Irsa Mehboob Business Administration (Marketing) 2022 Uop LHR - PDF 12.5.22

RE-CONCEPTUALIZING PURCHASE INTENTION:
THE IMPACT OF SOCIAL MEDIA ON CONSUMER

PURCHASE INTENTION
A THESIS SUBMITTED TO
THE UNIVERSITY OF PUNJAB
IN FULFILMENT OF THE REQUIREMENTS
FOR THE DEGREE OF
DOCTOR OF PHILOSOPHY
IN
BUSINESS ADMINISTRATION
By
IRSA MEHBOOB
INSTITUTE OF BUSINESS ADMINISTRATION

UNIVERSITY OF THE PUNJAB LAHORE
Quaid-e-Azam Campus, Lahore, Pakistan
2022
RE-CONCEPTUALIZING PURCHASE INTENTION:
THE IMPACT OF SOCIAL MEDIA ON CONSUMER
PURCHASE INTENTION
A thesis submitted to Institute of Business Administration,

University of the Punjab
SUPERVISOR
PROF. DR. MUBBSHER MUNAWAR KHAN
Ph.D. Scholar
IRSA MEHBOOB
Roll Number: 2014-003
(2014-2022)
INSTITUTE OF BUSINESS ADMINISTRATION (IBA)

UNIVERSITY OF THE PUNJAB, LAHORE PAKISTAN
2022
In the name of ALLAH, the Compassionate, the Merciful
i
Certificate of Approval
This is to certify that research work presented in the thesis, entitled

“Re-Conceptualizing Purchase Intention: The Impact of Social Media on Consumer
Purchase Intention” was conducted by Miss Irsa Mehboob under the supervision of
Dr. Mubbsher Munawar Khan no part of this thesis has been submitted anywhere else
for any other degree. This thesis is submitted to the Institute of Business Administration
(IBA) In partial fulfillment of requirements for the degree of Doctor of Philosophy in the
field of Business Administration (Marketing) University of the Punjab, Lahore,
Pakistan
Dr. Mubbsher Munawar Khan

Name of Research Supervisor
ii
Author’s Declaration
I Irsa Mehboob hereby stated that my PhD thesis titled “Re-Conceptualizing Purchase
Intention: The Impact of Social Media on Consumer Purchase Intention” is my own
work and has not been submitted previously by me for taking any degree from Institute of
Business Administration (IBA), University of The Punjab, Lahore Pakistan or
anywhere else in the country/world at any time if my statement is found to be incorrect
even after my graduate the university has the right to withdraw my PhD degree.
Signature of author
iii
Plagiarism Undertaking
I solemnly declare that research work presented in the thesis titled Re-Conceptualizing
Purchase Intention: The Impact of Social Media on Consumer Purchase Intention”
is solely my research work with no significant contribution from any other person. Small
contribution/help whenever taken has been duly acknowledged and that complete thesis
has been written by me. I understand the zero-tolerance policy of the HEC and Institute
of Business Administration (IBA), University of the Punjab, Lahore Pakistan towards
plagiarism. Therefore, I as an author of the above titled thesis declare that no portion of my
thesis has been plagiarized and any material used as reference is properly referred/cited.
I undertake that if I am found guilty of any formal plagiarism in the above title thesis even
after award of PhD degree, the university reserves the right to withdraw/revoke my PhD
degree and that HEC and the University has the right to publish my name on the
HEC/University website on which names of students are placed who submitted plagiarized
thesis.
Signature of author
Irsa Mehboob
Name of author
iv
Research Completion Certificate
This is to certify that the research work contained in this thesis entitled
“Re-Conceptualizing Purchase Intention: The Impact of Social Media on Consumer
Purchase Intention” has been carried out and completed by “Irsa Mehboob” under my
supervision during his Doctor of Philosophy Business Administration Programme.
Signature of Supervisor
Prof. Dr. Mubbsher Munawar Khan
Name of supervisor
v
Dedication
I dedicate this thesis to my parents and friends in recognition of their worth and to my
teachers who are the guiding force for me and it is their effort and hard work that showed
me the path of success and prosperity which would be there for me for the rest of my life.
This work is dedicated to my parents, Mehboob Alam and Zubaida Mehboob, who have
always loved me unconditionally and whose good examples have taught me to work hard
for the things that I aspire to achieve. To my beloved siblings (Faiza, Asim and Waqas), I
am truly thankful for having you in my life and for all the love and care you always bestow
upon me.
Last but not the least a special thanks to Fahad, Ayra and Muhammad my lifelines who
have been a constant source of support and encouragement during the challenges of life.
Love you loads.
“Keep your dreams alive. Understand to achieve anything requires faith and belief in
yourself, vision, hard work, determination, and dedication. Remember all things are
possible for those who believe.” - Merlin Olsen
vi
Acknowledgement
All the praise is for Allah, the most Merciful and Beneficent, Who blessed me with the
knowledge, gave me the courage and blessed me to accomplish this task. I am especially
indebted to all my teachers for instilling in me enough knowledge to be able to carry myself
efficiently during my thesis writing.
I am bound to thank my supervisor Dr. Mubbsher Munawar Khan for all the years of
guidance and advice you have bestowed upon me. You're the one who truly moulded me
into someone with valuable skills and talents. It was a privilege to work under your
leadership. I hope to make you proud of my future endeavours as well.
Also, to all my teachers, Dr Rizwan Qaiser Danish, Dr Shrafat Ali Sair, Dr. Ammara Irfan
and my fellow colleagues, their inspiring guidance, remarkable suggestions, constant
encouragement, keen interest, constructive criticism and friendly discussion helped me to
learn and enabled me to complete this endeavour.
A special thanks to my beloved parents and my siblings for having strong faith in me and
encouraging me in every phase of life. Miss Zara Imran for her full-time support and
pushing me to complete my work in due time. Ch. Zia-ur-Rehman for his guidance at every
tough time.
vii
Abstract
Purpose – This study is conducted to investigate the relationship between social media
practices affecting the purchase intention, keeping brand trust and brand loyalty as
mediating variables. The study is expected to be useful for marketers as well as business
owners because it provides insights into the role of social media practices in purchase
decision process.
Design/methodology/approach – This research focuses on influence of four independent

variables (social networking, community engagements, impression management and brand
use) on purchase intention as the dependent variable. Quantitative research methodology
has been used in this study and a sample of 1627 respondents having ages between 18-35
years and above were selected through convenience sampling. Cross sectional data was
collected from sampled respondents through questionnaire. Advanced statistical
techniques including Structural Equation modelling, Pearson Correlation Coefficient,
Reliability Analysis, and One Sample t-Test were used to for analysis of data.
Findings – The results show that all four independent variables have a statistically
significant impact on the dependent variable i.e., purchase intention whereas brand trust
and brand loyalty mediate this relationship. Thus, relationship proposed in the model and
hypothesis that social media practices enhance purchase intention with brand trust and
brand loyalty as a mediator, proved to be true.
Originality/value -The study has a deep practical significance for corporate world as it let
the mangers understand the prevailing trends among customers. The companies could get
information about interest of customers in the product by analysing their activity on social
media platforms. The marketing managers and strategy makers of corporate sector could
use the findings of this study to develop brand trust and brand loyalty in the customers.
Research limitations/implications–This research uncovers the determinants of brand

loyalty by using social media engagement in a systematic manner, it does have certain
limitations because of using the convenience sampling to choose respondents. Future
research should aim to specifically target buyers who have a greater involvement in, and
influence from, the social media.
Keywords: Social media, Brand trust, Brand loyalty, Social networking, Community
engagements, Impression management, Brand use, Purchase intentions
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Table of Contents
Certificate of Approval ...................................................................................................... i
Author’s Declaration ........................................................................................................ ii
Plagiarism Undertaking .................................................................................................. iii
Research Completion Certificate.................................................................................... iv
Dedication .......................................................................................................................... v
Acknowledgement ............................................................................................................ vi
Abstract ............................................................................................................................ vii
Table of Contents ........................................................................................................... viii
List of Tables .................................................................................................................. xiv
List of Figures .................................................................................................................. xv
Chapter 1 Introduction ................................................................................................... 1
1.1 Background of the Study .......................................................................................... 4
1.2 Research Problem /Statement ................................................................................... 6
1.3 Research Gap ............................................................................................................ 7
1.4 Research Objectives .................................................................................................. 8
1.5 Research Questions ................................................................................................... 8
1.5.1 Sub-questions ..................................................................................................... 8
1.6 Significance of the study/Novelty/Originality .......................................................... 9
1.7 Thesis structure ....................................................................................................... 11
Chapter 2 Literature Review ........................................................................................ 13
2.1 Theories underpinning theoretical framework ........................................................ 16
2.1.1 Consumer behaviour & consumer decision making ........................................ 16
2.1.2 Cognitive Behaviour Theory............................................................................ 16
2.1.3 Theory of Reasoned Action ............................................................................. 17

ix
2.1.4 Theory of Planned Behaviour .......................................................................... 18
2.1.5 Perceived Behavioural Control ........................................................................ 19
2.2 Social Media ........................................................................................................... 22
2.3 Social Networking .................................................................................................. 23
2.4 Community Engagement Practices ......................................................................... 30
2.5 Impression Management Practices ......................................................................... 38
2.5.1 Impression Management: Considering Cultural, Social and Spiritual Factors 43
2.5.1.1 Social Implications.................................................................................... 44
2.5.1.2 Cultural Implications ................................................................................ 45
2.5.1.3 Spiritual Implications ................................................................................ 47
2.6 Online Impression Management ............................................................................. 47
2.7 Brand usage ............................................................................................................. 49
2.8 Brand trust ............................................................................................................... 52
2.9 Brand loyalty ........................................................................................................... 63
2.9.1 Factors of Brand Loyalty ................................................................................. 78
2.9.1.1 Awareness ................................................................................................. 78
2.9.1.2 Reputation ................................................................................................. 79
2.9.1.3 Image......................................................................................................... 79
2.9.1.4 Promotion.................................................................................................. 79
2.9.1.5 Innovation ................................................................................................. 80
2.9.1.6 Satisfaction ................................................................................................ 80
2.9.1.7 Frequent guest programs ........................................................................... 80
2.10 Purchase Intention ................................................................................................. 81
2.10.1 Perceived Value and Purchase Intention........................................................ 91
2.10.2 Various Factors showing an impact on Purchase Intention: .......................... 92

x
2.10.2.1 The Effect of Demography on Purchase Intention ................................. 93
2.10.2.2 The Effect of Geography on Purchase Intention..................................... 93
2.10.2.3 The Effect of Group on Purchase Intention ............................................ 93
Chapter 3 Research Methodology ................................................................................ 94
3.1 Research Methodology and Design ........................................................................ 96
3.1.1 Research Questions .......................................................................................... 96
3.1.2 Theoretical Framework .................................................................................... 96
3.1.3 Theoretical Model ............................................................................................ 97
3.1.4 Proposed Hypotheses ....................................................................................... 98
3.2 Underpinning Research Philosophy ........................................................................ 99
3.3 Research Approach ............................................................................................... 101
3.4 Research Strategy.................................................................................................. 103
3.5 Research design .................................................................................................... 103
3.5.1 Types of Survey Research Design ................................................................. 104
3.6 Research Choices .................................................................................................. 105
3.7 Data Collection Time Frame ................................................................................. 105
3.8 Techniques and Procedures................................................................................... 106
3.8.1 Research method ............................................................................................ 106
3.8.2 Research instrument ....................................................................................... 107
3.8.3 Key variables ................................................................................................. 107
3.9 Measurement and scaling concepts ....................................................................... 108
3.9.1 Measurement Items ........................................................................................ 108
3.9.1.1 Measures ................................................................................................. 109
3.9.1.1.1 Social networking .............................................................................. 109
3.9.1.1.2 Community engagement ................................................................... 109

xi
3.9.1.1.3 Impression management .................................................................... 109
3.9.1.1.4 Brand use ........................................................................................... 110
3.9.1.1.5 Brand trust ......................................................................................... 110
3.9.1.1.6 Brand loyalty ..................................................................................... 110
3.9.1.1.7 Purchase Intention ............................................................................. 110
3.9.1.2 Reliability................................................................................................ 110
3.9.2 Measurement instrument ................................................................................ 111
3.9.3 Common method bias .................................................................................... 111
3.9.4 Sampling Design ............................................................................................ 112
3.9.4.1 Unit of analysis ....................................................................................... 112
3.9.4.2 Population and sample ............................................................................ 114
3.9.4.3 Sampling strategy and its justification .................................................... 116
3.9.4.4 Sample size, sampling adequacy and the rationale ................................. 118
3.9.5 Pre-testing and Piloting the Questionnaire .................................................... 119
3.9.5.1 Results of the Pilot study ........................................................................ 120
3.9.6 Survey Administration ................................................................................... 120
3.9.7 Ethical Consideration ..................................................................................... 121
3.9.8 Limitations of the Research Design ............................................................... 122
3.9.9 Data Analysis Tools and Techniques ............................................................. 123
3.9.10 Quality Standards ......................................................................................... 124
3.9.11 Reliability..................................................................................................... 124
3.9.12 Validity ........................................................................................................ 124
3.10 Conclusion .......................................................................................................... 125
Chapter 4 Analysis and Discussion of the Results .................................................... 126
4.1 Introduction ........................................................................................................... 126

xii
4.1.1 Quantitative Phase/Strand .............................................................................. 126
4.1.2 Data Screening and Cleaning ......................................................................... 126
4.1.2.1 Missing Data ........................................................................................... 127
4.1.2.2 Outliers .................................................................................................... 127
4.1.2.3 Normality ................................................................................................ 127
4.1.2.4 Linearity .................................................................................................. 128
4.1.2.5 Homoscedasticity .................................................................................... 128
4.1.2.6 Multicollinearity ..................................................................................... 128
4.2 Preliminary Analysis ............................................................................................. 128
4.2.1 Respondent’s demographic profile: ............................................................... 129
4.2.1.1 Gender of respondents: ........................................................................... 129
4.2.1.2 Age of the respondents: .......................................................................... 130
4.2.1.3 Education level of respondents: .............................................................. 130
4.3 Descriptive Statistics ............................................................................................. 131
4.3.1 Reason for the use of parametric tests for Likert Scales:............................... 132
4.4 Correlation Analysis ............................................................................................. 132
4.5 KMO and Bartlett’s test of sphericity. .................................................................. 133
4.6 Common method bias. .......................................................................................... 134
4.7 Scale Measurement ............................................................................................... 135
4.7.1 Reliability test ................................................................................................ 136
4.8 Structural Equation Modeling ............................................................................... 137
4.8.1 Steps in Structural Equation Modeling .......................................................... 138
4.8.2 Assumptions for SEM analysis ...................................................................... 139
4.9 Confirmatory Factor Analysis............................................................................... 140
4.9.1 Discussion related to Fit Indexes ................................................................... 140

xiii
4.10 Measurement Model ........................................................................................... 141
4.11 Structural equation modelling ............................................................................. 145
4.12 Mediation Analysis ............................................................................................. 148
4.12.1 Summary of the Hypotheses ........................................................................ 149
Chapter 5 Discussion of the Results and Conclusion ................................................ 154
5.1 Overview of chapter .............................................................................................. 154
5.2 Findings of the study ............................................................................................. 154
5.2.1 Discussion of the Results ............................................................................... 155
5.2.1.1 Social Networking Practices and Purchase Intention of the Consumers: 155
5.2.1.2 Community Engagement Practices and Purchase Intention of the

Consumers: ......................................................................................................... 156
5.2.1.3 Impression Management Practices and Purchase Intention of the

Consumers: Research question: .......................................................................... 157
5.2.1.4 Brand Usage Practices and Purchase Intention of the Consumers: ........ 158
5.2.1.5 Brand Trust and Purchase Intention of the Consumers: ......................... 159
5.2.1.6 Brand Loyalty and Purchase Intention of the Consumers: ..................... 162
Chapter 6 Summary, Conclusion and Implications ................................................. 166
6.1 Introduction ........................................................................................................... 166
6.2 Conclusion and Summary ..................................................................................... 166
6.3 Managerial and Theoretical Contribution ............................................................. 169
6.4 Limitations and Future Direction .......................................................................... 170
6.5 Rationale ............................................................................................................... 170
References ...................................................................................................................... 172
Appendix ........................................................................................................................ 220
Questionnaire .............................................................................................................. 221
Pilot Test Questionnaire...................................................................................... 226

xiv
List of Tables
Table 3.1 Variables and its Sources ......................................................................... 109

Table 3.2 Data Analysis Techniques Used in This Study ........................................ 124
Table 4.1 Demographic Related to Gender of Respondents .................................... 129
Table 4.2 Demographics Related to Age Group of respondents.............................. 130
Table 4.3 Demographic related to Educational Level of Respondents .................... 131
Table 4.4 Mean and Standard Deviation of Variables (N= 1627) ........................... 132
Table 4.5 Magnitude and Direction of Correlation among Study Variables (N= 1627)
................................................................................................................... 133
Table 4.6 KMO and Bartlett's Test .......................................................................... 134
Table 4.7 Total Variance Explained by Single Factor ............................................. 135
Table 4.8 Cronbach’s Alpha Reliability Results...................................................... 137
Table 4.9 Overall Cronbach’s Alpha Reliability Results ......................................... 137
Table 4.10 Model Fit Summary for Measurement Model ......................................... 142
Table 4.11 Standardized Regression Weights for Constructs .................................... 143
Table 4.12 Model Fit Summary for Structural Equation Model ............................... 147
Table 4.13 Standardized Regression Weights for Structural Equation Model .......... 148
Table 4.14 Inference for Mediation ........................................................................... 149
xv
List of Figures
Figure 3.1 Research Process Flow Chart................................................................. 95
Figure 3.2 Research Process Based on Deductive Approach ................................ 103
Figure 4.1 Final measurement model .................................................................... 141
Figure 4.2 Structural Equation Modelling ............................................................. 146
1
CHAPTER 1
INTRODUCTION
Marketers are using social media practices to communicate with customers through
internet-based applications and share relevant content. These practices include, but not
limited to, social interactions, blogs, electronic word of mouth, public engagements, wikis
and brand usage exercises. Other than its beneficial feature of consumer interactions, its
core advantage is the utilization of fewer efforts as well as cost to execute integrated
marketing communications. Social media is defined as “the relationships that exist between
networks of people” (Boarnet et al., 2011, p.198). Hsu et al. (2018) argues that social
media brand communities enable the firms and industries to develop some potential brand
relationships with consumers, which in turn plays a role in promoting brand trust.
According to Laroche (2012) the developed bond among customers in a social media brand
community increase brand trust, which positively affects brand loyalty. Thus, brand trust
plays a mediating role in translating the effects of the brand community into brand loyalty
leading to purchase intention.
Numerous researchers have concluded that web-based platforms supply

connectivity and data sharing among the younger generation. The technographic spend
immense time with countless hours in web browsing across Facebook, Myspace,
Instagram, Snapchat, etc. Initially the usage was limited to seeking information, making
suggestions and utilize social domains as part of routine. As web-based systems
administration goals continue developing in quality, it is our belief that this advancement
may be a major part of the current social media user’s developed condition. Numerous
specialists are continuously looking to find such measurement tools to calculate how
eperson to person communication impact the day-to-day work activities and how this
online networking impact the daily lives of our social media users.
Growing social media usage amongst the consumers aids them to make significant
purchase decisions and evaluate brands on the evolving Internet platform. Such efforts
made by the company’s results in reaching their targeted customers and influence their
decision-making process and product/service buying behaviour. To ease this pattern of
2
smooth buying process, social media branded communities have been created, which are
the major platform where new era of social media networking was initiated. This could be
made possible by building brand trust amongst the targets which also in turns affects
consumer brand loyalty (Delgado-Ballester et al., 2005). In this study social media-based
brand communities are further explored. These communities promote the brand loyalty by
means of brand consumption and imprint managing practices. It is also observed by the
marketers that brand trust also plays a vital role in the process of value generation through
brand loyalty. Using these studies as a basis, social media activities incorporating brand
trust could be a subject for further analysis. This study offers help to marketers and business
owners and cautions them to use additional intuition into such activities.
The development in technology and information sharing has resulted in an

evolution of social media connectivity. In modern world it has totally dominated the
oldfashioned media tactics (Coulter et al., 2012). The advancement of social media
network has brought the users from around the globe to one single platform (Khadim et al.,
2015). Social media does not just bring the users to one platform, but it enables the users
from different communities to come closer to each other and freely share valid information.
As a result, such communities have helped marketers and brand managers to target the
desired audience more effectively (Agrawal, 2013). The other advantage of such
communities is dual flow of information where other than marketers; users can also share
their opinions and learning regarding any particular brand. Kaplan & Haenlein (2012)
stated that Nestle, Coca Cola and Procter & Gamble are the best examples of using various
online forms like Facebook, Twitter, WhatsApp groups and Instagram etc. for
communicating with users and building long term relationships. These mega brands are not
only advertising online but also giving sponsorship opportunities. In past, consumer’s roles
and behaviours have been diversified to a greater extent, giving an acceptance to social
media and communication channels.
Social media practices have in many ways affected the way consumers
communicate with each other in today’s digital world. There has been a paradigm shift in
flow of information and people interaction (Kaplan and Haenlein, 2010). For instance, as
of June 30, 2016, online social networking site ‘Facebook’ has over 1.7 billion monthly
3
active users and this number continues to grow rapidly higher till today. Firms market their
products and services to create a two-way communication channel, and send messages and
receive feedbacks to build customer brand relationships by enhancing their presence in
social brand communities. (Aral, 2013; Goh et al., 2013).
The social media practices also provided a great support for the consumers to reach
at one platform forming various brand community networks where they can easily discuss
and gather as much information as they want related to any particular brand. The brand
community played a significant role in developing organizational relationships to reap
profits over years (Borghini et al., 2009). The brand community helps consumers to display
their opinion and perceptions by describing product market offerings, enhancing the
evaluations within community members, actions and developing loyalty among consumers
(Fournier and Lee, 2009). Knowing the importance of social networking and branding,
firms have started developing brand communities to create and develop a platform for
interaction (Kaplan and Haenlein, 2010). Firms have begun to use different social
networking sites to construct and develop online brand communities just to avail the
benefits of both social media and brand community (Goh et al., 2013; Roh et al., 2014).
The perfect advantage of establishing brand community increases the chances of customer
loyalty, reduced marketing costs, higher brand images and targeting new customers to
develop the businesses (Kim, 2008; Schau et al., 2009; Laroche, 2012). Latest research
suggests that customers are more inclined towards social media brand communities and
engage themselves with firms and consumers (Habibi et al., 2014; Hollebeek et al., 2014).
Such patterns lead the customers to focus their own liked brands more in comparison to
rival brands.
In the past decades, firms used the old fashioned and traditional ways to market
their products and branding of the items. However, in today’s world of digitalization,
customers are given more authority and by sharing their brand experiences, stories
commenting on social channels they have gained much empowerment. Nowadays, a brand
is no longer what we tell the consumer it is instead it is what consumers tell each other
(Fournier, 2009). In this new paradigm, online brand communities play the role of a catalyst
and provide a platform for co-creation of value and customer engagement (Laroche, 2012).
4
1.1 Background of the Study
Social media includes web applications, platforms, and channels which facilitate in
the interactions, collaborations and sharing of content (Grantham-McGregor, 2007). Social
networking consists of online servicing, a unique platform or either any website which
helps in developing social networks and relations between people sharing common
interests and linking. Such growing focus on social media practices not only instigate
consumer buying choices but also the state-of-the-art advertising, which however shifted
the way brands interact with their target groups resulting in creation and maintenance of a
company’s competitive advantage. Various types of social networking channels include
text messages, videos, photos, wiking, blogs and other discussion forums (Harris & Parker,
2009). Some of the most famous channels are Facebook, Twitter, Instagram and What’s
app etc. Brand's reputation shows drastic effects with the use of social media channels (Bae
et al., 2010). In a brand community people admiring any particular brand come together
regardless of any geographic boundary and form a community sharing information, binding
the culture of any brand, providing responses to queries and positively spreading word or
mouth to other communities (Muniz et al., 2001). The best advantage of using brand
communities for business is to increase the impact of brand loyalty among consumers
(McAlexander et al., 2002). Such brand-based communities’ results in developing long
term relationship among users collectively instead of targeting individual level. A single
platform to discuss and provide suggestions to brands in order to develop as per the users’
needs and desires. Community engagement practices on social channels help the users to
engage themselves more within the circle of reference (Schau et al., 2009). Currently,
various firms are in favour of developing brand communities which not only help them
ethically but financially too after evaluating the impact of such communities in brand
development (Most et al., 2001). Communities develop a bridge linkage among various
firms and their respective users (Kim et al., 2007).
Most of the past studies disclosed what’s in common is that consumers consider
social media sites as online applications (i.e., the media and platforms) that ease
interactions between customers, empowering deeper relationships amongst them. Due to
this reason, the e-consumers use social media-based brand communities for sharing and
searching all sort of products/services information because here expressions are shared
5
without any bias (Dichter, 1966; Anderson 1986). Such comments and impressions provide
assistance to companies in better development of products as per the users need (Goffman,
1959; Baumeister, 1982).Impression management helps in fulfilling the short term goals
of any product acceptance (Tedeschi and Melburg, 1984).On the other hand, brand use not
only facilitate the old consumers but also assist in giving a sense of familiarity to new users
about the brand (Rosenberg, 1979; Hargie et al., 2011).Such activity of brand users not
only attract the new customers toward the brand but also develop the business. Hence, via
social media, users share their experiences and spread positive word of mouth about
products (Schau et al., 2009). Faircloth et al., (2005) considered the brand use as an image
of the brand in the minds of the consumers while buying the product of that particular brand
in comparison to its competitors.
Brand loyalty shows a drastic impact by either the positive or negative word of
mouth towards any brand or with any change in opinion of the brand user. Brand loyalty
and brand trust are closely related to each other. Brand trust is considered as the willingness
of the consumer to make a purchase considering the ability of the brand to perform its
stated function (Chaudhuri et al., 2001). Trust is a core element to develop strong
consumer-based relationship. In the e-business development, trust is a major factor which
can’t be neglected. However, brand loyalty is a deep held commitment to repurchase any
desired product/service in a similar pattern in future (Oliver, 1997). In technical terms it is
repetitive use of buying similar product or any product line without any consideration of
brand switch . No matter how various marketing efforts and situational influences are made
to help brand switch, the users show deep commitment towards their preferred brand with
loyalty. Marketing experts agree to the context that within any brand community, creation
of loyalty and trust is the foremost duty of any brand, which results in making the
consumers loyal towards any brand for a lifetime relationship. (McAlexander et al., 1998;
McAlexander, 2002; Muniz, 2001; Schau, 2009; Li, 2011). Therefore, social media assist
customers to stay loyal to brands by gathering enough information and forming trust in
terms of repeat purchase (Laroche, 2012).
Ajzen (1991) proposed the Theory of Planned Behaviour (TPB) which suggests
that a behaviour is most predictable when connected with any individual beliefs. The theory
also explains the role of attitude in behaviour, the subjective norms and the perceived
6
behavioural control for any individual in their intention and beliefs. It has been applied in
the studies explaining relationships among beliefs, attitudes, behavioural intentions and
performances in various fields such as advertising, public relations, advertising campaign
and consumer sustainability (Ajzen, 1991; Armitage & Conner, 2001). Consumer
intentions are influenced by their attitude in light of their norms, customs, behaviour and
their control. The attitude is represented by any individual’s overall positive or negative
behaviour. Subjective norms are represented by the effect of perceived social pressure in
order to perform or not perform in any particular pattern. However, the perceived
behavioural control is an individual’s perception to perform in a specific way or not
(Armitage & Conner, 2001). Perceived behavioural control can be further divided into
perceived self-efficacy and perceived controllability (Ajzen, 2002). TPB assumes that
other factors, such as environmental influences and demographics, do not independently
contribute to explain the likelihood of exhibiting certain behaviour (St. Lawrence et al.,
2002). Therefore, the research is carried out keeping the base of the TPB model along the
new digital world to get the better understanding of the social media channels and
consumer interactions.
1.2 Research Problem /Statement
The debate over the brand building activities using digital platforms to influence
consumer purchase intentions is an ongoing one. It is extensively recognised that an
improved understanding of social media and its digital implications is vital for formulating
and executing effective branding strategies in such evolving digital brand community.
However, few studies have examined how social media influences buying behaviour in
different context dominant in the luxury sector. The current study intends to examine
whether increased exposure through social networking, community engagement,
impression management and brand usage influences consumer purchases via brand’s
loyalty and trust in technologically infused marketing environments. Drawing on extant
literature from past key perspectives (in areas such as marketing, digitalization,
information management, and brand communications studies), this chapter aims to
examine patterns from accessible digital media users’ exposure to social media and how
7
this influences their buying behaviour for online buying of products/services in the
evolving technological marketing environments.
The existing literature on brand trust and brand loyalty shows how brand
communities based on social media influence the elements of customer-centric model (i.e.,
relationships among focal customer and brand, product, company and other customers) and
brands. (Ruiz-Mafe et al., 2014). While in the current study, the next step is to examine the
level of consumer brand trust and brand loyalty and how they will be mediating upon the
consumer purchase intentions which can eventually leads to their constant buying
behaviour.
1.3 Research Gap
Until 2016, the total number of worldwide social media users has surpassed 2.34
billion across different social networking sites (Statista, 2016). Social media development
enabled customers to modify themselves from passive receivers to active co-creators of
brand messages in response to marketers’ persuasion tactics of using social media
platforms (Ruiz-Mafe et al., 2014). Enterprises in different industries have started to realize
the potential of social media marketing and 47% of the companies use social media to
connect with their customers (Cvijikj et al., 2013).
The Theory of Planned Behaviour (TPB) by Ajzen (1991) suggests about perceived
behavioural control which consumer exhibit at time of purchase and is most forecasted
visibly when connected with individual beliefs. Based upon the facts of theory of planned
behaviour, the current study aims to gauge intentions of accessible target population of
actual online users instead of segments or groups. As reported by Marketing Insider Group
(2017), consumers develop brand communities to share their brand experiences and
suggestions. Such brand community networking will benefit the businesses by: 1) a
decrease in customer support costs; 2) enhanced brand exposure and credibility; 3) a help
to get know how of new products or service; 4) opportunity to showcase products before
their official presentation.
In this study social media-based brand communities are further explored. Such
communities endorse the brand loyalty factor by taking into account the brand consumption
8
and imprinting those practices. Brand trust of the consumers is also a core component for
value generation. Hence, purchase intention of the consumers is eventually the measured
characteristics by observing the brand loyalty and brand trust of the consumers using the
social media activities.
1.4 Research Objectives
This study attempts to address the above research gaps with two objectives:
1) To investigate the impact of independent variables such as social media,

community engagement, impression management, and brand use on customer
purchase intentions in online communities influencing the customers’ long-term
relationship;
2) To examine the role of brand trust and brand loyalty as a mediator in the
relationship between social media, community engagement, impression
management and brand use (independent variables) on consumer purchase
intention (dependent variable).
1.5 Research Questions
The specific research question addressed in this study is.
Do brand trust and brand loyalty have an impact on consumer purchase intention while
observing the social networking, community engagement, impression management, and
brand use practices of the consumers?
1.5.1 Sub-questions
Q1: Do social networking practices have significant influence on consumer’s purchase

intention?
Q2: Do community engagement practices have significant influence on consumer’s

purchase intention?
Q3: Do impression management practices have significant influence on consumer’s

purchase intention?
9
Q4: Do brand use practices have significant influence on consumer’s purchase

intention?
Q5: How the social networking practices have significant influence on purchase
intention with brand trust as a mediating variable?
Q6: How the community engagement practices have significant influence on purchase
Q7: How the impression management practices have significant influence on purchase
Q8: How the brand use practices have significant influence on purchase intention with
brand trust as a mediating variable?
intention with brand loyalty as a mediating variable?
brand loyalty as a mediating variable?
Q13: Does brand trust have significant influence on consumers’ purchase intention?
Q14: Does brand loyalty have significant influence on consumer’s purchase intention?
1.6 Significance of the study/Novelty/Originality
Practically, the study is beneficial for marketers and industries as it explains how
social media activities are utilized these days, besides suggesting companies how to use
these practices effectively to influence purchase intention though meditating effect of
brand trust and brand loyalty. It adds to the subsequent areas by:
a) Growing mindfulness regarding social media activities as it may have an effect on

the trust of customers with regard to the brands,
10
b) Offering support to companies and sales-persons to extend consideration for the

significance of social media as a component of integrated marketing
communication.
c) Offering support to extend the consideration of what influences a lot of the

consumers’ trust and loyalty with regard to the brands on the web.
d) Assisting in considering the arbitrating character of brand trust and brand loyalty
within the relationship of social media and purchase intention.
Theoretically, The Theory of Planned Behaviour (TPB) will help predict an

individual's intention to engage in a particular behaviour at a specific time in place and
physical evidence, and intend to explain all such behaviours over which people have the
ability to exert self-control. As per the sample population for current study, the end user is
well educated and is technologically mindful in his/her purchase decisions via digital
platforms, which indicates that TPB is the best one to predict such planned behaviour. The
study would bring a radical dimension to the business world because it can facilitate the
managers to understand the prevalent inclinations of consumers. The businesses might get
data about the concerns of consumers about a product or service via exploring the options
in social networking platforms. Moreover, as clients unfold constructive words of mouth
regarding the brands using social media through the evolution of a relation amid present
plus fresh clients. The sales supervisors and policy designers of the business zones might
utilize the data from this study to grow brand trust and brand loyalty in the clients to
influence customers’ purchase intentions. They have to specialize in social networking
techniques, involvement of consumers in brand communities, managing of word of mouth
by the client, their criticisms and proficiencies of brand users, to earn the trust and loyalty
of consumers.
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1.7 Thesis structure
This research consists of six chapters. The first chapter illustrates the concept of
social networking, community engagement, impression management, brand use, brand
trust, brand loyalty and purchase intention, followed by the problem statement, research
questions, and research objectives. Literature review, theoretical framework and
hypotheses formulation is presented in chapter two. Meanwhile, chapter three outlines the
research methodology. Chapter four reports the results, while chapter five explains the data
analysis and statistical interpretations. Chapter six consists of a conclusion with discussion
and implications for social media firms and platforms. Furthermore, research limitations
and recommendations for future research will also be covered.
Variables: Operational Definition:
1. Social “The relationships that exist between networks of people” (Obar

