Consumer Perception and Attributes of Social Media Marketing

in Consumer’s Buying Decisions: Focused on Body Lotion Users

in Myanmar

by

PHYU Ko Win

52118007

March 2020

Independent Final Report

Presented to

Ritsumeikan Asia Pacific University

In Partial Fulfillment of the Requirements for the Degree of

Master of Business Administration

 Table of Content
Certification Page....................................................................................................................... 3
Acknowledgements .................................................................................................................... 4
Summary .................................................................................................................................... 5
1. Introduction....................................................................................................................... 7
1.1 Introduction and Background ...................................................................................... 7
1.1.1 Effects of Social Media .................................................................................... 7
1.1.2 Current Mobile, Internet and Facebook Consumption in Myanmar ................ 9
1.1.3 Changing Marketing Methods in Myanmar ................................................... 10
1.1.4 Current consumer/consumption behavior of skincare products in Myanmar 10
1.2 Research Questions ................................................................................................... 13
2. Literature Review ........................................................................................................... 14
2.1 Consumers’ perceptions on social media marketing ................................................. 14
2.2 FB brand pages .......................................................................................................... 16
2.3 EWOM (Role of Social Influencers)......................................................................... 19
2.4 Consumer Engagement with Social Media ............................................................... 21
2.5 Impact of Social Media on Purchase Decision Making of Customers...................... 23
3. Research Methodology ................................................................................................... 27
3.1 Research Design and Data Collections ..................................................................... 27
3.1.1 Research design .............................................................................................. 27
3.1.2 Target Segment and Survey Distribution ....................................................... 28
3.2 Analyzing Methods ................................................................................................... 29
4. Analysis and Findings..................................................................................................... 30
4.1 General Information Analyses................................................................................... 30
4.2 Analysis for Hypothesis 1 ......................................................................................... 35
4.3 Analysis for Hypothesis 2 ......................................................................................... 39
5. Conclusions..................................................................................................................... 44
5.1 Conclusions and Discussions .................................................................................... 44
5.2 Limitations and Further Implications ........................................................................ 46
Bibliography............................................................................................................................. 48
Other References...................................................................................................................... 51
Appendix .................................................................................................................................. 52

2
 Certification Page

I, PHYU Ko Win (Student ID 52118007) hereby declare that the contents of this Independent

Final Report is original and true, and have not been submitted at any other university or

educational institution for the award of degree or diploma.

All the information derived from other published or unpublished sources has been cited and
acknowledged appropriately.

______________
PHYU Ko Win
2019/11/28

3
 Acknowledgements

Firstly, I would like to relay my gratitude to my supervisor Professor Yokoyama Kenji

for his valuable suggestions, guidance and advice he managed to give me despite of being a

very busy professor. Without his guidance and suggestions, I cannot be able to manage this

paper to finish.

Secondly, I would like to say thank you to my beloved family and my best friends, Ms.

Ei Sandar Zaw and Ms. Yadanar Moe for giving me strengths whenever I face with hardships.

It is impossible to finish this paper for me without their help and suggestions.

Finally, I would like to thank to all of the people who help me to answer survey

questionnaire during this research period, my MBA fellows and my dear roommate during my

MBA student years.

4
 Summary

According to statistics, in Myanmar, 39% of total population, are now being able to

access Internet around the country and all users are being regarded as social network users,

majority of them are Facebook users. Meanwhile, comparing other traditional media platforms,

Facebook becomes the largest and disruptive marketing platform for marketers and brand

owners to communicate and advertise their products and brands in the country. Nowadays,

almost all of the brands and products in Myanmar are having Facebook brand page at least and

on the other hands, amongst users, number of social influencers are uprising and dominate to

the users’ buying decisions.

From the perspective of consumer buying behavior, especially concerning about

cosmetics, hygiene and body care products, Myanmar consumers nowadays don’t buy products

just because of price, availability, massive advertisements and forced recommendations of

salespersons from shop counters. People tend to be cautious about buying products and before

buying, they observe and collect information, advice and experience from others as much as

they can. Hence, Facebook becomes a major consideration and platform for consumers as an

information source such as exploring brand pages and social influencer pages and peer users’

experiences.

This research has been focused on how brand pages and social influencer page impact on

buying decision making, what are users’ perceptions upon those two by targeting on current

and potential skin care products consumers (to be more specific is “body lotion users”). This

research is conducted with survey and quantitative approach, and by exploring online consumer

behavior related literatures to gain necessary elements for this study. The results show that both

brand pages and social influencer pages have positive impact on buying decision by reducing

5
decision uncertainties. By comparing these two Facebook communications, more consumers

rely on influencer pages than brand pages for their purchase decision making.

6
1. Introduction

1.1 Introduction and Background

1.1.1 Effects of Social Media

Nowadays, communication through social media is being involved as a big impact of

our today’s society and essential communication method in our daily life. People from different

places and countries especially live in metropolitan and commercial cities, they become

connecting and communicating each other through social network applications such as

Facebook messenger, Line, Skype, Viber etc. which is more convenient and cheaper instead of

calling and dialing up through mobile network operators. Moreover, not only those social

networks are now being used as communication mode, but also being applied as media and

entertaining platforms in people’s daily life. Today’s global society, through social media and

networks (Facebook, YouTube, Instagram, Twitter etc.), people can assess and share different

contents of information, interests and experiences in different types of methods such as video

clips, texts, photos etc. Hence, nowadays, those social media networks are now being applied

not only as communication tools but also as sources of information and becomes necessities in

people’s daily routine.

Also, from the marketer point of view, comparing with traditional methods and

mediums of advertising, digital communication through social media becomes an evolved and

disruptive platform to communicate and advertise brands and products to target markets and

audience. Nowadays, brand owners and marketers do not just advertise their brands but build

their brand identities through communicating with target audience and customers. Social media

platforms become trendy and appropriate places, where many people spend their times in daily

life, to express the brand’s presence and get brand awareness with various types of brands’

presentations such as brand pages, brand communities through social media, influencer

7
marketing through social media and etc.

Among a wide variety of digital communication platforms, Facebook is being

considered as one of the largest communication platforms nowadays and millions of people are

now using for their social requirements, communications, information resources and

entertainment in daily basis. According to the data from one of the leading global database

companies called “Statista”, as of July 2019, Facebook leads as the first-ranked social network

by possessing almost 2.38 billion monthly active users. Facebook is a kind of social media

platform which is highly focused on encouraging exchanges and interaction between friends

and families through its features of photos and status sharing and social network games unlike

other networks called Tumblr and Twitter which are focused on microblogs; or WhatsApp and

Viber which are specialized in messaging and chatting. Up to now, the main competitor for

Facebook is Google+ which has developed the similar features among users.

Since social networks have become strong social impact among people, brand presence

on social media becomes a serious consideration for business no matter what size of business

is. Due to cheaper expenses comparing to other traditional advertisements, ability to focus and

manage on targeted market segments, capability to measure the reaches of audience to some

extents, and immediate interactive nature with audience, different types of businesses different

sizes, keen to invest in social media and try to present their brands in social media. Hootsuite

stated that 90 million of small businesses are using Facebook Page which is a free feature of

the platform, however, organic reach becomes challenging and around 24% of the pages use

paid media. Facebook gets more than half of its revenues from advertisements which is around

58% of total revenue and the platform represents 75% market share of social media advertising.

8
1.1.2 Current Mobile, Internet and Facebook Consumption in Myanmar

Previously, Myanmar Telecommunication sector was monopolized by state-owned

enterprise which is called MPT and at those time mobile sim cards were very rare in the market

and the prices were ridiculously expensive which were around 1500 USD for one sim card and

majority of citizens had to rely on cable telephone and post for communication. In 2013-14,

the government began to open the telecommunication market and started issuing licenses to

foreign telecommunication companies, Qatar-based Ooredoo and Norwegian Telenor Group

and the local SOE (MPT) itself made joint venture with leading Japanese telecommunication

company KDDI. Also in 2017, Mytel (Telecom International Myanmar Co., Ltd.) received

license to operate, and officially became the 4th operator in Myanmar. Due to taking step to

reform fair competition in the market, resulting tremendous reduced price and became

affordable, and a rapid growth in the number of mobile sim card subscribers.

