etc.) and expand their potential audience through the Twitter audience platform
(Olafson, 2020). By combining it with an artificial intelligent tool if someone wants to take use of
it (Tomas, 2021b)!

On YouTube advertisements. YouTube video marketing is the closest to traditional advertising

(Newberry & McLachlan, 2020). Also by leveraging the ability to deliver the audience stories with
which it will relate.

TikTok marketing: According to recent research TikTok is one of the newest social media sites,
but its potential is not underestimated among youthful viewers in particular. TikTok
advertisements is a fresh and interesting choice in the social ad industry and it is safe to assume
that the ads are as creative as the content on your site (Asaolu, 2021).

Pinterest advertisements; Pinterest introduces a primarily female public into the social media
and is a big site for weddings, cuisine and fashion, which makes it highly beneficial for advertising
in these fields (Mullery, 2021).

LinkedIn advertisements; the social media network with its huge professional user base offers
an advertising alternative for people with B2B marketing who want to target a corporate audience
(Lister, 2021).

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According to Cretti (2015), Social media has become an essential part of life. Social media ads
can increase reach, raise awareness, and act as a trustworthy and convenient source of product
information.

Consumer’s Attitude to Social Media Advertisement

When it comes to credibility, consumers rate advertisements on the trustworthiness and

believability of the promises made about the brand/product in them (Uddin & Razu, 2019).

Extant literature considers social media advertising to be one of the factors that increase customers'
inclination to buy items. Literatures suggest that one of the primary reasons for building a
connection between customers and the product is when the consumer finds a suggestion for the
product. However, as commercials that have a greater credibility have the good influence on the
client, advertising has the ability to generate a more positive attitude towards the product by Uddin
& Razu (2019). It's crucial to determine if consumers pay attention to social media advertising
when analyzing their attitudes toward it.

Sama (2019) mentioned that because there are comments by friends on the commercials, the
material in advertisements is believed to be truthful and accurate. When businesses implement
social media advertising to attract customers, a few factors should be considered, including the
message, accessibility and trust, and disturbance ((Lumen Learning, 2017). According to Appel
(2019), The element 'accessibility and trust' reflect social media advertising’s production of ease
and trust among customers, while the factor 'message' defines the content and influence. However,
disturbance depicts the bad aspects of social media marketing as seen by customers. In addition,
the number of people using social media in Bangladesh is growing. As a result, for Bangladeshi
marketers, these social media platforms may be a valuable communication medium (Roy et al.,
2021).

According to Jacobson et al., (2020), the disturbance arises when there is a disparity in knowing
how customers feel about marketers using their social media data. In research from Krishen et
al. (2021), the attitudes of consumers toward the use of social media data for marketing purposes
is concerning. As far as the risks don’t outweigh the benefits or not misleading the viewers, the

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customer’s attitude is positive as they find social media marketing to be credible, accessible,
entertaining, and informative.

The Gap in the Literature

Though multiple researches have been done to determine the attitudes of consumers toward social
media in countries with a developing economic, a significant lack of academic sources of the topic
remains in countries such as Bangladesh. Although social media advertising is a growing
marketing trend, customer attitudes regarding it are still relatively unknown. We expect that our
research will contribute to the essential conversation on this issue, which is currently popular with
Bangladeshi marketing students.

Methodology

This chapter discusses the study's research design, making the case for a quantitative approach,
and the next section explains the research strategy employed in the next chapter. Some
considerations about how to conduct the research were made to achieve the goals of the research.
These topics are covered in this section.

In the opinion of Malhotra & Dash (2016), research design, marketing research projects are
planned with a framework that acts as a map, blueprint, or model. It gives the audience a step-by-
step guide on the procedures to follow while writing a research report, or when researching an
issue. A well-constructed research design serves as a firm basis on which the study will be based,
thereby increasing its likelihood of success, efficiency, and overall effectiveness. A thorough study
clearly highlights the important points. When doing research, researchers are aware that qualitative
and quantitative research are both important parts of the wider study design (Malhotra & Dash,
2016).

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Selection of Research Design

A research study design can be chosen according to four various viewpoints; Exploratory &
Conclusive Research consist of Qualitative & Quantitative data, basic versus applied, empirical
versus non-empirical, or comparative versus causal.