Networking et al., 2015, pp.745). Bender (1978, p. 145) defined it: “a network
of social relations marked by mutuality and emotional bonds.”
2. Community “Community engagement practices are the ways and process of

working collaboratively with relevant partners who share the
Engagement
common goals and interests.” (Laroche et al., 2012; p. 1755
Durndell et al., 2002; p.12, Turkle, 1996, p. 386)
3. Impression “The activities that have an external, outward focus on the

creation of favorable impressions of the brand, brand enthusiasts
Management
and brand community in the social universe beyond the brand
community” (Schau, 2009, p.34)
4. Brand Use “These are the practices which are related to the member’s
tendency to help each other members with newer, improved and
enhances ways to use the focal brand.” (Wellman 1999, p.650)
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5. Brand Trust “The Willingness of the average consumer to rely on the ability of
the brand to perform its stated of the function” (Chaudhuri and
Holbrook, 2001, p.82)
6. Brand Loyalty “A deeply held commitment to re-buy or re-patronize a preferred

product or service consistently in the future, thereby causing
repetitive same-brand or same-brand set purchasing despite
situational influences and marketing efforts having the potential
to cause such as switching behaviour” (Oliver, 1999, p.34)
7. Purchase “The willingness of a customer to buy a certain product or a

certain service is known as purchase intention” (Jaafar et al.,
Intention
2012, p.24)
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CHAPTER 2
LITERATURE REVIEW
Social media is defined as “the relationships that exist between networks of people”
(Boarnet et al., 2011, p.198). In the most recent decade, a lot of transformation is observed
in the digital world. In terms of innovation in online networking, individuals now trade
thoughts, sentiments, individual data, pictures and recordings at a really shocking rate.
Over 44 million social accounts are being operated in Islamic Republic of Pakistan.
Internet-based social networking platforms are developing globally. In Pakistan, social
media is employed for performing numerous functions incorporating internet-based
business channels, politically held seminars/conferences, laws applicable to the societies
at maximum capacity and the legal systems. The main purpose of developing such internet-
based channels and their growth on daily basis is due to the development of the digital
world entering the 3G/4G and now 5G networking in Pakistan and the entire world. Hence,
Pakistan ranks quite high in the comity of social media connected countries. The
approximate range of Pakistan’s social networking user accounts crossed forty-four billion
stamps, according to the statistics stated by stats counter online networking organizations
in 2019. In November 15, 2019 PTA has provided details that from so many social media
platforms and applications, Facebook outclassed each with 35 billion clients across
Pakistan.
Twitter and Snapchat are not much behind others with 1.26 million users as
reported in July 2019 beginning which later touched to 0.4 million users in January 2017.
It is overbearing to comprehend the web-based social networking’s influence on

purchasers' shopping as there exists a larger network of businesses and firms online. In
every way, the internet bases businesses are using the social channels to enhance customer
cooperation. Past studies on internet bases social networking and communication have
discovered less information and knowledge studying the impacts of online networking
upon buyers' shopping choices
Long-range informal communication includes the flow of loads of information

related to a company or item. Such information isn't restricted to what an organization
14
alone puts out for all there, however, there are present numerous sites online who are
concerned to collect the buyer’s information. This developed facility has helped the
traditional buyer to shift from conventional ways of buying to new developed techniques
to make a purchase online. Before creating a sale, the buyer will sign up to online social
networking system and see how different people take into account shopping needs and the
way client profit is handled. The more accessible the information is, the greater are the
chances that the buyer can choose the product which perfectly matches his or her desires.
Conducting any business online, it is essential to fulfil the demands of the customers and
get the best chances to talk to the customers for their satisfaction. The communication done
online using social media channels allows the companies to have an easy approach to the
targeted customers. Plus, it assures that their messages or requests are catered well.
Correspondence over social media is authoritative and reliable as it facilitates the user in
two ways, firstly in understanding the user mind and, secondly sustaining individual’s
connectivity (Kirschner, 2010).
Karpinski (2013) developed a case scenario for Facebook users and other social
networking websites which people use to find out their friends, families or colleagues using
social networking channels. Social Media platforms have become a forum where
consumers can voice out about their ideas (Ahn, 2012). Developing a virtual place for your
business on social networking sites allows to have better interaction with shoppers and get
broader response rate from them. Such platforms provide benefit to the client side as well.
Customers can give open feedback or comments related to any brand or product and he/she
must be assured that their comments will be accessible to other users. Therefore, companies
try to meet the expectations of the users as any negative or bad word of mouth from users
about their brand /product can lead to serious business problems. In case of deleting any
bad comment or message from company’s page can even lead to more serious problems.
As a rule, it is always said that a positive word of mouth reaches one person but a negative
word of mouth spread like wildfire and one person to ten is its ratio. An unsatisfied
customer can blame the brand or product online openly at any page or may build up a
dedicated page for negative assessment. Since social organizations are meant to create
knowledge to spread the information as a valid source, therefore such negative feedback
from dissatisfied customers would effectively be spread to others within the system in
15
much easier ways. In addition, the buyers also make a purchase after doing analysis to the
maximum extent. Person –to person communication can lead to share a lot of information
from one source to other targeting any specific firm, organization, brand or any product.
Such flow of information from one source to another wouldn’t be confined to just
that is present at the webpages but one’s own personal experiences, stories, pros and cons
of using any product or brand and one’s own personal reviews regarding any brand are
shared as well. Such channels have provided a full fledge authority to buyers in taking
decisions and act accordingly. Before making any purchase, the customer will connect
online to various social networking pages, read the comments, gather information about
the feedback from its previous users and then make up his/her mind. If there is more
accessible information present online then there are more chances that buyer will make the
decisions matching his/her desires. Such decisions can either help in selling the company’s
desired brand or either ignoring it after reading the negative comments. Using the social
media platforms, the consumers are given open choice to talk about any company or brand.
Getting into discussion and debate over brands among various social websites and
networks can lead the customer into an uncertain situation to either move ahead and make
a purchase/buy the product or just ignore it.
Even if the company is dealing with any dissatisfied customer, using the services
of a skilful and excellent agent, the dissidence of the customer can be reduced. An
unsatisfied customer not only damages the social impression of the brand online but also
mislead any future customer who was willing to make a purchase after reading such
negative comments. On the contrary, a positive word of mouth can lead to customer loyalty
for future customers as well. Satisfied customer and their good positive comments can
highly increase the brand/product advertisement online and achieving the company goals.
Especially if some celebrity or person you adore/like or your favourite personality endorses
any brand, talks about a product the customer will quickly want to buy the same product.
No advertisement is as persuading as having someone you trust -promote an item or
administration. With online social networking channels, the information is floated to the
entire world in seconds. Using social media the consumer can speak with a variety of
people at the snap of a finger, effectively spreading a message concerning any brand/
organization.
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2.1 Theories underpinning theoretical framework
2.1.1 Consumer behaviour & consumer decision making
Customer and their decision-making process has always been given importance by
researchers. The idea got initiated around 300 years back by the financial analysts Nicholas
Bernoulli, John Von Neumann and Oskar Morgenstern when they took the purchase
decision making process into consideration (Kern et al., 2007). Such platform checked the
monetary terms of purchase and pinpointed how this will impact the businesses (Loudon,
1989). The most famous model crafted out was the “Utility Theory” which recommended
that customers prioritize their choice at the time of making a purchase. Liking towards any
product pushes the customer towards its buying. Consumers are concerned more about self-
intrigue and self-prioritization (Schiffman, 2007, Zinkhan 1993).
To have a better understanding on the fact that how consumers represent their
outcomes and weigh their decision criteria is considered critical to consumer behaviour
research. The development of social media has created a new landscape laying down new
levels of personal connections. In today’s modern world, the businesses are seeking
opportunities to expand and they are eager to tap into the trends. All these changes and
development of social media brings a position of transition to help companies grow and
provide consumer with better decision-making power and abilities. The main objective of
this research is to explain why, when and how the social media impact the consumer
decision making process and social media marketing.
2.1.2 Cognitive Behaviour Theory
Cognitive-behavioural theory (CBT) is the primary approach which defines the principles
of an individual cognition and mindfulness. It is in collaboration with both emotional and
behavioural responses (Hayes, 2004). A clear difference is observed by taking into account
the classical behaviour which is cognitive in approach leading towards the observed action
(conduct) using the intrapersonal conception. An individual is considered to be a data
processor who uses the intrapersonal skills to develop a connection between environmental
factors and behavioural methods (Ribeaux, 1978). However, while studying such factors
the social experiences are also taken into consideration by the researchers. While making
17
any purchase, the shoppers look for new methods of buying which are socially,
economically and financially supportive to them and on the longer run develop the basic
leadership approach within themselves (Baer et al., 1997).
Cognitive behaviour theory gives an explanation on how an individual is using

his/her information gathering, processing, selecting and targeting the information
techniques. In this research, all the above-mentioned information gathering tools and
techniques are associated using the social media while doing or making a purchase. An
individual pursues his/ her best abilities to play an active role in information gathering on
social media, processing that information, drawing results and reaching to the desired
conclusions. Moreover, the empirical part of the study strives to provide deep insights to
firms and businesses who are trying to shift to or are currently participating in growing
new marketing trends of social media and networking.
2.1.3 Theory of Reasoned Action
Perspective Cognitive models were first of all developed in 1960s when the
researchers belonging to business world considered beliefs and attitude as the major
determinants at the time of making a purchase (Mazis et al., 1975). Later on, a new model
of attitude was formulated commonly known as “'Fischbein show'. The model explained
that an individual’s overall attitude toward any person/object focuses more taking into
consideration his/her beliefs and feelings about the other properties of the object (Mazis,
1975, Loudon, 1993).
The theory of reasoned action can be used as a prediction tool to determine the
human behaviour and intentions of the consumers. According to the theory of reasoned
action, the main antecedents of any purchase behaviour are the attitudes towards the
purchase and the subjective norms. Theory of reasoned action (TRA)is based on the idea
that an individual’s behaviour is determined by his or her intention to perform that
particular behaviour. Applying TRA to the context and research question of sharing
information on social media suggests that the social media sites would favour and suggest
that actual information sharing behaviours determined by an individual which in turn are
determined by an individual’s attitude and subjective norms sharing the information on
social media sites.
18
A person’s attitude towards sharing the information is developed by his/her general

feelings and behaviour towards the consequences of sharing that information on social
media sites. Subjective norms are defined as “an individual’s perceptions of significant
others’ evaluation of sharing information on social media sites”. TRA would be a source
of primary theoretical lens to develop the research model used in this study. The research
examines the social media content, motivational beliefs, subjective norms influencing
attitude towards, intention to buy, and eventually developing the long-lasting behaviour by
using social media content.
2.1.4 Theory of Planned Behaviour
The first consumer decision model was developed focusing the “Theory of Buyer
Behaviour Model” proposed by Howard & Sheth (1969). The model provided a
combination of various social, psychological and marketing impacts upon the buyer mind
while taking any decision (Bray, 2008).
Theory of Reasoned Action (TRA) was introduced by Ajzen and Fishbein (1977)
explaining that the attitude and subjective norms of an individual determine the person
intention to perform towards any specific behaviour or intention in correlation to the actual
behaviour (Fishbein et al., 1975). TRA has provided strong support to predict the altered
behaviour patterns that are not purely under an individual’s volitional control (Ajzen,
1991). Certain limitations to this model were overcome when Theory of Planned Behaviour
(TPB) was proposed as an extension to TRA. The TPB model proposed that behaviour is
predicted by intentions to perform that certain behaviour. The ultimate goal of TPB was
same alike TRA as both theories predict the behaviour but doesn’t explain the behaviour
(Conner and Sparks, 2005). According to Ajzen and Fishbein (2005), TPB assumed that
attitudes guide behaviour and it does not explain why attitudes guide behaviour. Moreover,
Bentler and Speckart (1979) proposed that TPB doesn’t explain the spontaneous, habitual
and impulsive pattern of behaviour among consumers as such actions are voluntary in
nature and doesn’t require conscious actions for decision making (Yoon, 2001). As per
TPB, the human behaviour is explained well by taking into account his/her intentions and
perceived behavioural control (PBC). While the behaviour is determined by its intention
to perform the action (Ajzen, 1991).
19
Johnson (2017) suggested that the intention in human nature is considered to be the
absolute determining factor of behaviour. Intention is the determinant factor present under
the consciousness of human mind which lead to perform any action or put an effort to reach
some goal. Intention in humans is totally determined with their behaviours, their culture,
subjective norms and their perceived control over the behaviour. Each factor has its own
determinant factor across various behaviours. The three constructs drawn from studies are
the normative beliefs, control and behavioural beliefs (Conner, 2005). The important factor
behind any behaviour is the set of the beliefs. Behavioural beliefs are considered as those
beliefs which are totally influenced by attitude and are most likely considered to be the
outcome of those attitudes. While the normative beliefs define the opinion of an individual
which is totally under the social pressure or other factors to either perform any action or
not perform such behaviour (Fishbein , 1975). In order to comply any action, the motivation
behind is the perceived pressure which an individual feel keeping in mind such behaviour.
In terms of individuals, the most important individual’s humans perceive are family
members, friends and even roommates (Conner, 2005).
Using the theory of planned behaviour as a base, the study focuses on the social
media buying, consumers buying intentions along with beliefs about perceived behavioural
control and what are the expectations of other while doing online buying. People who
believe in the trust factor of internet and their own beliefs to make an online purchase prefer
more likely to make a purchase online following his/her beliefs compared to those without
such beliefs. Hence it can be concluded that the likelihood of engagement in the behaviour
of an individual increase when his/her intention to perform that behaviour is stronger.
2.1.5 Perceived Behavioural Control
The main difference between Theory of Reasoned Action (TRA) and Theory of
Planned Behaviour (TPB) lies just in terms of control component (Conner, 2005). As
discussed earlier that TRA considers that human social behaviour is most important and
assumed to be controlled in nature and therefore it can easily be predicted from only
intentions of the human nature. However, in reality, there comes many situations in which
an individual couldn’t have complete control on himself. Hence, for such situation in order
to predict such non-volitional circumstances the factor or “perceived behavioural control”
20
was added to TPB (Ajzen, 1991). Perceived Behavioural Control (PBC) is defined as
perception of human nature either at ease to perform or face difficulty in performing any
action or any interest (Ajzen, 1991). PBC is considered by combining the likelihood of
occurrence, chances to happen to any controlled factor and then the power perceived to
control that factor (Conner, 2005). Control belief is defined as any perception of the
controlling factor which may either facilitate or may inhibit to perform any certain
behaviour. However, perceived power is considered as the likelihood of controlling factor
which may inhibit any person to perform a certain behaviour. Any behaviour is the visible
action, apparent response of a person in a certain situation in comparison to another person
within the same scenario. While on the other hand the intention is defined to be a sign to a
person’s willingness to perform a certain action. It is said a general rule that individuals
normally perform such behaviour which they are intended to do so. There exists a
relationship among perceived behavioural control and behaviour in such a way that a
person will engage himself in a particular behaviour if he perceived that it is under his
control of behaviour and he will prevent or negate such behaviour if that is not under his
control (Fishbein, 1975).
In today’s competitive market, companies and brands are integrating a strategic

approach to the use of social media having advantages over those that do not. TBP applies
best in explaining consumer perceived control over purchasing a product or service, the
model fits well in assessing the impacts of social media in building consumer brand
purchase intention. Under the observation of TPB theory, the current research can help
identify the impact of social networking, brand usage, community engagement and
impression management for improving consumer buying patterns through brand trust and
loyalty. These underlying variables significantly affect consumers' purchase intentions
which together shape an individual's behavioural intentions.
The concept was proposed by Icek Ajzen to improve on the predictive power of the
theory of reasoned action by including perceived behavioural control. It has been applied
to studies of the relations among beliefs, attitudes, behavioural intentions and behaviors in
various fields such as advertising, public relations, advertising campaigns, healthcare, sport
management and sustainability.
21
The controlling factors many include various internal factors like the piece of
information, any personal deficiency, the skills, individual’s abilities, emotion and feeling
of a person. While on the other hand external factor consists of various types of
opportunities, risks, dependency on others and many other hurdles (Conner, 2005). The
major component in the TPB is the individual goal and his intention to perform a certain
action. In the past studies of TRA and its extension it was observed that TRA shows a
variety of behaviour patterns among individuals (Armitage, 2001). Few examples are listed
down here as well like some research was food related especially focusing the organic
vegetable consumption (Sparks, 1992), organic good purchase decisions (Tarkiainen,
2005), fat intake reduction (Paisley, 1998; Armitage, 1999), consumption of skimmed milk
and dairy products (Raats, 1995) and healthy eating habits (Povey, 1999). Some other
applications consist of the other forms; such as objectives to buy environmentally friendly
products (Kalafatis, 1999), end of smoking habit (Norman, 1999), exercise and going to
gym (Godin, 1991). In one study, TPB was used to determine the use of dietary supplement
in the nutrition and healthy eating process (Armitage and Conner, 2001). Various other
studies reviewed the TPB in their own ways for analysing the constructs and doing the
research like the previous ones (Albarracin et al., 2001; Armitage and Conner, 2001).
Hence all these studies also confirmed the presence of relationship as mentioned
by the TPB approach. The findings revealed that attitude and perceived behavioural control
has a very strong and positive impact upon human intention. According to Albarracin
(2001), the subjective norms have less or no effect on human intentions. Plus, both
intention and PBC are positively related to each other. Referring to Armitage (2001), TPB
comprises of 39% change in terms of intention while just 27% change in terms of
behaviour. Another assumption of TPB was attitude leading to behaviour (Ajzen and
Fishbein, 2005). It is mostly examined that human behaviour is mostly rational and the
individual considers and takes time to decide either to perform a certain behaviour or not.
Intentions are taken out from plans to perform an action in a particular way and follow the
motivation factor in a behaviour. Attitude show the positive or negative behaviour of an
individual towards a plan of action. Subjective norms of an individual on the other hand
measures the perceived social pressure to either perform a certain behaviour or not. This
process includes an individual perception to determine what is significant for others to
22
believe and perform his duty or not .The intentions to perform is determined with three
variables which are attitude of an individual, his subjective norms and perceived
behavioural control (Ajzen, 1991).Hence it can be assumed that a person having optimistic
approach can easily conduct and perform any action ,recognize the social pressures from
other in order to achieve some goals and identify the final performance of the conduct
within his own limits.
2.2 Social Media
Social media sites are those online web-based applications, platforms and channels
which help in sharing knowledge, information, content sharing and for interaction purpose
with other human beings (Ansari et al., 2013). Social online interaction comprises of blogs,
web pages, twitter accounts, websites, wikis, electronic word of mouth, Facebook pages
etc. As the world is moving towards being digitalized therefore, due to this increased usage
of internet and social media, all the enterprises, businesses and organizations are joining
up together to shift from traditional setups to digitalization and world of internet.
Tajvidi et al. (2018) asserted that consumers put pressure on the brands using
various social networking sites (SNSs). Customers are more focused and pay much
attention for the brand to be creative in their content sharing. Social networking sites
develop a sense of cooperation with the brand using online technical services. Such
relationship can easily look forward various key antecedents such as social support,
information sharing, relationship building, privacy concerns etc. Such platforms are widely
used to interact, advertise, and communicate with other customers plus for the marketing
purposes. Even though social media is useful for direct interaction with consumers but the
major benefit of using online and social media channels is less effort and reduced cost in
order to have good integrated marketing communication. Therefore, all the multinational
firms, businesses and brands are intensely showing impact via social media (Kim et al.,
2012). One of the past studies show that firms who are not using social media or internet
world to reach out to their customers are in fact missing one core element of their success
and success opportunities (Fisher, 2009).
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2.3 Social Networking
Social networking is termed as digital service, a channel of medium, a platform or

any form of website which help in developing social engagement among the people and
building relations in between the users who share a common habit, interest, any activity
and somehow, they are related to each other. Within a social network system, the person is
introduced by his/her profile, developing connection with other members, entering new
communities, groups with whom he/she share common habits or goals. Such networks are
mostly digital and they can only be accesses using the internet medium and thus the
communication is done by sharing messages, email or content among each other. Such
networking sites which are online, they allow the people to interact, send information, share
ideas, any form of activity, events and common likings and interests in a community system
(Castronovo & Huang,2012).
Pütter, M. (2017) describes that there are present a lot of valid reasons to why
people use social networking channels and the main reason is to stay in contact with other,
communicate with other members and main relationships among them. The most favourite
thing people do at social networking sites is to tell and update others upon their current
locations, what they are doing, where they are eating, by sharing photos, tagging each other,
sending and receiving back invitations for events, getting latest updates about their friends
and sending messages to them in private, posting information for public to know.
Social networking is done using various platforms and ways like sending text
messages, sharing photo, sending blogs, information and get into any discussion forums
(Gitau, 2017). Social networking is most popularly done using various internet-based
application like Facebook, Twitter, Instagram, What’s App etc. People join together in a
form of community and share information related to any brand or common goal and share
their opinion, take part in discussion topics and interact with each other. This way they
develop a form of social online community. Within such communities those people are
considered sitting virtually together who share common interests, goals, likings towards
any particular person, brand and they have no geographical limitations (Muniz, 2001). The
main reason for such type of community or society to develop is not only to share
information but also the consumption of good or any service. Such developed communities
24
may be for any brand or any celebrity or any blog. A brand community just like other
traditional communities is developed by its members who share a bond and relationship
with each other and thus they share not only emotional but also material resources as well.
There are present many advantages of developing such brand communities such as a
platform to share information, developing a culture system for any brand, giving customer
service by listening to other people queries and replying to their problems and enhancing
the brand loyalty factor (Muniz et al., 2001). However, along with many advantages few
drawbacks of such communities like deprivation of individuality and peer group pressure
are also being noticed (McAlexander, 2002).
Social media is greatly linked and studied together with brand community literature
such as a person likes to develop his own personal individuality and very human wants his
own purpose or goals to reach the fulfilment level. Human being is a social animal and this
is his/her need to be living and interacting with other (Sarason, 1974). As being connected
to other people satisfy a person’s psychological need hence an individual gets this feeling
of belongingness after joining such social media channels which share his own common
needs and loves to interact with people there who have common likings etc.
(Gangadharbhatla, 2008; Cagno, 2005). In order to get a person, engage in any content
generating activity online, it is necessary to motivate him and make him feel being
connected and interrelated to the desired system or information (Hennig-Thurau, 2004).
Many other reasons of interacting on social media would be to buy something online, a
source of entertainment or to make money (Jiang et al., 2008). Many experts claim that not
being near or lacking any physical existence on those social networking sites can lead to
develop weak bonding among the members (Constant, 1996; Friedkin, 1980), while some
other group of thoughts define this bonding to be having deep encouragement and
engagement level helping the people to come up to a good level in a society (Cagno, 2005;
Garton, 1997).One other reason for people to join a certain brand community is to get
himself /herself linked to such various brands or products which are highly desirable to
them (Laroche, 2013; Schembri, 2010).
Brand communities put emphasis on various values having tendency to share

information coming from various sources and sharing that among the members of the
25
community (Szmigin, 2001).As far as any brand or any organization is concerned, there
exists many opportunities which help the firms to get themselves in high contact with their
loyal customers (Garrison, 2005) ,having close interaction with the customers to create
higher value (Schau, 2009) and gathering customer related information for future
correspondence from various different segments of the society (Von Hippel, 2005).
Another most important benefit for firms to develop such brand communities is to increase
the brand loyalty factor among its consumers (McAlexander, 2002).
Social media marketing is useful in developing the brand loyalty by using the time and
resources effectively, by providing firms better grounds to communicate with their
customers (Hossain, 2016; Erdoğmuş, 2012). A study conducted by info-graphics
suggested that a minimum of half the users of Twitter and Facebook accepted that in first
they started being in touch with firms on social media later on they preferred talking about
it, recommending among their circle of friends and family, connecting and last but not the
least started doing online purchases form the company products (Erdoğmuş, 2012).
Nowadays businesses and firms use all forms of social media tools and platforms
such as social networking sites, communities, blogs, portals, news channel, digital forums
and other links to advertise their product or service, enhance their customer support system
and facilitate them within communities by engaging their customer (McCabe, 2010;
Kaplan, 2012). In addition to that, the customers are free to share the information among
their family, friends and give feedback about any product/service on the social media
platform (Villi, 2016; Mangold, 2009). Such information sharing helps in engaging new
customers and contributing to develop brand awareness among people in the most
costeffective way. Therefore, the brand awareness uplifts the brand recognition among the
society and proper recall system leading to the increased level of brand loyalty among
consumers (Mozas-Moral, 2016). It can also be said that networking among people,
conversations within the communities developed are the major sources in engaging the
consumers on social media and eventually helping the firms to build the brand loyalty
(Camil, 2017)
The rise of social media networks systems has changed promotion practices and
prompted to move to "client-driven advances" (Ansari et al., 2013; Cheung et al., 2011).
26
Some of the most widely used online networking systems are Twitter, Facebook and
YouTube (Ferguson et al., 2014). Social media networking permits brands to find precisely
what clients are keen on and after that identification, this data is used to tailor their items
and administrations keeping in mind the end goal to address those issues (Cao et al., 2013).
Teixeira et al., (2012) likewise proposes that marketing items and services along the online
channels are be less expensive and produce a higher rate of return, subsequently proving
social media networking to be more valuable in making proficient marketing effort.
Social media networking in a way is one of the most effective utilizations of

marketing expenses (Krasnova et al., 2010; Nisar et al., 2016), which is essential for even
Small and Medium Enterprises (SMEs) as they have to make do with smaller spending
plans than the bigger organizations. Firms utilize social media networking to discover new
consumer as well as to keep up and hold their current consumer (Kim et al.,
2015).Bolotaeva et al. (2010) proposed that firms are implementing various new
techniques to draw attention of new customers towards themselves, along with maintaining
the great healthy bond with existing customers, getting more and more profits by
developing their firms, socializing with customers, providing 24 hours services, and giving
special attention to promotion or discounts etc. Social networking is a quickly growing tool
as there was an 11% expansion of people shifting to social networking sites somewhere
around 2007 and 2008, with "79.5 million individuals - 41% of the U. S. web client
population" moving towards internet in 2008 (Tuten et al., 2008).
Choudhery et al. (2017) takes the social networking marketing as the push to
customers without any boundary. In comparison to the past years, the social networking
marketing was around the cost of $2.5 billion which is growing by leaps and bounds with
every passing year. It is also noticed that internet world is using every one of the simplest
potentials they have to promote their websites or portals and showing open door policies
to the customers and new firms. Sajid (2016) studied social media and discussed that out
of every ten users in United States around six or even more are now speaking directly to
organizations and trusting them. Such interface by firms or business into their personal
matters and lives is not being noticed anymore hence, leading to an enhanced brand
relationship by means of online social networking
27
Bolotaeva et al. (2010) conclude that the organizations should use social networks
in such a way that they reach out to search engines, survey destinations, and value
correlation locales. Collobert (2008) explains that in firms nowadays, keeping in mind the
importance of social networking the higher authorities and decision makers are pushing
their employees and staff to get more and more active on social networking websites and
by remaining more associated there enhances the customer brand loyalty factor. Bolotaeva
(2010) further explains that firms are pushing themselves to develop the social networks at
individual as well as community level. They first create something targeting at individual
level and by the pushing effect of individuals more and more people get attracted towards
the product and get the business in progress.
Bolotaeva et al. (2010) further explained that for any business to target new
customers, social networking is the most crucial platform to adopt. However, firms come
across various situations such as sometimes the customers don’t remain loyal or stay within
the communities developed and the reason to leave such communities is the excessive
amount of push by firms to make a purchase. Even sometimes the hype of any product is
even much more than what’s its real worth due to excessive marketing. Monica et al.,
(2014) recommends that there are various existing media laws present within the social
network marketing which includes the distribution or communication of online substance.
Therefore, it should be kept in mind that companies should remain within the promotion
rules and they should not cross any legal limits while doing any promotion of product or
advertising etc.
Hensel et al. (2010) state that social networking provides a chance to marketers to
gather information from the customer to have a record maintained. Another noticeable
thing is that with the passage of time, the social networking users and customers become
more cautious to share their private information due to fraudulent activities observed form
past few years. Data mining organizations are gathering data from individual cell phones,
their shared information’s and soft wares used. There exists an organization with the name
“Colligent” which gathers such type of data, explores it, mines new results and information
for organization (Hall et al., 2009). Peng et al. (2008) explains that social networking
websites and marketing is always very beneficial for business in several ways. Schlaile et
28
al. (2018) explains that firms nowadays focus more upon the target goals and in order to
make them most beneficial at social platforms, firms start with advertising online their plan
of action, develop target objectives for the firms and later on move to experimental
frameworks.
Buyers are moving from conventional modes of correspondence to online

networking so as to lead their perspectives, thoughts and data. In this way, organizations
need to build up a customer or buyer relationship administration through the Internet
(Kumar et al., 2016) .Social client relationship administration is an extremely renowned
marketing procedure nowadays (Locke et al., 2015; Luo et al., 2015).Social media
networking challenges have turned out to be progressively famous as a method for drawing
in clients and can prove to be of intense impetus for propagating a brand's message,
expanding mindfulness and engagement in the meantime (Haferkamp et al., 2011; Meese
et al., 2015). There exists a solid customer engagement system and customer benefit
process using social networking sites. Customers are given empowerment to choose openly
and show interest in their own choice of brands. Similar way round such interests of
customer is beneficial for firms as well to gather more and more information from
customers about their liking, disliking and intentions and even targeting more population
from the society (Hård & Kasperowski, 2015).
Sinclair et al. (2017) explains that brands can merge together social media
networking actions with their activities in order to develop the customer loyalty and let the
customers stay loyal to their brand for longer period of time. Along with that firms try to
develop themselves more keeping in view the feedbacks from customers to reach the
customer expectation level. It has been admitted that social media networking has helped
a lot to secure the firms objectives and goals. Implementing such ways and techniques
which can be useful to achieve the present goals of the firms and not only satisfy the present
customers but also increase the chances of getting new customers in near future by
increasing their purchase intentions.
Highton-Williamson et al. (2015) recommends that powerful social networking

advertising is based upon customer engagement and targeting those areas or showing such
deals which can attract the customers to the largest extent. Social networking is powerful
because of its two-way communication (Nisar et al., 2013). Ellis-Chadwick et al. (2012)
29
various firms have started using the online member community system to let the people
interact with each other and explore new insights to any problems. Loyalty is a positive
quality towards a brand in comparison to others support and this means in fact buying and
rebuying over and over again. (Sinclair et al., 2015). Duffy et al. (2015) explains the loyalty
as two ways. First as behavioural loyalty which defines a repurchase behaviour, over and
over support with mouth and action to explain any problem. Lowenthal et al., (2010)
explained loyalty as a comparison to find out what the customer preferred in the past and
what the consumer is preferring in today’s scenario. Molz et al. (2013) also defined loyalty
being necessary and as well as selective in nature.
The consumer buying or having purchase intention for any product which is visible
at social media is the outcome of all those marketing effort which firm used using social
networking practices. Indian et al. (2014) suggested that there are two ways through which
customer confidence can be enhanced. One by giving respect and esteem to what they say
or suggest and to develop stuff to solve their queries. Hence customer confidence can be
explained as a deep feeling which holds customers to be responsible enough to show
behaviour to purchase any product or repurchase any favourite item or preferred service,
without taking into consideration any hindrance or problems. By doing such action
customers feel totally independent and like to do whatever they want to do (Oksanen et al.,
2014).
New advertising correspondence reality presents new difficulties and opportunities

for organizations as buyer choices are progressively affected by online media
cooperation’s. Individuals depend like never before on their interpersonal organizations
when settling on those choices. By and by, results of web-based media exercises are as yet
questioned practically speaking. The impacts of online media crusades on buyers'
impression of items and brands just as the consequences for buy choices still can't seem to
be better perceived. This examination subsequently researches how online media exercises
influence the impression of brands, and eventually impact the buyer choice while thinking
about the danger of making inconvenience. From a hypothetical point of view the
consequences of this examination add to comprehension of the worth improving capability
of social media platforms and show how the impression of brands is impacted through this
new correspondence channel. For brand directors this examination is of worth, as it shows
30
that online media exercises do impact brands as they uphold their administration of the
buying behaviour effecting the consumer purchase intensions
Hence the proposed hypothesis is:
• H1: There exists a positive relationship between social networking practices and
purchase intention of the consumers.
2.4 Community Engagement Practices
Laroche et al., (2018) describe that community engagement practices were first of
all started on the social media platform in the form of online brand-based community’s
structure. Such practices truly show a significant positive impact on the main components
of the society creating value for the brands to enhance the impact of brand trust and brand
loyalty. Those communities deliver the loyalty towards a band via brand usage and
impression management practices as well resulting in the better purchase pattern of the
consumers.
Community engagement practices explores such factors which support the