Nowadays, according to statistics from Hootsuite, number of mobile subscriptions in

Myanmar is 56.6 million which is over the country’s population 54.1 million. Among mobile

subscribers in Myanmar, 39% of total subscribers, are now being able to access Internet around

the country. Undoubtedly, Facebook can be considered as the most powerful social media

platform in Myanmar, all internet users, which is 21 million of total mobile subscribers, are

being regarded as active social network users, and almost all of them are Facebook users

(Hootsuite) followed by Instagram users, 810 thousand audience. Other social media platforms

such as Twitter and LinkedIn, are still at their introductory stage in the country and only used

by foreigners in Myanmar and local professionals. Moreover, Pinterest and Google+ are still

being at unfamiliar stage among majority of Myanmar netizens. However, along with the

widespread usage of smartphone, convenient internet access and getting touched into the

world’s globalization paradigm, the statistics can be seen as up-trending.

9
1.1.3 Changing Marketing Methods in Myanmar

Meanwhile, enterprises in the country become realize that sticking to traditional

methods and mediums (such as TVC, Print Ads, Radio Ads) are not enough for their advertising

and marketing strategies and start considering Facebook as the most potential and disruptive

marketing platform for integrated marketing and communication tool for their products and

brands in the country. Facebook advertising began arising in 2012 and several companies and

celebrities are started their branding activities on sponsored stories on Facebook in Myanmar.

Nowadays, almost all of the brands and products in Myanmar are having Facebook brand page

at least and on the other hands, amongst users, number of social influencers are uprising and

dominate to the users. Through their brand pages in Facebook, they communicate with different

forms and contents with audience such as short video clips, live events, product relevant

information more than price and available places and etc. Moreover, some competitive brands

and products collaborate with respective leading and popular Facebook channels and social

influencers which can be offered continuous brand awareness among Myanmar audience and

users.

1.1.4 Current consumer/consumption behavior of skincare products in Myanmar

According to the data from Deloitte, depending on the amount of income, personal

hygiene products (included daily dental care, haircare, skincare, etc.) contributed around 5%

of total household incomes in Myanmar. Also, (Union, n.d.) stated that “After food and

beverages, personal care and household products are the next most purchased items in a typica l

consumer’s basket. Since 2011, consumer goods and personal care products have seen 15%

growth.” Moreover, skincare products are no longer being considered as for female, and

nowadays, male consumers in Myanmar are getting attention to maintain their skins not just

for beauty but for healthy and hygienic. Deloitte mentioned that price is no longer the single

10
most important determinant of the purchasing decision, taste and quality of products also

become prioritized attributes for Myanmar consumers to buy.

Amongst varieties of skin care products in Myanmar beauty and personal care product

segments, body lotion products are now reaching at budding stage in Myanmar market. Due to

urbanization in most areas, sever climate changes (especially the case of severe UV rays, air

pollutions), getting more and more health awareness among public (such as physical

healthiness, personal grooming and dermatological awareness), shifting consumption behavior

of personal grooming products regardless of genders, body lotion products still have market

opportunities in the country and have interesting conditions to watch over for personal care

products manufacturers and importers to Myanmar. Moreover, beauty discussion communities

and users in Facebook, discussing skin care practices, routines (especially about body lotion)

becomes second most interesting and trending topic in Myanmar Facebook users. To prove this

concern, in this paper, the research has been conducted to prove with some valid samples and

facts of why body lotion product users are being targeted for this research.

Among 212 randomly selected samples, 65% of respondents are now using body lotion

products, 26% have plan to use in future and only 8% deny using body lotion. Detailed

explanations are described in Chapter 4, General information and analyses section. Among

body lotion users, as described in below figure (Figure 1.1), only 21% of current and future

body lotion users do not have any interest on Facebook as an information source for buying

body lotion products.

11
 13% 8%

18%
19%

42%

Always Often Sometimes Rarely Never

Figure 1.1: Frequencies of utilizing FB for buying body lotion

Since the influential power and referral power is considerably high in Myanmar and the

nature goes the same to consumption behavior among Myanmar people. From the survey

conducted by (Union, n.d.), it can be assumed that “word of mouth is considered as one of the

most trusted sources of information for purchasing decision in Myanmar.” Myanmar

consumers tend to listen from authoritative figures, experts, public figures and other

experienced consumers before consuming products especially skincare products which require

more information and understandable facts than other consumer products. Along with the

widespread usage of Facebook, consumers refer and rely not only from Facebook brand pages

but also from the message and feedback from experienced users. As a result, social influencers

and bloggers culture in Facebook is getting popular and being acknowledged as a reliable

source of buying decision especially for cosmetic and skincare products which need to consider

quality and compatibility other than price.

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1.2 Research Questions

The proposed research is being conducted with the two main research questions which

are:

1. What are the most preferable ways of social media marketing in Myanmar users

(comparing brand pages and word of mouth in Facebook) and what are consumers’

perceptions upon Facebook advertisements?

2. To what is extent social media marketing (brand pages and social influencer pages)

influencing on customers in making buying decision in Myanmar?

To conduct the research, those questions are being focused on skin care segment users (body

lotion users) since getting skin care routine advices and beauty tips from brand pages,

influencers and peers in Facebook becomes one of the hottest trends and popular among users

regardless of sex descriptions.

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2. Literature Review

2.1 Consumers’ perceptions on social media marketing

Nowadays, to be effectively and efficiently reached their advertisement to targeted

audience, brand awareness and promotional offers (Daroch, 2017), marketers are now

deploying their advertising and brand awareness activities into social media platforms. While

using social media platforms, social media targeting (Daroch, 2017) is crucial to consider for

marketers which is a method of optimizing social media advertising by matching social

network users to targeted consumer segments. On the other hand, the researcher also suggested

that in order to gain positive effectiveness of advertising, consumers’ perceptions should be

studied. Perception is an idea, a belief or an image one has as a result of how one sees or

understands something (Daroch, 2017). Also, (Smith, 2014) acclaimed that “for consumer

engagement and trust of the brand, a deep understanding of consumer perceptions on social

media activities for marketers is crucial”.

(Tedjamulia, Dean, Olsen, & Albrecht, 2005) view communication by users

accordingly with expectancy theory, where users are more likely to contribute and commit

communication where the act of communication can be gained expected and desired outcomes,

rewards, and attractiveness. Those kinds of communication expectancies can be evolved from

communicator, relationship, and context characteristics (Burgoon, 1993).

Katz, E., Blumler, J. G., & Gurevitch, M. (1974) mentioned that according to the uses

and gratifications theory, people use media to satisfy their different kinds of needs and wants.

Various social media platforms such as Facebook provide users to fulfill those various needs

and wants such as socializing, interpersonal communication, entertaining, sharing and gaining

various information etc. within one massive network (Urista, Urista, Dong, & Day, 2009).

14
Another research claimed that gratifications can be gained for the internet by triggering

behaviors, such as web searching, information seeking, and interpersonal and social

engagement (Stafford & Gonier, 2004). Social media platforms can help users to get brand

existence and awareness through social media brand communities, and product and brand

information sharing. In order to build consumers’ trust and brand loyalty, it is crucial for the

brand to be transparent and honest in its ways of communication (Smith, 2014).

A research by (Yaakop, Mohamed Anuar, Omar, & Liaw, 2012) suggested the various

factors, perceived interactivity, advertising avoidance and privacy, can influence on consumer’s

attitude towards advertising on Facebook. Consumers expect brands’ messages and contents

can be customized and treat them as individuals, able to target consumers which is relevant to

their lives and interest (Smith, 2014). On social media, consumers observe brands and have

power to decide to commit engagement or not (Fournier & Avery, 2011), unlike traditional

media where brands conduct one way communication to mass audience. (Habibi, Laroche, &

Richard, 2014) added that consumers desire to be able to interact with brands, and brand owners

are supposed to listen to their inquiries and complaints and be responsive accordingly.