The researcher aspires to get in-depth data about an issue, obstacle, circumstances, or phenomena
in a qualitative research design. The researcher thus applies a subjective approach to data
collection, analysis, and evaluation. In this subjective procedure, he ought to limit the use of
stringent steps and systems. He has to know the subject or the sample and demand in-depth
questions. The researcher can utilize any subjective approaches to data collection similar to an
interview, observation, or other survey data collection instruments. A qualitative research design
is more suitable for surveys, humanities research, historical research, and several descriptive
research examples. The outcomes of the qualitative research designs are scarcely generalizable,
and consequently, it is conveyed in a minute population. The rigorousness of the research is
sometimes ambiguous in qualitative research design (Sources of Information for research paper,
2018).

The quantitative research design is implemented in researches where the researcher desires to get
more generalizable information. Quantitative research design yields information that is accurately
and empirically tested and is profoundly authentic. In experimental research, the quantitative
research design is practiced. It gives factual information based on facts and symbols. The research
instruments adopted are more structured than it is used in qualitative research design. The sample
size is also exerted large to do authentic and reliable research. Habitually, the researcher uses a
stochastic sampling procedure in quantitative research design. In general, it could be said that a
quantitative research design has rigorousness of techniques and methods and generalizability. For
this quantitative research, the measurement of the sample can be significant and characteristic of
the population. The result can be displayed statistically and used for making managerial judgments.
From a broad aspect, there are two directions of collecting quantitative data such as survey and
observation (Sources of Information for research paper, 2018).

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Advantages & Disadvantages of Exploratory and Conclusive Design

The advantages of exploratory research are that it gives a lot of erudition of a topic, flexibility, and
is less costly. Also, it accommodates understanding a difficulty from a more extensive perspective.
It serves market researchers to detect potential problems to the marks or symptoms conducted by
decision-makers. Researchers may carry out research to strengthen up a list of probable causes to
the dilemma. The additional, more comprehensive study may then confirm which opportunity or
opportunities are the most reasonable causes. Also, the disadvantages of exploratory research are
that it is time-consuming and expects many struggles while maintaining respondents. Turning them
to participate as providing their personal information is challenging, data can be removed or missed
out, and respondents can leave out of the track, generating bias, etc. (Malhotra & Dash, 2016).

Conclusive research is more suitable for statistical tests, advanced analytical techniques, and more
extensive sample measurements than exploratory studies. Conclusive research is more likely to
apply quantitative rather than qualitative methods. Conclusive research helps provide a solid or
representative picture of the population by utilizing a valid research instrument. The disadvantages
of quantitative research are that the respondents can fill up questionnaires without much concern
and care, are expensive due to the extensive sample size, etc. (Malhotra & Dash, 2016).

Research Design

The nature of the research design chosen by a researcher depends on the research problem and the
object the research aims to achieve. Since our research aims to identify the impact of social media
advertising on consumers due to the post COVID-19 situation. The research team has chosen to
conduct the research through conclusive research design. So based on the type of the research
problem we have chosen to investigate, we have decided to use quantitative measures to test the
hypotheses and find out whether our hypothesized independent variables actually have any
relationship with the dependent variable. To further narrow it down, we will conduct the
descriptive research in order to determine the degree to which marketing variables are associated
(Malhotra & Dash, 2016).

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Data Collection

To verify a paper's recommendations, the use of primary and secondary data sources is absolutely
essential. Due to the serious behavior of the COVID-19 virus, conducting primary source research
with respondents and failing to utilize social distancing is neither safe or sound. As a result, the
study team has searched for secondary information, especially external secondary data, via the
internet. The study team has obtained shall obtain data from a variety of secondary sources,
including books, journals, and newspapers. Information regarding the current status of consumer
opinions about social media marketing advertisements was found in web sources and newspapers.
The database known as Publish & Perish was also used to look for articles using a computer. The
research was meant to be validated with the information that was obtained from these sources.

Measurement

From the research paper named as “The consumer attitude towards social media advertising and
the influence of corporate reputation on consumer response"(Virk & Wassan, 2017).

Social Media Advertising: A Cross Cultural Study”, the scales that have been used for measuring
the customers’ perception on social media advertising will in turn be used by our research team to
test their reaction toward social media advertising and how it is impacting the corporate reputation
during COVID-19 period”. The reason for using another research paper’s marketing scales is to
see whether the situation have changed in pre and post COVID-19 period or not. However, to test
the other hypotheses, we will develop more questions. Lastly, as a part of the survey methods, the
survey questionnaire will be circulated through internet to get the responses from the people.

To prepare the questionnaire of the present study, the scales have been used from (Virk & Wassan,
2017)" research paper where they measured Customer Perceptions of social media advertising.
The survey questionnaire consists of thirty main questions and four demographic information
related questions. The complete questionnaire is divided into three sections.