members of the community by escalating their involvement within the brand community
(Tandoc Jr. et al., 2015). In today’s world of social media and technology people are highly
attracted towards such platforms which are online and truly technologically developed and
up to date. People spend hours and hours of their daily time on such social media-based
networking channels in order to be updated and move with the flow of the world trends. At
such platforms people share a lot of things which might include any piece of information,
common interest blogs, discussion upon various latest topics moving around the world etc.
(Duffy, 2008; Habibi et al., 2016; Giles, 2003). Those individuals who gather and float
more information within any networking channel or platform remain more and more active
in the community in comparison to others (Harman et al., 2005). The main reason to
develop such brand communities was to enhance the life long relationship with brands at
larger community level as compared to focusing just on individual connects (Rauniar et
al., 2014).
In order to share any piece of information or knowledge data about any product or
brand at individual level, targeting each customer and dealing with one-to-one interaction
31
is a tough as well as time consuming work. Therefore, with increasing number of customers
towards any brand or product on daily basis, the company’s find this information sharing
and updating consumer one by one work was a difficult task. To overcome such problems
and the dire need to develop such platform came into existence on this base and the solution
to this problem was introduced in the form of developing brand communities. Therefore,
the customers now don’t face such problem and difficulties to gathers information and
make purchase decisions. They can readily access the information about anything or any
issue in a couple of minutes (Murthy et al., 2012).
Social media-based communities are introduced to provide a space to those people

who love and endorse any brand. Such supporters or endorsers of any brand join up to
develop a community in order to remain updated with brand information, status level and
any piece of knowledge like sales discounts etc. (Van Cleemput et al., 2010). Such
platforms are developed to associate the various entities having different stakes of interests
and join them to reach a common platform and association with brands. The core objective
of doing such activities is to develop value creation among the customers related to product
of its company (Habibi et al., 2016; Park et al., 2014). Many researchers in the past have
tried to explore the underlying meaning of developing such communities using various
dimensions but to a certain point it was observed that purpose of every individual /customer
to join such communities was different on each level. Every person came up with his own
aim and interest in a community (Arabghalizi, 2017; Chong, 2015; Zhang, 2017).Every
brand comprise of its own attributes depicting which social class of the community will be
associated to them (Engelhardt et al., 2011).It is observed that customers become members
of various communities online with the purpose to provide themselves with a medium to
expose their needs and inner feelings related to the what they need and desire from any
particular brand and such platforms can give a proper place to expose their feelings and
aspirations. Customers talk about their viewpoints related to current products of the brand
and even guide the companies for improvements and what they desire in future from such
brands (Kubacki et al., 2015).
Social media-based brand communities provide a space to customers to talk and

discuss their point of view at a single platform related to brands. Such channels provide
loads and loads of information to the members as well. In today’s world of developed
32
communities’ firms not only support the brand communities ethically but also provide
financial support in order to incorporate those findings and suggestions which they receive
from the members to improve their brands (Antonucci et al., 2017). Online brand-based
communities not only provide useful information to clients but also help firms to gather
precious knowledge from client’s other way round leading to more and more loyal
customers towards the brand. (Saud et al., 2016).
It is an easy task to maintain the existing customers stay loyal to the brand as
compared to make new clients. The reason for this statement is that since the existing
customers know each and everything about the brand, they can provide useful ideas and
suggestions to bring changes in the existing products in order to enhance its sale and market
worth (Piller et al., 2012). Few years back, the existing brand communities had to face
various problems to share the information among its users due to the offline mode of
information. As in the past it was necessary for the customer to remain online and
physically present in those communities. This was considered as a major drawback at that
time as it was impossible for people to remain physically present 24/7 and available at a
single forum. With the advancement of mobile phones, tablets and gadgets the internet
world has evolved to a greater extent. Nowadays customer can stay online 24/7 with just
one click and meet online at any time of the day and at any place of the world (Loader,
2011; Bechmann, 2013; Brem, 2015).
Today’s world is considered as a world of socializing people. If a person can market

his or her product online, he/she can bring a change in the consumer mind as well. Social
media is playing an important part in directing customers’ attention towards any product
or brand. Along with this, the communities developed online provide a connection between
the firms and their customers (Kang, 2014). Nowadays, social media-based brand
communities act as a backbone helping the people to stay in touch with their friends,
families, relatives, parents, children and any other people. They share their feelings,
emotions, piece of information, their past experiences, stories and even attachment factors
towards any brand instead of another or pushes towards any brand to buy or not (Kang et
al., 2013). Such communities act as a source of sharing a large amount of information
online by keeping in view the awareness of its members, community traditions and rituals
which prevail within them and act as socially responsible community. Such information
33
flow within the communities shows a great impact on the buying patterns of the consumers
present within those communities. Various perspectives reveal that the social media-based
brand communities develop the individual engagement level and keep on nurturing it (Kim
et al., 2014).
Brand communities offer both firm and clients, better approaches and helping them
to remain attached to each other. The main reason for the firms to stay connected to the
committed client is to stay in touch, influence their individual observation about the brand,
gather large amount of data, and gain more and more knowledge from and about clients
(Lin et al., 2011). Customers gain more and more respect by doing various practices online
and within community level (Park et al., 2013). Online brand community was introduced
to the people when the social media platform came into existence for the firms to advertise
and develop brand building practices (Kaplan et al., 2012). Various firms have developed
brand based online community in order to gain an extensive number of users such as
Facebook which have over 500 million users online. Consumers are not only emotionally
associated with brand and brand communities but these channels also affect their
behaviours (Algesheimer et al., 2005). Within the brand communities, the most important
thing is to develop a deep understanding of the customers and observe the engagement
level within the channel of medium (Hollebeek et al., 2014; Tsimonis et al., 2015). Client
engagement is straightforwardly identified with the development of new media and all the
new courses in which clients can connect with firms, including purchase and non-purchase
behaviour (Risselada et al., 2014).
Customer engagement perceives those buyers perform such activities related to

many firms which doesn’t came into existence ten years back and now with their
development many positive as well as negative results are being observed for the
businesses. Few practices include the incorporate online examinations, rebranding, and
data hunt and assessment survey. These customer engagement practices explain all those
communications which are done via brand communities, discussion forums, blogs and
other online networking channels (Malthouse et al., 2013). Clients get involve in various
online practices via customer engagement level and building relationships with others. The
customer involvement result in their trust gain, fulfilment of the promises, duty of
performance and devotion to lead ahead which can later on lead to the consumer purchase
34
patterns (Hollebeek, et al., 2014). Customer engagement is explained as those practices

which exchange the flow of information and behavioural actions defining the brand, its
motives and domains or any hidden signs mentioned (Squazzoni et al., 2014). Sometimes
the client engagement is applied to indicate the level of faithfulness among the consumers
(Machado et al., 2019; Tiruwa et al., 2016).
Behavioural activities include all those actions which involve the higher level of
commitment (Ozuem, et al., 2014). Customer engagement consists of five measurements.
In the first-place customer engagement is carried out through the communication platform
using various ways depending upon the client most useful assets which is the time. Second
it can bring up to the notice the various changes in the administration role and make it
noticeable for the clients. Third it can bring into notice any positive or negative comments
such as promotion or losing job. Fourth it can have drastic impact on the firms either both
ways positive as well as negative. Last but not the least it can help the clients to take part
in various discussion and targets. Brand community look into such ways which report a
strong direct relationship between consumer engagement in the group and dependability to
the group image (Bowen et al., 2015).
Community engagement methodology target those groups that are drawn together
by sharing social success, and not by just being partners, for example, 'the money related
group or the institutional venture group'. It is similar in nature in particular from
'relationship showcasing' where the concentration is drawn in different partner groups
including subgroup, in order to get hold the resourceful clients being opposite to social
developments. (Villi et al., 2016). The first problem in measuring the community
engagement methodology is to analyse what we mean by the word “group”. This is not
direct, since "groups" may comprise of individuals or group of people formed up having
common goals and benefits (Mohammad, 2015).
Country of origin of brand (COB) can also influence the brand name, its value and
purchase intention in an unexpected way (Papadopoulos et al., 2015). Branding not just
empowers the marketers to get points of interest of offering items with novel or higher
quality, but additionally gives chance to firm to take such steps which can lead in extension
of the brand to different items and user groups (Kasemsap, 2015). In the brand
35
communities, the developed brands lead upper hands, raise association money streams,
accelerate liquidity, give premium value, productivity and make clients steadfast and
maintain the lifelong customer bond (Morra et al., 2018). The accidental buying of a
product in comparison to any product having brand loyalty of consumer with it, shows that
users make a decision to go for that brand which they have already used and prefer staying
loyal to them. Nowadays, marketers and researchers are trying to discover those
components which influences the concept of brand loyalty as it reduces the relationship
costs in numerous angles and provide benefit for customer purchase behaviours
(Schivinski, et al., 2013). Brand loyalty is considered as a key component of creating brand
value and providing awareness within the communities for better understanding of the
products offered by brands. Awareness shows a deep positive impact on brand loyalty and
especially within the social communities. In certain situations, the users remain loyal to the
brands and doesn’t even consider any competitor brand even with same content, pattern,
materials or stuff. This explains that brands have a deep momentous regard for those clients
which are loyal to them as well (Khaled, 2016).
Nowadays in the brand communities the buyers are more focused on a specific
brand. This dedication encouraged lifelong buying of the brand until they require any
change. Once being loyal to customer can lead to the lifetime consumer purchase behaviour
(Lee et al., 2009). Customers at the time of buying regularly use local data as a sign of
basic guidance and support to make a purchase easily (Lim et al., 2015; Joon Choi et al.,
2013). Shoppers can get feedback from other people quite easily especially within the
communities and circle of friends (Lee et al., 2014). Customers are more inclined in buying
those items which are financially low in price, already used within the networks of people
and easy to get from the market (Ahmed et al., 2014). Purchased based brand value is
categorized in two sections one is having consumer perception (e.g. brand awareness,
brand affiliation, saw quality) and the second one is customer behaviour (e.g. brand
confidence) (Chen et al., 2008).
Brand have been identified as having strong relationship with their users within
their community networks (Keh et al., 2007; Schroeder et al., 2007) while this bond can
vary in passion range at different stages (Zenker et al., 2010; Japutra, et al., 2017;
Roustasekehravani et al., 2014). Likeness is one of the key elements while taking into
36
account the shopping brand association and customers of the brand among the brand
communities. Few studies also support this theory of feelings towards the brands
(Randhawa et al., 2015; Badrinarayanan et al., 2014)
Within the brand communities, a buyer administered group can provide profit as
well as point by point data to firm about individuals, products details and those who show
loyalty to them. While the shopping administered group can provide a more focused
perceptive towards the brands and buyers who share the positive feelings towards their
purchased products. In case of getting negative feedback from the consumers, the users can
get information about any bad quality or defects present in the brand without having any
fear of division and blocking by other users (Jang et al., 2008). Community engagement is
considered useful as it introduces the positive impacts of the brand on its users within the
group which are considered as in line to customer goals and coordination and even show a
great impact on the customer purchase intention within the group.
Community Engagement proposes that individuals are keen on helping different

individuals, taking part in joint exercises and acting in such cooperative ways and fully
supporting the various proposal. Sometimes a situation occurs where that promotion is
finally moved to practical aspects, the approval by the group members is exaggerated so
much not within the group but to other groups and brands as well. Social interaction or user
participation is often considered as “contribution factor” which can either take place by an
individual either directly in a group using his or her own experience or by getting reverse
response from other members of the group (Shang et al., 2006).
Thompson et al. (2008) studied the various impacts of brands conscious people
upon those who are not brand conscious. In his study it was discovered that those
individuals who are in favour of any brand avoid to talk about the qualities of their favoured
brand or the weaknesses of challenging brands. Muniz et al. (2001) find out that those
people who belong to any brand community gather the higher status level and other people
consider them as being more honest in comparison to other people. Therefore, any longterm
association in a brand community can lead to social distinguished proof within the
community. Other members of the community being their followers carry out the same
buying pattern as their leaders in a brand circle. Along with that lifelong associations,
sometimes it can lead in getting more knowledge about the new offers, marketing
37
techniques used and new ways to get more and more faithful clients (O. Hern, 2010). Any
person in a brand community need to connect and coordinate well among its fellow group
members. These interactions are necessary to maintain the community standards, goals and
formalities to stay within the community system (Algesheimer, et al., 2005).Social
interaction reveals that people who wish to be part of any community need to follow the
guideline particularly those rules which need to be obeyed in order to be part of that
community (Weinberg, et al., 2013).Brand loyalty offers a useful way to examine the
relationship between the consumer’s relationship with the brand and the brand community
(Ismail et al., 2017) .
People buy from those brands on whom they have reliability and trust and the regular
purchase pattern with the same brand earns the loyalty of the consumers towards this
particular brand. Within the brand communities the best advantage of this can lead to gain
more trust, increases the chances of more people to get associated towards your brand or
product. Customer loyalty is gained and with repurchase behaviour, positive word of mouth
to other people and increased chances to have more and more people being loyal to your
brand occurs (Atwal et al., 2017; Leckie et al., 2016).
In a community, the customer specific projects are the most fundamental ways to
gain customer satisfaction (Yeh et al., 2016). Firms are upgrading themselves as per the
needs and desires of their loyal customers. In a brand circle, the development in internet
world and better communication especially web based and online social frameworks has
resulted in gaining more confidence among users and better customer brand relationships
(Pappu et al., 2016; Hew et al., 2016; Chinomona, 2016).
Brand communities started working to help the firms stay closer to individual client
and develop stronger bond with those customers who are their loyal and lifelong clients
(Pedeliento et al., 2016). Such communities have reached the level of maintaining both the
strengthen relationship with customers and performing effectively. However, still there is
more room to strengthen this bond and develop the behaviour patterns of people within the
brand communities (Solem, 2016; Sasmita, 2015). The trust factor with better
responsibility is the key criteria within any community circle to support the consumer
purchase patterns. In the brand based developed communities the trust with responsibility
38
and its influence on other members has great association with each other (StokburgerSauer,
2010; Goh, 2013).
• H2: There exists a positive relationship between community engagement practices and
2.5 Impression Management Practices
Customers get themselves involved in such noble actions and works just to raise a
higher status even though the intentions behind them are totally different. No matter what
their motive is, these members of the community engage themselves in impression
developed activities (Laroche et al., 2012). Such activities which result in developing a
friendly image towards any brand from the user of that particular brand result in impression
development. These activities have both apparent and target focus on developing value
creation (Krämer et al., 2008).
Using impression management skills, the loyal customers try to give positive image
of the product, spread good news, share their successful experience stories and make
discussion on better quality factors to the new users and clients. The reason behind doing
so is that new customers feel reluctant and hesitate while becoming a member of new brand
and they try to find out from existing users about the products and their experiences in
order to get better understanding of the product category. Social media-based brand
communities provide people and new users with such online platforms by sharing every
kind of experience either positive or negative and discussing the products from every
dimension to give better understanding to new users (Ward, 2017). Such factors develop a
sense of unique factor of brand in the customer mind. Results reveal that these online
platforms are given more priority as compared to old physical media channels due to
advancement in technology (Guillamon-Saorin, 2017)
From a behavioural viewpoint, the practice of engaging consumers is considered as

a consumer’s behavioural manifestation toward a company’s brand (e.g., Gignac et al.,
2016). Secondly, consumer engagement can be hypothesized as a psychological state that
occurs in combination with a customer’s interactive experience with a focal (core) brand,
accompanied with consumer attitude formation as a multidimensional construct comprised
39
of emotional, cognitive and behavioural dimensions (Zebrowitz, et al., 2015). “The process
by which the people command to modify the images which others form about them is
known as impression management” (Lin, 2019; Freeman, 2016; Johnson, 2016). Goffman
(1959) is known as a pioneer for introducing the term impression management. He states
that if a person presents something in a certain impression, if his/her facial expression ties
up to the product type then the marketers can get the most desired results from the target
audience (Goffman, 1959).
Impression management is a considered as a set of those activities which have some

external focus in creating brand impression favourable in the mind of the customers and
develop the brand communities in the social context. Online brand-based communities
share sensitive information about any brand by sharing their own personal experience or
via the word of mouth sharing content (Johnson et al., 2016). It is noticed that the intentions
are considered more complex to measure and harder to draw results from them. No matter
what is the level of motivation and intention of the customers, the members of the
community are always playing a significant role in managing the impression activities.
Whenever a person is presenting or giving feedbacks towards any brand or product, the
first rule to follow is to control his/her impression at the time of presenting. Such
impression can help in presenting the products and gaining more and more customers
towards the brand following their self-esteem, ego, desirability and self –actualization
(Goffman, 1959; Hargie et al., 2016). In order to achieve the desired results, the people use
various impression management techniques such as exemplification, intimidation,
selfpromotion, supplication and ingratiation (Stapleton et al., 2011).
Impression management is a psychological sense which is helpful in accomplishing

the short-term goals of product acceptability (Yen et al., 2013). In order to impress the
other people two most commonly used techniques are ingratiation and self-promotion.
They are always very useful in developing better impression upon people and
getting the most desired results. Various other techniques such as self-presentation and
ingratiation are also categorized into two more factors naming self-focused and others
focused (Jones et al., 2017). Being self-focused involves making yourself exemplary in the
eyes of outside world whereby your face expressions, eye contact, body language and non-
40
verbal communication should be extraordinary in every perspective. Self-focused is further

categorized as exemplification and self-enhancement. In other sense, if you are not
exemplary then make others feel positive about you. This can be accomplishes by
displacing the focus individuals to products which demands that the product is made so
appealing that everyone who has any exposure and inclination towards the product must
feel the urge to get in touch with it. However, if the product doesn’t get that position
showing uniqueness in the minds of the customers, then the other important rule is to keep
the customer positive about the brand and product always. Various types of others-focused
ways are; opinion conformity, flatter and favour-doing (Bonaccio et al., 2016).
Impression management plays a vital role in online auction systems. In such ways
the buyers and sellers can find a chance not only to meet online but also to discuss the
products, their attributes, various designs, colours schemes, prices offered, discount or any
after sale services etc. with all the terms and conditions explained in detail. In this way
both the impression lead by buyers as well as sellers are considered important for doing
any transaction. The buyer can reach to any information which he feels inquisitive about
and check the website page, online account and information present online of the seller to
get better understanding of the product. The buyers can easily talk to sellers asking about
any query or problem they notice or any ambiguity they face whenever the sellers are online
to answer their problems (Pagani et al., 2011). The online information sharing content also
shows a lesser risk to buyers. People can make a purchase without any uncertainty just by
having a deep impression of the existing users, talking to them and asking questions related
to the brand. The new customers don’t feel any risk buying online as there is present tons
and tons of information related to any particular brand with positive and negative
comments as well. Hence this way it can help the new customer in making better decisions
by looking at those comments and going through any type of information or conversation
among the company and its customer present online (Wilson et al., 2017).
Impression management is exercised by staff workers to just develop, sustain, or

secure a portrait he\she held on other individuals (Johnson et al., 2017). Impression
management plays a vital role in organizational research that is inclusive of political
accomplishment (Riegelsberger et al., 2007). Impression management helps to achieve
beneficial results while making hiring decisions, performance evaluations and career
41
development (Yen et al., 2013). Staff workers hope to be treated well by their upper
management; for this purpose, impression management performs a vital part in managing
the controller’s impressions to increase staff workers’ productivity. When supervisors use
impression management the staff workers feel the supervisors are in their favour
(Proudfoot et al., 2018).
Different theories proved that use of impression management helps to achieve great
success in career (Fuller et al., 2007) and builds good relations between staff workers and
supervisors (Harris et al., 2007). Through impression management, an individual can
achieve self-promotion approaches that gives advantages of building positive events;
making others aware of one’s achievements and highlights one’s performance. This
evaluation is very helpful in job interviews (Bonaccio et al., 2016). Individuals spend much
time with integrating others. This integration changes and shapes the views and culture of
the individuals. This change reflects in their behaviour while presenting themselves in front
of others. One of the major integration processes is getting a hold of personal social
interaction, one own self and the linking to the community (Swider, et al., 2011). The link
between the interaction and self-identity is considered very hard to believe but still people
analyse the self-presentation and impression management as those which are associated for
more than 20-30 years (Goffman, 1959).
The first person to mention the phenomena of interaction as a mode of

selfpresentation was Goffman (1959). He studied that the people involvement was crucial
to compose and sustain any appropriate portrait plus accepted that the individuals shouldn’t
only focus own self-admiration but also accept various ways to conquer other people with
positive impressions. Hence taking into account the impression management and
selfpresentation as reciprocate of each other both can be used by the researchers (Barrick
et al., 2012). An individual tries to introduce himself via different self-presentation
techniques to get most appropriate results. Researchers have highly supported the existence
and consumption of various self-presenting approached to enhance the concept of
selfprioritization (Bourdage et al., 2015).
Self-presenting techniques ae defined as those actions or behaviours which an

individual use to reach out to those short-term goals and objectives acceptable by others
(Roulin et al., 2014). People not only verify using face impressions but also cross verify
42
using computer support and websites links (Boiral, 2016). Therefore while targeting the
online structure esp. social networking, such as Facebook the two way interaction which is
most commonly used as publicly and in the likelihood for future are both considered
important (Bolino et al., 2014).It is certainly essential for the people to make an effort
understanding the intentions towards impression management in a progressive way; in the
event that we foresee is to check the attempt to see how individuals associate with each
other through online media and what constitutes their consequent practices. In light of the
specialists who considered impression administration as a division assessed through the
viewpoint of the typical interactionist, an individual is considered as a key participant to
develop a fancy framed picture (Tojib et al., 2014).
In past, the researchers tried to look at the common sense of sharing self attributes
and someone’s additional information and raise questions without any proper reason. Such
as individuals introduce themselves on Facebook without even knowing any person or give
comments with might hurt someone. Researchers are of view that people tend to see the
positive points from the comments made and try to act in more acceptable way without
showing any dislike and disrespect in order to give good impression of ourselves to others
(Biancardi et al., 2017). Impression management is the exploration of how a person makes
an effort to overlook and control the comments of what other people pass on them. The
impression management’s objective is to direct others' conclusion or impression through
utilization of controlling data in, either, individual or societal circumstance (Buchanan et
al., 2007). Impression management being utilized as a part of an individual setting
generates hypothesis that can be connected at a macro-organizational level. Associations
utilize impression management strategies to deal with their reputation and develop a
positive picture with supporters outside the association (Merkl-Davies et al., 2007).
As per Bozeman (1997), the proposed impression management hypothesis

presented by (Goffman, 1959) was the most dramatized model used in social science in the
years of late 1950s. Later on, few studies conducted pointed out various alterations in the
proposed model of Goffman's structure. One of the most common and easy to find
impression management demonstration comprises of two key players; the first one is the
on-screen character who takes part in exhibiting the impression management practices on
the screen or real life while second player are the group of those individuals who connect
43
by performing the artist role under the most suitable environment. Impression management
practices can be classified into two essential classes: emphatic methodologies, which an
on-screen character uses to build up definite attractive character, and cautious/defensive
systems, which are the main reasons and supports to repair or console the harmed
personalities (Drory et al., 2010).
Since the introduction of impression management assumption, people have started

focusing upon the activities around them about how the other people, organizations,
businesses create their impressions and even deal or react to the already developed
impressions by other about them (Boyd, 2007) .Herzenstein et al. (2011) examined various
research and articles crafted about impression management distributed in standard
administration diaries since 1988.They presumed that exploration on impression
management at individual level frequently focused around how new hired individuals or
new developed firm representatives may oversee data to upgrade their outlook among
prospective employee they meet-ups or at work. People will probably focus on data that
shows a positive outlook when responsibility is high and ambiguity is low. Specifically,
work applicants are encouraged to oversee impressions to get an interesting result, for
example, job or vocation offers.
As indicated by Reynolds (2015), despite the fact that impression management

assumption can similarly be connected to the full-scale hierarchical level in order to
concentrate on how associations deal with their outlooks and impressions, considering the
impression management at individual level. They have to face problems as people use the
impression management to influence the judgements that others have of them, businesses
representatives and spokespersons similarly use impression management with a desired
target in order to show an impact on the way how others see the association.
2.5.1 Impression Management: Considering Cultural, Social and Spiritual Factors
Ostrand-Rosenberg (2009) explained that "Impression management is an active

self-presentation of a person aiming to enhance his image in the eyes of others”. Erving
Goffman came up with the term “impression management” in 1959. From then onwards,
the researchers and sociologists started counting awareness and interest along the
impression management concept. Corgnet (2015) is of the view that impression
44
management is merely an act or way to display a good positive public portray of oneself
just to give others a positive impression. It is one of the most common and shared way that
contains various number of influential actors such as social, cultural and spiritual that are
explained below as:
2.5.1.1 Social Implications
It is said that we humans do not transfer the values, roles, norms and statuses to
others in an easy way. We haven’t attained them objectively as well. However being human
we have moulded these attributes as we dealt with other people (Brennan et al., 2013).By
modifying their values, norms and statuses, people can judge how they reflect other people.
Humans are never so clear and have visible picture whenever they modify those values,
norms and statuses as per their own will while creating a positive impression. People
around the world apply this concept to get a positive result.as a general rule it is said that
impression management plays very a crucial part in the process of socializing and
interaction with other people (Newman, et al., 2011).
Impression management helps in developing personalities at the time of

socialization process. Utilization of impression management delivers individuals with the
important abilities that allows them to alter their views. These artificially developed views
help people to create new ones but it will not basically help to change the version of him
or herself. Using the impression management approach, an individual can easily get a
chance to define a relationship that can help him or her to change their position in social
class. Impression management contains numerous types of social implications in both
positive as well as negative way (Orttung, et al., 2009).
Some of the implications are negative which may be responsible for damaging the
impression management approaches in a person. According to (Newman et al., 2011), any
harm caused by the impression management can be restored to withstand the social
interactions. An individual’s personal identity and social interaction both can be developed
by using the impression management technique. It could be very surprising to know the
fact that those techniques which were used to harm the personality are in fact the resources
and tools to develop the personality again too
45
Impression management is a useful concept to get paid more attention. It comprises

both of authoritative part as well as positive impact in order to develop a well performed
famous socially acceptable person on the other way round it might harm as individual
social status too. Plus, it can re-develop a harmed personality Also, impression
management has the ability to regulate a person’s status in the social order. Any person
opinion in one’s view can also impact the impression management (Merkl-Davies et al.,
2011).
A relative position of a person in a culture and the esteem of impression

management can be dominant, but it may also be examined as a plotting tactic. According
to Norris (2011), Impression management can play a role of deception game as well. In
such ways that a person tries to play always positive impression on others. But during the
same course of action and repeating the same impression an individual make actions to
self-judge their impression by others in the same context as he wishes to be judged while
playing a con game. The earlier statement suggested that the impression management helps
a person to easily create fake impressions on others. This concept has been acceded by
different authors (Manusov et al., 2006).
Xu et al. (2017) postulate that in the impression management, the person makes an
effort to cover his/her impression which he assumes that would leave a positive impact on
receiver. Many authors conclude that impression management leads people to express
positive impression. Uziel (2010) augment this concept by expressing impression
management as a magic tool which every human being uses to present himself/herself as
to be liked by other human beings. The earlier example points out that the impression
management have completely negative effect on society however; many different authors
did not perceive impression management’s negative aspect and argue that the use and
implementation of impression management can be done in various ways.
2.5.1.2 Cultural Implications
People are very conscious nowadays about how they are portrayed in front of
others. This is main reason that impression management is used by people in order to let
them perceive the way people want them (Jain et al., 2012). An example of this concept
can be simply demonstrated through cultural changes. Cultures have various opinions and
46
views regarding certain looks as attractive or repulsive. For example, Americans consider
tanned skin as attractive but in Indonesian culture, pale skin is more appealing. Jayasingam
et al. (2009) states that over the last few decades the South Asian countries got into the
influence of white and clear skin and it was highly appreciated with the selling and
advertising techniques of whitening beauty creams. Same situation happens with hair
colours as well. Light or blonde hair colours are attractive for Americans while the
Indonesians prefer blacker/darker hair dyes.
There are always certain ways and techniques used by marketers to sell their
product into the most demanded region by raising the need of people using adverting and
promotion of the product. Such as English or white people spend hours and ample amount
of money in order to get tan and get their bodies bronzed with sprays and lotions. While in
many South Asian Countries like Pakistan, India, Indonesia, Bangladesh Sri-Lanka people
spend million dollars of money to get whitening lotions, body sprays, soaps, scrubs and
creams. This quoted example explained one of the impression management techniques
using the cultural implication showing how people move in order to let other perceive them.
One more example of this is demonstrated by the image created by clothing. For
example, an individual associated with leadership job wears a nice suit and carries a
briefcase in his/her hand and acts in a professional way and strives to be respected in order
to maintain his/her impression on others. This professional clothing and manner play a vital
role in impression management process. This example can also be used as a cultural
scenario. The choice of people’s dressings represents their personalities as well as their
culture. For example, American’s are free to wear anything. Most of the Americans wear
shirts, shorts and such clothes to revealing their skin while the scenario is different in many
other Muslim Countries all over the world. Indonesians are very conservative and modest
in their clothing style (Hooghiemstra, et al., 2000). Indonesians are very modest and their
clothes are designed that almost covers the whole body especially for woman (Ellis et al.,
2002). In addition to keep their body covered, Indonesians have a variety of traditional
customs that take part in impression management. For example, in Indonesia, after a
principal leaves a school and apply in some other institution, the students and teachers give
him company to the new school and accompany him to that institution on the first day of
joining while in America, when a principal leaves the school the teachers and students
47
arrange a goodbye party for him. But they don’t go with him to his new school or institution
on the first day.
2.5.1.3 Spiritual Implications
Spiritual implication is also an important part of impression management. As social

and cultural implications help a person to change his/her impression among others; spiritual
management also plays an active role according to one’s spiritual affiliations for example
a person’s routine or professional dressing is entirely different from what he\she wears
while visiting his/her worship place. People change their impression by acting in such a
way which amplifies their religiosity\spirituality. This was an example of classic
impression management (Lamertz et al., 2011). Browning’s example of impression
management in spiritual implication is given as a prospect of Christianity and this example
for youth is now very common that the implication of this impression helps youth to know
more about the dignity of the great Christian. Nowadays, person living next door tries to
prove him/herself as more spiritual and this method of presenting him/herself more
religious is often unproductive and non-beneficial at the end.
2.6 Online Impression Management
Presently, relationships are built and sustained on an online environment. For this
purpose, online impression management becomes very popular and plays a crucial role in
it and has eventually, become a part of academic studies. In modern era, Facebook and
other blogging platforms have become the part and parcel of our daily routine life (Norris
et al., 2011). Ease of access is the main reason that users prefer to share information,
thoughts and ideas on daily basis. Hence, Internet concerns everyone whether someone is
a user or not.
Users are motivated by many things. Whether a picture tweeted by a friend in some
restaurant or a significant announcement about an achievement. Thus, it has become very
important to understand the need of consumers. Latest search (January 2020) shows that
72% internet users are on social media (Sparks et al., 2011). A large number of clients
report numerous positive encounters constructing their interpersonal organization through
online networking. In other cases, a person may lose his/her occupation for the content
48
shown on these fora if it is considered improper. Therefore, keeping into account the social
media and its influences, our lives are radically showing an effect with them (Gleasure,
2015).
It makes a difference if the fashion in which we depict ourselves may construe a

false impression, or the "wrong" sort of content, as characterized by social standards.
Online networking sites, for example, Facebook and Instagram have turned out to be firmly
incorporated into the lives of numerous who adjust these mechanical changes (Amin
Mohamed et al., 2004). As the researchers see the surroundings in a more basic way trying
to highlight any critical elements, it is noticed that individuals would reveal about their
lives more easily and communicate to others freely. On some well-known weblogs, for
example, Tumbler, some of these stories would include distinctively individualistic subtle
elements, apparently a production of somebody very close. Since these individualistic
stories extend from individual battles at home, relationship points of interest with one's
better half, or, social gatherings, close companions, thereby sanctioning others to define an
impression of an individual’s construct in light of their posts. The issue with these
judgments is that a negative impression is shaped and stamped permanently. Therefore,
judgments are made which may, now and again, advantage the bloggers themselves or
influence them mentally’ either giving them certain support through positive remarks and
vice versa. (Lamertz et al., 2011).
By observing and comprehending the thought processes in employments behind

these websites, we can recognize what part these stages serve in our lives. We can see how
to best explore on the sites, with purposes running from advancing ourselves in a positive
open picture or utilizing it as an entrepreneur to convey adequately towards our imminent
buyers. It must be understood that, if the use of Internet is closely looked upon, there is a
certain “way of life” regarding the use of blogging and how people utilize it to impart their
insights to society at large (Melloni et al., 2015).
Among various prevalent online networking destinations, Facebook specifically

plays an inexorably imperative part in today's business. Facebook started in 2004. Inside
four years, Facebook users surpassed Myspace (Lillqvist et al., 2014). With 45.3 million
dynamic U. S. records and more than 200 million clients worldwide as of February 2009
49
(Hall et al., 2014), Facebook has turned into go-to place for business-to-customer (B2C)
correspondences. Organizations now have the capacity to viably deal with customers'
impression through their communications with potential customers on Facebook. An
analytical insight into organization’s online cordiality organizations via Facebook to deal
with their hierarchical impression could be vital to policy-makers and researchers.
It is intriguing how rapidly our internet patterns have changed in such a short
measure span of time. An article composed by (Pearce et al., 2016) tries to look at the
thought process behind individuals who surf through social media and look upon the
reasons why they are so intrigued by the content distributed on it. It investigates the general
self-representation of individuals on the web. The writer explains specific interests for
bonds and cravings that make [the blog subscribers] constant per users of a specific journal
blog (Pearce et al., 2016). Such steps taken by users to maintain impression management
online reflects an impact on the users who follow or tries to be like them.