Moreover, (Smith, 2014) suggested that brands should customize their communication to

targeted segments and users individually, provide entertaining contents and information and

open discussion to all customers.

(Smith, 2014) characterized brand post content as informative, entertaining, or neutral.

When posts containe information about the company, brand and products, customers regard

those as informative. Users assume the brand post is entertaining when content is unrelated to

the brand but has been enjoyable for them. Contents which are not informative and also not

entertaining, such as a question about color preference are considered as neutral contents.

15
(Vries, Gensler, & Leeflang, 2012) suggested that for entertainment and getting information,

consumers engage with brand pages, and found entertaining and informative brand posts to be

the most popular.

In the research of (Christodoulides, Jevons, & Bonhomme, 2012), it has been proven

that when users tend to be more emotionally invested, more committed and have more loyalty

to the brand, they involve in brand communities. Those attributes, especially “brand loyalty”

lead to stronger purchase intention, and brand pages facilitate the consumer-brand relationship

(Vries et al., 2012). (Malhotra, 2013) argued in his research that when a consumer has affection

trust on a brand resulted from decent satisfaction, he/she becomes acting as a brand ambassador,

they share brand post to be seen by friends in their social network. On the other hand, a study

of (Cheung & Thadani, 2012) has found that consumers perceive information received by social

media as more “trustworthy” and “persuasive” than other forms of advertising such as TV and

radio advertisements.

2.2 FB brand pages

Along with the rapid development of information technologies worldwide, marketers

are now having a lot of mediums to promote (Yaakop et al., 2012) and advertise their products

and easier and more specific to communicate and engage with potential customers. Among a

wide variety of choices, advertising on social media is one of the most widely used promotion

techniques and mediums in today’s business world (Daroch, 2017). As mentioned earlier,

among various social media, Facebook is undoubtedly the largest social media on the planet,

which has over 2.3 billion active users. Marketers are now making communication with

consumers by providing their detailed and transparent product and brand information through

16
their Facebook “brand” pages (Weinberg & Pehlivan, 2011). These “brand” pages also serve

as brand communities for within businesses and customers (Smith, 2014).

(Weinberg & Pehlivan, 2011) proved in their research that in contrast with traditional

media and marketing methods, social media marketing enables immediate response for all

relevant segments and marketers can make strategic changes accordingly. Moreover, (Weinberg

& Pehlivan, 2011) stated in their research that social media becomes a powerful platform for

marketers to present their brands’ presence because of its abilities to facilitate monitoring,

information gathering, and intensive engagement between brand owners and brand page

followers/ customers. Facebook brand pages can provide and share messages, sale promotions

and discounts, advertisements in terms of short video clips or links about their products to their

followers (Smith, 2014). Meantime, their followers can interact with each other with the

business (Smith, 2014) with various kinds of tools such as liking, sharing, and posting

comments (Smith, 2014) and as result, this kind of interaction leads to encouraging customers

to participate and interact in their brand pages.

Through Facebook brand pages, brands are now able to communicate about product

information timely and effectively, and at the same time, consumers can share reviews and

feedbacks upon the products and make inquiries immediately when concerning about the

product occurred (Obal, Burtch, & Kunz, 2011). In addition, from organizational point of view,

communicating through social media (Facebook) is very pragmatic in building and maintaining

customer relationships, and should be considered as an essential tool of integrated marketing

mix and strategy (Kitchen & Burgmann, 2010) (Mangold & Faulds, 2009).

(Yan, 2011) advised brand page owners should have abilities to provide their page

17
followers which are: building a sense of brand membership, reveal brand core values, support

to engage in topics and discussions. In return, those abilities can help the business to maintain

a competitive advantage, able to build positive brand associations and brand awareness

properly among audience and customers (Yan, 2011). The strategies to attract more people to

“like” their Facebook brand page and reaches of their brand posts to audience becomes very

important for the businesses’ marketing plans (Abuljadail, Ha, Wang, & Yang, 2015).

(Abuljadail et al., 2015) suggested in their research that brand owners should attract

new customers, make existing customers to be more loyal, interactive with their brands through

Facebook brand pages. Also, (O’Connor, 2013) mentioned that the popularity of brand pages

can be measured with different aspects such as “brand affinity”, “brand loyalty of customers”,

and “brand performance”. Trust from customers, which can decreases uncertainty and enable

to be more confident to rely on its messages, is vital to achieve for brand pages to be successful

(Laroche, Habibi, Richard, & Sankaranarayanan, 2012). (Laroche et al., 2012) suggested that

trust can be obtained by transparently sharing product information through their brand pages,

and lessens uncertainty. (Smith, 2014) has claimed in his research that consumers assume that

they can entrust on the brand pages which contain authentic and trustworthy information than

other sources because brands oblige to be more transparent and authentic in way of

communication with users in social media. Since consumers are choosing Facebook brand

pages as a communication platform to get entertainment and engagement value (Smith, 2014),

brand pages must passionately and continuously interact their consumers via social media to

achieve a competitive advantage.

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2.3 EWOM (Role of Social Influencers)

(Kaplan & Haenlein, 2010) defined a meaning of “Social media” in their research as an

array of “Internet-based platforms which are established on the ideological and technological

foundations of Web 2.0, and those features allow the creation and exchange of user-generated

content”. Moreover, (Mangold & Faulds, 2009) also stated that another aspect of social media

is word-of-mouth communication between customers who are also social media users which is

important and touchy for brands since this kind of communication is way too faster to spread

among audience than other traditional ways of word of mouth communication. In other word,

Electronic Word of Mouth (EWOM) is a crucial element of “social media marketing” and

today’s “integrated marketing communication strategies and plans (Obal et al., 2011).

(Hennig-Thurau, Gwinner, Walsh, & Gremler, 2004) mentioned that there are four main

reasons of consumers engagement in “EWOM” in social media: demand for social interaction,

concern for others, attempt for self-worth enhancement, and reaction for monetary or non-

monetary incentives (e.g. giveaways, deals). Before deciding to buy products, customers are

now frequently acquiring and sharing information with each other who have practical

exposures with the products, and nowadays social media platforms the most appropriate and

fastest route for sharing experience (Mangold & Faulds, 2009). Since consumers perception on

this kind of information resource is more reliable (Gruen, Osmonbekov, & Czaplewski, 2006)

because of the realistic experience and feedback upon the product, those kind of review in the

way of EWOM can affect firm performance such as sales returns and profit (Gensler, Völckner,

Liu-Thompkins, & Wiertz, 2013).

Under the type of electronic word of mouth communication in social media, social

influencer represents a new type of independent third-party endorser who is able to configure

19
audience attitudes towards brands through the use of social media (Mcgaughey, 2011). Social

media influencers become important factor in new social media culture (Karanikolova, 2019)

and also become a part of consideration for marketers using social media as a marketing and

communication platform. Therefore, understanding them and collaborating with the influencer

who is the opinion leader of society can have enormous benefits on the brand, and express as

an example of long-term relationship customers change the consumer into loyal brand

supporter (Karanikolova, 2019). (Karanikolova, 2019) interprets a social influencer as “the

independent individual without influencing from brand owners, marketers whose can give the

impact on consumer buying decision in some way significant and/or authoritative.” Hence,

marketers should have recognized the impact of the social influencer and should create of

multiple social media marketing platforms while collaborating with social influencer in terms

of “paid partnership” (Karanikolova, 2019).