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The first part is about the demographic information of the respondent. The second part aims to
understand the perception of customers regarding Various social media which mostly they are
engaged with. Here, a five-point Likert scale has been used that refers

1: not at all important,

2: somewhat important,

3: important,

4: very important and

5: extremely important.

Then the third section aims to know about the general perceptions of Social media advertising in
the post- COVID-19 period that has been further divided into three parts that have different sets of
question regarding social media applications. Here, a five point Likert scale has been used that
refers;

1: strongly disagree, 2: disagree, 3: neutral, 4: agree and 5: strongly agree.

Sampling

The questionnaire will be provided to 200 people who remain engaged with using social medias.
we are not going to keep any hardcopies of the questionnaire to connect to our respondents.
keeping the matter of maintaining social distance in mind, the questionnaire will be made in google
form and be provided to our targeted segment of people online who are mostly engaged with social
medias.

Ethical Measures

During the marketing research study, the research team will assure that the project will conduct in
a totally ethical manner. We will focus our decision of research approach on the situation at hand

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and will dysregulate our personal preferences entirely. We will make it obvious what our study
aims to accomplish.

Secondary data sources will help assure authenticity, reliability, and trustworthiness.
Questionnaires will be developed in a way that the respondents are not made to feel ashamed or
uneasy. The identity and privacy will be kept secure, and the survey will be completely optional.

Finally, we will like to add that the appearance of COVID-19 is not new; it is a new normal
(Maragakis, 2020). Therefore, we might discover that academic research is still lacking in the area
of consumer attitudes about social media ads. In particular, in this epidemic. We believe that our
marketing research project will provide some useful information on social media ads and the
attitudes of consumers.

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Appendix
Questionnaire A

The survey's main purpose is to evaluate the consumer's perspective on social media
advertisements. Consumers' everyday social networking, social communities, and social
community communication will all be explored through questions posed to participants. Please
mark your answers on the following questions.

1. What is your gender?

o. male

o. female

2. What is your age?

Answer:

3. I am very comfortable on social network

strongly 1 2 3 4 5 strongly
disagree agree

4. I use social network a lot

strongly 1 2 3 4 5 strongly
disagree agree

5. Social network for me are very important

not at all 1 2 3 4 5 extremely
important important

6. I love social networks

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 strongly 1 2 3 4 5 strongly
disagree agree

7. How many social networking site are you member of

1 2 3 4 5 or more

8. How much time do you spend on social network on average?

a. Less than a few hours a month.
b. A few hours a month a few hours a week.
c. Less than one hour a day.
d. One to three hours a day.
e. More than three hours a day.
9. Which social network do you use?
a. Facebook
b. Twitter
c. Instagram
d. LinkedIn
e. Pinterest
f. Tumblr
g. Google+
10. I find advertising of social network intruding
strongly 1 2 3 4 5 strongly
disagree agree

11. I find advertising on social network irritating

strongly 1 2 3 4 5 strongly
disagree agree
12. I find advertising on social networks reliable

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 strongly 1 2 3 4 5 strongly
disagree agree

13. I find advertising on social networks useful

strongly 1 2 3 4 5 strongly
disagree agree

14. I find advertising on social network satisfactory

strongly 1 2 3 4 5 strongly
disagree agree

15. I appreciate advertising in general

strongly 1 2 3 4 5 strongly
disagree agree

16. The brand I choose has a page on social network or a forum (if the answer is no the
questioner is finished).
A. yes
B. no
17. I belong to an online community of that brand. For example, follow their page on
Facebook (if the answer is no the questioner is finished).
A. yes
B. no.
18. On social network I comment a lot of brand related post
strongly 1 2 3 4 5 strongly
disagree agree

19. On social networks I write a lot of brand related post

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 strongly 1 2 3 4 5 strongly
disagree agree

20. I talk about the brand on social network

strongly 1 2 3 4 5 strongly
disagree agree

21. I am very active in community of the brand I choose

strongly 1 2 3 4 5 strongly
disagree agree

22. I feel gratification in community of the brand

strongly 1 2 3 4 5 strongly
disagree agree

23. I feel empowered in communicate community of the brand

strongly 1 2 3 4 5 strongly
disagree agree
24. I feel safe in the community of that is specific brand
strongly 1 2 3 4 5 strongly
disagree agree

25. I feel enlightened of that specific community of the brand

strongly 1 2 3 4 5 strongly
disagree agree
26. I feel emotional bond to the community of that specific brand
strongly 1 2 3 4 5 strongly
disagree agree

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