• H3: There exists a positive relationship between impression management practices and
2.7 Brand usage
Nowadays, all companies think that their most precious assets are their brand,
product and services. Brand use practices are the consumer’s ability to help each other with
novel and better means to utilize a well reputed brand. These comprise essentially of all
the information specified by one member to other in respect to the customization the
product for its best usage as per the basic needs. These practices can also be related to the
feelings of one person in an attempt to help or assist another who is new into the
community. “Brand usage practices comprises of grooming, customizing and
commoditizing. All those activities which result in getting an effective use of the brand are
knows as brand usage activities” (Schau et al., 2009).
Social media can enhance brand usage practices by keeping brand devotion and
increasing followers by connecting and sharing brand information and knowledge. Along
with all these value addition practices, it is assumed that brand community can show high
impact using these practices. In addition, as far as social media assistance and
50
communication support is concerned, information sharing and networking is concerned all

these activities show a significant impact with brand usage practices and improved result
(Laroche, 2012). Hanna et al. (2008) explained the purchase plan as an idea to purchase
any particular goods or services involving some intention or purpose behind its purchase
and the purchase time is catered as that time span which is left for an individual to decide
for any product.
It is noted that when the members of the community in a society share the feeling
of consciousness, shared rituals and traditions, obligations and due rights to the society, the
people come closer to each other and feel more united. Motivated in common goals with
enhanced collaboration results in creating collaborative value practices. Considering an
example that if any member of community is highly obligated and follows the rules, if they
are likely to preach more and evangelize any particular brand, people will listen to him
more engaging the brand connection and developing sustainable ties among them, all of
which can result in high value creation practices. It was also taken into account that shared
consciousness improved the interpersonal bond among the groups resulting in an increase
in willingness to share any piece of information and resource to other members of the
community. All these tactics help in community support and committing good results as
identified by the group members (Lindstrom et al., 2006)
Brand knowledge comprises of brand awareness and brand image (Tynan, 2010).
Brand knowledge elaborates the customer’s current purchase and state of mind. Brand
image shows a direct effect on purchase intention while the brand awareness depicts an
indirect relationship with customer’s buying intention (Esch, 2006). “Brand awareness is
defined as the extent to which how consumer can easily memorize the brand when he/she
is going to buy a product” (Esch, 2012). “For the formation of brand awareness, brand
image is an essential condition. To evaluate brand awareness brand recall is a tool by which
we can easily measure and predict brand awareness” (Esch, 2006).
Esch (2008) worked on “Online Shopping Acceptance Model (OSAM)”. The

purpose of the study was to carry out the extensive research on the existing studies and
formulate the findings with the model of OSAM (Online Shopping Acceptance Model)
51
explaining the customer purchase level and acceptance behaviours of online shopping.
Along with behaviour studies buying intentions of the shoppers and internet buying (e –
buying) tools were also studied in detail in the model (Wille et al., 2011).It was also
observed that gender and demographics of the respondents are mostly alike and highly
promising in case of online shopping .Males as well as females prefer doing shopping
online and prefer checking new items of the bands, sale information and pick up stuff
online using websites and links (Niazi et al., 2012).Consumer's Attitude is considered as
an imperative figure which shows a deep impact on the customer purchase intention using
private label products (Chaniotakis, 2010). Consumer's Attitude incorporates a trust factor
in the brand name, product type, being easily accessible with harmony and not much
expensive as well.
Chaniotakis (2010) expressed that the mind set of customer defines the customer
purchase behaviour and checking his financial status. It was studying that people try to
save more cash by using cheap or local products and saving the money for the time of need.
Once the situations become better, they can move back to normal purchased brands
(Lymperopoulos, 2010). The customer confidence in local products is gained by using the
perceived benefit which explains that perceived price quality highly impacts the customer
attitude. Whenever a customer makes a purchase two steps occur. One step in internal
memory emerges from the purchase experiment while in the second step outside memory
emerges from the data assuming that the purchase is either in process or done (Jaafar et al.,
2012). People with negative experience share negative comments towards an item and
warns other members for future purchase. Otherwise, if the customer is satisfied when the
quality matches the value, a positive effect is appeared, fully satisfying the customer.
Hence in both situations, customer learn a lot about brands and other basic skills (Beneke
et al., 2015).
Ahmad et al. (2011) worked on checking the impact of brand positioning on

purchase behaviours of consumers using various characteristics like brand credibility,
brand image, brand prestige, consumer purchase intention, perceived value, perceived
quality, perceived risk and product involvement. It was concluded that all brand signalling
variables show a positive bond with customer buying. Marketers and advertisers use this
study to outline operational strategies and increase effectiveness. Hence the brand use
52
practices relate to the individual’s tendency to help other people in a community network
with newer, developed and enhanced ways to use the focussed brand. It explains the
information provided by one person in a community related to product customization as
per the needs of the customers. Brand use practices are also related to an individuals’
feeling towards helping or assisting other newer member within the community.
Brand community practices also affect the value creation practices within the
community. Moreover, regarding the enhancing role of social media in developing and
supporting the communication, information availability, accessibility, and networking the
embeddedness of such brand communities in the social media contexts results in higher
value creation practices (Schau et al.,2009). Within the community, the stronger the
feelings of shared consciousness, shared customs, rituals and traditions the more the people
within the community feel united and connected. They feel more motivated to increase
collaborative value creation practices sharing brand information and usage. For example,
if a person consider himself/herself more obligated to the community he/she is more likely
to preach and evangelize the brand, help others for better branded products, tries to enhance
or sustain the connection with the brand, all of which can results in better brand usage
practices and value creation. This can eventually result in enhanced purchase intentions of
the consumers and buying behaviour of users within the community.
Thus, the study postulates the following hypothesis:
• H4: There exists a positive relationship between brand use practices and purchase
intention of the consumers.
2.8 Brand trust
Brand trust is defined as “the willingness of the average consumer to rely on the
ability of the brand to perform its stated function” (Chaudhuri et al.,2001, p.82). Brand
Trust is the basically a satisfying feeling which involve trustworthiness factor by the
consumers while they communicate with the firm which in today’s world is moving to
social media platform. Brand trust is described as a “feeling of security that the brand will
meet consumption expectations” (Zang, et al., 2012). Brand trust is closely associated with
customer and their commitment to the brands. If a person is committed to any brand, he
relies on the brand and its worth in fact staying price tolerant, with more customer
53
engrossment maintaining a good positive bond between brand trust and the commitment
by the consumers (Chinomona, 2013). An overall customer satisfaction is basically an
antecedent of the brand trust showing a moderating relationship among the consumers and
their involvement towards brand trust relationship. After various descriptions of trust from
diverse study areas, it is deduced that trust is based on critical components such as
confident expectations, desire to trust as well as doubts and risks (Grabner-Kräuter, 2009).
According to branding literature, “brand trust is the idea of brand-consumer relationship,
which is basically a replacement for human contact between the company and its
customers” (Matzler, 2008).
Trust is a conviction which is centred on within limits and restrictions. Matzler et

al., (2006) stated that trust is not a negligible conviction but rather an affirmation in the
outflow of risk. Numerous different researchers have taken after this thought
(GrabnerKräuter et al., 2008). McCole et al. (2010) characterized trust as a state which tries
to connect the various principles whole heartedly keeping others in an aim regardless of
any risk factor. However, in a brand, the trust is mainly associated with the buyers showing
that customer commitment is especially his /her degree of involvement with solid
commitment with complete satisfaction of the customer (Sahin, 2013; Anwar, 2011).
Matzler (2006) described that brand trust is positively associated with attitudes and
the purchase loyalty of the customers. In the brand trust it is said that perceived value and
the practical value of the brand must be totally associated. Trust plays a crucial part in
developing and maintaining the brand loyalty in two situations one is buyer association to
business and other one is the association among businesses to business in the buying
situation. It is well noted that in order to keep a good market share, having high worth and
better price elasticity in the business and projects, the trust shows a great impact on the
behaviour of the customers as well as their attitude with loyalty (Chaudhuri, et al., 2001).
Morgan et al. (1994), stated that trust is one of the crucial items for the marketing
relationship development and confidence building showing a valid and integral role play
in the loyalty associations. Mosavi et al. (2013) defined brand trust in the perspective of
consumer loyalty showing that trust factor focuses on the perceived quality, reputation of
the brands especially taking into account the satisfaction of the consumer with their
54
knowledge and experience and monitoring customer engagement level. In the above
explained statement, the inconsistent accent on relational marketing dictate about trust
predict future intentions of the consumers. Hence in the final round it was concluded that
brand trust was considered as a variable for the generation of customer’s commitment
which can lead towards the higher involvement.
Hashmi et al. (2014) observed trust in the form of desire from people around us and
this level of desire could be high or low depending upon the intensity level. Along with
desire risk factor is closely associated. Similarly with the level of trust, the level of risk
also shows higher and lower boundaries. Researchers investigated that trust is developed
on the basis of former practices and trust is totally dependent upon the consumption pattern
of the consumers. A positive relationship between trusts can bring it to the top of consumer
attributes but a negative impact reveals a total failure within the consumer showing a total
level drop in trust factor (Haryanto et al., 2012).
Agrawal et al. (2013) described an aspect of framework for gripping consumer’s

trust in a large company brand, merging both the positive and negative aspects of trust. It
was also observed showing the differences in prosequences and consequences of trust
which was found among customers and among non-customers. The researches related to
brand trust are mostly based on concepts and are theoretical in nature (Chaudhuri, 2001).
However, the significance of brand trust is theoretically discussed in researches related to
branding (Lee, 2005). The research started developing the common grounds with a major
focus on opinions of the customers and keeping in relation two approaches; first one was
targeting the resource-based approach and second one studied the relationship marketing
research. It was observed that brand trust is one of one the core element in the process of
developing the brand equity among the customers (Phua et al., 2017).
A trustworthy brand keeps starts by understanding the real customer needs and
fulfils them by offering such products/services. Brand trust goes hand-in-hand with
satisfaction of customers targeting the product features (Molinillo et al., 2017). Brand trust
is defined by another researcher as an interface connection of a customer with any
particular brand on the grounds of the perceptions developed by the customers, his/her
feelings related to safety measures, the reliability, trust and faith concerns plus the
55
responsibility of a brand for the development of the customers as well (Sung, 2010). Brand
trust is explained as a readiness of usual customers that depend on brand performance; they
are committed to perform. Specifically, in an online environment it is very difficult to
develop and sustain brand performance as per the promise especially for the products
having lesser product differentiation (Fournier et al., 1997; Nyadzayo, et al., 2016).
One of the top most responsibility of any brand is to fulfil the desires of the
customers and satisfy their demands by maintaining the trust factor. Trust is the core
element having imperative emotions over other feelings in human body. Higher trust
factors undoubtedly rejuvenate customer’ truthfulness to the brand. Clients enters the faith
criteria circle just by grabbing the rope of trust. Therefore, in order to develop trust within
an individual it is better to access the information coming to you and deep exploration of
the data is required (Chinomona et al., 2016). Firms nowadays try to develop the trust factor
on the probability factor revealing that the brand is designed in particular focusing its
clients and will satisfy their demands to the maximum extent Thus it depicts that the brand
is totally reliable and friendly for the people to use it. All these efforts made by the brand
result in determining the brand limits and the readiness behaviour among the customers to
buy the brands from the same class of products (Islam et al., 2016). Any sort of ambiguity
which is faced by the clients can be reduced when the trust factor of the particular brand is
much higher in comparison to the other competitive products of the brand. The dedication
and willingness to buy a brand is the result of the brand trust or the guarantee which is
initiated with developed bond and association among the brand and its users (Wang et al.,
2016).
The past researches portray brand trust with the willingness of the client on the
centre marked point showing the ability of brand to perform its mentioned functions. Jin et
al. (2016) propose that trust is one of the most crucial factors especially in case of any
instability such as whenever the stated functions or lesser function is performed by the
product of the brand. On the particular note, trust reduces the liability factor in any situation
especially in those times when the customer feels helpless, therefore clients prefer
depending on the trusted brands and their products.
56
Bennett et al. (2000) proposes that building trust in customer mind involves a lot of
calculations and careful steps keeping in view how clients react, protest or show their
behaviour in response to any activity. In the meantime, (Song et al., 2012) conclude that
trust includes a deduction with respect to the generosity of the firm to act to the greatest
advantage of the client in view of shared objectives and qualities. Therefore, convictions
about solid quality, happiness, and trustworthiness are exceedingly vital features of trust
that moves individuals to join their operationalization of trust. Largely, we see trust as
including a procedure that is thoroughly considered and precisely measured, while the
advancement of brand influence is highly unrestricted, highly prompt, and less purposely
contemplated naturally. Brand trust leads to brand loyalty factor among the customers as
the trust factor develops strong connections with the customer focusing future relationship.
In real terms the responsibility is taken as the ability and stability to keep performing the
stated function (Gurviez et al., 2003). In the similar ways, it is observed that loyalty is an
ongoing process which will accomplish its stated function keeping into account the trust
factor and its performances to the best ways. It is also observed that trust and duty are
closely associated to each other. However, trust is one of the important substances when
social trading is taken as the main objective. On the other hand, responsibility is crucial for
developing the connection and connectivity among the social circle (Jevons et al., 2000).
In order to have a better understating, trust is also divided in to various types and
forms (Chen, 2010). First of all, trust is represented as calculating the reliability,
competence, and consistency of the trusted question and reflects the financial
comprehension of trust as normal decision (Delgado-Ballester et al., 2005). Secondly,
fullof-feeling trust, is the feeling-driven type of trust that depends on moment based
emotional responses, on style, appeal, grant and flags of consideration. Very often it is
noted that, trust-based behaviour comes in view because of a blend of full-of-feeling and
subjective trust (Casaló et al., 2007). The result of other researches doesn’t explain in detail
these hidden trusts that trust can be characterized as "conviction, fitness, trustworthiness,
and consideration" (Jevons et al., 2000).
Brand trust can also be explained as the willingness of the normal buyer to be
dependent upon the brand capacity to play its stated aptitude (Jones et al., 2010). As a belief
brand trust is a customer developed feelings in the brand's persistent superiority and
57
honourableness (Ulusu et al., 2011). The above definition prompts to two general ways to
deal with trust. Kennedy et al. (2001) initially, based on the partner's ability, firm eminence,
or purposefulness partner’s dependability, have seen trust as a conviction, slant, or desire.
Secondly, trust has a reason to conduct a purpose or behaviour goal which highlights trust
being into partnership and includes insecurity and weakness with respect to trustee (Ha et
al., 2004). Brand trust could be produced by giving verdicts of safety, dependability and
trustworthiness regarding the brands to buyers.
Brand trust in the previous years termed as the conviction of desiring things from
other humans in contrast to what items to be afraid of (Deutsch, 1973). Trust put emphasis
on the high probability and desires in a way that clients anticipate that a brand will produce
positive results. In addition, (Djatmiko et al., 2016) indicated brand trust to the main desire
of the brand to perform its goal and purpose. Morgan (1996) uncovered that the intangible
assets, for example, brand trust and duty is imitable and cannot be bought or effortlessly
reproduced. It was proclaimed that these are one-of-a-kind resources which can be
assembled together to make business perform better in the best ways (Morgan, 2007).
Brand trust is about the readiness of buyers depending on the brand execution as
guaranteed by the firm. Brand trust is a vital variable that must exist in the client firm
relationship. “Brand trust is characterized as an ability of clients of a specific brand to
depend on the brand to play out its capacity” (Chaudhuri, 2001). It is also expressed that
brand trust can be isolated into two measurements; unwavering quality and goal. In the first
measurement (unwavering quality), clients shape trust on a specific brand in view of the
specialized capacity.
Regardless of its significance, the idea of 'brand trust' has sometimes been
unequivocally inspected in training and customer writing. This is on account of the
different perspectives about trust across discursive disciplines that have fostered different
definitions, adding to the absence of estimation agreement in trust development (Kenning,
2008; Casaló et al., 2007). For example, market analysts see trust as either calculative
(Chung, 2008) or institutional (Grabner-Kräuter, 2009) while sociologists survey confide
trust for social connections and social foundations (Wang et al., 2014; Islam et al., 2016).
“Sociologists consider trust as a desire that is particular to an exchange and the individual
58
with whom one is transacting” (Keh et al., 2009; Laeequddin et al., 2012). Then again,
administration and advertising clearly hint trust with the skill measurement in a
relationship, that spotlights on the conviction that the partner has the obliged aptitude to
play out his/her exercises, do his/her commitments or finish his/her guarantees (Song et al.,
2012; Singh, 2012; Li, 2008). “In advertising writing, the term 'brand trust' is differently
characterized as the readiness of shoppers (suggests a penchant) to depend on the capacity
of the brand to play out its expressed capacity” (Dirbawanto et al., 2016). These meanings
of brand trust propose that an entity’s ability to rely on a brand's qualities or characteristics
is basic in developing long-term relationships. In this manner, this study conceptualizes
trust as an individual's inclination to place one's trust in a brand's qualities or traits in
circumstances involving danger to the shopper.
Morgan (1996) considered trust as "an ability to depend on a trade partner in whom
one has confidence.” This definition further explains the two general ways to deal with
trust in writing. To start with, trust has been seen as a principle, assumption, or statement
around a business partner and his fidelity which derives from the partner’s perfection, best
quality to offer, or any hypothesis around a business deal dependability that derives from
the partner’s aptitude, dependability, or purposefulness. (Dwyer et al., 1986). In second
sense, trust is taken as communication objective or ways of doing an act that reflects down
a dependability factor of one person including the helplessness defencelessness with
respect of the trustee (Chi et al., 2009).
Chaudhuri (2001) assured that the part of brand trust in the brand value forms has
not been expressly deliberated. Brand trust develops from the past behaviours and previous
bonding in such a way that after a while an improvement in the behaviour is considered as
necessary action to perform (Erciş et al., 2012). It was noticed that customers connections
along other members in a social networking-based business provides recommendations to
keep brand value and trust as key components for long term relationships (Sahin et al.,
2011).
Chaudhuri (2001) assumes that the role of brand trust in the trend value forms has
not been expressly deliberated. Taking brand trust as a source of hope, it depends upon
consumers knowledge that the brand as certain qualities making them reliable, skilled,
59
bright, capable and genuine in relation to trust in the eyes of the customer
(DelgadoBallester, 2003). The utilization practice is supremely significant as well as vital
to the genesis of brand trust, since it produces affiliations, considerations and derivations
that are further self-pertinent and detained with added assurance (Afzal et al., 2010). Hence
brand trust is an eagerness of routine clients to depend upon their capacities to show their
expresses capacities and limits (Jevons et al., 2000). Lau (1999) recommended that
development of brand trust is crucial for marketers to develop long lasting bond with
customers. Brand trust pushes itself towards brand loyalty or duty as trust creates trade
networking being much valuable (Ha et al., 2004). Without a doubt, duty has been regarded
as role to perform its stated function. Lee et al., (2008) finds that brand trust encourages to
do what you have to do in business-to-business relational trades.
Brand trust develop a logical reason on the critics and use of brand extension
activities especially in those situations where risk factor is involved at the time of making
a purchase (Kenning, 2008). Reast (2005) explains the trust as “a generalized expectancy
held by an individual that the word of another can be relied on”. Brand trust has attracted
considerable attention from experts as well as analysts as of late because of its elemental
part in upgrading client connections (Iglesias et al., 2011) and building client
dependability, duty and value. Recent studies refer to brand trust as an individual
willingness to make a purchase (Sahin et al., 2011). In view of such a conceptualization,
researchers built up a unidimensional estimation scale. Kenning (2008) recommend that a
unidimensional conceptualization totally 'disregards the motivational viewpoints
connected with the idea.
Akbar et al. (2009) considered brand trust as the source of eagerness depending
upon the brand, and suggested an estimation measure that spotlights on the brand itself as
opposed to particular measurements. Trust, as per their viewpoint, is pretty much a
worldwide scale for a shoppers' general emotion or dispositional propensity towards the
brand. Regarding brand trust all things considered indifferent in various ways that brand
trust is a way to develop more elevated amount of deliberation in respect to its different
measurements. Taking Sichtmann (2007) who proposed that trust ought to be determined
as a momentarily-arranged calculation framed by its lower-level measurements, people
trust that it is fundamental to recognize general brand trust from trust with respect to
60
particular parts of a brand. Since brand trust is a multidimensional build and every
measurement has rather particular substance space and may act freely. Neglecting to make
this distinction may prompt complication in estimation improvement and model detail.
(Ling et al., 2010).
Brain science writing has, quite a while ago, recognized the objective nature of
trust, and perceives trust as a connection to such an extent that one individual trust another
with something he or she values (Li et al., 2008). The objective nature of trust proposes
that trust ought to be contemplated with respect to various viewpoints. All in all, research
on interpersonal trust as well as business trust views trust as either a general conviction
(Fritch et al., 2003) or an arrangement of particular convictions concerning the
trustworthiness, consideration and capacity of the other party (Surie et al., 2008).
Ang et al. (2001) recognizes a trust calculate method alongside two segments –
enthusiastic trust and trust in partner’s unwavering quality – showing that trust may occur
at numerous stages. While Morgan (1996) concentrated on those arrangements of general
principles giving an estimated size of a worldwide nature, Chaudhuri (2001) focused on
the execution capability of a brand, a remarkable part of brand trust. Merged solid quality
and expectations deeply activates various new aspects and growth space for brand trust.
Trust is a multidimensional build and every measurement may shift freely. Hence, desires
of ability may increment general trust. Chung (2008) concludes that good brands put
forward their clients at the priority, fulfilling their needs and specifications of the products.
Brand trust converts the desired needs and wishes into practical execution along all the
characteristics.
Brand trust has been defined as an emotional security held by the purchaser in
his/her communication with the brand (Eggers et al., 2013). A harmony with an
organization or brand produces sentiments of more prominent trust (Schallehn et al., 2014).
Moreover, (Schallehn et al., 2014) explains the various circumstances that demonstrate an
people state of mind where brand loyalty implies that organizations are developing long
lasting relations with their clients with the goals to achieve the brand trust.
Yufang et al., (2006) states the rationale behind the brand being presented in the
market in particularly when there is a direct contact between the client and the firm. For a
61
particular brand there might come a chance that one customer who is loyal and a regular
customer of it doesn’t like any other brand due to his/her state of mind (Ling et al., 2010).
Trust in the end is only established by maintaining a strong relationship with their brand.
In the current scenario, firms manage this concept to the best context. Firms nowadays use
the trend of modern brand building concept using words, branding, socializing with
customers and maintaining strong relationship with clients to develop more and more trust
among the users (Lantieri. 2009)
Trust in theoretical way is considered as a process of conviction keeping in mind

the context of social psychology to perform a behavioural goal (Herm, 2013). Brand trust
is characterized as the eagerness of the client depending upon the ability of a brand to
perform its mentioned capacity. The fundamental reason of promoting a brand is to create
security among the purchaser and the brand, and the prime piece of that security is trust. In
another research by Tatar et al. (2016) trust is characterized as an ability to have trade
dependability with certainty and faith. It is dependent upon the data acquired from firms
related to various clients, their buying behaviours and purchase patterns. The trust is a
principal estimation of the partner connection. It aspires to reduce any risk enabling
increment in trust for the purchaser-brand association (You et al., 2007). Trust has been
practically considered as a key calculator to measure the customer brand relationship. Trust
prompts client loyalty and duty. Trust is a crucial item on which firms should pay more
attention in order to have long term customer relationship (Wu et al., 2011).
The buyer's trust on a brand grows when customer finds out being sound,
commendable and well-disposed. Brand trust has been viewed as a sentiment security that
is held by the buyer which the brand will live up to. It likewise stimulates emotions and
raises the level of trust and devotion. The trust on the relationship customer-brand is a
condition of confidence or suspicion that the brand makes an effort to have an anticipated
activity and adjust as per client desires (Louis et al., 2010). Pauwels-Delassus (2013)
suggests that brand trust and brand influence serve as key determinants of brand loyalty
and reliable with the idea of balanced advertising relationships. Brand trust stimulates
brand loyalty or confirmation since trust makes business deals extremely honoured
(Magnoni, et al., 2012).
62
Touzani (2009) draws an estimate on interpersonal trust to look at how presentation

to heuristically prepared trust-important data (disclaimer speed, for this situation)
differentially effects shoppers' purchase intention toward un-trusted (either trust-obscure
or not-trusted) and trusted brands. Whenever the shoppers either need trust-important data
about or have low trust in the publicized brand, it is presumed that they will display
assessment, demonstrating affectability to exploratory trust prompts.
Marketers are uncertain and careful about the brand's thought processes revealing
that consumer purchase intention falls if the brand displays suspicious propensities. At the
point when buyers trust the promoted brand, in contrast, it is suggested that they will
display confidence, indicating lack of care to experiential trust signals. It is assumed that
the brand always works along trustworthiness factor, and purchase intention is not
influenced by suspicious conduct (Assiouras et al., 2015).
As per (Pan et al., 2012), trust is a critical part of a relationship, which has been
concentrated on and provide witness by analysts, sociologists, and financial specialists
from the points of view of administration and advertising standards. It is their agreement
that when the customer has trust in a brand; it accompanies the conviction that the brand
will reliably convey its guarantee of significant worth to purchasers (Bouhlel et al., 2011).
The trust factor develops from the individual nature starting from the mind game to social
research and finding out what other people assume of the facts. Trust is taken as absolute
factor to develop any significant relationship.
It is expressed that brand trust is an essential consideration for the client prior to
and after the item’s purchase; and it nourishes long-lasting loyalty and reinforces the
connection (Heinrich, 2012). Trust may be described as the eagerness of customer to focus
on the brand’s ability and its performance (Ahmad et al., 2015). Brand influence is also a
new concept to have association with brand trust. Although brand influence is quick in
response but there is certain distinct differences between the both. When we look at the
procedural facts it is viewed that brand trust impact the influence and covers the
welldesigned outlines framework and procedure method. (Ahmad et al., 2015)
A standout amongst the most authoritative components which specifically impacts

brand loyalty is the factor of brand trust. The trust results on loyalty turns out to be totally
63
applicable, in case, there is an occurrence of choice taken for changing the brand because
of fumbled mind-set and lack of clarity (Geçti et al., 2013). Trust is a basic part of any
brand administration procedure. It is a vital consideration in today's business surroundings
(Hartmann et al., 2007). Trust is categorized into two ways i.e., passionate and sound
perspectives (Pan et al., 2012). While the passionate part is connected with certainty,
security, intrigue, regard, liking, gratitude and profound respect. The sound perspective
shows validity which is identified with the capacity of a brand to fulfil buyer's needs, and
the execution of the brand (Papista et al., 2018).
Trust has likewise been appeared to affect purchase intention. It demonstrates that
trusting convictions significantly affects purchase intention (Cheng, 2011). Likewise report
that trusting convictions affects trusting intention, which prompts to shoppers' ability to
purchase. It additionally demonstrates that trust can have a backhanded effect to purchase
intention in some circumstances.
Thus, it is proposed that
H5: Brand trust mediates the relationship between social networking practices and
H6: Brand trust mediates the relationship between community engagement practices and
purchase intention of the consumers
H7: Brand trust mediates the relationship between impression management practices and
H8: Brand trust mediates the relationship between brand use practices and purchase
H13: There exists a positive relationship between brand trust and purchase intention of the
consumers.
2.9 Brand loyalty
Hidayanti et al., (2018) explained the impacts of brand practice and brand trust to
enhance brand loyalty and brand commitment. Brand experience support to brand
64
commitment and brand loyalty. Loyalty is a process in which customers show their
contentment towards the enactment of product or facilities given to them (Bloemer et al.,
1995). Brand loyalty is also distinguished as the process to preserve a special product or
service desirable for lifelong terms (Khraim, 2011). Loyalty is based on different variables
but the most important fact is the practice of use (Edosomwan et al., 2011). Consumer’s
check the brand for their satisfaction that inaugurates a good and long relationship with
that brand (Woodcock et al., 2011).
Loyalty is frequently considered as the combination of two aspects i.e., behavioural

and attitudinal (Garland et al., 2004). The customers prefer brand switching methods
whenever they face any lack of commitment by the product or situational factors showing
different marketing techniques (Møller, 2006). Recurring consumption and positive word
of mouth (WOM) are the results of brand loyalty leading to an organization’s potential
success (Bandyopadhyay, 2007). Loyalty is defined as capacity of the clients to continue
purchasing the same product or brand instead of any other competitive brand. Loyalty is a
customer engagement process in which users continue liking the same product over and
over showing repetitive purchase behaviour without any pressure or situational influence
(Rowley, 2005). In marketing, the term loyalty is benchmarked with repeat purchase by
consumer, customer preference, commitment and faithfulness (Lee et al., 2015). Brand
loyalty is elemental for every firm to gain competitive advantage in order to attract more
customers and gain more profit (Iglesias et al., 2011). Every firm wants to get high
customers loyalty towards the brand. However, all brands cannot achieve high customer
loyalty. Every firm yearly marketing plan are crafted out focusing on growth and
preservation of consumer’s brand loyalty, specifically in the marketplaces having tough
opposition and high impulsiveness and less item variation (Ismail et al., 2017).
Market responds back in swift way to brand loyalty, using the strong brand referring
method and networking of people using branded product (Huang et al., 2017). Brand
encounters energize devotion by making enthusiastic associations through connecting with
convincing and steady setting. The setting is the physical space in which the administration
experience happens; it contains the physical as well as social qualities of the environment
under the influence of which the buyer fully cooperates with clients. This meaning of
setting demonstrates two essential parts of setting, physical and social. The physical setting
65
is comprised of the small chunks of information produced by the sights, sounds, surfaces
and possesses an aroma similar to the earth; the social setting is made out of those pieces
of information that exude from individuals and practices in which they lock in (Shum,
2004).Brand loyalty is a strong held commitment in favour of any product/ service having
full confidence by showing purchase and re purchase patterns with proofs and logics
without any situational or other conditional influence (Atwal et al., 2017). In today’s
marketing firms and digital world, the term steadfastness is widely used in terms of its
absolute definition along with repeat purchase, preferences, responsibility, ability and
dependability factors.in the same scenario the term confidence is being introduced in
today’s scenarios as an assortment of market-centred settings having a clear-cut bond,
limits and boundaries between the client and firm (Kim et al., 2001).
Brand loyalty is initially referred as the shoppers' repeated purchases. Repeated

buying, acquiring, notwithstanding, may just demonstrate shoppers' brief acknowledgment
of a brand. In this way, the idea of brand dependability was reached out to include both
attitudinal and behavioural loyalty (Sasmita et al., 2015). Behavioural loyalty implies that
shoppers will, over and again, buy a similar brand. Attitudinal loyalty is another thought
process being slower as compared to behavioural loyalty. It is associated by speaking to
consumers' commitment or feelings while considering one of the unique qualities
connected with a brand (Zheng, et al., 2015). Selnes (1993) expounds brand loyalty as an
intense duty to re-buy a desired good or re-connect to an organization consistently
afterward, hence building up a unique collection of similar brand or similar brand-set items,
irrespective of any conditional influences. Veloutsou (2015) explained that attitudinal
loyalty should give an uplift to behavioural loyalty. Researchers have recommended that
this attachment will bring about client responsibility or steadfastness. Shang (2006)
expressed that exceptionally inclusive buyers may see more noteworthy significance in an
item and focus on their decision. Dholakia (1997) demonstrated that buyers with low
contribution display low brand dedication and hunt down choices. He contended that the
higher the inclusion, the more noteworthy the dedication, and henceforth, loyalty to the
brand.
Statman (1981) recommended a three-arrange model to show the relationship