(Trepte & Scherer, 2010) defined in their research that there are two dimensions of

opinion leaders/ social influencer in social media; a person who is knowledgeable in specific

area of interest have influence on audience and being asked for his/her suggestions, and another

person who have a low level of information and knowledge comparing with the first person,

but possessing good communicative skills with audience and followers. Moreover, depending

on the size of followers, engagement level, personality and professionalism, types of social

influencer can be categorized into four; mega, macro, micro and nano-influencers

(Karanikolova, 2019). Marketers can choose to collaborate with what kind of influencer

depending on the purpose, intended target market, budget and type of marketing content.

Also in influencer marketing, the credibility of influencer is the most decisive

component for the effectiveness of endorsement since a social influencer can be considered as

20
the same role of celebrities when it comes advertisement in social media (Lou, Kim, & Bond,

2019). Prior researchers (Hovland, Janis, & Kelley, 1953) conceptualized credibility of

information source from opinion leader as a two-aspects: “expertise” or qualifications and

knowledgeability of influencer (McCroskey, 1966) and “trustworthiness” which in terms of

honesty, sincerity, and truthfulness (Giffin, 1967). Moreover, (Karanikolova, 2019) proved in

her research that users follow influencers because of their personal preferences and they like

the influencer personality, receptiveness on audience, delightful relationship with followers and

honesty on his/ her reviews on products and brands.

Although (Schivinski & Dabrowski, 2014) stated that EWOM which is a kind of user

generated social media communication can have a positive influence on both brand attitude

and equity and can convey to the purchase intention, this kind of communication has risks of

online “trollers” who spread negative WOM which are fake user generated content (Stephen &

Toubia, 2009) have groundless credibility and trustworthy with negative intentions towards

brands and thirst for public attention (Kudeshia & Kumar, 2017). Therefore, it is essential for

brands to monitor those kind of user-generated posts on social media and respond accordingly

to keep the optimal level of customer satisfactions (Smith, 2014).

2.4 Consumer Engagement with Social Media

There are three kinds and/or stages of most common and obvious ways of audience’s

interaction and reaction on performance of social media advertising and social influencers’

activities in Facebook which are ‘liking’, ‘commenting’ or ‘sharing’ (Kountouridou & Ioannou,

2018). When audience express the acceptance of the actions and posts of brands and social

influencers, they response to the post as clicking “like” button on the status (Bushelow, 2012).

21
(Kountouridou & Ioannou, 2018) validated in their research that this kind of reaction “liking”

from audience can be able to raise brand awareness and can be considered as first stage of

success factor for engagement with customer over their posts. The second type/ stage of

consumer engagement and/or perception about the post is taking a comment on a post which

also can be consider as verbal reaction upon a post (Bushelow, 2012). A user can post both

positive and negative comments and involve in a conversation with other users or with the

brand in general. This kind of reaction tool is risky for a page owner because consumers have

rights to share both positive comments (i.e. satisfaction facts) and negative reactions (i.e.

complaints and dissatisfaction) with a brand (Kountouridou & Ioannou, 2018) and this kind of

reaction can be seen by other users clearly. The negative comments can affect more seriously

than the positive ones, and if the owner of the page cannot handle on negative comments and

reactions upon the post (Jayasingh & Rajagopalan, 2015), those kind of reactions can lead to

damage of the brand’s identity, and business presence. The last and final type/ step of user

engagement with brand/ influencers’ pages is “sharing” their post in which (Dimofte,

Haugtvedt, & Yalch, 2016) indicated that there might be different motivations that trigger to

engage this kind of reaction such as having psychologically attached with the brand/ product

resulted from receiving delightful experience and share to his/her friends on social media in

the way of recommendation. Pessimistically, users might share the post to mock the post and/or

brands such as “trollers” and those action might seriously affect to the brand image. Therefore,

a study of (Jayasingh & Rajagopalan, 2015) mentioned that brand owners and social media

marketer need to monitor consumer engagement and conduct immediate counteract to

dissatisfaction and always figure out the most appropriate contents and message to acquire

higher rate of consumer engagement and interaction.

Under another dimension, consumers’ engagement in social media pages are defined

22
into two categories based on their affection to the brand (Abuljadail et al., 2015) which are

devoted consumers with “utilitarian motivation” and casual users who have “hedonic

motivation”. Before users who are devoted decide to engage with the pages/ accounts on social

media, “utilitarian motivation” which means having dedication, determination of specific result

and/or goal and “rational motivation” (Voss, Spangenberg, & Grohmann, 2003) stands behind

the action and engage with the pages frequently and dedicatedly (Abuljadail et al., 2015). On

the other hand, consumer with “hedonic motivation” (Babin, Darden, & Griffin, 1994) is

defined as a user who engage with page only for the reason of searching for fun, enjoyment

and have no specific and dedicated rationale behind the action (Voss et al., 2003). (Bridges &

Florsheim, 2008) (Mikalef, Giannakos, & Pateli, 2013) proved in their research that utilitarian

motivations possess more significant value than hedonic motivations to trigger in users’

engagement in social media and the prior kind of motivation is the main determinant to drive

users to make purchasing decisions (Mikalef et al., 2013). Simply, (G. H. Hassan, 2018)

clarified in his research that people follow and engage with social media pages because of the

purpose of receiving product information updates, reading feedbacks and reviews about

product and some minority users follow pages in order to communicate with them.

In this paper, by coping and referring with all the above literature reviews and concepts,

the first assumption/ hypothesis has been developed for the first question of the research.

Hypothesis 1: Consumer perceptions and acceptance are different upon the type of social media

marketing. (brand pages vs. word of mouth communication of social influencers in Facebook)

2.5 Impact of Social Media on Purchase Decision Making of Customers

Nowadays, as mentioned earlier, social media is being utilized not only as a

23
communication platform, but also as an information source. Social media is an open assess for

almost anyone from anywhere and sharing, exchanging, checking news, information, updates

daily through social media becomes a habit as a consumer and a norm in today’s modern society.

From the perspective of today’s consumer behavior associated with the usage of social media,

for most people, they at least check and/ or getting suggestions with their companions via social

media before making purchase decision. Moreover, they investigate through social media the

original brand pages that they intended and/ or look over what are the opinions of other people,

that might be strangers or celebrities or social influencers who have experienced. Apparently,

usage of social media has become an impact and concerning factor of consumer’s purchasing

decision process in any aspect.

Among various types of social media platforms, “Facebook” can be considered as an

“inspiration source” (Akar, Yüksel, & Bulut, 2015) in consumer buying decision process which

can trigger a desire of needs and then, lead consumer to search information and alternative

comparisons in the stage of pre-purchase (Song & Yoo, 2016). At this stage, product reviews

generated by experienced consumers through social media which are parts of online electronic

word of mouth communication (Sen & Lerman, 2007) and likelihood to shape purchase

intention (Sen & Lerman, 2007). Social media encourages satisfied customers to share their

experience in forms of product evaluations, recommendations and reviews which could be

positive, neutral or negative (Lee & Youn, 2009) and have directly impact on purchase decision

of potential customers (Vandana Gupta, 2018). On the other hand, she (Vandana Gupta, 2018)

also proved in her research that, brand owners realize this aspect and try at their maximum to

encourage those kind of engagement through their social media brand pages and resulted as

assisting to accelerate in buying decision making.

24
 AIDA model is a well-known model which comprises with four sequential stages

(awareness, interest, desire, and action) when a consumer encounter with purchase decision

process (Kountouridou & Ioannou, 2018). For a social media marketing practitioner, the AIDA

model is essential to understand and how social media users and potential customers act in

accordance with usage of social media (Kountouridou & Ioannou, 2018).

Figure 2.1: AIDA Model (source: Internet)

According to the model, through advertisement in social media, attention on brand

existence from potential consumers can be gained (S. Hassan, Nadzim, & Shiratuddin, 2015).

By revealing content-based detailed and valid product information and features (S. Hassan et

al., 2015) through social media brand pages, assisting a room for engagement and interaction

with experienced and potential customers can convert consumer’s just attention to interest on

the product. Interest to desire stage can be done by offering persuasive promotion, pre-sale

support from social media brand pages (S. Hassan et al., 2015), online reviews and feedbacks.