amongst association and behavioural loyalty. Loyalty is considered as the continuous mind
66
game process between the brand association, customer liking and opposition from
competitive brands. Brand loyalty as result of this mind game provide contentment to the
customer when he/she sticks to one particular brand for life ling time. Being brand loyal
means being in such a situation in which consumer buys and uses trusted brands as
compared with brand that the consumer doesn’t believe in. In this manner, consumer
exhibits a promise to that brand. Faithfulness may be measured via encouraging informal,
performance of consumer, brand trust, affective ability of worth and so on. A point at which
buyer consistently purchase the brand available in the artefact class. The dedication to
make the similar purchase of a particular brand by the customer will keep the customer
loyal for life lasting terms (Rizwan et al., 2013).
There come various chances when the firms’ offer numerous brands to their clients
however, unfortunately, not each brand carries the same worth from the customer. Just few
brands give organization high reliability clients. Showcasing techniques are widely used
by organization to develop a client brand relationship; particularly in increased opposition
by weakening the product worth (Fournier et al., 1997). From the text viewpoint, brand
loyalty in showcasing has overwhelming implications since recent years (Howard, 1969).
Through proper marketing and developing the brand- consumer relationships, brands get
well known in less amount of time. As a rule, the customer satisfactory status can be
noticed well whenever he/she seems satisfied with the brand products (Zehir et al., 2011).
Brand loyalty is currently at that position where the firm products and competitors
are at cut throat competition due to current marketing situations. Brand loyalty is
characterized as "a profoundly held responsibility to re-purchase or re patronize a favoured
item/benefit being reliable, in such ways that the competitors of the same product or brand
have to face a cut throat competitions, regardless of any situational impacts and hindrances.
(Delgado-Ballester, 2001). Loyalty of clients is the repurchase of specific brand as well as
mental inclination of clients towards that brand (Delgado-Ballester et al., 2005). The
organizations ways of dealing the customers, product quality, picture and exchanging
impediments have impacted on dependability (Ahmed et al., 2014). Consumer loyalty is
considered as a fundamental antecedent of faithfulness however; now client’s charm builds
more commitment than fulfilment (Ramiz et al., 2014). Advertisers had accentuated their
67
efforts towards the mental setup of their clients is very crucial since mind eventually creates
reliability. In addition, loyal clients are always very selective in choosing the brand
however when they gain the loyalty then it’s lifelong in nature irrespective of cost. Price
flexibility also has an impact on brand loyalty (Han et al., 2008). In the context of Pakistan,
it is researched that real time performance and brand image had constructive influence on
brand loyalty. Companies may have achieved brand loyalty by giving quality services
however; achievement had less effect as compared to brand image (Malik et al., 2013).
Brand loyalty is one-of-a-kind liability towards the brand indicting a repurchase behaviour
irrespective of any competitor brand, their marketing techniques and branding (Malik et
al., 2013).
The concept of brand loyalty has been observed as a dynamic development in the
advertising script for years (Awan et al., 2014). Shehzad (2014) proposed a description that
represented these benefits in an operative way, by expressing that brand loyalty is observed
as the customers’ unlimited responsibilities and a great connection with the brand having
solid connection that doesn’t get affected with any ordinary marketing technique. In any
case, the text still reveals certain common aspects, as majority of the specialists agree that
brand loyalty may be either binding or bogus (Durrani et al., 2015).
Haq (2012) states that there come certain conditions where the false loyalties of
brands are driven by situational factors such as cost, price, and promotion etc. which could
lead disturbing the brand loyalty factor of the customer Although, recent studies have seen
brand loyalty as a multi-dimensional factor, and overall, it needs multivariate estimations
(Berné et al., 2001). This new prospect provides a leniency for few approximations and
understandings but it won’t last for longer time span.
Newman et al. (1973) contended that altogether brand loyalty holds much
significance for advertisers and assists to counter consumer likings and preferences in
favour of the brand. In light of Newman, it is anticipated that brand practice is a legitimate
scale of brand loyalty, as it is extremely prospective that purchasers who understands a
predominant brand experience will be inclined towards the brand afterward .Few previous
researches also exposed that there lies a strong connection between brand loyalty
definitions and its measures (Iglesias ,2011).The significance of brand loyalty has been
68
discussed and well explored for no less than three decades (Sadasivan et al., 2011). Brand
loyalty prompts to promoting certain positive situations, for example, sometimes
reducedprice ranges, endorsing prices, even more new consumers, and further noticeable
exchange influence. The study recommends other truth related promoting points of interest,
for example, ideal verbal exchange of information plays a key role in delivering a
promising product message to customers. Brand dependability is a behavioural
measurement for analysing attitudinal sections and its link with various factors at both, the
consumer and the market basis (Pi et al., 2011).
Brand loyalty is a considered as a central measure of brand equity. Consumer brand

loyalty is a belief on a brand which is supported by brand selection, usage and purchasing
experience of brand. Ahn et al., (2018) characterizes that brand loyalty is triggered by
buyer’s past fulfilment with product usage and his/her involvement in a similar brand
resulting in repurchase decision. Loyalty implies brand inclinations that purchasers
wouldn't think of through various brands while buying a particular one and are satisfied
with its quality and performance (Al-Abdallah et al., 2013). Loyalty leads to a repurchase
commitment which is a guarantee that buyers wouldn't change their loyalty in various
contexts and still purchase the same brand (Wang et al., 2009).
A repurchase intention and devoted state of mind shows consumer mental

responsibility towards a brand acceptability. Loyalty is an expensive concept and may well
be separated from temporary loyalty and long-haul loyalty. Temporary Loyalty is not
genuine brand loyalty in light of the fact that a long-haul client won't purchase different
brands regardless of the possibility that there lies a superior decision (Knox et al., 2001).
However, sincere brand loyalty is supposed to integrate positive brand preferences and
repurchase behaviours of consumers resulting as long-haul commitment and rational
management (Nam et al., 2011).
Das (2014) stated that brand loyalty has been described as an “interactive reaction
“and as an element of “intellectual procedures.” The brand picked at numerous past
purchases has a high possibility of being purchased again subsequently. Organizations
want to draw attention of their loyal customers and measure how it impacts people's
recognitions about their products, spread records, and move ahead from their competitors
69
(Kabiraj et al., 2011). Ogba et al. (2009) states that brand loyalty wishes being loyal to a
brand, and it is demonstrated well whenever customers select a brand as their first choice
of purchase. Brand loyal customers willingly spend an extra premium on a brand as well.
Brand loyalty becomes more prominent when a parallel brand is, more than once, acquired
by authentic purchasers (Tuškej et al., 2013). Loyal consumer can exploit a larger quantity
of the brand – i.e., can like consuming the brand or connecting to its image (McAlexander,
2002).
Brand loyalty is essential to a firm’s forcefulness and profit (Aaker et al., 2004).
The improved level and further development of brand loyalty is totally dependent upon the
firm’s marketing plans especially taking into account the competitive markets with
increased level of brand similarities and lesser product differentiations (Zehir et al., 2011).
Past utilization of product consumption, past involvement and shopping background of
product/services may be estimated from repurchase frequency of one particular brand (Kim
et al., 2008). Positive brand preferences indicate that customers wouldn't ponder upon
another brand while buying a good. Showing loyalty expresses to re-purchase buying
behaviour as well as loyalty state of mind reflects the psychological duty to a brand (Sahin,
2011).
Azad et al. (2012) states the facts too that repurchase buying is not comparable to
loyalty. For instance, at time consumers not only rebuy just because of loyalty but because
of an attractive display of assortment resulting them buying a specific product incidentally.
We can call brand loyalty in true sense only when customers are showing their state of
mind and proper conduct in their purchase patterns which if not present result in false
loyalty concept. Dedication towards a particular brand can also be separated from fleeting
loyalty and long-lasting loyalty (Nam et al., 2011). Fleeting loyalty is not sincere brand
loyalty keeping in view the point that a long-lasting customer wouldn't shop at other brand
regardless of the probability that there is a premium choice available (Lazarevic et al.,
2007).
Brand loyalty may be accessed in two ways: full of feeling loyalty and activity
loyalty. Tsoukatos (2011) explained the complex affiliation among customer gratification
and brand loyalty. “Full of feeling loyalty is defined as a particular brand preference from
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cumulative fulfilment to past utilizing encounters. On the other hand, activity loyalty
demonstrates that customers have likings to a particular brand as well as they perform a
purchase activity, they make a purchase monotonously which turns into an activity” (Roy,
2011). It is mostly witnessed that loyalty is one of those actions using which the consumers
fulfil his shopping addiction for a particular product or brand. Various past studies have
discussed the association between addiction and loyalty but in clear terms loyalty leads to
repurchase intention with passion and mentally developed bond showing great
responsibility as compared to addiction which is totally opposite to the brand loyalty (Han
et al., 2011).
Previous researches have given a better understanding of the concept of brand

loyalty wonders during the past few decades. With an end goal to characterize the
construct, earlier studies conceptualized brand loyalty as either a conduct or demeanour. It
was later on forwarded to the level of attitude and behaviour level to measure the brand
loyalty in better way. Anyways both levels still don’t explain the complete concept and
clarify the bewildering nature of all the domains of brand loyalty. Scholars are still
opposing the concept of two-dimensional level revealing that it misses some major points
for better loyalty program development (Bandyopadhyay et al., 2007).
Chaudhuri (2001) had indicated brand loyalty as a constructive and steady frame of
mind and characterized it by the users through their behaviour and attitude towards any
brand. Brand loyalty indicates to the tendency of being reliable to a brand and can be a
preference of customers to purchase a brand as the main decision indicated loyalty to a
specific brand. This progressing duty prompted purchase of the brand when utilizing the
item. Brand loyalty can also be measured as a result of regular purchase and buying of the
same product or brand in regular buying patterns revealing various advantages and
consumer preferences (Bligh et al., 2010).
Brand loyalty implies repurchasing in light of the fact that this conduct is a mental
procedure. At the end of the day, repurchasing is not only a discretionary response as a
consequence of mental, passionate elements and has a standardizing effect. Different
buying circumstance indicates buyers trust is compared to those brands which they don't
trust. Rizwan et al. (2013) explained that loyalty is calculated using all these characteristics
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such as positive attitude, client satisfaction, trust, value proposition and so on. Loyalty is
characterized as a degree of measure in which a consumer buys a brand which he considers
reliable and easily accessible as compared to its competitive brand and products.
Today’s client decision making is supported by strong comprehension about the

brand; its attributes, quality and cost. Brand switching is turning very common nowadays
and customers easily switch to other available brands that have low costs with higher
quality. Customers will stay faithful to their particular brand if the firm makes an effort to
meet the productivity level as needed by the customer and keeps an eagle against its
competitive brand and their product. What the competitors are doing and what new
products they are going to launch etc. Firms launch various brands in the market but yet
only few makes a mark in the world and in the eye of the customers. Just few brands or
product provide firm with high revenue and profit. Firms now try to keep developing their
promotion systems in order to develop what the clients’ needs and quickly promote it to
their customers in the highly competitive markets (Fournier, 1997).
Gommans (2001) states that the brand loyalty is a deep held commitment to
repurchase a product and re -patronize it again and again. Taking into account the buying
of same product again and again in similar pattern without any disturbance in situation and
any promotional activity by competitive brands can influence the purchase behaviour.
Exceptionally, reliability suggests performance, however performance does not essentially
translate into loyalty. Accordingly, there is a deviated association among loyalty and
fulfilment.
Huang’s (2019) in his research revealed such results that show the highest influence
rate on consumer satisfaction and customer loyalty under the electronic commerce
framework lies directly to brand efficiency. Secondly, logistics facility quality had
constructive effects on the customer satisfaction and satisfaction had highest affection to
loyalty. Woodcock (2011) proposed client loyalty as the quality of the association among
the relative disposition with regard to a brand and support conduct. Deutsch (1973) stated
that trust is characterized as the desire of the entities in an exchange as well as the dangers
connected with following up on such desires.
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Höglund (2019) explained that there are present various different categories of trust
which develop and even change over time in a deep association between a firm and its
panel of workforce. The types of trusts like cognitive, affective, contractual, competence,
and goodwill have played a pivotal role in the lives of the customer and authors studying
the effect of consumer brand loyalty approach. Trust is the considered as an ability and
deep insight to rely on upon in various circumstances even in the time of difficulties and
problems. This willingness starts from a deep understanding of the other individual
conditional and situation derived from previous knowledge. It additionally includes a
desire that the other entity would bring about a helpful result, in spite of the likelihood that
the activity can also bring about a damaging outcome.
Shabbir et al. (2018) also explain that consumer loyalty is being diversified in two
dimensions of attitude and behaviour. The results from his research revealed that corporate
social responsibility can be developed to boost customer behavioural and attitudinal
loyalty. Moreover, corporate image is found as a strong mediating element in the
relationship of corporate social responsibility and customer loyalty. Jones (2017) states that
brand trust and loyalty have prominent association that can emphatically impact purchase
intention. McDonald (2000) suggests that the intention of the consumer can easily be
identified and this can impact upon his ability to make a purchase, along with these factors
another important domain which helps in better purchase decision making is the brand
mindfulness of the consumer. At a certain level, a customer reaches this point where he
will purchase a brand/product when that particular item or brand clicks upon his mind
showing higher level of mindfulness (Kang, 2014). Enhanced brand mindfulness may
influence the shoppers’ purchase decision.
Severi et al. (2013) explored the mediating impact of the brand association with
brand loyalty, image and perceived quality impacting brand equity. The results of the study
depict that solid brand picture in the purchaser's brain relies a retrospective brand
evaluation, brand accessibility, and the dependability of the brand. Hence there is present
a clear-cut difference among the imitate buying and brand loyalty because in imitate buying
a person is less likely happen to make a same purchase whereas in loyalty purchase is a
persistent process (Bloemer et al., 1995).
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Sidek (2008) described the positive impact of brand loyalty even on customer sports
wares. It was discovered that loyal consumers make a purchase decision only when they
have clear idea of their encounter. There are also present two types of customers. One is
that customer who show behavioural patterns and firm connection with brand but not have
any passionate level about them. Whereas, enthusiastic customers are the second type of
customers which are not only firm in nature but also show high enthusiasm then they are
studied. Some relationships help the customers being dedicated in nature even by force
because of their control and management. While some connections make the customer
dedicated by showing the low cost and other brand conscious relationships to measure the
customer loyalty and high level of dedication. Gronholdt (2000) discussed that consumer
satisfaction level is one the key concerns for all the firms who wish to increase the loyalty
content among consumers. Purchase intention of the clients move around the mentioned
evidences such as the need, looking for new information, assessing the variety, making a
purchase, and post-purchase behaviour (Engelhardt, 2011).
Huang (2009) discussed the model that traders who possess higher level of
consumer participation, exhibits innovation and brand positioning do possess a stronger
own‐brand product advantage. This will not only help in creating an attraction for the
customers to point of purchase but develop the loyalty to the major extent too. Thus, it may
convert a first-time shopper to a repeat purchaser of some brand which they came across
at retailer selling point. Consumer loyalty nurtures customer relationship management
(CRM) relationships that are influenced by various other concepts such retailer image,
market power, number of national brands and category size, technology complexity, and
competitive intensity.
Brand loyalty reflects to various conditions in which how easily a customer thinks
to switch to another brand, especially when that particular brand exhibits few changes such
as in their appearances, in terms of money or any change in component etc. Ridgway &
Myers (2014) discussed that there is present a significant positive relationship among the
measurements of store brand loyalty, brand inclination, and purchase intention. However,
in their terms, they explained the purchase intention as the consumers’ tendency to buy a
brand regularly and oppose to any changing pattern as compared to other brands. The study
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introduces the purchase intention with a certain objective in order to support the customer
buying behaviour among the store brands.
Moore (2003) reveals the influence of cost on brand loyalty from a diverse point of
view among polish shoppers. The study took a deeper insight at the association between
value advancement procedures and brand loyalty (Allender & Richards, 2012). Jiang &
Huang (2008) investigated the relationship amongst awareness and branding result such as
brand loyalty and the promoting blend. Brand awareness is considered as an authoritative
quality on the consumer information level regarding any brand, the quality of a brand's
attachment to the buyers’ psyches and how smoothly that wisdom can be recovered from
memory. Taylor et al. (2004) commented that the brand equity and trust are considered as
the most important antecedents of behavioural and attitudinal forms of customer loyalty
and it may change over various research scenarios. The results prove that the developed
marketing tactics help in developing the equity with brand trust keeping the brand loyalty
as the main mile stone.
Coney (2001) in his research “Consumer Behaviour: Building Marketing Strategy”

found that brand loyalty is a scale to measure the extent of faithfulness of consumers
towards a particular brand over a period of time. It further enhances a repurchase pattern
among the consumers for the particular brand. Brand loyalty brings about a passionate
connection to the brand, which is driven essentially by responsibility and warmth. Faithful
clients buy an alternate brand to exploit a special arrangement. Clients, by and large come
back to their unique perspective for their next buy (Chaudhuri & Holbrook, 2001). Brand
loyalty assumes a fundamental part of buy, repurchase, and exchanging conduct. So, each
of the three is noteworthy for purchase intentions (Aaker and Jacobson, 1994). Amjad
(2018) explained that in brand loyalty two factors are important to keep in mind one is to
conduct commitment which symbolizes a good repurchase pattern and behaviour, and
strong dedication to keep steady and portrays emotional promise to an item. Czepiel &
Rosenberg (1983) studies describe that the clients who are brand loyal reduce the
showcasing expense of the company as that particular expenditure is carried out to attract
new customers. This showcasing expense is measures to be six times higher in worth to
carry out in comparison to target one single user. Park & Lee (2005) explain that a
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similarity exists between brand personality and self-image, and there exists a mediating
role of satisfaction and consumer-brand relationship on brand loyalty.
Akroush (2019) states that customer perceived value (CPV) also shows a positive
impact on functional and technical satisfaction of the users with brand loyalty in
particularly cognitive loyalty to develop the brand. The functional loyalty shows a positive
impact on the technical aspect and attitudinal aspect of loyalty. While the attitudinal
loyalty shows a positive impact on the cognitive and behavioural aspect. Brand loyalty can
be explained using the positive verbal discussion of the clients, satisfaction of the
consumers, value proposition, trust etc. and so on. Hence it can be concluded that it is a
degree to which a user reliably purchases the brand being accessible in the product and
item category. The truthfulness of the consumer being loyal to a brand persists until the
brand is easily accessible to the clients (Rizwan et al., 2013). The better and clear picture
of a particular brand will help the loyal customers to have increased chances to buy the
particular product. The product trust by a particular brand is closely related to the products
the brand offer to its customers (Moorman et al., 1993).
Morgan & Hunt (1994) explains that the concept of brand loyalty is a result of brand
trust or the assurance developing lifelong relation with customers. Client being loyal to
product or brand remain faithful without keeping into account any sort of problem,
hindrance or issue. In other way round, clients who are faithful and loyal remain happy
with brands and in return continue maintaining the relations with the consumers. The
customers’ desires and fulfilments are also developed in response to the cost and expense
rate. In those certain conditions when the apparent estimate is originally greater than the
original price it can easily be seen that people when are loyal to that particular brand will
make purchase decision without thinking about the cost or money (Cha & Borchgrevink,
2019).
Foroudi (2019) studies on consumer loyalty and the results indicate that brand
signature consists of propagation of its dimensions, brand attitude is discussed using two
components one brand association and other brand belief. Some other factors which result
in maintaining the loyalty factor of the consumer comprises of brand performance,
awareness using the familiarity concept and recognize factor with brand consistency to
develop a better brand reputation. Kim et al. (2018) explains the impact of celebrity on
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brand loyalty and its concepts like awareness, quality of brand perceived, brand image and
brand trust. The awareness level is to have some acknowledgement and review process. By
the acknowledgment it means to identify the customer and knowing his/her capacity to
make sure he/she recognize the brand when the name is called out in front of him/her.
Review of brand with loyalty double down the capacity to recover the brand in the time of
any classification or any process or test done being loyal for the lifelong time.
Dai et al. (2018) explains the risk association of consumers buying online and
making e-commerce a source of selling /buying products. The reputation of the brand, firm
and company all lies at stake and most of all the trust of the brand gets the major impact.
Kim (2018) explains the effects of mindfulness of consumers especially the competitive
nature and mind-set of the branded products, evaluation and their purchase decisions. The
value perception related to brand shows a mediating impact on the customers’ viewpoint
and purchase behaviour. Brand loyalty shows the metal ability of the customer related to
brand and all this is done by using the past shopping information of the consumer. Brand
loyalty also enforces brand predispositions which means that loyal customer prefers only
those brands from where they make a purchase. And don’t consider other brands for
purchasing an item (Osei-Frimpong, 2019). Osei-Frimpong (2019) also explains the
influence of celebrity endorsement on consumer purchase intention which result in
developing customer brand loyalty.
Tseng et al. (2004) express in his research that brand loyalty caters the various
elements and consumers state of mind. A loyal feeling of the brand leads to repurchase
pattern of the products and commitment to a particular brand with full mental
responsibility. Repeat purchase doesn’t always mean it leads to loyalty. Considering a
scenario customer buying and repurchasing a product doesn’t mean they are loyal to them
sometimes; they prefer buying the product keeping into account the price or any other
component.
Bandyopadhyay et al. (2005) explains that brand loyalty can be estimated by

measuring the repurchase behaviour of the consumers and their value propositions. Clients
having a firm attraction towards a specific brand fall into the category of brand loyalty and
it can be calculated by measuring the full feeling of readiness of consumers to make a
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purchase over and over again and active dependence upon the brand. Being emotional also
shows an inclined behaviour pattern towards a particular brand. Therefore, it can be well
said that the dependability of repurchase intention of consumers is the result of being brand
loyal.
Chadwick & Piartrini (2019) demonstrate the impact of product quality,

convenience and brand loyalty on the consumers. Being reasonable means that consumers
have solid liking towards a particular brand as well as this likeness leads to purchase
decisions. The researchers are of viewpoint that brand loyalty is a vital component to
develop an association for business expansion, in order to get the premium cost and to
retain the customers in comparison to the rivalries and finding new customers. It is
observed that brand loyalty influences more when buyer replicate their purchase of an
extraordinary brand. Brand loyal clients have a motivating behaviour about their specific
image in contrast with competitive brands that are opposing. The significance of brand
loyalty is that shoppers will purchase their most preferred brands and won't pick other
competitive brands as they remain loyal to the preferred one.
Customers purchase decision comprises of five phases: (1) to have an

understanding of the issue or problem, (2) to gather data, (3) to make an elective
assessment, (4) to develop a choice of purchase, and (5) post-purchase behaviours. Fitri et
al. (2019) explained the mediating impact of consumer satisfaction on their loyalty. It
concludes that customer purchase decision has a great impact on consumer satisfaction and
loyalty. It further suggests that the management team should improve the service quality
in responding to customer demand, customer value and needs in order to provide customer
satisfaction which in the end affect the customer loyalty.
Fishbein and Azjen (1975) explores the customer purchase intention as a subjective
viewpoint in terms of an item and it can be showing an authoritative nature to buyers. A
brand with high brand mindfulness concludes in defending the best outcomes of brand
loyalty. As better mindfulness leads to brand trust, it further leads to brand loyalty and
further to purchase intention of the consumers. Peng (2007, 2008) explains that at a certain
point where the organization make a decision to develop new items or new brands, they
prefer to do the research and talk to their customers and discuss their mindfulness using
the specifics goals to draw out the best results. Since brand mindfulness is closely
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associated to brand loyalty, and loyalty to the quality of the brand. This circle of motion
keeps going in order to keep developing better to better products and higher purchase
intention. Falahat (2018) states that brand loyalty shows a deep impact on quality and
various other determinants such as perceived quality and inclination to order. Since quality
and purchase intention are closely associated, they are mostly taken into account together
at the time of consumer buying behaviour. Thus, brand loyalty is a repurchase curse of
action that guarantees purchasers will repurchase their ideal brands later on, and they won't
change their devotion under any condition.
2.9.1 Factors of Brand Loyalty
Bowen (2015) suggests that to develop the brand loyalty among customers, the
firms should find out those factors which influence the brand loyalty. Therefore, those
actions and strategies should be developed by organizations and should be implemented at
each and every firm’s functional level. It’s a general rule that for every customer, the rule
of brand loyalty is different. However, the loyal customers from all means show some
common features and characteristics such as; doing repeat purchases, testing other products
lines of the brand, showing a resistance against the competitor brands, proving more and
more referrals to gather more customers, publicize the products more, and last but not the
least serve the brand on the advisory board.
The following subsections review the elements that generate brand loyalty.
2.9.1.1 Awareness
Pauly & Joshua (2018) elaborate various techniques to have a better understanding
of the mind awareness, brand preference and brand equity of the consumers using the
Aaker’s Brand Equity Model. The study was conducted to measure the influence of brand
equity, its assets which are perceived quality, brand association with each other, brand
awareness and brand loyalty showing a significant impact with each other. The initial stage
of brand loyalty starts with the consumer getting knowledge of the item for consumption.
A brand name can give the attention to the manufactured goods since brand names offers
worth to the purchasers using clarification, procedure, stock, and recover expansive
amounts of data regarding product. Awareness can be increased in a variegated method,
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for example, advertising, regular e-mail, exchange information, word of mouth

communication, and advancement programs. The more developed outlets of brand, the
more chances are there for the customers to purchase the good, the all this will increase
frequently that buyer will turn into another consumer of a similar good in a different market
(Fawcett, 1995).
2.9.1.2 Reputation
Iglesias et al. (2019) elaborates on those various ways by which the sensory brand
experience impact the firm reputation and along with it brand equity, customer satisfaction
role, customer effective commitment and empathy of the employees are taken into
consideration in order to create the brand loyalty and customer loyalty. Having a decent
repute in market helps to expand a company's business, charms in more customers in light
of informal action, and marks client's exit. In case of a business extending the manufactured
goods offering, a renowned brand can encourage consumer’s acknowledgment of the new
item. Venders who build up a notoriety for high calibre can frequently order premium costs.
2.9.1.3 Image
Prentice & Singh, (2018) explains the influence of risk perception and brand image
and explains that a solid brand image is crucial to brand managers considering the point
that the brand name distinguishes an item from the competitors' product. Brand image
incorporates colour, images, words, and mottos that pass on a reasonable, reliable message
and not just the name. The customer may see that one brand is more enticing than its rival's;
exclusively in view of the distinction in picture (Schiffman, 2007).
2.9.1.4 Promotion
Promotion is the most compelling motivational factors for customers making their
first attempt to purchase a product. Promotion may be utilized to create price authority or
uniqueness, and may be utilized to make reliability using price comparisons (Grover &
Dasgupta, 2019).
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2.9.1.5 Innovation
Leckie (2018) explains that the promotion of brand engagement behaviours and
loyalty using perceived service value and innovativeness plays a significant role in shaping
customer brand loyalty. Literature and past researches also define that newly developed
brands have to pay a lot of time in settling, creating word of mouth and developing trust
factor in order to settle well in the market. Customers may not favour novelty in the
product. In the event that new items or augmentations are added; consumer find it hard to
develop appropriate association with these fresh items and the developed brand, hence
accordingly, cannot exchange the sure credits of brand to the novel item. Gil-Saura et al.
(2019) also supported the concept to strengthen the association, connection and relational
bond in order to build loyalty through relational innovation and technology.
2.9.1.6 Satisfaction
Basit & Durrani (2018) explain that the relational as well as emotional factors
impact the customer satisfaction level to the great extent. Thus, customer satisfaction can
lead to brand loyalty. The study makes an effort to find out those factors of stigmatization
and rational or emotional factors which highly impact the customer satisfaction and loyalty.
By term loyalty it means to have better product quality, service quality, distribution of
quality while some other emotional associations comprise of advertising, showing the
brand image, country of manufacturing image, the sale agent behaviour, price and quality,
habit of buying etc.
2.9.1.7 Frequent guest programs
Frequent guest programs give an assortment of data which may be utilized in

fragmentation of businesses' clients and to build up relationship marketing. Clients'
requirements and desire may be related to such projects and specified exceptional
consideration. A loyalty program permits businesses to make an association using their
consumers. Using the developed relationships, the firms offer their products and services
to the consumers, pass their terms and conditions in order to develop the customer value
proposition by the continuous improvement in need development and focusing the future
need and wants (Sparks, 2011)
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Hence it is proposed that:
• H9: Brand loyalty mediates the relationship between social networking practices and
• H10: Brand loyalty mediates the relationship between community engagement practices
and purchase intention of the consumers
• H11: Brand loyalty mediates the relationship between impression management

practices and purchase intention of the consumers
• H12: Brand loyalty mediates the relationship between brand use practices and
• H14: There exists a positive relationship between brand loyalty and purchase intention
of the consumers.
2.10 Purchase Intention
Consumers usually take a lot of time and effort while making a purchase decision.
Purchase intention pertains to the consumers buying behaviour, perception and their
attitude. Purchase behaviour plays a realization role for consumer while making a purchase
decision and giving due consideration about certain product. Moliner-Velázquez (2019)
explained retail innovation and brand image in context of customer loyalty: with
moderating effects of product type on purchase intentions. Purchase intention is stated as
an efficient tool in forecasting purchase process. Purchase intention motivate the customer
to purchase a specific product from store or the purchase in a store entertaining
consumerdriven personal intention. Purchase intention is defined as the probability or
possibility that a consumer will buy a product or service. In order to evaluate the purchase
intention, marketers’ uses projecting technique in order let them classify the probability of
future results based on historical data (Zinkhan, 1993).
Laroche (2016) states that promotion invokes introduction frequency that may alter
shopper preference and mentality and provides impetus in purchase expectation. Firms
can publicize by putting the advertisement through magazines, news articles, newspapers,
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or TV commercial in order to introduce the item and present it to the customers and boost
up its buying expectation (Miciak, 1994).
Agag (2019) explains that there exists a quality relationship between the customer
repurchase intention and loyalty even in case of business-to-business e-commerce. This
can help to carry out the future research into this domain of relationship marketing.
Customers use the product or brand picture as source of information, item class as mediator
and purchase goals as variable explain that there exists a positive brand picture relationship
with the buying goal. Along with it, if in a certain case a brand provides those items which
caters the customer problems, the clients will develop the mental ease and a sense of
affiliation and a vital bond is developed between the brand using which the consumers can
eventually develop a strong relationship with the brand and uplift their purchase patterns
in better way.
Purchase intention is considered as an important element among the buyers who

consider various tactics to make a logical buying notion in those ways which are brand
friendly and customer oriented. Laroche (1996) recommend those factors when users think
of buying such brands and desire to purchase a brand which can be utilized to fulfil the
customer need and desire. These processes can help in developing customer zeal, their
interests, data and information assessment to carry out the general procedure of making a
purchase and deciding a goal. Intentions are the unmistakable from states of mind; while
states of mind are outline assessments. Purchase intentions represent the possible chances
that a customer will an effort or action and do a purchase or any service (Zinkhan, 1993).
Sirohi (1998) tries to identify another important factor which influences the
purchase intention among the conusmers .It is noticed that the quality of service and the
perceived value for the money shows a dependent relationship between relative processing
and sales promotion perspectives.However, the store layouts also impact the consumer
purchase intentions which not only uplift the sales but also provides a boost in rate of
purchase.By comparing the store lay outs against the competitor patterns it was observed
that the perceived value does actually play a vital role in determining the store layouts and
eventually the purchase intention of the consumers in comparison to those of competitors.
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Expectations are dissimilar from mental beliefs. While dispositions are synoptic
assessments, goals speak about a person’s stimulation in the feeling of his or her conscious
arrangement to apply push to complete a conduct (Eagly, 1993). Consequently, a compact
meaning of procurement aims might be as per the following: Purchase expectations are an
individual’s conscious strategy in order to make a purchase. Yüksel (2007) examines a new
domain of risk perceptions which consumers face and impact not only the customer
emotions, but also their level of judgement and purchase behaviours. The results also reveal
that people when are feeling any risk or having risk perceptions towards any brand or
product, they show a strong inverse behaviour and try to avoid buying that product as their
satisfaction doesn’t fulfil and neither their behaviour reflect any buying intention.
Ajzen (2005) describes those analysts can also utilize purchase intention as a vital
pointer for assessing customer behaviour. To a certain situation where the customer
develops a strong purchase intention, it also engraves a strong positive brand responsibility
feeling among the consumers. Such responsibility provides indeed a real push to consumer
to make a purchase (Shang, 2006). Purchase intention has more extensive ramifications
and will regularly positively affect an individual's activities.
Baldinger (1996) proposes those aspects, such as, customers when think of any
purchase or desire for any brand, such emotions actually lead the customer to perform the
buying action and measure the customer expectations more accurately. Most studies
investigated traditions and custom of natural food purchasers and identified that they have
noteworthy effect on buying behaviour. It may either be any basic purchase of food item
or any luxury item like car, gold diamond, every customer being a buyer follows these five
basic stages in order to make himself /herself prepare for the purchase. Those five stages
include (i) need/necessity recognition, (ii) information hunt, (iii) variety assessment, (iv)
purchase decision, and (v) post-purchase behaviour.
Perception is considered as one of those psychological factors which not only

impact the customer purchase intention but also motives consumers for repurchase buying.
Perception is described as a process using which a person first selects, make an organized
plan, interprets the information which he/she have already explored and later on make a
decision under his/her buying environment. The thinking abilities of the consumers highly
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impact the purchase behaviour, their buying patterns and habits etc. Therefore, it explains
that the perception shows strategic inferences for the decision makers as the customers first
develop and reach a decision on the basis of their perceptions instead of the true objective
reality of the product (Freeman, 2016).
Ajzen (1991) presented “Theory of Planned Behaviour” which explains a clear

understanding of the buyers' behavioural aim and purchase behaviour of the consumers in
various marketers especially in the natural nourishment items. Buying intention talks about
what buyers think they will purchase. Such purchase intentions take into account various
aspects such as customers’ apparent level of comfort, his/her natural happiness and
comfort, human welfare and security and the nature of the products which customer intends
to buy.
Ajzen (1991) in his theory of planned behaviour defines the correlations of the
human principles and beliefs and his/her actual conduct which clearly explains the
relationship among each other. Such relationships define the connection of the human
beliefs, their state of mind, behavioural goals and the actual conduct. The behavioural goals
are termed to be an individual’s capacity to role play a certain behaviour depending upon
the nature of the behaviour, its level of subjectivity and quick check upon the behaviours
before doing an actual conduct or performing any action. An individual’s noticeable plan
of action or reaction which is quite visible to everyone within a certain situation for a
specific target is termed as an individual behaviour.
As indicated by Faircloth (2005), there is a major gap between articulated and

honest purchasing conduct on account of real sustenance. The outcome of the research
demonstrated that half of the purchasers say they purchase natural items, however in real
terms, just 15% purchase what they say. Since there are a couple of specialists researching
the genuine purchase behaviour with regards to natural nourishment items, it is noteworthy
to investigate the customer real acquiring conduct in the study.
Idrees (2015) explains in his research states that there exists a positive association
among the customer brand trust and brand loyalty with the purchase intention. Purchase
intention can be termed under the flag of the consumer subjective behaviour showing a
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person’s plan of action while doing a purchase of any particular brand. It further states that
any thought to make a purchase and any personal desire of the consumer also have a
positive value addition to the actual customer purchase intention. The online buying is the
condition in which a person is eager to make a purchase and use internet-based services,
websites, social media platforms or any webpage to select the product and order the product
online. Online exchanges are measured as those acts in which the practice of data recovery,
data move, and item buy occurs. In order to keep the online buying trend flourished among
the consumers, the websites and online portals try to find out those new tactics and
marketing campaigns which keep on triggering more and more customers for doing online
purchases.
Panda (2019) explores various factors which play as key drivers to initiate the brand
positioning among consumers leading to customer loyalty and purchase behaviours. It is
noticed that people /buyers usually reveal a positive past experience to any particular
product or brand whenever they are asked for showing a repeat or constant purchase of that
item. Past experiences having positive effect highly impact the brand association among
consumers. Along with it purchase intention is classified into various types such as one
which is on the spot buying or spontaneous purchase which depends mostly on the liked
item. Others are mostly arranged purchase buying behaviour and complete arranged
purchase behaviour. Spontaneous behaviour is considered as a driving push to make a
purchase on the spot in a store or online. On the other hand, the other two buying situations
are totally planned. Kotler (2003) states that in the mostly arranged type of buying situation
the customer has already taken a decision to make a purchase of the product but the brands
and various types might help in shopping the product .In case of completely arranged
purchasing /buying behaviour the product type, its brand and even the quantity everything
is previously decided by the customer even before entering the store .It similarly suggests
that a person state of mind and peculiar situations impact the purchase intentions.
Manorek (2016) also added new domains by explaining that brands, their
advertising campaigns and perceived price highly impact the consumer purchase intention.
It also states that brand image, perceived value and communication of the brands in the
market world pushes more and more customers towards their product and elevates the
consumer purchase intention. As per past studies, purchase intention is clearly identified
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with state of mind and inclination toward a brand or an item. As client relationship is based
on mind-set towards a brand, purchase intention is dependent to be impacted by such
connections (Lee, 2009). Purchase intention is something that a customer wants to buy due
to attraction through advertisements and many internal and external factors. The studies
also show the effect of putting in front some other related ideas, for example, advancement
in latest technologies and brands with significant marketing tactics to induce the purchase
intention among consumers especially younger generation using social media.(Bin, 2018).
Due to the on growing growth of social media and community-based systems, such
as Facebook, Instagram, What’s app etc. the firms are shifting their conventional adverting
to internet based in order to get more targeted audiences and better purchase decisions.
Moreover, consumers are also paying more head to social media platforms in order to move
with the flow of modern trends (Bin, 2018). The influence of internet-based commercials
on consumer buying activities has expanded drastically and demands a great amount of
attention to be paid. Hence, in every term and situation the brands reveal an imperative
push to influence buyers for online purchase (Hanna & Rowley, 2008). Yu (2018) in the
study reveals the organizational trust, employee organization-trust and an innovative
customer behaviour using the social media channels also boost the purchase intentions of
consumers along with organization’s sustainability, development and growth.
Numerous past studies on luxurious consumption have focused on various item

attributes that are in social sites considered very critical to purchasers, for example, brand
image, superiority, and fashion ability. Su & Chang (2018) explains that purchase
behaviour is highly improved with brand loyalty which is increased by consumer-based
brand equity approach having key elements like brand awareness, perceived value,
organizational associations, and brand uniqueness. Kim (2009) further elaborates that the
impact of website and its layout, its quality, patterns in terms of value, information
displayed inducing the customers to make a purchase.
In order to decide those individual qualities that impact customers' purchase

intention for the private labelled brand and websites, “The Engel, Kollat, and Blackwell
(EKB) Model of Consumer Behaviour” was proposed by Engel & Blackwell in 1982.
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Particularly, the model focusses the impact of buyer’s individual qualities and features
which impact the purchase intention. The impact of individual attributes on shopper
mentality and behaviour is additionally highlighted in inspiration hypothesis explained in
the model. As indicated by inspiration hypothesis, human thought processes, whether
subjective or emotional, guide people to take part in those specific practices which can
assist them in accomplishing the remarkable pleasure and desire fulfilment.
Christodoulides & Michaelidou (2010) further explained that shopping motives are key
antecedents of e-satisfaction and e-loyalty. Design authority, drive purchasing, and deal
shopping were picked as individual attributes that may clarify why a few customers will
probably buy extravagance products from private sale sites. Specialists have contended
that; although extraordinary buyer qualities, online shopping exploration should be similar
to as that in store-buying attributes but still consumer purchase intentions play a crucial
role when buying the products on the internet (Jiang, 2008).
Seock (2003) explores the model of customer relationship management in a

different way additionally, the site qualities impact customers’ insights of the store and are,
thus, utilized to evaluate the store from which shoppers need to purchase. Design authority,
reflecting expanded enthusiasm for new and in vogue styles, appears to be probably going
from prompt to a more grounded goal to purchase extravagance products from Private Sale
Sites. The purchase intention from a retail store shows that it is highly influences by
variables such brands sold in the store, physical area of the store and store timings (Das,
2014). Purchase intention has been generally utilized as an indicator of subsequent
purchase and connections have been measured among the store picture, displays and
purchase intention. Grewal (1998) measures the role of brand name, store name and price
discounts on consumers' evaluations and purchase intentions.
Shoppers' purchase intentions emerge after they see utility and estimation of a
product or administration (Dodds, 1991). Customer purchase intention contributes in
determining offers of existing and additionally new items and administrations of retailers.
Buying intention can be theorized as an individual’s aim to purchase goods/use services.

The more prominent the purchase intention is, the more noticeable are the consumer's
desire to purchase a product or administration. The intention to purchase a particular brand,
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product or administration involves appraisal of the brands, products or administrations that

the candidates offer.
Teng (2007) explains the multiple effect advertisements and multiple-brands on

consumer attitude and purchase behaviour. It measures the customer expectations to
purchase items/administrations develop when they give the features that correspond with
the shoppers' issue. Fournier (1998) opposed that purchase intention is influenced mutually
by hypothetical regard and glorious good deals/offers of products.
In case a brand is showing some noteworthy benefits, less cost, good discounts,
huge product range etc. then then shoppers prefer to make a purchase (Grewal, 1998).
Purchase intention is the likelihood that a client will purchase a specific item/benefit.
(Dodds, 1991) states that for online inn booking, purchase intention reveals the wish of a
customer to get a room booked through the inn's website. Few more researches have also
confirmed that brand image, brand worth, social dependency, and self-esteem are key
drives of online buying intentions.
Customer purchase intention is based on shopper’s approach, judgment and

external aspects and consumer behaviour which are unpredictable (Fishbein & Ajzen,
1975). To evaluate the chance of customer’s desire to buy a product, purchase intention is
introduced. Purchase intention and consumer’s readiness to buy the thing has direct
relationship; the greater the purchase intention is, the higher would-be customer’s readiness
to make a purchase and vice versa (Dodds et al., 1991; Schiffman & Kanuk, 2007).
Purchase intention specifies that consumers will follow their past experience, their most
favoured preference and external environment to collect the maximum amount of
information, evaluate the various alternatives, and in the end make a purchase decision
(Dodds et al., 1991; Schiffman & Kanuk, 2000; Yang, 2009).
Chung & Lee (2003) explained that consumer purchasing intentions towards a
particular brand is not only focusing the same brand attitude but it also targets other brands
attitude in comparison for better understanding. Porter (1947) also described that
customer’s purchase behaviour towards brands also depends on the competition level that
already exist in industry. A broadly utilized aspect for forecasting the consecutive purchase
is known as purchase intention. It is basically indirect loyalty of buyers for any
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good/service every time when they go to the marketplace. Khan (2015) measures the
various impacts of brand positioning on consumer purchase intention using different larger
variety of products and results that brand image helps in building purchase intentions much
easily as compared to non-branded products.
Heidarzadeh and Taghipourian (2012) shows the impact of brand credibility and
prestige on consumers purchase intention using low and high product involvement.
Furthermore, they reviewed that the product features compelling customers to

purchase more products to identify their quality is due to perceived value of money,
information which saves cost and identify risks. Literature distinguishes those perceived
values have more influence on purchase intention as compared to supposed quality.
Yoo (2000) examines various marketing mix elements and brand equity which
suggests that purchase intention refers to customer’s purchasing behaviour that a customer
can refuse a product and move towards other products. Customers' purchase decision is
extremely perplexing. Normally purchasing intention is connected with consumer's
conduct, observation, and their mentality. Purchase behaviour is the essential key for
purchasers among seeing and assessing a specific good. Naeini, Azali, & Tamaddoni
(2015) states that with the purpose of revealing the best predictor of an individual’s
behaviour the best way is to measure his/her intentions to perform that particular behaviour.
Along with that it is also observed that brand equity shows a high impact on purchase
intention and development of consumer mind-set, brand preferences, and consumer
inclination to pay higher prices to craft best customer loyalty.
Khan, Ghauri & Majeed (2012) revealed the influence of brand linked features on
purchase intention of consumers. The result depicts that customer’s age and advertisement
and knowledge about brand have direct relationship on purchase intentions; as age
increases, advertisement and knowledge about brand also increases. So, all brand-related
attributes show positive impact on purchase intention. Zhou (2007) explains the “Online
Shopping Acceptance Model”. The major finding of the study reveal that consumers prefer
doing lot of online purchase and spend more time staying online as compared to
conventional buying. Consumers have a greater level of internet apprehension and are
highly skeptical of e-commerce nowadays.
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Izogo (2013) express the importance and impact of service supremacy on customer
satisfaction and loyalty. Also, that consumers with the same mind-set show a high impact
on consumer purchase intention. It is observed that consumers prefer to purchase those
products which are on sale and show bundle offers which can either belong to those brands
they purchase frequently or some other brands. Once the offers and discounts are finished,
they revert back to those brands and products which they are in habit of buying always.
Consumers prefer private or sale items on the value of perceived benefit which implies the
perceived price-quality influence. When a customer decides to make a purchase, his
internal memory triggers to deploy a purchase experiment alongside other outside
components to carry out the purchase decision. Customers having negative experience with
any brand will reveal a negative effect for future purchases of the similar product/brand. If
the quality of the product matches the customer expectations, the consumer portrays a
positive effect making a purchase.
Shah et al., (2012) put an emphasis on the influence of brands on consumer

purchase intentions. Results show that store image and perceived worth positively
influence the purchase intentions. Respondents with valuable information are highly
influenced by brand name, whereas respondents with low information are highly
influenced by price discounts. Low information shoppers are easily persuaded by store
name and brand name. Habib and Aslam (2014) work on the brand loyalty and customer
purchase intentions using Coca cola. The purpose of their study was to examine the impact
of brand loyalty on consumer purchase intention of Coca-Cola and the effect of customer
satisfaction on brand loyalty. The research result concludes that customer satisfaction,
brand loyalty and brand image are positively related to each other. It also shows a positive
relationship between brand loyalties and repurchase intention of Coca cola users. Customer
satisfaction and brand image are important aspects of brand loyalty that plays a positive
role in the growth of brand loyalty. Those show a positive correlation between brand
loyalties and repurchase intention of customer towards brand.
Hayes (2004) explain that customer is the core reason for growth in the productivity
and trustworthiness of the customer conduct profit. Purchase intention is explained as a
measure of the user’s ability to purchase an item and has similarly been operationalized as
the probability that a buyer will purchase an item or administration (Heidarzadeh,
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2012).Haj-Salem (2016) findings reveal that the environment also has impact on shopper
mall loyalty and shoppers' empathy with the mall. Male customers are more observant in
mall atmosphere, the brand prices, mall identification and location. On the contrary,
females are more observant in the physical state, perceived quality of the product and
services the brand offers. Such findings provide a great source of help to guide the decision
makers to allocate their resources in order to reinforce the mall image and attract a greater
number of male and female shoppers in terms of their purchase intentions.
Purchase Intention is the purchasing of a brand where real conduct wins, regardless
of the dedication or devotion the shopper has towards the brand. Numerous specialists have
examined the positive association amongst brand loyalty and purchase intention
(Srinivasan, 2002). Jacoby & Kyner (1973) examines a comparison relationship between
brand loyalties vs. repeat purchasing behaviour. Furthermore, (Srinivasan, 2002) explains
online networking stages which have made it far less demanding for brands to
communicate and draw in shoppers’ attention trying to construct brand loyalty. One pattern
picking up traction is the utilization of online branded groups. Once making a purchase
from one store or brand, the shop keepers gather the information or contact details of the
customer and for all the future promotions, discounts and new items launching details are
shared to their provided information. The reason for doing all these tactics is to keep those
customers stay informed and posted about the latest updates, indirectly making them stay
loyal and keep doing more purchase from the same brand.
2.10.1 Perceived Value and Purchase Intention
The relationship examining the model of perceived value, quality and self-esteem
postulates that customers prefer buying from those brands and selecting those brands for
purchase which have high self-worth in the market. Buyers don’t get the self-esteem
directly while making a purchase but when they have the possession of the branded
product, by using that product and moving into the society revealing those branded
products, self-esteem gets a boost. As this process is already described in the “Utility
Theory”, that the chances of earning belief will increase, when buyers gain a larger number
of advantages than they pay for an item since it is the structure of exchange utility and
securing utility (Thompson et al., 1991). “An individual’s state of mind, evaluation and
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outside variables develop purchaser buy expectation, and it is a basic component to

anticipate buyer conduct” (Fishbein M. a., 1975).
Buyers goal reveal that shoppers will take after their past experience,
predisposition, and outside environment to gather data, assess options, and settle on their
selected choice. The researcher suggests that whenever an endorser of high level of skills,
repute and respect endorse any particular brand, customer preferring that endorser are
much likely to make a purchase keeping in view the endorser viewpoint and suggestion
(Miciak & Shanklin, 1994).
Monroe and Krishnan (1985) suggest that noticeable esteem and prominent quality
will impact purchase behaviour, and the more noticeable esteem and prominent quality, the
higher will be purchase intention of the consumers. Additionally, they suggest that the
greater the observation is, the higher the buying expectation. Plus, higher will be the effect
of price-comparison advertising on buyers’ perceptions of acquisition value, transaction
value, and behavioural intentions. Moreover, customers' acknowledgment on benefits and
values procurement results in shopper buy expectation which is critical to predicting
buyer’s buy conduct. Store brands have a variety of products that have become the element
of retail strategy. It is widely accepted that consumer’s attitude and opinions are important
for store brands. Therefore, observation is quite essential in shaping purchase intention.
Price of the products, perceived quality of the items, store brand popularity, perceived risk,
and perceived value for the money are the predictors of brand store purchase intention
(Phua, Jin, & Kim, 2017).
Quality is observed as important element in purchase intention. Richardson (1994)

studied that poor perceived quality have unfavourable reaction on price and push to
decrease purchase intention. Perceived risk, perceived value and store brand awareness are
relevant to store brand purchase intention. Customers have more favourable views towards
the popular store brands. Perceived risk with lower concerns of mistake deeply impacts the
store brand purchase intention supported by Steenkamp, Batra, and Alden (2003).
2.10.2 Various Factors showing an impact on Purchase Intention:
Purchase intention is affected by many factors:

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2.10.2.1 The Effect of Demography on Purchase Intention
Demographic is one of the vital factors that show the great influence on the
purchase intention. The purchase intention is different rendering to age; young customers
have different purchase intention while the buying behaviour of old people is different.
Gender also effects purchase intention. The buying behaviour of females is totally different
from males. Females are disposed towards household products while the men prefer quality
products (Mokhlis & Salleh, 2009).
Purchase intention is altered by the factors of information and education among

males and females. Females prefer to buy products online while men prefer to visit market
for making purchase and also men rely on recommendation while making purchase
decision (Chiao, 2010). Purchase intention among males and females are also affected by
atmosphere and environment.
2.10.2.2 The Effect of Geography on Purchase Intention
The purchase intention is also altered by geographic factors. A product’s design

and features are modelled according to location where it is being offered. This shows that
location plays a vital role in shaping the consumers purchase intention (Creusen &
Schoormans, 2005).
2.10.2.3 The Effect of Group on Purchase Intention
The purchase intention is also altered by groups. Some groups are influenced by
their favourite celebrities; some groups are influenced by their reference groups. Human
psychology dictates purchase behaviour and purchase intention (Speed, 2000).
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CHAPTER 3
RESEARCH METHODOLOGY
By research we mean the desire or an impulsive behaviour to search facts and

information while research methodology explains the ways or process of finding the
knowledge. Silverman (2013) portrayed the true picture of methodology by explaining the
ways how the researchers gather the information and carry out the study i.e., the scholar
defines his own crafted ways to carry out the research. The model of the study should be
near to reality and it is explained as the techniques researchers use to gather the
information, clearly identify the facts and gather the information related to any process,
phenomena or any rule. Researchers explains the methodology part as the process of
explaining the objective to other scholars.
Research methodology part defines the philosophy, design and methodology of the
current empirical study. It covers the phenomena of rationality, the elements of the research
design, the order of selection procedures and justification of selection of research methods
opted to carry out the study. The selection of various steps is carried out with proper
justifications and philosophical supports with reasons. Later on, the theoretical reasoning
of using various research tools and methods is explained in the light of the past researches.
Hence it is concluded to verify the proper research methods and instruments used to carry
out the research observing the study variables and research questions.
The following sections of the chapter cover the research design phenomena, the
underpinning various research philosophies, the approaches present in the world and
strategies, various research designs, the methods of choice used, data collection techniques,
diversified time frames ,their techniques and procedures, sampling techniques with
designs, pre and pilot testing methods, questionnaires or survey method analysis
procedures, numerous ethical rules and regulations which are to be followed while
conducting the research, limitations of research designs, data analysis tools, techniques,
procedures and detailed discussion of the quality standards of the methods applied.
The research methodology that is opted for the current research is a mixture of
Saunders, Lewis, and Thornhill’s (2009) ‘Research Onion’ and Sekaran’s (2003) research
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design. The detail of selected research onion and elements of research design are explained
in the subsequent sections. Kothari (2004) has explained that research process is the
roadmap through which support to achieve the objectives of a study. In other words,
research process is a step-by-step progressive approach to identify, locate, assess, analyse,
develop, and express the ideas. The flow chart of research process for the study is presented
in Figure 3.1.
Figure 3.1 Research Process Flow Chart

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3.1 Research Methodology and Design
The basic objective of the research is to; 1) explore the elements that impact the
consumers’ purchase intentions using the social media, and 2) check whether brand trust
and loyalty affect the purchase behaviours among the Pakistani consumers
3.1.1 Research Questions
More specifically research questions addressed in this current study are;
Does the social media have an impact on consumer purchase intention and how the
brand trust and brand loyalty mediate the relationship between the social networking,
community engagement, impression management, and brand use of consumers?
3.1.2 Theoretical Framework
The model depicts the relationship of the independent variables such social
networking, community engagement, impression management, brand use on dependent
variable purchase intention taking brand trust and brand loyalty as mediating variables.
Independent Mediating Dependent

Variables Variables Variable
Social
Network
Brand
Community Trust
Engagement
Purchase
Intention
Impression
Management
Brand
Loyalty
Brand
Use
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3.1.3 Theoretical Model
H6 H8
Brand Trust
H5 H7
H13
Social Impression
Networking Management
H1 H3
Purchase
Intention
H2 H4
Community
Brand Use
Engagement
H14
H10 H12
Brand Loyalty
H9 H11
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3.1.4 Proposed Hypotheses
• H1: There exists a positive relationship exists between social networking

practices and purchase intention of the consumers.
• H2: There exists a positive relationship exists between community engagement

• H3: There exists a positive relationship exists between impression management

• H4: There exists a positive relationship exists between brand use practices and
• H5: Brand trust mediates the relationship between social networking practices
and purchase intention of the consumers.
• H6: Brand trust mediates the relationship between community engagement

• H7: Brand trust mediates the relationship between impression management

• H8: Brand trust mediates the relationship between brand use practices and
• H9: Brand Loyalty mediates the relationship between social networking

• H10: Brand Loyalty mediates the relationship between community engagement

• H11: Brand Loyalty mediates the relationship between impression management

• H12: Brand Loyalty mediates the relationship between brand use practices and
• H13: There exists a positive relationship exists between brand trust and purchase
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• H14: There exists a positive relationship exists between brand loyalty and
To accomplish the goal of the study it is essential to discuss research paradigms and
philosophical assumptions that means to choose the suitable ontology, epistemology,
axiology, rhetoric, methodology, strategies of inquiry, and methods for a selected research
paradigm. The subsequent sections explain the basis and justifications of research
methodology that is being examined herein study.
For better understanding of the research, it is imperative to study the research

paradigms and philosophical assumptions from ontology, epistemology, axiology, rhetoric,
methodology, strategies of the inquiry, and best ways for the selection of the paradigm.
Later in the study, research methodology is explained in detail.
3.2 Underpinning Research Philosophy
The categories of researches are made based on the aim of study, process and logic
of study (Collis, Hussey & Hussey, 2003). Philosophy of a research concerns with the
production and nature of knowledge (Saunders et al., 2009). Philosophical stance helps
researchers to understand the design and strategy of research that is appropriate for it.
Further, it helps the researches to clarify the complex nature of study designs and research
approaches. (Easterby-Smith, Thorpe, & Jackson, 2012).
Research philosophy is an overarching concept that help researchers to produce

knowledge in a systematic way (Seale, 1999). The research philosophy that is being
adopted by researchers is a set of assumptions through which the world is being viewed to
investigate phenomena (Saunders et al., 2009). It is the responsibility of the scholar to
identify the nature of reality with facts. This philosophical grounding helps the research to
decide which type of research; quantitative or qualitative approach is appropriate for a
study. The adoption behaviour of consumers regarding information technology is inspected
through different approaches for instance, positivism contrasts to interpretivism,
quantitative contrasts to qualitative, and so on (Goldkuhl, 2012; Baskerville & Myers,
2015).
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Positivist philosophy posits that the nature of reality is static (stable) and is explored
through an objective viewpoint. In other words, positivism asserts that knowledge is a
function of individuals’ understanding about a reality through five senses and it is more
oriented toward objectivity. Interpretivism philosophy is subjective in nature. Both
philosophies are normally applied to understand the consumer behaviour in a field of
marketing research (Straub, Boudreau, & Gefen, 2004). Researchers refer to positivism as
scientific philosophy and, interpretivism as anti-positivist (Galliers, 1991).
The current study undertakes positivist philosophy as the nature of the research to
study the factors of purchase intention in the context of social media and branding. The
human behaviour is studied using the positivist approach while objectivist approach is used
mostly for numerical data or number figures etc. As in the current study consumer
behaviour is studied with various consumer attributes, therefore, positivist approach is
selected (Boateng & Owusu, 2013). The basis of explanatory research started from the
philosophical stance and after that, it is decided either it will be measured in a quantitative
or qualitative way. This decision is further made in the subsequent section.
Three paradigms frequently used and important to explain the methodology are: 1)
axiological, 2) epistemological, and 3) ontological assumptions. Axiological assumptions
address the role of values i.e., the degree to which a study process effects by the values of
researcher. Epistemological assumptions circulate around the acceptable knowledge and
its acquisition i.e., to what extent the knowledge is assumed to be acceptable within a
discipline. Ontological assumptions address the nature of reality i.e., objectivity aspect is
considered in this assumption, social objects may either be observed as objective entities
or social entities. It means reality exists separate from investigator’s perception and cultural
biases. (Bryman, 2016). Therefore, for the clarity purpose it is necessary to keep the
discussed assumptions in consideration. The variable under consideration is behavioural
intention to embrace social media and online buying and said assumptions have previously
considered the studies of same domain for instance Venkatesh et al. (2012). Positivism
required some assumptions and the assumptions of the study are supported and reflected
by Venkatesh et al. (2012), who studies the consumer usage and social media adoption
model using the Unified Theory of Acceptance and Use of Technology (UTAUT).
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The research onion is developed by Saunders, Lewis, and Thornhill (2007). It

demonstrates the various stages that are necessary to cover during the development of
research methodology. The outermost layer of the research onion identifies the research
philosophy. Each layer of onion from outermost to innermost gives a more detailed view
of research process and research onion provides step-by-step effective way to design
methodology (Saunders et al., 2007). Bryman (2012; 2016) maintain that research onion is
helpful and can be adopted for any sort of research methodology even in different contexts.
Each layer and the adoption of specific concept is explained in the subsequent sections
according to the need of study.
3.3 Research Approach
In the previous section of “Research Philosophy”, with the selection of positivism

as key philosophical stance of the research, the deductive approach is considered to be
appropriate to incorporate for the research. Saunders, Lewis, and Thornhill (2016) have
shared that normally, deductive method starts from elaboration of the theory followed by
hypotheses, data collection, findings, hypotheses testing, and revision of theory, as
portrayed in Figure 3.2. The current study is expected to pass through the same steps.
Four hypotheses are directly related to independent variables and others pertain
with mediating the relations hence deductive approach is appropriate for the study. Kreuger
and Neuman (2006) state that deductive approach is proximate to the approach followed
by natural scientist, whereby they try to find the fundamental laws to explain the
phenomenon with a consummate screening process. Therefore, it requires extreme
structural methods to collect data to analyse empirically. This approach permits the
researchers to process the propositions deductively, commonly based on statistical data
analyses (Easterby-Smith et al., 2012). “Deductive approach supports the researches to
formulate the hypotheses from the existing theory and further allow to develop a specific
research design to test it” (Silverman, 2013). The deductive approach is more appropriate
to test existing theories and compare results with the past (Wiles, Crow, & Pain, 2011).
Thus, the deductive approach may be considered appropriate with the positivist research
philosophy; as this approach allows the researcher to develop hypotheses to test statistically
so that the results meet the probable expected level (Snieder & Larner, 2009).
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The deductive approach starts from the proposed relationships that exist in present
literature and it can lead to measuring the propositions derived from the previous researches
after collecting data through suitable statistical techniques. During the process of
measurement, the researcher operationalizes the concepts, collects quantifiable data, and
undertakes subject of evaluation that is free from researchers’ bias. In initial phase, author
collects data in quantitative form to evaluate the developed data. In the case of current
research, the objective of the author is to recognize the noteworthy determinants that affect
the consumers' purchase intentions to embrace social media. For this reason, two types of
hypotheses are established; the first one frames the hypotheses which are linked to the
social media, community engagement, impression management, and brand use being
positively impacting consumers' purchase intentions and, the second hypotheses are
associated with indirect route; either brand trust and brand loyalty are mediating the
relationship between independent and dependent variable.
In relation to the positivist approach, the present study used the quantitative (survey
based) methodology. The quantitative approach is mostly applied on large number of
respondents and data sets to measure the relationship between the variables as proposed in
the model by the researcher (Saunders, Lewis, & Thornhill, 2012). Large number of data
sets are best used to test different statistical tools (Veal, 2006). So, the quantitative method
is deemed to be more appropriate when there is need to collect a large amount of data and
respondents are available (May, 2011). As the research model is positivist, it consists of
well-established constructs that can be generalized from the sample to population thereby
quantitative methodology is deemed appropriate. The benefits of quantitative approach are
to save time and effectively reduce the cost of study. As stated earlier, the focus of the
present research is to explore the relationships among independent variables (social media,
community engagement, impression management, brand use) and dependent variable
(purchase intention). Additionally, this study investigates the role of brand trust and brand
loyalty as the mediating variables in the model. Hence, quantitative approach is applied
herein study.
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Figure 3.2 Research Process Based on Deductive Approach
3.4 Research Strategy
In the research onion, the layer which comes after research approach is to develop
the right research strategy. Research strategy is best explained as the researcher’s intentions
to conduct research in such well-defined way that leads to reaching the study objectives as
stated in the approach (Saunders et al., 2007). In other words, it can be explained as a road
map that guides the researchers on how to achieve the goal of research study or how to find
the answers of research questions. Practically, there are number of research strategies
followed by scholars to locate the answer of research question such as: a) conducting
experiment b) doing survey c) case study technique d) action research e) grounded theory
f) ethnography g) archival research etc. In the current study, as the model is developed
following the theory and studying the past literature, deductive research approach is best
suitable to use in order to obtain the best results and outputs from the model (Saunders et
al., 2016).
3.5 Research design
Bryman and Bell (2015) states that while conducting a quantitative nature of study
the best research strategy to follow is to do the survey research. Survey research strategy
is commonly associated with the deductive approach as well Saunders et al. (2009). Survey
research is conducted mostly for business and management research studies as it is being
explanatory in nature. Lavrakas (2008) sheds light on survey design and defined it as “a
systematic set of methods used to gather information to generate knowledge and to help
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make decisions”. The current research deploys the survey research strategy to explore the
research questions that are stated in the first chapter.
The survey design allows the researcher to follow the positivist approach and testify
the theory in order to prove the model (Saunders et al. 2012). Furthermore, using survey
research design is considered as suitable because this design empowers the researcher to
gather information for the four independent factors in the current research (i.e., social
media, community engagement, impression management, brand use), and for mediating
factor that are two in this case (i.e., brand trust and brand loyalty) and for a dependent
variable (i.e., purchase intention) to detect projective patterns of influence. Malhotra and
Grover (1998) have reported that the true depiction may be attained through the sampling
method that has substantial and coherent representation. The survey research design
collects and utilizes primary data from defined sample in attempt to unfold the opinions,
approaches, theories, behaviours and perspectives (Zarmpou et al., 2012, Saunders et al.,
2012). Moreover, survey design supports collection of large amounts of data and helps in
generalizing the findings of the study (Saunders et al., 2012). Evidently, survey design is
one of the frequently applied methodologies to investigate the phenomena related to the
domain of social networking thereby this study employs survey design via analysing
selfadministered questionnaire performed in Pakistani culture so that the proposed
theoretical framework can be validated. Past research studies such as Sultan et al., (2009),
Chong et al. (2012b), and Gao, Rohm, Sultan, and Pagani (2013) were conducted to study
the purchase intention and the scholar followed the same approach.
3.5.1 Types of Survey Research Design
There are present three types of survey research designs such as: 1) exploratory, 2)
descriptive, and 3) explanatory (Tharenou, Donohue and Cooper 2007). The exploratory
design leads the researchers to unfold new phenomena. Whereas, the descriptive survey
design examines the behaviours and tries to understand the perceptions, opinions, attitudes,
beliefs, behaviours, and viewpoints (Tharenou et al., 2007); along with access to the
grounded hypotheses (Malhotra and Grover, 1998). The explanatory survey research
design establishes the cause-and-effect relationships which explains the interrelationship
among the proposed theoretical model variables (Tharenou et al., 2007). In the study
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keeping in view the above discussions, explanatory survey design is applied. In relation to
the hypotheses developed in Chapter 2, author has used the explanatory survey research
design that focuses on seven variables: 1) social networking, 2) community engagement,
3) impression management, 4) brand use, 5) brand trust, 6) brand loyalty, and 7) purchase
intention.
3.6 Research Choices
As per the research onion after the research strategy is decided by the researcher,
the next phase is to choose the best suited research approach to carry out the study
(Saunders et al.,2012). Three choices lie in research onion layers; 1) mono method, 2)
mixed method, and 3) multi-method (Saunders et al., 2007). As evident from method’s
name that mono means to choose single approach for study, mixed-method refers to choose
two or more than two research approaches for study that frequently quantitative and
qualitative approach used, and multi-method means a wider range of approaches selected
(Bryman, 2012; 2016). There is a difference between the mixed and multi method research
and it is that during the mixed method research only one data set is used to carry out the
study (Flick, 2015). While in multi-method research, there are present different segments,
where each segment has a separate data set and each data set is analysed using different
research techniques i.e., either quantitative or qualitative (Feilzer, 2010). In this current
study, the researcher is using mono method because the quantitative data is collected and
analysed in order to find the answers to study questions.
3.7 Data Collection Time Frame
Once the research choice is finalized by scholar, selecting the appropriate time
frames for conducting the research study is the next step, as suggested by Saunders et al.
(2012). There are two options in the time horizon layer of research onion: 1) crosssectional,
and 2) time-series (i.e., longitudinal) (Bryman, 2016). Generally, the time horizon refers to
such a frame of time in which research study is supposed to complete (Saunders et al.,
2007). During the cross-sectional time frame the data is collected at instantaneous time i.e.,
data collected at a certain-point dubbed as ‘snapshot’ (Flick, 2011). This time frame is
utilized for research project that need to investigate a specific phenomenon at a specific-
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time whereas, in case of time frame that is time-series, data collection is required more
than once i.e., information is gathered persistently over an all-encompassing period.
Particularly, longitudinal frame of time is used where researchers need to examine factors
that are subject to change over time and the influence over factor is observed after and
before the required action (treatment) (Goddard & Melville, 2004).
The selection of time horizon does not belong to a specified research approach or
method (Saunders et al., 2007). The situation of the current study demands that the author
select cross-sectional frame of time. Since most researchers recommend and apply the
cross-sectional time frame, the author also deemed it appropriate for this study.
3.8 Techniques and Procedures
3.8.1 Research method
Once the appropriate time frame for research is finalized by scholar, the next step
is to move towards data collection and analysis for research study, as recommended in
research onion layers by Saunders et al. (2012). Techniques and procedures, layered in the
research onion, is the innermost layer that explains the procedure regarding the collection
of data as well as the analysis. At this stage, researcher is more concerned with removing
bias. Several choices are available in this layer for instance: a) interviews, b) questionnaire,
c) observation, d) focus group discussion, e) street ethnography, and d) secondary data. In
the present research, the structured questionnaire is used by the researcher to collect
responses as the primary data is required. The reason being that secondary data is not the
concern of this study. As it is an emerging area so primary data collection is finalized
through questionnaire. While other approaches for data collection are subjective in nature,
a questionnaire is significantly free of subjectivity.
The questionnaire is a well-framed, pre-formulated collection of documented

questions in written form so that responses are easy to record and archive (Sekaran &
Bougie, 2016). The objective of the questionnaire is to trace the thought process and
emotional, cognitive response of the informants (selected individual/group) (Collis and
Hussey, 2005). Questionnaire gathers specified information, in an organized manner,
which contributes towards better elicitation of data for analyses, interpretation and deriving
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(Chisnall, 1992). The over-arching aims of questionnaire is to interpret the required

information for a researcher into understandable set of questions so that the selected group
of informants can respond easily (Malhorta, 2011). As stated above, primary data is
collected using self-administrating questionnaire for the present study and can be viewed
in ‘Appendix A’.
A structured questionnaire is usually a tool that researchers used to collect

standardized answers from selected informants. Author has used the questionnaire
instrument for data collection due to the number of solid reasons: firstly, evidence from
previous literature overwhelmingly supports researchers’ inclination to use questionnaire
for similar studies (Zhou et al., 2010b; Sripalawat et al., 2011); secondly, self-administered
questionnaires can remove informant bias; thirdly, because a questionnaire is designed in
such a way that it can be self-administered which makes it a cost and time-efficient tool to
collect data. Questionnaire provides pre-formatted, standardized data collection packages
which permit smooth statistical operations (Bryman and Bell, 2007). The questionnaire
instrument covers the response of a large sample size at low cost and can be generalized
for an even larger population (Akbayrak, 2000). Lastly, as self-administered questionnaires
are returned anonymously, the reliability of results is also achieved (Izquierdo-Yusta,
Olarte-Pascual, & Reinares-Lara, 2015).
3.8.2 Research instrument
In this subsection author explains about the instrument of research and the scaling
concept of measurement that measures the consumers’ perceptions on online buying of
products using social media in Pakistan.
3.8.3 Key variables
The research instrument helps the research in the measurement of Pakistani

consumers’ behavioural intentions towards online shopping of products using social media.
There are three categories of variables in the study as usual: 1) independent variables, 2)
mediating variables, and 3) the variable of interest e.g., dependent variable. The total
variables in the study are seven: four independent variables dubbed a) Social Networking
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(SN), b) Community Engagement (CE), c) Impression Management (IM), and d) Brand