(Park, Lee, & Han, 2007) proved in their study that online reviews are another way of

informants to consumers and has significant impact on purchase intention and decision and

also on purchase frequency (Yaylc & Bayram, 2012) because consumers assume that sources

from social media users are more trustworthy and reliable than other sources (Chu & Kim,

25
2011). To alter desire to action stage, brand owners should clearly state ordering process,

payment and delivery option in their pages (S. Hassan et al., 2015) and set up to measure

immediate actions from customers by linking with online shopping sites altogether with their

brand posts.

The second hypothesis is derived by addressing the last section of literature review

which is

Hypothesis 2: Consumers’ acceptance of social media marketing (brand pages and social

influencer pages) leads to the desire to buy products and directly impact on buying decision

making.

26
3. Research Methodology

This research is mainly focus on the perceptions of Myanmar social media users on

Facebook brand pages and social influencers pages and to what extent they accept on those two

aspects and impact on their purchase decision making process. To fulfil those objectives, the

research is being designated and conducted as per followings.

3.1 Research Design and Data Collections

3.1.1 Research design

The research is being designated as primary quantitative data and conducted survey

questionnaire type because it provides us with quantifiable information which can be analyzed

to get definite results (Vandana Gupta, 2018). To be able to get all answers asked to target

audience and to convenient and easy to answer for them, the questionnaire types are being

adjusted with Myanmar people answering behavior and questions are mostly conducted as

“close ended type”, “multiple choice with different condition such as please choose at most 3

answers or please choose at least 2 answers etc.”, “5-point Likert scale range”, “usage

frequencies” (such as always, often, sometimes, rarely, never).

The research is mainly intended to target on the current and potential body lotion users

who use Facebook as information source before buying products and their aspects of brand

pages and social influencer pages and the impact of those two in buying decision process of

body lotion products. Therefore, the survey format is designated as five parts: (1) General

Information section, (2) and (3) are Filtering sections, (4) Facebook Brand Pages section and

(5) Social Influencer pages section. In the first section, questions are about general information

which demographic facts, general intentions and usage pattern of Facebook, frequency of

Facebook usage as information source for buying decision. The first filtering section classifies

27
respondents from general to body lotion users and if the respective respondent is a body lotion

user, he/ she can move to another filtering section which is about the usage of Facebook as

information source for body lotion buying decision. The section (4) and (5) are designated to

focus on recipients who are only current and intended body lotion users and use Facebook as

information source for buying decision making. In these two sections, Facebook brand pages

section and social influencer pages, the questions are mostly about the users’ perspectives on

those two and to what extent brand pages and social influencer pages can impact on purchase

decision making.

3.1.2 Target Segment and Survey Distribution

Age Range: Millenniums (18 years to 55 years), the heavy users of social media who are able

to communicate and understand, means that they can understand the content and functions in

Facebook.

Place: Survey took place in big Commercial Cities of Myanmar (i.e. Yangon, Mandalay) where

the most modernized living standards and variety of consumer behaviors of the country can be

found.

Survey Distribution: Randomly distributed through google survey form in Facebook by

making sure that all the survey forms recipients are active Facebook users.

Number of Distributed Sample Size: 300

Number of Survey Respondents: 212 respondents

Survey Duration: 3 weeks

Total Number of Questions: 19 questions

Estimated Time Taken for each survey: 10 minutes

28
3.2 Analyzing Methods

1. Frequency analysis will be used to figure out and be able to manage to interpret which

are the most intended and likelihood factors for respective analyses.

2. Crosstabulation method for comparing and contrasting the related variables for required

analyses.

3. Correlation analysis for analyzing the degree of relationships between variables

especially to interpret for Hypothesis 2. Since the sample data used for this analysis are

non-parametric, Kendall’s tau b and Spearman’s rho correlation analyses will be used

to interpret the relationship between variables.

To analyze and interpret the sample data with the above methods, Microsoft Excel and IBM

SPSS software are utilized for the purpose of resulting precise interpretations and

apprehensible graphical presentations.

29
4. Analysis and Findings

4.1General Information Analyses

Before finding results for Hypothesis 1 and 2, which are focused on the perceptions

upon Facebook brand pages and social influencer pages only from body lotion users who are

active on Facebook usage, the analysis of general information of Facebook usage from all

respondents (212 respondents) who is either body lotion users or not. From this sample data

analysis, the results of general characteristics and intentions of Facebook usage from both body

lotion user and non-body lotion users who are active users of Facebook can be seen and other

differences and potentials can also be seen apart from the main limitation of this research.

General Information of Respondents n %

Gender
Female 147 69%
Male 65 31%

Age
18-25 38 18%
26-32 87 41%
33-40 50 24%
above 40 37 17%

Body Lotion Users

Yes 138 65%
I don't use now, but I will use in future 56 26%
I won't use in future also 18 8%

General Characteristics of Facebook Usage

Usage Duration per day
Up to 30 min 17 8%
30 min - 60 min 50 24%
60 min - 2 hrs 79 37%
More than 2 hrs 66 31%

30
Frequency of Facebook Usage as information source before buying new
products
Always 27 13%
Often 62 29%
Sometimes 91 43%
Rarely 24 11%
Never 8 4%

Favourable Content to See in Facebook

Update News 100 47%
Music and short video clips 68 32%
Travelling 68 32%
Socializing 67 32%
Fitness and health tips 62 29%
Beauty Tips and make-up tutorials 55 26%
Fashion and lifestyle 52 25%
Cooking 51 24%
DIY and handmade crafts 17 8%
Literature and arts 13 6%
Table 4.1: General Information and General Characteristics of Facebook Usage

from All Respondents

Concerning age groups among 212 of total respondents, age group between 26 years to

40 years represents over 60% of Facebook usage. Regarding to Facebook usage hours, 37% of

respondents answered that they use Facebook for 1 to 2 hours and 31% of respondents use

Facebook for more than 2 hours per day. Among 212 of total respondents, 43% of respondents

admit that regardless of the product type, they find product information in Facebook before

buying, 29% and 13% of respondents find information in Facebook often and always

respectively. Moreover, nearly half of respondents say that they would like to see update news

the most, the preferability percentage of travelling, socializing and music and short video clips

are the same which is 32%. Since, skin care topics can be considered as under the content of

both health tips and beauty tips, therefore, by combining those two content types, 55% of

respondents would like to see these two topics in their news feeds and it can be said that health

tips and beauty tips are one of the trendiest topics among Myanmar users.

31
 information search in Facebook before buying new
product
always often sometimes rarely never Total
Up to 30 Count 1 5 8 1 2 17
min % 6% 29% 47% 6% 12% 100%
30 min - Count 5 10 27 8 0 50
60 min
Facebook % 10% 20% 54% 16% 0% 100%
usage per
60 min - 2 Count 8 23 36 9 3 79
day
hrs
% 10% 29% 46% 11% 4% 100%
More than Count 13 24 20 6 3 66
2 hrs % 20% 36% 30% 9% 5% 100%
Total Count 27 62 91 24 8 212
% 13% 29% 43% 11% 4% 100%

Table 4.2: Facebook usage per day*Information Search in Facebook before buying new

product Crosstabulation

43% of respondents answered that sometimes, they use Facebook as information source

before buying new products and 29% said that they often search information in Facebook

before buying new products. There are 79 and 66 persons of total who use Facebook 1 to 2

hours per day and more than 2 hours respectively. Among 91 respondents who sometimes use

Facebook as an information source, 36 persons spend 1 to 2 hours a day to use Facebook.