Use (BU); two of them are mediating variables dubbed e) Brand Trust (BT) and f) Brand
Loyalty (BL) and the seventh one is a dependent variable dubbed h) Purchase Intention
(PI). Discussion related to all these stated variables have been completed in Chapter 2 and
hypotheses are grounded in existing literature of consumer purchase intention via social
media. Operationalization of these variables on validated scale is made based on current
literature on consumer behaviour and the objective is to unfold the relationships among
variables.
3.9 Measurement and scaling concepts
The constructs’ reliability and validity are functions of good measurement scales.
So, it is important to make good measurement scales for a study (Bryman and Bell, 2007).
The importance of goodness of scale is increasing because study scales have to measure
all the relevant characteristics of variable that it holds. Numeric standards are being
followed during scales development; the numeric continuum of scale reflects variables’
relative strength in question. Usually, the way of classification of data by distinguishing
among ordinal scale, nominal scale, ratio scale, and interval scale or level of measurement
(Tharenou, Donohue, & Cooper, 2007). In the present research, constructs are measured
by using multiple items that increase accuracy of measurement. A scale that is adopted for
study construct is Likert Interval Scale.
3.9.1 Measurement Items
In the current research, constructs are measured by using multiple items that
increase accuracy of measurement. Malhotra and Grover (1998) have explained that if the
researchers want to gain higher accuracy of measurement, it is necessary to use multiple
measurement items. In the current research study, measurement constructs: 1) Social
Media, 2) Community Engagement, 3) Impression Management, 4) Brand Use, 5) Brand
Trust, 6) Brand Loyalty and 7) Purchase Intention are adopted from past research. List of
measurement items with sources are presented in Table 3.1 and detailed view of
measurement items is given in ‘Appendix Y’ that explains the adopting sources of items
along with year and number of items under each construct.
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Table 3.1
Variables and its Sources
Variables Sources
Social Networking Hsieh, Chiu, & Chiang, 2005.
Community Algesheimer et al., 2005.
Engagement
Impression Schau et al. (2009)
Management
Brand Use Schau et al. (2009).
Brand Trust Chaudhuri and Holbrook (2001)
Brand Loyalty Delgado-Ballester, Manuera-Aleman, and Yague-Guillen
(2003).
Purchase Intention Nancy and Singh (2004)
3.9.1.1 Measures
Multiple item-scales were used to measure all the hypotheses in this study. Some
items were embraced from the topics related to the study and were changed to suit the
investigation. As well as, some of these were developed from the literature.
3.9.1.1.1 Social networking
5-point Likert items proposed by (Hsieh, Chiu, & Chiang, 2005) was used to study the
social networking variable
3.9.1.1.2 Community engagement
5-point Likert items proposed by (Algesheimer et al., 2005) was used to measure the
construct.
3.9.1.1.3 Impression management
5-point Likert items proposed by (Schau et al. 2009) was used to measure the construct.
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3.9.1.1.4 Brand use
5-point Likert-type statements proposed by Schau et al. (2009) was used to measure the
degree to which a member of a community gets useful information about the brand’s use.
3.9.1.1.5 Brand trust
5-point Likert items proposed by (Chaudhuri and Holbrook, 2001) was used to measure
the construct.
3.9.1.1.6 Brand loyalty
5-point Likert items proposed by (Delgado-Ballester, Manuera-Aleman, and Yague-

Guillen 2003) was used to measure the construct.
3.9.1.1.7 Purchase Intention
5-point Likert items proposed by (Nancy and Singh (2004) was used to measure the
construct.
3.9.1.2 Reliability
Cronbach’s alpha coefficient (α) is used by the researchers to test the reliability of
the research instrument. Items’ internal consistency can be observed by evaluating the
values of Cronbach’s alpha. The value of Cronbach’s alpha ranges from one (1) to zero
(0). George and Mallery (2003) explains that measurement tool is said to be excellent (i.e.,
reliable) and is considered to be a highly internal consistent if coefficient value of
Cronbach’s alpha is near to ‘1’. Conversely, if coefficient value of Cronbach’s alpha is
near to zero (0), then measurement tool is said to be inconsistent (i.e., unacceptable). The
value of α = 1 means that the research instrument is fully consistent and α = 0 means the
research instrument is not internal consistent. The reliability statistics are calculated and
interpreted later in Chapter 4.
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3.9.2 Measurement instrument
Author has used survey questionnaire (attached as Appendix Z) to investigate the

theoretical hypotheses proposed in the research model. The questionnaire; written and
printed, was distributed wherein all the questions are in closed ended version. Through this
self-administered measurement instrument, data for the current study is collected from the
respondents purchasing online via social media.
As for as the language is concerned, all the items of measurement are written in
English and further the English version questionnaire has been divided in two sections.
Section A contains the respondents’ demographic data. This section of questionnaire
provides information for a research study and details participants’ information; such as
gender, age, marital status, education, and institute to produce the respondents’
9demographic profile of defined sample. All the questions in Section A are rated on the
nominal scale. Section B comprises of 67 items related to consumer’s online buying trends.
These items are categorized into 7 sub-parts according to determinants that are adopted in
this study: Social Networking (SN), consists of 10 items; Community Engagement (CE),
consists of 18 items; Impression Management (IM), consists of 10 items; Brand Use (BU),
consists of 5 items; Brand Trust (BT), consists of 9 items; Brand Loyalty (BL), consists of
6 items; and Purchase Intention (PI), consists of 8 items. All the adopted items in a
structured questionnaire are used to elicit data and responses pitched on a five-point Likert
scale. The scale ranges from ‘strongly disagree’ to ‘strongly agree’ with anchors at 1
‘strongly disagree’, 2 ‘disagree’, 3 ‘neutral’, 4 ‘agree’ and 5 ‘strongly agree’, and same
scheme is supported by prior researches (e.g., Chong, Ooi, Darmawan, & Lee, 2010c;
Soroa-Koury & Yang, 2010; Tan et al., 2012; Izquierdo-Yusta et al., 2015).
3.9.3 Common method bias
Researchers control data for their studies through a common method bias (CMB)
(Podsakoff, MacKenzie, Lee, & Podsakoff, 2003). There are two practices that are familiar
in this regard i.e., literature recommends these two tests to control the data: 1) Single
Harman’s Factor Test (Harman, 1976), and 2) Marker Variable Technique (Lindell &
Whitney, 2001; Podsakoff et al., 2003). In the current study, optimum efforts were made
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to minimize respondents’ bias. Field (2005) has recommended that respondents’ bias can
be reduced by inducing negatively worded questions (items) so that respondents have to
submit their responses after careful reading. The author distributed printed questionnaires
with two types of interfaces. The first form of interface displayed variables’ name and
items of that variable are placed immediately after the variable heading and the second
interface displayed items in a sequence without placing the variable so that respondents
may not deliver biased responses towards the specific construct of study. In this research,
author used survey research design and self-administered questionnaire because Phellas,
Bloch, and Seale (2011) and Bryman and Bell (2007) maintain that such type of research
tool (i.e., questionnaire) has reduced the respondent biasness error that is vividly observed
in interview method.
3.9.4 Sampling Design
3.9.4.1 Unit of analysis
For the current study, Pakistani consumers (individuals) are selected as a target
population and age of those consumers fall in a range of 18-39 years.
Informants’ criteria are given below:
a) All respondents use social media and networking sites randomly with daily
frequency.
b) All respondents purchased online from company official website or used social
media platforms to make a purchase.
Youngsters or people belonging to the age group ranging from 18-40 almost are
most likely to use the social media platforms to make purchase and more appropriate in
this study because of the following reasons.
I) Young consumers are grown up with new emerging technologies and further
such types of young consumers are categorized as technology savvy (Scutter,
2011).
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II) Young consumers are getting the advantages of flexibility and accessibility
from the social media technology (Chong et al., 2012).
III) Young consumers are more immersed, interested and inclined toward social
patterns and behaviour and are motivated by social media technology so that’s
why social media and networking sites are the integral part of their daily lives
and become routine activity (Zhang and Mao, 2008).
IV) Young adults are frequent users of Facebook mostly falling in between the
age of 18-40 that leads the researchers to inference young minds-based
sample from the population and of course social media influenced minds are
aligned with demographic and technology usage features of young
consumers, so that productive results may achieve (De Vries & Carlson,
2014).
Young consumers are more considered more responsive, energetic and are
accretive towards new technology advancements. The ability to accept new technology in
young consumer is more than the old ones so, young consumers are at the heart of the
present research study. In many other past studies, researchers draw sample of young
consumers; usually student-based inferences are considered more suitable to find out the
behavioural aspects keeping in mind the updates new technologies (e.g. Benou & Bitos,
2008; Tan et al., 2012; To et al., 2007; Taylor et al., 2011; Yang, 2013; Gao et al., 2012;
Knežević, Stefańska, & Stojković, 2017; Duzevic, Delic, & Knezevic, 2016; Knezevic,
Delic, & Knego, 2015; Miladinovic & Hong, 20016; Taylor et al., 2011; Yang, 2013; Ha,
Muthaly, & Akamavi, 2010; Mupamhanga, 2016). Usually, it is observed that the group of
young consumers having age less than thirty years (<30) are more inclined towards social
media platforms services as compared to group of old age consumers (Islam et al., 2010).
Mostly, the adopter of social media belongs to the group of young consumers (Kim & Han,
2014). Young consumers show sensitive behaviour toward novel trends (Zhou, Lu, &
Wang, 2010a), and these consumers are considered as savviest in case of technology
adoption (Shen et al., 2011). With the development and growth of social media websites
and channels young customers are shifting from physical buying to online buying because
of frequent availability of smartphones and other smart devices rather, so computers are no
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longer used in buying process hence factors of (young consumers) behavioural adoption
toward social media is essential to explore (Benou & Bitos, 2008). Keeping in view the
discussed arguments, this present study deems youth as more suitable target subjects.
3.9.4.2 Population and sample
As reported by Kothari (2004), there is distinction between two concepts; universe

and population. By the term universe we mean ‘items in the field of inquiry’, and
population denote all ‘units for which the information is required’. For the current study,
universe comprises of all the consumers using internet daily and are richly familiar with
social networking websites. Burns, Burns, and Burns (2008) emphasizes the significance
of the concept of population and how data is gathered from the population. The population
of a study consists of all people or element or objects or incidents that is required to collect
data from or about it by the scholar. Moreover, Ryan, Scapens, and Theobald (2002)
suggests that population is further classified in two classes 1) theoretical population and 2)
accessible population. The first type of population (i.e., theoretical one) comprises of all
such group of respondents about which data is needed whereas accessible population is a
subset of theoretical population that refers the group of such informants from which the
actual responses are needed, and results attained from it may be generalized on theoretical
population. Practically, it is not possible to collect responses from each respondent i.e.,
from the entire items of theoretical population. Therefore, researchers collect data from
respondents of accessible population in their current capacity and utilizing resources that
are manageable. It is considered more crucial for the researcher to gather the data from the
accessible population using the current methods and within the current capabilities and
sources. In the present research, theoretical population means all those consumers exposed
to internet facility and social media websites and accessible population means all those
people who have actually used those websites and social media platforms to buy anything
online. Further, Ryan et al. (2002) have described that the accessible population is that
group of respondents on which the sampling techniques in applied.
Kazerooni (2001) and Elston and Johnson (1994) expose that in traditional
sciences, there are three classical terms used to finalize the sample gradually. These
concepts are: 1) target population, 2) study population, and 3) sample. These concepts are
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defined by the researchers and explains that target population is a main set of population
and study population is subgroup /subdivision of the target population and sample is
subgroup /subdivision of study population; deductively it could be said in other words that
sample is subset of target population. These terms are defined according to their scope.
Target population is a large group or set of informants. It comprises of all those individuals
on which the findings can be applied. Study population is a smaller set of individuals with
respect to target population and study conclusions can be legitimately applied on it.
Actually, it is not possible to get data from each individual in a target population and the
design of target population is not for this purpose and, furthermore, it is very difficult to
access the whole population simultaneously researchers came up with the concept of
‘sample’. As it is discussed early that sample is a subcategory of study population and it is
used to collect exact data to generalize the findings on target population and hence,
legitimately on study population. Lavrakas (2008) suggests that the first stage in research
is to set objectives of study and second stage is to decide target population. Defining the
target population is important stage because it provides the ground for the sample.
Churchill, Brown and Suter (2010) have defined target population as the collective cluster
of individuals/objects that has qualified certain conditions to be members in a certain
group. Chisnall (1992) states that sample considers a microcosm of the population from
which it has drawn.
In the present study, target population or theoretical population refers to all those
consumers using internet facilities and social media platforms and online networking
within the Pakistani context whereas study population or accessible population refers to all
those who actually buy or shop online using the internet facility or social media platforms.
No matter either these belong to which location of Pakistan and which income level, or
which status but it constitutes the study population. Currently, during the data collection
phase level, the approximate population of Pakistan came out to be 200 million as per the
World Meter calculating the population of Pakistan. Out of this population 18 percent or
precisely 35 million are regular internet users while 31 million or 16 % are active social
media users. Now in this case, the calculation is done to measure those people who actually
buy online or does shopping using online social media platforms. Applying the population
and sample measuring formula from the literature, results were drawn. Such type of sample
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that is drawn nationwide to explore the purchase intentions of consumers is itself an

extension of past studies in which the sample is restrictedly drawn from the users of various
countries and localities who utilize social media platforms for buying online etc. Similar
patterns are used by many researches in their studies (e.g., Leong et al., 2013b; AbuShanab
& Pearson, 2007; Tan et al., 2012; Akour, 2009; Taylor, 2011; Leong, 2013a; Yang, 2013;
Lu et al., 2005; Jambulingam, 2013; Magni et al., 2010; Lewis et al., 2013; Chong, 2013b;
Liao, Palvia & Lin, 2006; Pahnila, Siponen & Zheng, 2011; Lewis et al., 2013).
3.9.4.3 Sampling strategy and its justification
Ryan et al. (2002) describes that sample has considered as subdivision of the
population. During the data collection phase, less possibilities are there to get responses
from every object in a population and it has required not only time but money too. So, it is
a better option to draw sample form the population through any appropriate sampling
strategy. Commonly, two types of sampling strategies are explained in a literature that
provides the basis for sampling 1) probability-based sampling and 2) non-probability-based
sampling. In probability-based sampling there are equal chances to select elements from
the known frame of population and reverse patterns are followed in non-probability-based
sampling. In probability-based design of sampling, it is necessary to get the list of entire
elements of population whereas non-probability-based sampling design is relatively
arbitrary, and relies mainly on the scholars’ judgments.
As for sampling strategy, to collect data, a multi-stage sampling strategy of

convenience sampling is applied. Data is collected using convenience sampling from all
those individuals who use internet sand social media platforms to buy product or shop
online. Convenience sampling is one of the most effective sampling methods belonging to
the family of non –probability sampling and is considered more appropriate when
homogeneity exist in population. After shortlisting the desired audiences based upon the
ascribed conditions, the questionnaires were floated. To minimize the error of random
sampling author uses the strategy of convenience sampling. The reason is that apparently
it seems the best way to gather the best results. Finally, using convenience sampling data
is gathered from the target audience. Researchers widely use the non-probability sampling
strategy specifically the convenience sampling because of the reason that it permits
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researcher to collect a large sample in a quick and easy way (Yang, 2005). The use of
convenience sampling strategy is to gather the data from the desired audience doing online
shopping using social media platforms (Regan, Carlson, & Rosenberger III, 2012). The
convenience sampling strategy is deemed to be more appropriate for the current study to
investigate the online shopping trends of Pakistani consumers, as the same sampling
strategy is applied in the previous researches of the similar nature for instance, the study
on Facebook users, Twitter and Instagram followers, online business hubs, communities
and Orkut groups etc. follow the same trends of data collection. Soroa-Koury and Yang
(2010); Harris, Rettie and Cheung (2005); Leong et al., (2013a); Tan, Ooi, Leong and Lin,
(2014); Revels, Tojib, and Tsarenko (2010); Al-Jabri and Sohail (2012); Amin, Supinah,
Arisand Baba (2012); Tai and Ku (2013); and Liébana-Cabanillas, Sánchez-Fernández and
Muñoz-Leiva (2014) respectively.
Non-probability sampling strategy that is convenience sampling is commonly

adopted in a marketing research and information technology research. Of course, there is
an advantage of convenience sampling that it permits researcher to collect large sample in
a quick and easy way (Yang, 2005). The use of convenience sampling strategy is to gather
the data from the desired audience doing online shopping using social media platforms
(Regan, Carlson, & Rosenberger III, 2012). The convenience sampling strategy is deemed
to be more appropriate for the current study to investigate the online shopping trends of
Pakistani consumers, as the same sampling strategy is applied in the previous similar nature
of researches for instance, the study on Facebook users, twitter and Instagram followers,
online business hubs, communities and Orkut groups etc. follow the same trends of data
collection. Soroa-Koury and Yang (2010); Harris, Rettie and Cheung (2005); Leong et al.,
(2013a); Tan, Ooi, Leong and Lin, (2014); Revels, Tojib, and Tsarenko (2010); Al-Jabri
and Sohail (2012); Amin, Supinah, Arisand Baba (2012); Tai and Ku (2013); and
LiébanaCabanillas, Sánchez-Fernández and Muñoz-Leiva (2014) respectively.
A misconception is there regarding the probability and non-probability sampling

strategies i.e., which one is a true representative of population. No doubt, both sampling
strategies have difference that is random selection of respondents. In other words,
probability sampling strategy is specified with the random selection procedure however
non-probability sampling strategy is free from random selection criteria (Tashakkori and
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Teddlie, 2010). There are present certain assumptions that due to the standards of random
selection the probability sampling technique is considered more prioritize compared to
non-probability sampling. But in reality, if the theory of probability is being followed
which depicts the true sense of population, then the non-probability sampling technique is
as equivalent as probability sampling technique.
3.9.4.4 Sample size, sampling adequacy and the rationale
There are present various rules in the literature which are drawn out from the past
researchers and their experiences to select the best sample while conducting research. For
the quantitative research such as factor analysis, it is said that the best sample size should
be in the range or 150-200 respondents (Guadagnoli & Velicer, 1988). Field (2009) also
followed the rule of Guadagnoli and Velicer (1988) that the adequate sample size to
determine the statistical techniques should be around 460 having an equal no of 230 subsets
belonging to different regions to draw out the best results. Field (2009) and Hair, Black,
Babin and Anderson (2010) have proposed the item to response ratio must be 1:4 for the
ideal sample size and this ratio is best suited for confirmatory factor analysis. This ratio
justifies the rule of the sample size minimum criteria. Hinkin (1995) also followed the rule
of 1:20 items in order to draw the best results from the population.
Bryman (2011) describes that the large sample size never gives the assurance of
accuracy but according to Haier et al. (2010) in SEM the accuracy of the results falls at the
time of small sample size. It is suggested by Kline (2015) that the with a sample size of
200 or more the models are explained well with having large data sets as support. However,
Comfrey and Lee (1992) provided an important rule to determine the sample size accuracy.
They proposed that 50 responses are considered as “very poor” in any study; 100 are
considered as “poor”; while 200 are taken as “fair”; 300 responses are taken as “good”;
500 as “very good” while 100 or more are considered “excellent”. As many researchers
suggest a 1:10 ratio but 1:20 ratio is concluded as the best rule in research world (Kline,
2015). 1:10 ratio is considered as appropriate for less ample size but for higher sample size
or larger population, 1:20 ratio is best suited (MacCallum, Widaman, Zhang & Hong,
2001). Tanaka (1987) proposed the 1:20 ratio for the first time in terms of items to response
ratio. In this study, taking into account all the above discussions the author followed the
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1:20 item-response ratio. The constructs are adapted and all the items are mentioned in
‘Appendix Y’ and total 122 Likert-scaled items are there thus the sample size is
(122*20=2440). To gather the best results 2440 questionnaires were distributed and out of
which 1800 came out fully filled and finally 1627 were duly acceptable to run the tests and
draw conclusions. The rest 813 questionnaires were either not completely filled or were
showing false results.
3.9.5 Pre-testing and Piloting the Questionnaire
In order to avoid any confusion and to minimize the possible errors it is best suited
to conduct a pilot testing before starting the formal survey. The pilot study will enhance
the construct validity and reliability of the population and increases the generalizability of
the results (Bryman & Bell, 2015; Malhotra, 2010). The purpose of pilot testing is to
identify any shortcomings in the questionnaire and survey strategies (Kothari, 2004). Veal
(2006) defined the pilot test as the “small scale trial run “from the larger survey. Pilot
testing is executed not only to check the relevance and understand informants’ ability, but
it reports either the research tool functioned properly or not (Bryman, 2008). Moreover,
pilot survey guides about the language, sequence of items and layouts, items’ relevance to
informants, fieldwork and investigation procedures. Additionally, it renders about the
approximate time of completion and response rate. (Veal, 2006). Pre-testing is done to
recognize either research tool achieves the research objectives or not. At the first level, the
present research has conducted the pre-testing by sharing the study questionnaire to the
two senior faculty members of Marketing at IBA (Institute of Business Administration).
They are experts in their field. Simultaneously, the questionnaire is also sent to two
industry experts working in a telecommunication company offering online buying via their
firms. The purpose of execution of pre-testing is to check the understanding of respondents
about the questions and to identify possible errors. At second level, the questionnaire was
launched for pilot-testing survey after getting the response from the faculty members and
experts about the validation of the questionnaire. Monette, Sullivan and DeJong (2013)
have reported that 20 respondents are enough to execute the pilot study, but to get the best
outcomes 200 participants are selected for pilot testing from the University of the Punjab,
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Institute of Business Administration and Hailey College of Commerce. These respondents’

characteristics are closer to the final respondents of sample. After the positive feedback of
these faculty members, industry experts, and 200 respondents about the questionnaire
contents and understanding; officially, final survey was launched.
3.9.5.1 Results of the Pilot study
The 200 responses obtained from the pilot testing were decoded in the software of
SPSS to get the results and check the outcomes. The results showed that reliability was
coming to be 0.770 but some of the questions were not showing good results. The pilot
study variables were taken into factor loading analysis and only those questions were
selected whose factor loadings came above 0.7. Due to the factor loading classification out
of 122 questions the total variables reduced to 66 in the final survey and resulting in an
increase in the reliability as well.
3.9.6 Survey Administration
The best way to gather the responses is to adapt a survey research design and using
the self-administered questionnaire in digital form, they were distrusted using Google
Forms. In the first phase, the questionnaires in a hardcopy were distributed face-to-face to
the students of business schools in studying in public and private sector universities, while
in second phase the link of the final questionnaire was floated to the employees of telecom
industry as well as multinational firms (Nestle, Coke). In the last phase, the link was posted
online to social media networking websites and platforms and was proceeded only when
the respondent agreed of actually doing online purchase or shopping online via social
media channels. Author has personally visited to easily accessible business schools and
firms’ respective offices and remaining business schools are covered through colleagues,
friends and chain references. Akbayrak (2000) has indicated that questionnaires in which
informants have filled the questionnaire themselves provides assurance that the response
rate is high and such way is efficient as well as effective for scholar in terms of saving
time, cost and effort too. A pilot test was conducted previously before the final data
collecting process was official launched. During the visit to potential respondents, the
willingness was discreetly sought for the research. One important thing that was shared to
the respondent before submission of their responses was that all the information, they
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provide will be kept anonymous and there is no risk of data exposure. The respondents
willingly and voluntarily participated without any pressure from the researcher side. After
the declaration of anonymity, the paper based printed questionnaire was distributed
(attached as ‘Appendix Z’), and returned to the researcher on the spot to ensure unbiased
analyses. Approximately 20 minutes are required to fill out the questionnaire and each
response was collected as per the ease of the respondent. The data collection phase started
immediately after the synopsis defence and length of the study survey extended 12 months;
from April 2017 till March 2018. The researcher made this thing possible to the best
possible ways that all the questionnaires were fully filled in order to minimize the missing
data issue or invalid response rate. Any type of reimbursement is discouraged for the
participants of the current study. Total 1000 paper-based questionnaires are distributed
according to the allocation of sample size and rest 1440 are floated online to firms and
social networking websites in each region and actual response rate is discussed in
Chapter 4.
3.9.7 Ethical Consideration
Ethics are defined as behavioural norms of conduct that lead towards moral choices
in regards to social association and behaviour (Cooper and Schindler, 2008). All research
studies have addressed some ethical issues. These issues are mostly related to the
consequences in which the research study is brought out in the environment. Thus, all he
scholars of social sciences have needed to understand the ways in which dilemmas can be
raised when research is being carried out (Henn, Weinstein, & Foard, 2009; Bryman,
2008). The major ethical considerations for researchers about the respondents constitute
that the respondents should feel no harm, pressure and stress (Saunders, Lewis, &
Thornhill, 2012). The author strictly followed these considerations and any other
stated in the current study. Creswell and Creswell (2017) shed light on the importance of
research ethics that scholars must comply with during the research process. While
conducting this research, it has been ensured that author sought agreement before
introducing the sample members for this research. Respondents participated in the current
study by choice. Even after the agreement, the informants hold the right to terminate their
responses. Furthermore, author has ensured that the research results and findings of study
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are conveyed without personal or professional bias. One important thing that is shared to
the respondent before submission of their responses that all the provided information will
be kept anonymous and there is no risk of data exposure i.e., author has ensured that the
most pressing issue of anonymity of respondents and confidentiality of collected data is
maintained. Moreover, the collected data has been saved securely; it is password protected
and will be discarded after a certain period. The data collected from respondents was only
used for the current study. Any type of reimbursement or financial incentives are
discouraged for the participants of the current study. Most importantly, author has
acknowledged all types of sources from which the relevant work has been borrowed in for
this study.
3.9.8 Limitations of the Research Design
Limitations are also there in this research study that provides the future direction to
other researchers with respect to research design. First, about the nature of sample, as the
consumers buying online using social networking websites are selected. Such sort of
sample may miss the reflection of behavioural intention of other various segments,
specifically, those group of consumers residing in different countries and cities. The
samples taken from other countries may generate different results. For instance, Tellis, Yin
and Bell (2009) have clearly mentioned that users’ behaviour differ country-wise regarding
the ‘Purchase Intention (PI)’ construct i.e., consumers’ ‘psychological state of willingness
to try out a purchase (PI)’ of one country may different from other country. Second, related
to users and non-users of social media and networking websites, for future research a
comparison can be drawn between users and non-users of internet and social media. If the
participants have experience of online buying technologies, the researcher focus solely on
experienced group of users and of course, that may cause bias, and it is proved that there
lies a considerable difference of respondents’ behavioural intentions between user and
nonusers of online buying (Verkasalo, López-Nicolás, Molina-Castillo & Bouwman,
2010). Third, related to the identical instrument. As it is reported by Straub et al. (2004),
variance may occur while using common methods. In the present research study, the
collection of measures (related to all construct) was carried through the instrument of self-
reporting. Thus, both quantitative and qualitative approaches (i.e., mixed-method) may be
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applied to conduct research in future. A mixed method approach that has combined various
multivariate strategies may help in explaining the variations in the variable of interest.
3.9.9 Data Analysis Tools and Techniques
For analysing the data, the author used the software IBM SPSS (Statistical Package
for the Social Sciences) Version 23 and AMOS (Analysis of a Moment Structures) Version
23. Various statistical techniques and tests are used to analyse the data: descriptive statistics
are applied for the description of the population characteristics and demographic of
respondents, normality tests are applied too; Cronbach alpha is applied to check the
reliability of the data, correlation test, the means and standard deviations tests are applied
for better understanding of the respondents using SPSS 23. AMOS is used at the time of
Confirmatory Factor Analysis (i.e., CFA), 2) Measurement Model (i.e., MM), 3) Structural
Equation Model (i.e., SEM), and 4) mediation tests are applied using bootstrapping. Table
3.4 summarized the tests applied and associated objectives. Anderson and Gerbing (1988)
described that the SEM allowed to study the interrelation of the questions in a single mode
in the best possible ways. It facilitate in analysing the both ways to determine the
relationship either multiple latent way or observed variables way systematically and
comprehensively. The studies using SEM analysis to explore the nature of online purchase
intentions are (e.g. Sun, Cao & You, 2010; Leong et al., 2013b; Teo & Noyes, 2011; Im et
al., 2003; Wu et al., 2007; Yang, 2010; To et al., 2007; Leong et al., 2013a; Yang, 2013;
Lu, 2005; Sun et al., 2010; Chong, 2013b; Escobar-Rodriguez & Carvajal-Trujillo, 2014;
Alkhunaizan & Love, 2012; Liébana-Cabanillas & Lara-Rubio, 2017). SEM technique is
also consistent with the past researches of marketing that are technology-based studies (e.g.
De Vries & Carlson 2014; O'cass & Carlson, 2012; Chiu, Wang, Fang, & Huang, 2012).
Before testing the proposed model through the recommended software, the data collected
through survey design was filtered to remove any errors.
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Table 3.2
Data Analysis Techniques Used in This Study
Objective Data Analysis Techniques
Normality test for data Normal Curve Distribution
Data Reliability Test Cronbach Alpha
Outlier test Skewness and Kurtosis
Hypothesis Testing SEM, multiple mediation analysis using
Bootstraps, Moderation
Correlation Analysis Pearson Correlation Coefficient
Data trend, Mean, Standard Deviation Descriptive Statistics
3.9.10 Quality Standards
Biasness of results can be reduced if the researches paid attention on reliability and
validity and it is necessary step to maintain the quality standard of study (Saunders &
Thornhill, 2003).
3.9.11 Reliability
Reliability finding of research is an important measure and usually this standard is

used by researchers. Reliability test explain the internal consistency of research instrument
and fitness of result is checked by the value of Cronbach alpha. The accepted numeric value
for Cronbach’s alpha is 0.70 (Brown et al., 2000). In the current research, reliability
analysis is done for quality standard through the interpreting the value of Cronbach alpha.
3.9.12 Validity
Brown et al. (2000) have shed light on the importance of the validity results for
research studies and further discuss the types of validity, that are 1) construct validity, 2)
internal validity, and 3) external validity. Construct validity has been confirmed by the
existing literature as either the dimensions of study variables are adopted from literature
and it is a standard to ensure the construct validity. Further, factor analysis can be utilized
for the reduction of dimensions that are more parsimonious. Similarly, internal validity can
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be ensured through multiple regression analysis and external validity can be confirmed
through the collection phase of data from the respondents.
3.10 Conclusion
The main objective of the current study is to investigate the determinants that
influence the consumers purchase intentions in the scenario of social media platforms. In
Chapter 2, the study model and detailed discussion about the study hypotheses is presented.
To achieve the aims of the research, author has adopted positivist research philosophy and
deductive approach. Through this proposed research methodology, the author tried to test
the proposed theoretical study model. Specifically, the focus of the study model is to test
the influence of; 1) social networking, 2) community engagement, 3) impression
management, 4) brand use, 5) brand trust, and 6) brand loyalty on consumer purchase
intention (7). Primary data was collected through self-administered survey questionnaire
using multi-stage sampling strategy, an amalgamation of probability and non-probability
sampling techniques i.e., stratified random sampling, proportionate sampling and
convenience sampling amongst social media platform Pakistani consumers. The following
chapter discusses the results of data analyses to answers the study questions and test the
proposed hypotheses in detail.
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CHAPTER 4
ANALYSIS AND DISCUSSION OF THE RESULTS
4.1 Introduction
Chapter 3 discussed methodology i.e., a road map which shows that research is
carried out thoroughly for current study whereby, quantitative data was collected from the
respondents through survey questionnaire. After data collection, the present chapter four
provides detailed analysis and results based on data collected to test the hypotheses and
proposed model. As primary data is collected from self-administered questionnaire so, this
chapter includes the screening and cleaning of the data, biographical analysis, descriptive
analysis, normality analysis, reliability measures, validity of results, correlation matrix to
test the association among the variables in current study and regression analysis. The
descriptive analysis results are shown in the form of graphs and tables. The primary
analysis is done through IBM SPSS Version 23. The next step of hypotheses testing is
carried through the application of confirmatory model, Measurement and Structural
Models by using AMOS Version 23. Mediation analysis is done through bootstrapping to
check its effect Discussion on the results is given in last section with final conclusion to
the chapter.
4.1.1 Quantitative Phase/Strand
The data collected from large number of respondents in the form of numbers to
apply statistical tests is one on the major objectives of quantitative analysis (Veal, 2006).
In this study, survey design is used to collect the quantitative data
4.1.2 Data Screening and Cleaning
Questionnaire is used for collection of data. Quantitative data is collected in form