11
I won't use in future also
7
Body Lotion Users

I don't use now, 33

but I will use in future 23

21
Yes
117

0 20 40 60 80 100 120 140

No. of respondents

Male Female

Figure 4.1: Current and Potential Body Lotion Users by Gender

Among 212 of total respondents, only 18 persons do not have intention to use body

32
lotion in future. No wonder, over 80% female respondents use body lotion, however, 33 of total

65 male respondents answer that they have intention to use body lotion in future. Therefore, it

can be said that majority of male persons in Myanmar are now getting attention to skin care

and have interest to use body lotions.

information search in Facebook before buying new

"body lotion" product
always often sometimes rarely never Total
yes Count 14 31 59 18 16 138

% 10% 22% 43% 13% 12% 100%

I don't use Count 1 3 23 19 10 56

Body now, but I
Lotion will use in
% 2% 5% 41% 34% 18% 100%
user future

I won't use Count 0 0 0 0 18 18

in future
also
% 0% 0% 0% 0% 100% 100%

Total Count 15 34 82 37 44 212

% 7% 16% 39% 17% 21% 100%

Table 4.3: Body Lotion Users*Information Search in Facebook before buying new body

lotion product Crosstabulation

Among 212 respondents, 18 persons do not have intention to use body lotion and also

do not have plan to use Facebook as information source for purchase. However, 12% of people

who use body lotion now and 18% of people who have plan to use body lotion also don’t have

intention to search Facebook for purchase. 39% of respondents who are current and potential

body lotion users search information in Facebook for purchase “sometimes”.

33
 information search in Facebook before buying new
"body lotion" product (category 2) Total

always often sometimes rarely never

Count 14 3 4 3 3 27
always
% 52% 11% 15% 11% 11% 100%

information Count 24 27 2 9 62
often -
search in
Facebook % 0% 39% 44% 3% 15% 100%
before Count 1 6 47 18 19 91
buying sometimes
new % 1% 7% 52% 20% 21% 100%
product Count 1 4 14 5 24
(category rarely -
1) % 0% 4% 17% 58% 21% 100%

Count 8 8
never - - - -
% 0% 0% 0% 0% 100% 100%
Count 15 34 82 37 44 212
Total
% 7% 16% 39% 17% 21% 100%
Table 4.4: Information Search in Facebook before buying new product *Information

Search in Facebook before buying new body lotion product Crosstabulation

When comparing users who search product information in Facebook for buying any

new product (category 1) and user who use Facebook information for body lotion purchase,

52% of category 1 user use Facebook for category 2 “sometimes” and 44% of category 1 user

use Facebook for category 2 “sometimes”. In total, 39% of total 212 respondents use Facebook

information for buying body lotion products, however, 21% of total 212 respondents are not

interested in search about body lotion product information in Facebook whoever body lotion

users or not.

Among 212 respondents who are active in Facebook, 192 respondents are current and

potential body lotion users and among 192 respondents, 168 respondents answered that they

will/ do search information in Facebook before buying new body lotion products. Therefore,

79% of total 212 respondents data can be used for further analyses and test for hypothesizes.

34
4.2 Analysis for Hypothesis 1

Group discussions 15%

Getting friend suggestions 51%

Social influencers & bloggers 54%

Brand pages 51%

0% 10% 20% 30% 40% 50% 60%

Figure 4.2: Favorable Source of Information in Facebook for Buying Body Lotion

Products

168 respondents who are current and potential body lotion users and also search product

information in Facebook before buying body lotion products, they rely different sources of

information available from Facebook. They are product brand pages, social influencers and

bloggers, getting friends’ suggestions who are active in Facebook and through group

discussions which might be opened or closed groups and are comprised with experienced users

and suggestion seekers who are non-celebrities or social influencers and places where open

discussions about certain related topics can be conducted without influencing brand pages and

social influencers. Among these four major sources which can be available and trendy in

today’s Myanmar Facebook users, 54% of majority respondents said that they rely on social

influencers and bloggers’ pages before buying body lotion products. 51% of respondents rely

on the product information available from brand pages and getting advice from Facebook

friends equally.

35
 Awareness from other types of advertisement 18%

Accidentally know 16%

Originally know the brand 36%

Friends suggestions 34%

Awareness from advertisements in YouTube and

31%
Facebook video clips and games

Trending in Facebook 29%

Sponsored advertisement in news feed 50%

0% 10% 20% 30% 40% 50% 60%

Figure 4.3: How to know brand pages in Facebook

Accidentally know his/her pages 22%

Awareness from his/her active performances in

39%
society

Friends suggestions 30%

Trending in Facebook 62%

0% 10% 20% 30% 40% 50% 60% 70%

Figure 4.4: How to know social influencer pages in Facebook

50% of 168 respondents said that they know product brand pages from sponsored

advertisement appeared in their news feed and 36% of respondents said that these brand pages

are being known originally and follow the pages. This can be assumed that although brand

owners can be established their brand pages in Facebook, however, they make effort to spend

their advertising budget in order to boost awareness rate more than organic awareness rate.

According to the finding, this method is the most effective way for visibility among Myanmar

Facebook users.

36
 On the other hand, 62% of 168 respondents answered that they know social influencers’

pages because of their hot trend in Facebook. This means, unlike brand pages, social

influencers’ pages are spreading around and getting popular in Facebook network by user’s

sharing and/or users’ high engagement with the pages because of significant and most accepted

content and/or characteristics of the page. The achievement of high rate of awareness for social

influencer pages are solely depended on the significance and quality of the page. And to

conclude, the reach rate of social influencers’ pages are more organic than that of brand pages.

Very responsive to customers' inquiries/ complaints 27%

Interesting promotion and giveaway campaigns 29%

Good and interesting advertisements, presentations 30%

Share interesting and knowledgeable contents more
39%
than product information

Reliable and valid product information 55%

Present detailed product information 49%

0% 10% 20% 30% 40% 50% 60%

Figure 4.5: Perceptions on a “good brand page”

Many giveaway campaigns 6%

Very interactive and have friendly communication… 26%

Large number of followers 19%

Share variety of product information 45%

Share honest reviews on products/ brands 72%

Influencer'spersonalities and way of communication… 48%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Figure 4.6: Perceptions on a “good social influencer page”

To interpret figure 6 and 7 which are about body lotion consumers’ perceptions upon

37
brand pages and social influencer pages, it is clear that consumers’ opinions about which

perceptions are the most important and have the highest impact to be a good brand page and a

social influencer page respectively are different. Sharing “reliable and valid product

information” and “presenting detailed information” are considered as the most important

perceptions for a good brand page (which stated 55% and 49% of respondents confirm

respectively). For a good social influencer page, “sharing honest reviews on products/ brands”

is the most essential perceptions for users who rely information from social influencer page

which result 72% of respondents agree from the survey. “Influencer’s personalities and way of

communication with audience” is considered as the second most important trait for being a

good social influencer page which is 48% of respondents agree on that.

Since both types of Facebook pages are relied as an information source for buying

decision, the most important perceptions upon a good page respectively are related with the

quality and validation of shared information and facts to audience. However, the type and

aspects of information consumers intend to rely from the two sources are different. For brand

pages, users perceive that a good one should be able to provide trusted product information

such as sharing correct prices, correct available places and how genuine the product they

advertise are. From social influencer pages, users expect to receive product information about

genuine and unbiased personal experiences and responses upon the products. To prove

Hypothesis 1 which is “Consumer perceptions and acceptance are different upon the type of

social media marketing (brand pages vs. social influencer pages)”, it is true that consumer

perceptional aspects are different upon brand pages and social influencer pages since

consumers’ expected results and reasons of relying and consuming of product information from

those two sources are different.

38
4.3Analysis for Hypothesis 2

Hypothesis 2: Consumers’ acceptance of social media marketing (brand pages and social

influencer pages) leads to the desire to buy products and directly impact on buying decision

making.

Brand pages

Correlations
Brand pages can
Brand pages can
reduce Buying
influence to buy
decision
new products
uncertainties

1.000 .407 **
Correlation Coefficient
Brand pages can reduce
Buying decision 0.000
Sig. (2-tailed)
uncertainties
N 168 168
Kendall's tau_b
.407 ** 1.000
Correlation Coefficient
Brand pages can
influence to buy new 0.000
Sig. (2-tailed)
products
N 168 168
1.000 .438**
Correlation Coefficient
Brand pages can reduce
Buying decision 0.000
Sig. (2-tailed)
uncertainties
N 168 168
Spearman's rho
.438 ** 1.000
Correlation Coefficient
Brand pages can
influence to buy new 0.000
Sig. (2-tailed)
products
N 168 168
**. Correlation is significant at the 0.01 level (2-tailed).
Table 4.5: Correlation Analysis between the brand pages can reduce decision

uncertainties and brand pages can influence to buy new products

Since Sig. (2-tailed) is 0.00 in both Kendall and Spearman, which is <0.005, it can be

rejected that correlation coefficient between two variables is 0. Therefore, in this analysis,

brand pages can reduce buying decision uncertainties and brand pages can influence to buy

new products is significantly correlated with r=0.407 (Kendall analysis) and r=0.438

(Spearman analysis) which are both ranged between 0.5 < r > 0.

39
 Brand pages can reduce Buying decision uncertainties
strongly strongly Total
disagree neutral agree
disagree agree
Count 3 4 14 4 1 26

No % within follow brand

11.5% 15.4% 53.8% 15.4% 3.8% 100.0%
follow pages in Facebook
brand
pages in Count 6 16 55 53 12 142
Facebook
Yes % within follow brand
4.2% 11.3% 38.7% 37.3% 8.5% 100.0%
pages in Facebook

Count 9 20 69 57 13 168

Total % within follow brand

5.4% 11.9% 41.1% 33.9% 7.7% 100.0%
pages in Facebook

Table 4.6: follow brand pages in Facebook * Brand pages can reduce Buying decision

uncertainties Crosstabulation

Brand pages can influence to buy new products

strongly strongly Total
disagree neutral agree
disagree agree
Count 3 3 8 7 5 26

No % within follow brand

11.5% 11.5% 30.8% 26.9% 19.2% 100.0%
pages in Facebook
follow
brand
pages in Count 7 18 70 38 9 142
Facebook

Yes % within follow brand 4.9% 12.7% 49.3% 26.8% 6.3% 100.0%
pages in Facebook

Count 10 21 78 45 14 168

Total % within follow brand

6.0% 12.5% 46.4% 26.8% 8.3% 100.0%
pages in Facebook

Table 4.7: follow brand pages in Facebook * Brand pages can influence to buy new

products Crosstabulation

Total 45.8% of respondents who like to follow brand pages and 19.2% of respondents

who don’t like to follow brand pages are agreed that “brand pages can reduce buying decision

uncertainties” which has moderate relationship with “brand pages can influence to buy new

products” (r=0.438 (Spearman)). However, 33.1% of respondents who like to follow brand

40
 pages agree on that brand pages can influence to buy new products, because information gained

from Facebook brand pages do not have absolute influencing power to decide to buy new

products and other strong considerations such as product quality, price and compatibility with

users still have strong impact on new product purchase decisions.

To prove Hypothesis 2 for brand pages, it can be concluded that consumers’ acceptance

on brand pages have impact and might lead to desire of the products but slightly weak on

buying decision making although over half of total respondents agree on that following brand

pages can reduce decision uncertainties.

Social Influencer Pages

Correlations
Influencer pages can Influencer pages can
reduce Buying decision influence to buy new
uncertainties products
Correlation
1.000 .446 **
Influencer pages can Coefficient
reduce Buying decision Sig. (2-tailed) 0.000
uncertainties
Kendall's N 168 168
tau_b Correlation
.446 ** 1.000
Influencer pages can Coefficient
influence to buy new Sig. (2-tailed) 0.000
products
N 168 168
Correlation
1.000 .493 **
Influencer pages can Coefficient
reduce Buying decision Sig. (2-tailed) 0.000
uncertainties
Spearman's N 168 168
rho Correlation
.493 ** 1.000
Influencer pages can Coefficient
influence to buy new Sig. (2-tailed) 0.000
products
N 168 168
**. Correlation is significant at the 0.01 level (2-tailed).

Table 4.8: Correlation Analysis between influencer pages can reduce decision

uncertainties and influencer pages can influence to buy new products

Since Sig. (2-tailed) is 0.00 in both Kendall and Spearman, which is <0.005, it can be

rejected that correlation coefficient between two variables is 0. Therefore, in this analysis,

41
influencer pages can reduce buying decision uncertainties and influencer pages can influence

to buy new products is significantly correlated with r=0.446 (Kendall analysis) and r=0.493

(Spearman analysis) which are both ranged between 0.5 < r > 0.

Influencers' pages have a higher credibility than other

marketing
strongly strongly
disagree disagree neutral agree agree Total
Count 1 6 16 3 6 32
No % within Follow
3.1% 18.8% 50.0% 9.4% 18.8% 100.0%
Follow influencers' pages
influencers'
pages Count 3 18 61 42 12 136
Yes % within Follow
2.2% 13.2% 44.9% 30.9% 8.8% 100.0%
influencers' pages

Count 4 24 77 45 18 168
Total % within Follow
2.4% 14.3% 45.8% 26.8% 10.7% 100.0%
influencers' pages

Table 4.9: Follow influencers' pages * Influencers' pages have a higher credibility than

other marketing crosstabulation

37.5% of total 168 respondents who follow and unfollow influencer pages agree on that

influencer pages are more reliable and have higher credibility than other marketing and only

16.7% of total respondents disagree on that since majority of respondents believe that

influencer pages are not controlled by brand associates and solely depend on influencer’s

personalities and review qualities.

Influencer pages can reduce Buying decision

uncertainties
strongly strongly
disagree disagree neutral agree agree Total
Count 3 7 9 9 4 32
No % within Follow
9.4% 21.9% 28.1% 28.1% 12.5% 100.0%
Follow influencers' pages
influencers' Count 8 14 42 51 21 136
pages
Yes % within Follow
5.9% 10.3% 30.9% 37.5% 15.4% 100.0%
influencers' pages

Count 11 21 51 60 25 168
Total % within Follow 6.5% 12.5% 30.4% 35.7% 14.9% 100.0%
influencers' pages
Table 4.10: Follow influencers' pages * Influencer pages can reduce Buying decision

uncertainties Crosstabulation

42
 Influencer pages can influence to buy new products
strongly strongly
disagree disagree neutral agree agree Total
Count 1 6 17 6 2 32
No % within Follow
3.1% 18.8% 53.1% 18.8% 6.3% 100.0%
Follow influencers' pages
influencers'
pages Count 7 20 46 53 10 136
Yes % within Follow
5.1% 14.7% 33.8% 39.0% 7.4% 100.0%
influencers' pages

Count 8 26 63 59 12 168

Total % within Follow

4.8% 15.5% 37.5% 35.1% 7.1% 100.0%
influencers' pages

Table 4.11: Follow influencers' pages * Influencer pages can influence to buy new

products Crosstabulation

Total 52.9% of respondents who follow influencer pages and 40.6% of respondents who

do not follow influencer pages are agreed that “influencer pages can reduce buying decision

uncertainties” which has pretty strong relationship with “influencer pages can influence to buy

new products” (r=0.493 (Spearman)). 46.3% of respondents who follow influencer pages and

25.0% of respondent who don’t follow influencer pages agree on that influencer pages can

influence to buy new products, because information gained from social influencer pages

provide product information and reviews which are based on users’ real experiences and

exposures with products, one of the most important impacts on buying decision process.

To prove Hypothesis 2 for influencer pages, it can be concluded that consumers’

acceptance on influencer pages mostly lead to desire of the products and have stronger impact

than brand pages on buying decision making.

43
 5. Conclusions

5.1Conclusions and Discussions

This section will be concluded by highlighting the following findings and outcomes

from this research:

• From the conducted survey, it has been found that “fitness, health, beauty tips and make-up

tutorials” are one of the trendy and favorable contents among Myanmar Facebook users by

proving that 55% (as combination % of two categories) of total 212 respondents admitted that

those are the contents they would like to see in their Facebook newsfeed.

Moreover, 32% of total respondents answered that “travelling” is another one of the most

favorable content for Myanmar Facebook users. Therefore, similar research and further

implication for travelling sector is recommended.

• Over 50% of male respondents answer that they have intention to use body lotion in future

although they don’t use body lotion currently. Therefore, it can be said that majority of male

persons in Myanmar are now getting attention to skin care and have interest to use body lotions

and can be considered as potential customers and should not be ignored for this segment.

• Majority of Facebook users (which is 58% of respondents) who search information in Facebook

before buying new product are the users who spend Facebook more than 1 hour a day.

• 168 respondents of total 212 are the current and potential body lotion users and use Facebook

as an information source for their buying decision. Therefore, the research with the main

intended specification is adequate to conduct with sample data adequacy 0.792.

44
• For body lotion products users, among available and popular information sources available in

Myanmar Facebook users, relying information from social influencer pages is the most

favorable source for buying decision (resulted 54% of respondents chose). However, 15% of

respondents choose group discussions for information shows that Myanmar people are now

getting interested to engage and discuss with other users via independent separate groups.

• 50% of 168 respondents know brand pages from sponsored advertisement appeared in

newsfeed and it can be concluded that although brand pages can be created with zero budget

in Facebook, brand owners and marketers ought to spend their advertising budget in order to

boost visibility rate more than organic awareness rate.

• On the other hand, 62% of 168 respondents answered that they know social influencers’ pages

because of their hot trend among Facebook users. Therefore, it can be said that the awareness

rate of social influencer pages are more organic than that of brand pages.

• From this research, it has been found that consumer perceptional aspects are different upon

brand pages and social influencer pages since they perceive product information from different

views from the two sources. To elaborate, users intend to perceive information about product

specifications, valid facts from brand pages and they intend to perceive information about

product reviews, experiences from influencer pages.

• Reduction of buying decision uncertainties and desire to buy products which are arise from

following brand pages has positive correlation with r=0.407 (Kendall analysis) and r=0.438

(Spearman analysis). Also, 42% of respondents agree that brand pages can reduce decision

45
 uncertainties and 35% of respondents said that brand pages can influence to buy new products.

• 50.6% of respondents admit that influencer pages can reduce decision uncertainties and 42%

of respondents prove that influencer pages can influence to buy new products. Moreover,

37.5% of respondents agree that influencer pages have higher credibility than other marketing

and information sources. The correlation between ability to reduce buying decision

uncertainties and influence to buy new products from social influencer pages is positive with

the value of r=0.446 (Kendall analysis) and r=0.493 (Spearman analysis).

Therefore, it can be concluded that consumers’ acceptance on influencer pages mostly lead to

desire of the products and have stronger impact than brand pages on buying decision making.

5.2 Limitations and Further Implications

The research is only focused on the consumers who are body lotion product users and

use Facebook as an information source for buying decision making and hypotheses and

research questions are solved by focusing those kinds of consumers. Further similar researches

can be done by focusing in other different fields and segments such as consumer products;

cosmetics, household products, electronics, and service sectors; such as retail chains, hotels,

travelling, etc.

The research is conducted upon the perceptions upon social media marketing available

in Facebook which is one of the most popular platforms recently. Researchers should keep in

touch with other potential platforms in Myanmar concerning social networks (such as

Instagram, Twitter) and study consumer behaviour upon those kinds of potential platforms.

Moreover, the research is only conducted upon the consumer perceptions on brand

pages and social influencer pages and their relationship with buying decision making process.

46
Other sources of information (such as group discussions in Facebook as an information source)

are now start getting popular and trendy among Myanmar Facebook users and should be kept

in touch and researched upon the relationship with consumer behaviour and those potential

social network usage trends.

Time taken for this research is relatively short, and the manageable sample size is also

relatively small, and the amount of survey questions are limited. Extensive further studies ought

to be done for more in-depth and precise analysis about online consumer behaviours in social

networks.

47
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Appendix
Sample Survey Questionnaire
Brand Pages Vs. Social Word-of-mouth in Facebook
This survey is for my thesis which is about analyzing how brand pages and social word-of-
mouth in Facebook influence on buying decision of body lotion products.

This survey will take less than 10 minutes.

Thank you so much for your valued time and co-operation in this survey.

General Information

1. Gender

• Male

• Female

2. Age

• 18-25
• 26-32

• 33-40

• above 40

3. On average, how many hours do you Facebook use per day?

• Up to 30 min

• 30 min - 60 min

• 60 min - 2 hrs
• More than 2 hrs

4. What type of content do you like to see/use "mostly" on Facebook? (you can choose
up to 3 answers)

• Music and short video clips

• Travelling
• Cooking

52
• Literature and arts

• Fitness and health tips

• Beauty Tips and make-up tutorials

• Fashion and lifestyle

• DIY and handmade crafts

• Update news
• Socializing

5. How often do you seek information in Facebook before buying products/ services/
brands?

• always

• often
• sometimes

• rarely

• never

6. In personal care products, do you use “body lotion”?

• Yes

• I don’t use now, but I will use in future

• I won’t use in future also

If your answer is except “I won’t use in future also” in question no. 6, please continue to
answer the following questions.
7. How often do you seek information in "Facebook" before buying new body lotion
products?
• Always

• Often

• Sometimes
• Rarely

• Never

53
If your answer is anything except “never” in question no. 8, please continue to answer the
following questions.

8. How do you collect product information in Facebook before buying body lotions?
(you can choose "at most 2” answers)

• Brand pages

• Influencers
• Group discussions

• Getting friend suggestions

Facebook Brand Pages

9. Do you like searching/ following brand pages in Facebook?

• Yes
• No

10. If “yes”, how do you know to find brand pages? (please choose "at most 3" answers)

• Sponsored advertisement in newsfeed

• Friends suggestions

• Trending in Facebook
• Awareness from advertisements in YouTube and Facebook video clips and games
• Awareness from other types of advertisement (TV advertisement, print and radio
advertisements)

• Originally know the brand and follow its Facebook page

• Accidently know

11. Why do you assume that brand pages are good and favorable to follow? (please
choose "at least 2" answers)
• Present detailed product information

• Reliable and valid product information

• Share interesting and knowledgeable contents more than product information

• Good and interesting advertisements, presentations

54
• Interesting promotion and giveaway campaigns

• Very responsive to customers’ inquiries/ complaints

12. Do you agree that a “good” brand page in Facebook can influence you to try new
brands/products?
Agree Disagree

1 2 3 4 5

13. Do you agree that a “good” brand page in Facebook can reduce your uncertainties to
buy brands/products?

Agree Disagree
1 2 3 4 5

Word-of-mouth from Social Influencers

14. Do you like following social influencers’ pages in Facebook?

• Yes

• No
15. If “yes”, how do you know to follow social influencers’ pages? (you can choose up to
“2” answers)

• Friends suggestions

• Trending in Facebook
• Awareness from his/her active performances in society

• Accidentally know his/her pages

16. Why do you assume that social influencers' pages are good and favorable to follow?
(please choose "at least 2" answers)

• Large number of followers

• Share variety of product information

• Influencers’ personalities and way of communication are likable and interesting

• Share honest reviews on products/ brands

• Many giveaway campaigns

55
• Very interactive and have friendly communication with users

17. Do you agree that a “good” social influencer’s page in Facebook can influence you to
try new brands/products?

Agree Disagree
1 2 3 4 5

18. Do you agree that a “good” social influencer’s page in Facebook can reduce your
uncertainties to buy brands/products?

Agree Disagree

1 2 3 4 5

19. Do you agree that products information from social influencers' pages have a higher
credibility than other ways of marketing because the information is beyond the company's
control?

Agree Disagree
1 2 3 4 5

End of the survey. Thank you so much for answering.

56