of numeric and the initial step is to filter this data through screening and cleaning. It is
incumbent to screen the data so it can used and prepared for further analysis i.e., screening
is important for data validation which is very necessary for further analysis. Firstly, data is
checked visually so that incomplete questionnaires can be identified.
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In the study, 2000 questionnaires were distributed randomly, among which 1627
were in usable form (81.35%).
4.1.2.1 Missing Data
Missing data in the research can create problem at the time of analysis, computation
of estimates and drawing results. Especially the more complex and advance models show
serious problems while drawing results either way showing underestimation or over
estimation of the results. Many times, missing values create biasness at the time of drawing
results. Sometimes people intentionally skip the information leaving it blank such as their
age, income level, marital status etc. resulting in biasness. The researchers say that if the
missing value is less than 10 %, it is ok to proceed with the results. Replacement is also an
option to overcome this problem. It was observed that 10 respondents left the entire page
of questionnaire skipped while it’s filling. Hence out of 2000 questionnaires, 25 were
having missing data on major demographics, or either entire variable or page and they were
excluded out from main analysis thus 1975 (98.75%) usable response rate.
4.1.2.2 Outliers
Data may be biased by the outliers which are extreme values in the data, so it is
necessary to show the outliers because these values change the findings and induce biasness
in the final results. Univariates and Multivariate outliers are inspected through the boxplots
Mahalanobis d-squared (Cooks D) respectively: so, boxplots are made to identify
Univariate outliers and the test of Cooks D and Mahalanobis are used to check multivariate
outliers. Less than 1% of cases were identified for univariate and multivariate outliers and
researcher has agreed to retain these cases
4.1.2.3 Normality
Normality explains the data distribution of various variables present in a data sheet.
Data needs to be normally distributed to obtain the best maximum likelihood estimates.
Histogram, skewness and kurtosis values help research to inspect the normality of data,
thus, in the study the histogram is obtained showing normal curve plus the values of
skewness and kurtosis are in required ranges. According to Kline (2005), the acceptable
ranges for both skewness and kurtosis are <±3, <±10 respectively.
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4.1.2.4 Linearity
For structural equation modeling, linearity condition must be fulfilled. Linearity

means all the dependent and independent variables are related with each other linearly and
if there is a change in any variable it may affect other variables; any type of inconsistency
in any variable can be problematic for structural equation modeling. ANOVA via SPSS
Version 23 was used to detect linearity. The results show that the variables were linearly
related and there is no deviation present.
4.1.2.5 Homoscedasticity
It is very important that homoscedasticity condition should also be fulfilled in data

sheet. It describes that consistency through the variance should exist at different levels of
variable. For detecting homoscedasticity in data, scatter plot was drawn which is the
appropriate technique in this situation and design. For this purpose, variables are plotted
along x-axis and their residuals are plotted along y-axis. The researcher found no evidence
of heteroscedasticity in data.
4.1.2.6 Multicollinearity
It is very crucial that multicollinearity condition should also be fulfilled in data

sheet. Multicollinearity is the occurrence of high inter-correlations among two or more
independent variables in a multiple regression mode Multicollinearity was tested using the
Variance Inflation Factor and Tolerance. The results depict that there is present no
multicollinearity among the variables.
4.2 Preliminary Analysis
The preliminary examination of the data set has explained the respondent’s
biographical profile (i.e., age, gender, marital status, and qualification and institution
sector), descriptive statistics including the arithmetic mean, standard deviation, minimum
and maximum values of all variables of data included dependent, independent, mediating
variables. Further, preliminary examination includes scale measurement (e.g., reliability
and validity), normality test and correlation analysis. Preliminary analysis is used for
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testing the appropriateness of data set and for this purpose, to apply these test researchers
used SPSS version 23.
4.2.1 Respondent’s demographic profile:
The biographical characteristics of the respondents are explained in this section. It

includes the gender diversification, age group and their education level etc. As discussed
above 2000 questionnaires in total are distributed out of which 1652 are received back and
25 questionnaires have the missing values in their parts either in their respondent’s
information or in any major variable part. Hence in total the SPSS data sheets recovered
1627 questionnaires which were fully filled. Biographical data is presented in form of
graphs and tables helping in better interpretation of the results
4.2.1.1 Gender of respondents:
It is described in table 4.1 and linked figure in “Appendix D” (pie chart) out of 1627
respondents, 779(47.9%) respondents are male and 848 (52.1%) are female. Further, data
shows that female respondents are more than male respondents by .4% which shows
insignificant difference.
Table 4.1
Demographic Related to Gender of Respondents
Gender
Frequency Percent Valid Percent Cumulative

Percent
Male 779 47.9 47.9 47.9

Female 848 52.1 52.1 100.0
Valid
Total 1627 100.0 100.0
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4.2.1.2 Age of the respondents:
Table 4.2 and graphical representation which is in “Appendix D” have clearly

described the age group of respondents in study that there are about sixty three percent
(63%, n= 1034) respondents which fall in the range of 18 to 23 years. There are about
twenty percent (27%, n= 453) respondents who fall in range of 24 years to 29 years of age.
77 respondents belong to age of 30 to 34 years which is about 5 percent. Lastly, 63
respondents belong to age group of 35 to 39 years which is about 4 percent.
Table 4.2
Demographics Related to Age Group of respondents
Age

Percent
18_23 1034 63.6 63.6 63.6

24_29 453 27.8 27.8 91.4
Valid 30_34 77 4.7 4.7 96.1
35_39 63 3.9 3.9 100.0
Total 1627 100.0 100.0
The last column of Table 4.2 shows the cumulative percentages of frequencies and
interpret that most of the respondents belong to age groups (18 years to 23 years) showing
younger generation is more inclined toward social media, social networking and online
purchase.
4.2.1.3 Education level of respondents:
In Table 4.3 and related figure in “Appendix D” (bar chart) that represents the
qualification level of participants i.e., bachelors, masters, M. Phil and PhD. It shows that
majority of respondents are in bachelors’ level that describes the (63.4%, n=1031) of total
data. Respondents having masters are (21.9%, n= 356) and only 4.8 % are pursuing their
PhD.
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Table 4.3
Demographic related to Educational Level of Respondents
Qualification

Percent
Bachelor 1031 63.4 63.4 63.4
Master 356 21.9 21.9 85.2
Valid M. Phil 162 10.0 10.0 95.2
P. HD 78 4.8 4.8 100.0
Total 1627 100.0 100.0
The majority of respondents belong to the first category which is bachelor level as
deduced in the questionnaire. The last column of table shows the cumulative frequency and
interpret that most of the respondents belong to the first levels of academic qualification
(63.4%). This results also justifies that younger or bachelor education level respondents
are more inclined toward social networking and online purchase.
4.3 Descriptive Statistics
The descriptive statistics show the characteristics of the data set in Table 4.4. It
consists of the number of observations, the smallest and the largest values, average value
and its dispersion in the data set against each variable. There are 1627 total observations
present in the data set. The social networking has 5 and 1 greatest and lowest values
respectively. The average value of social networking is 3.6009 and its standard deviation
is 0. 47657.The community engagement has 5 and 1.22 greatest and lowest values
respectively. The average value of community engagement is 3.4244 and its standard
deviation is 0.52357. The impression management have 5 and 1 greatest and lowest values
respectively. The average value of impression management is 3.4875 and its standard
deviation is 0.57878. The brand use has 5 and 1.40 greatest and lowest values respectively.
The average value of brand use is 3.8537 and its standard deviation is 0.65713. The brand
loyalty has 5 and 1.33 greatest and lowest values respectively. The average value of brand
loyalty is 3.7018 and its standard deviation is 0.66313. The brand trust has 5 and 1 greatest
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and lowest values respectively. The average value of brand trust is 3.7389 and its standard
deviation is 0.64839. The purchase intention has 5 and 1 greatest and lowest values
respectively. The average value of purchase intention is 3.5761 and its standard deviation
is 0.60450.
4.3.1 Reason for the use of parametric tests for Likert Scales:
Likert scale is developed to show the order and symmetry in the data. Likert scale
assumes the scaling distance on each item to be equal. Likert scale should be used when
data is normally distributed. Likert items should be summed together in order to drive best
result. There should be present multiple items for each construct (Gawronski et al., 2006;
Brown, 2011).
Table 4.4
Mean and Standard Deviation of Variables (N= 1627)
Descriptive Statistics
Minimum Maximum Mean Std. Deviation

SN 1.00 5.00 3.6009 .47657
CE 1.22 5.00 3.4244 .52357
IM 1.00 5.00 3.4875 .57878
BU 1.40 5.00 3.8537 .65713
BL 1.33 5.00 3.7018 .66313
BT 1.00 5.00 3.7389 .64839
PI 1.00 5.00 3.5761 .60450
4.4 Correlation Analysis
Correlation analysis is done to examine the association between variables which

are binary in nature. These association describe the degree or strength among variables
while the dependency issue is not explained through analysis. According to (Wonnacott
and Wonnacott, 1990; Read, 1998; Zou, Tuncali &Silverman, 2003) this analysis does not
explain the cause and effect between variables, it only describes the association between
variables. The strength off correlation is explained by absolute value, r, the value of
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coefficient of correlation falls between the range 0 to 1. The value of correlation near to 1
or -1 depicts that there is perfect positive or negative relationship present among two
variables respectively. As in the current study, researcher used the Likert scale, Pearson
Correlation is used to determine the relationship among different variables. Before the
regression analysis or the running of Structural Equation Modeling technique (SEM) it is
compulsory to check the linearity of the relationships for which correlation method is used.
Social Networking, Community engagement, Impression management, Brand Use, Brand
Loyalty and Brand Trust have positive association with Purchase Intention and value of
correlation coefficient are r= .502, .424, .471, .444, .469, .384, p<0.01.
Table 4.5
Magnitude and Direction of Correlation among Study Variables (N= 1627)
SN CE IM BU BL BT PI
Correlations 1 2 3 4 5 6 7
SN 1
CE .502** 1
IM .424** .561** 1
BU .471** .398** .385** 1
BL .444** .412** .421** .528** 1
BT .469** .425** .415** .558** .723** 1
** ** ** ** **
PI .384 .442 .495 .421 .593 .658** 1
*. Correlation is significant at the 0.01 level (2-tailed).
4.5 KMO and Bartlett’s test of sphericity.
Factor loadings are applied on the data in order to verify either the data is
appropriate for further statistical analysis (Malhotra, 2010). The factor analysis is defined
as the multivariate strategy identifying the structure of the study variables describing the
interrelationships among the study variables (Stewart, 1981). KMO and Barlett’s test is
recommended to check the sampling adequacy and Sphericity. This test explains the
suitability of the data suggesting either it supports the factor analysis or not. If all the values
of the tests came within the recommended range, then it is said that the data is said to be
clear for factor analysis (Malhotra, 2010). It is said that the Barlett’s test measures that the
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variables should be uncorrelated with each other. While on the other hand, Kaiser
MeyerOlkin test measures the data appropriateness for the factor analysis (Malhotra, 2010;
Kaiser, 1970). Statistically, the thresholds or recommended values fall within the range
0.50-1.0 (˃ 0.90 = excellent; 0.80 = admirable; 0.70 = moderate; 0.50 = not good and <
0.50 = undesirable) (Dziuban & Shirkey, 1974). In the present study, Table 4.6 reflects the
values for KMO and Bartlett’s tests are in acceptable range that KMO value is 0.907 and
significance level of Bartlett’s test that is required < 0.05 and in this case, its p value (p <
0.001) that also satisfied the condition and of course data can proceed for further analysis
Table 4.6
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .907

Bartlett's Test of Sphericity Approx. Chi-Square 42083.501
Df 2145
Sig. .000
4.6 Common method bias.
It is considered as a general rule common method bias is present in the model if

there is present more than 50% variance by one factor. In the field of behavioural sciences,
the common method bias may occur, creating issues for the researchers. Therefore, it is
considered important to calculate and remove the error if it is present in the study.
(Podsakoff, MacKenzie, Lee, & Podsakoff, 2003). By using the Harman’s single
factor test, it is calculated that the extracted factors showing the eigenvalues more than 1
and total variance is 18.207%. Table 4.7 explains the variances by one factor (not
exceeding the threshold level). Therefore, it is noted that no common method biasness is
present in the study.
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Table 4.7
Total Variance Explained by Single Factor
Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings % of
Variance Cumulative % Total % of Variance
Factor Total Cumulative %
1 12.819 19.423 19.423 12.017 18.207 18.207
2 3.832 5.807 25.229
3 3.379 5.120 30.349
4 3.136 4.751 35.100
5 2.024 3.066 38.166
6 1.872 2.836 41.003
7 1.729 2.620 43.622
8 1.463 2.217 45.840
9 1.388 2.104 47.943
10 1.338 2.027 49.970
11 1.243 1.884 51.854
12 1.178 1.784 53.638
---------- ----------- ---------------- --------------------
-
Extraction Method: Maximum Likelihood.
4.7 Scale Measurement
It is explained in many studies that quality standards are essential to maintain in

quantitative data analysis. If the criterion of quality is accurate, then the research is
considered more reliable and validate (Dancey and Riedy, 2007; Bryman & Bell, 2015).
There are two quality approaches used by researcher: a) reliability approach b) validate
approach (Ghauri and Gronhaug, 2005; Bryman and Bell, 2015). Validity explains the
concept of measuring the same thing that what it is intended to measure. If it does then it
is called good measure of validity. In this study, face validity and construct validity are
measured. Reliability standard measures the consistency and stability of questionnaire.
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4.7.1 Reliability test
In (2015), Bell & Bryman state that reliability explains the constant view of study
instrument i.e., measurement tool examined the same thing or even in critical condition it
shows the same results. It is compulsory to examine the internal reliability (Bryman and
Bell, 2005; hair et al., 2010). According to Bell and Bryman (2015), there are two options
for researcher for measuring the reliability. The first option is stability exam that helps the
researcher about instrument in measuring the same concept at different instants of time.
The second option describes arrangement connectivity among variables. For the current
study, researcher selects Cronbach’s Alpha approach. According to Hair et al., (2010) the
acceptable range of alpha should be higher than 0.60. Whereas, according to (Streiner,
Norman & Cairney, 2014) cronbach value is 0.5 it is also acceptable
Research that is concerned with measurement, must consider the issue of reliability
or accuracy(Cronbach, 1951). For this purpose, it is obligatory to estimate the internal
consistency of model that is measured by the value of Cronbach’s alpha (Hair, Sarstedt,
Hopkins & Kuppelwieser, 2014, Cronbach, 1951). Nunnally & Bernstein (1994) states that
the alpha values range from 0 to 1, where zero means there is no consistency and one means
there is full consistency. Alpha values higher than 0.70 is considered acceptable. Table 4.8
and 4.9 describe the values of each variable and also overall proposed model which is tested
in SPSS v23 and shows that all variables are internally consistent and reliable. The
composite reliability measure is also important to be tested. Composite reliability is defined
as “the total amount of true score variance in relation to the total score variance” (Hair et
al., 2014; Malhotra, 2010). The favourable or acceptable values of composite reliability are
0.7, or greater than 0.60.

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Table 4.8
Cronbach’s Alpha Reliability Results
Variables No. of items Cronbach’s Alpha

Social Networking 10 .616
Community Engagement 18 .812
Impression Management 10 .744
Brand loyalty 6 .720
Brand Use 5 .685
Brand Trust 9 .838
Purchase Intention 8 .742
Table 4.9
Overall Cronbach’s Alpha Reliability Results
Variables No. of items Cronbach’s Alpha

Overall 66 .921
4.8 Structural Equation Modeling
Structure equation modeling is a popularly used technique in social sciences. This

technique removes errors through computing or imputing latent variables. In this study,
researcher relied on SEM technique to test the quantitative data. This facilitates the
researcher test the theory and analyse multi-regression models step by step. Structural
equation modeling measures the competence of proposed theoretical model and examines
the association among observed and latent variables which are helpful in diminishing
measurement errors. For the sake of analysis, researcher used AMOS version 23 to test the
structural equation modeling. SEM analysis is very useful because it has diagrammatical
and graphical features. With this respect, SEM also provides the option of bootstrapping.
Testa (2001) explains that SEM is a multivariate statistical method which analyse the
hypothesized model. In 1982, Anderson and Gerbing stated that SEM is beneficial for
theory testing, however it is not suitable for developing the theory. Structural equation
modeling is examined as an extension of linear regression and multi-regression at a same
time. This analysis permits the researcher to check interdependency and explore the nature
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and relationship of variables. It’s also beneficial for testing the interrelated dependency in
one stage. This technique is most suitable for hypotheses testing if the number of
dependent, independent, moderating and mediating variables are more than one. SEM
allows to analyse overall model fitness. Further, the associations are presented through path
diagram; unobserved variable are represented by circle and observed variables by
rectangles. In 1982, Anderson and Gerbing proposed two methods for drawing models in
SEM. The initial stage is to draw the measurement model and at later stage structural
equation model is tested.
4.8.1 Steps in Structural Equation Modeling
Kenny (2011) proposed a four-step approach to measure the measurement model

and structural model in Structural Equation Model.
Step 1: Specification
The theoretical model statement in the form of path diagram.
Step 2: Identification
Estimation of the model with the observed data.
Step 3: Estimation
The statistical estimation of the model parameters from data using SEM technique at Amos.
Step 4: Model Fit
The estimated model parameters are examined in comparison to the observed

correlational or covariance level. If the model fitness parameters are acceptable then the
researcher can move ahead otherwise if the fit is poor, the model needs some specifications
and researcher again has to start from step 1.
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4.8.2 Assumptions for SEM analysis
Before moving towards the measuring model and structural model, it is incumbent
to debate SEM assumptions and requirements to be accomplished. Thus, the following
assumptions have been verified both graphically and numerically.
i. The values of “Skewness and Kurtosis” are observed for testing the normality
assumption of indicators,
ii. The “Skewness and Kurtosis” also tests the normal distribution of latent dependent
construct,
iii. Levene’s test is applied in ANOVA to check the problem of linearity. Scatter plots
and the values of the coefficient of correlation are also used for the testing
purposes,
iv. The box plot and “Mahalanobis D2” are used to spot the outliers and there aren't
any outliers found,
v. Latent variables are calculated using indicators secondarily. It is referred to as
‘indirect scale’,
vi. There ought to be 3 indicators of latent variables as per propositions. This

condition is also fulfilled and is known as "the condition of multiple indicators",
vii. There aren't any missing values in the data therefore, data ought to be complete.
As AMOS doesn’t operate with values absent in a data set,
viii. It is ensured that in research the model is over identified having a greater number
of distinct samples in contrast to the number of the distinct parameters.
ix. "The condition of recursively is met" as a model is claimed to be recursive if no

variable in the model influences on itself,
x. Variation Inflation factor and Tolerance tests the multi-collinearity assumption.
As a result, no issue of multi-collinearity found in data,

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xi. Drawing the scattered plot settles the condition of homoscedasticity, within
which variable is on the x-axis and its enduring values are on y-axis,
xii. "Interval data is needed": As data for the study is acquired on the 5 Likert scales
that are interval data. Thus, this condition is satisfied as well,
xiii. Covariance is required to be non-zero, and
xiv. The acceptable sample size in a study is 1627 i.e., N=1627
4.9 Confirmatory Factor Analysis
Confirmatory factor analysis shows that specific covariance in structure

(McDonald, 1978) or explains the linearity of relationship among variables in model
(Joreskog and Sorbom, 2004). It is stated that the model of CFA described the behaviour
of group of variables and their relationships (Daniel, 1989). Furthermore, measurement
model gives clarity about validity and reliability (Carmines and Zeller, 1979).
Confirmatory factor analysis is useful for the structural configuration of latent factors.
According to past literature, CFA report the data collected which fits in theoretical model
(Kline, 2015). For this purpose, AMOS v23 is used for Structural Equation Modeling.
4.9.1 Discussion related to Fit Indexes
The researchers use various measures to find out the good fit of a model. Such
explicit measures are known as “Fit Indices”. It is suggested in previous studies that few
model fit indices are stable while others are flexible. So, it is said to be appropriate if the
value of chi-square (X2 /d. F.) is less than 3 (Kline, 1998; Ullman, 2001) and sometimes
this value can be acceptable at less than 5 (Hair et al., 2010). Other value is RMSEA (Root
Mean Square Error of Approximation) which is acceptable less than 0.08 (Browne and
Cudeck, 1993; Hu and Bentler, 1998), the value of this measure is good if it is less than
0.05 (Steiger, 1990) and some researchers suggested that the value of RMSEA is also
acceptable if it is less than 0.10 (Hair et al., 2010) i.e., less than 0.05 as good, the range
between 0.05- 0.10 as moderate and higher than 0.10 considered worse. Byrne (1994)
recommended that the two indices, NFI- Normed Fit Index and GFI- Goodness of Fit index
must be higher than 0.95. Likewise, the value of NNFI- Non- Normed Fit Index must also
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be greater than 0.9. Hair et al., (2010) suggested that the permissible value of CFI-
Comparative Fit Index higher than 0.95 is great, higher than 0.90 is traditional, greater than
0.80 sometimes acceptable. If the value of RMSEA is less than 0.158 then there is no need
to compute the value of CFI (Kenny, 2015). Hair et al., (2010) recommended that the value
of SRMR, PCLOSE and AGFI- Adjusted Goodness of Fit Index are <0.09, >0.05 and >0.80
respectively.
4.10 Measurement Model
Measurement model is crafted to check the various factors and verify the
discriminant validity of the measures. The model facilitates the researcher to examine the
relationship between the latent construct and after that latent construct are tested through
the observed variables. The model is shown in figure 4.1.
Figure 4.1 Final measurement model

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Table 4.6 explains the model fitness summary of the measurement model showing that all
the values fall within acceptable range. The acceptable value of chi-square is up to 3 and
here this value is 2.070. The acceptable value of GFI should greater than 0.90 and best
when closer to so in that case the value of it is 0.936. The value of AGFI should be higher
than 0.90 and here its value is 0.903 which is good. The suggested value of RMSEA should
be less than 0.08, in this case the value of RMSEA is 0.054. As for the value of RMR, its
ranges from 0 to 1; with lesser value considered good and here in this study its value 0.044
which is acceptable. The value of NFI should be greater than 0.90 and closer to 1, so in this
case its value 0.928 which considered better. Further, the value of CFI is acceptable if its
value more than 0.90 and herein the model value is 0.904 which shows model good fitness.
PCLOSE permissible value is greater than 0.05 and found that value is 0.991 which shows
model fitness. Therefore, all results are significant and model is considered fit.
Table 4.10
Model Fit Summary for Measurement Model
Fit indices Recommended value Result Conclusion
CMIN/D.F <3 2.070 Acceptable
GFI (goodness of fit index) > 0.9 (good fit) 0.936 Good fit
0.8-0.89 (Acceptable fit)
AGFI (adjusted goodness of > 0.90 (good fit) .912 Good fit
fit index) 0.8-0.89 (Acceptable fit)
RMSEA (root mean square ≤0.05 (close fit) Close fit
error of approximation) 0.05–0.08 (fair fit) 0.054
0.08–0.10 (mediocre fit)
>0.10 (poor fit)
RMR (root mean square < 0.05 0.044 Acceptable
residual)
NFI (normalized fit index) > 0.90 0.928 Acceptable
CFI (comparative fit index) > 0.90 0.904 Acceptable
PNFI (parsimonious normed > 0.05 0.991 Acceptable
fit index)
Table 4.7 depicts all standardized regression values and it shows that all the factor loadings
are significant at p < 0.001 and according to thresholds.
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Table 4.11
Standardized Regression Weights for Constructs
Estimate P
IM10 <--- IM. .329 ***
IM9 <--- IM. .504 ***
IM8 <--- IM. .549 ***
IM7 <--- IM. .594 ***
IM6 <--- IM. .551 ***
IM5 <--- IM. .498 ***
IM4 <--- IM. .372 ***
IM3 <--- IM. .423 ***
IM2 <--- IM. .556 ***
IM1 <--- IM. .613 ***
BU5 <--- BU. .409 ***
BU4 <--- BU. .625 ***
BU3 <--- BU. .495 ***
BU2 <--- BU. .582 ***
BU1 <--- BU. .677 ***
BL1 <--- BL. .488 ***
BL2 <--- BL. .608 ***
BL3 <--- BL. .418 ***
BL4 <--- BL. .569 ***
BL5 <--- BL. .640 ***
BL6 <--- BL. .565 ***
BT1 <--- BT. .626 ***
BT2 <--- BT. .644 ***
BT3 <--- BT. .593 ***
BT4 <--- BT. .652 ***
BT6 <--- BT. .352 ***
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BT7 <--- BT. .670 ***

BT8 <--- BT. .657 ***
BT9 <--- BT. .604 ***
PI1 <--- PI. .604 ***
PI2 <--- PI. .497 ***
PI3 <--- PI. .468 ***
PI4 <--- PI. .558 ***
PI5 <--- PI. .549 ***
PI6 <--- PI. .361 ***
PI7 <--- PI. .570 ***
PI8 <--- PI. .530 ***
CE18 <--- CE. .464 ***
CE17 <--- CE. .582 ***
CE16 <--- CE. .487 ***
CE15 <--- CE. .599 ***
CE14 <--- CE. .566 ***
CE13 <--- CE. .512 ***
CE12 <--- CE. .563 ***
CE11 <--- CE. .543 ***
CE10 <--- CE. .390 ***
CE9 <--- CE. .401 ***
CE8 <--- CE. .448 ***
CE7 <--- CE. .406 ***
CE6 <--- CE. .537 ***
CE5 <--- CE. .486 ***
CE4 <--- CE. .482 ***
CE3 <--- CE. .510 ***
CE2 <--- CE. .490 ***
CE1 <--- CE. .471 ***
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SN1 <--- SN. .551 ***

SN2 <--- SN. .421 ***
SN3 <--- SN. .493 ***
SN4 <--- SN. .397 ***
SN5 <--- SN. .465 ***
SN6 <--- SN. .339 ***
SN7 <--- SN. .412 ***
SN8 <--- SN. .437 ***
SN9 <--- SN. .466 ***
SN10 <--- SN. .568 ***
BT5 <--- BT. .650 ***
4.11 Structural equation modelling
After the testing of measurement model, the next phase is to build a structural
equation model which is developed on the bases of previous approaches that have been
discussed in Chapter 2. Structural equation model is developed using AMOS v23. SEM
facilitates the researcher to examine the proposed model with numeric values. It is a
multivariate technique to examine the structural relationships among the variables. In
current study, it explains the structural relationships among social networking, brand trust,
brand loyalty, brand use, impression management, community engagement and purchase
intention. Graphically, the study structural equation model is presented in Figure 4.2. After
model development, the next step is to examine its parameters and values. Table 4.10
shows all the fit values, and threshold values in two columns. The value of chi-square is
acceptable up to 5 and herein its value is 3.399. The value of GFI must be greater than 0.90
and closer to 1 considered more acceptable and in this case its value is 1.00. The
permissible value of AGFI must be greater than 0.80 and closer to 1 is better and in this
case its value is 0.990. The suggested value of RMSEA must be less than 0.08, in this case
its value is 0.026 which is acceptable
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Figure 4.2 Structural Equation Modelling

147
Table 4.12
Model Fit Summary for Structural Equation Model
Fit indices Recommended value Result Conclusion
X2/d. F. <5 3.399 Acceptable
GFI (goodness of fit > 0.9 (good fit) 1.00 Good fit
index) 0.8-0.89(acceptable fit)
AGFI(adjusted > 0.90(Good fit) .990 Good fit
goodness 0.8-0.89(acceptable fit)
of fit index)
RMSEA (root mean ≤ 0.05 (close fit) 0.026 Close fit
square error of 0.05–0.08 (fair fit)
approximation) 0.08–0.10 (mediocre fit)
> 0.10 (poor fit)
RMR (root mean < 0.05 0.001 Acceptable
square residual)
The proposed model is evaluated by running Structural Equation Modeling (SEM)

with the maximum likelihood estimation method. The goodness-of-fit statistics indicate a
satisfactory fit (χ2/df = 3.399, RMSEA = 0.026, RMR=0.001, AGFI = 0.990). The findings
specify that the proposed model has an acceptable prognostic ability in outcome variables.
The results of the structural model are described in Figure 2 and Table 4.11, revealing that
13 of 14 hypotheses are supportive in nature with just one exception of H7 (β = −0.055, p
> 0.05
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Table 4.13
Standardized Regression Weights for Structural Equation Model
Estimate S.E. C.R. P
BL. <--- SN. .341 .098 6.521 ***
BL. <--- IM. .198 .040 7.608 ***
BL. <--- CE. .183 .037 7.569 ***
BT. <--- SN. .664 .050 22.698 ***
BT. <--- IM. .097 .041 3.325 ***
BL. <--- BU. .487 .073 12.390 ***
PI. <--- BL. .901 .006 123.827 ***
PI. <--- BT. .056 .005 9.772 ***
PI. <--- SN. .616 .025 38.474 ***
PI. <--- IM. .350 .010 44.964 ***
PI. <--- CE. .091 .009 12.549 ***
PI. <--- BU. .303 .019 25.144 ***
4.12 Mediation Analysis
In the current study, for mediation analysis bootstrapping technique is used in

Structural Equation modeling. (Byrne, 2016; Cheung & Lau, 2008) explained that
bootstrapping is a kind of resampling technique that explains the distribution of estimate
of errors. So, bootstrapping is a technique that show the true mediation analysis in SE
modeling. Even if the mediation effect is non-zero, the mediation analysis is still important
because it gives confidence interval accurately. Bootstrapping method in structural
equation modeling also have one benefit that it can be implemented even if two rules may
not exist in data set. First rule is that if there doesn’t exist a large sample size, even then it
can be used. This can also be implemented if the data is abnormal. If case of any
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measurement error present, there exists an error of false mediation effect and to overcome
this error Structural Equation Modeling is used. This helps the researchers to access the
stability of the estimation of the variables. In mediation analysis, bootstrapping allows the
researcher to draw the direct (direct β without mediation, direct β with mediation), indirect
(indirect β) and also conclude the total effect of proposed model. In this way the researcher
can find out if there is present either full, partial or no mediation. Concluding, in the current
study it is carried out on the population of, N=2000 with the 95% bias-correlated level of
confidence (MacKinnon, 2008; Byrne, 2016).
Table 4.14
Inference for Mediation
Mediation Direct Effect Direct Effect Indirect Effects Mediation

Path W/O with Results
Mediation Mediation
SN - BL-PI Β = 0.956 p = Β = 0.319 Β = 0.531 p=0.001 Partial
.001 p=0.001 Mediation
IM - BL-PI Β = 0.449 p = Β = 0.416 Β = 0.336 p=0.001 Partial
CE - BL-PI Β = 0.113 p = Β = 0.023 Β = 0.225p=0.001 Full
BU - BL-PI Β = 0.467 p = Β = 0.537 Β = 0.250 p=0.001 Partial
SN - BT-PI Β = 0.956 p = Β = 0.000 Β=0.115p=0.001 Full
IM - BT-PI Β = 0.449 p = Β = 0.018 Β=0.183p=0.001 Full
CE -BT-PI Β = 0.113 p = Β=0.004 Β=0.160p=0.001 Full
BU -→ BT- Β = 0.467 p = Β =0.005 Β = 0.314 Full
→PI .001 p=0.815 p=0.001 Mediation
4.12.1 Summary of the Hypotheses
Table 4.12 has described three effects about each mediation. Direct effect with
mediation, direct effect without mediation and indirect effects. After that researcher
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observed the final type of mediation. Table 4.12 explain the mediational results which are
related to hypotheses. (H1: There exists a positive relationship between social networking
practices and purchase intention. H2: There exists a positive relationship between
community engagement practices and purchase intention. H3: There exists a positive
relationship between impression management practices and purchase intention.H4: There
exists a positive relationship between brand use practices and purchase intention
Mediation 1: BL mediates between SN and PI. In first mediation, social networking is an

independent variable, purchase intention is a dependent variable and brand loyalty is
mediating variable. So, Table 4.12 shows that the result about the hypothesis which is brand
loyalty will mediate the relationship between social networking and purchase intention.
The value of direct beta between dependent and independent variable is β = 0.0956
with the confidence level of p= 0.001. After direct effect is calculated in the presence of
mediator and its beta value is β= .319 with the confidence level of p= 0.001. In same trend,
indirect effect is also examined and its beta and p-value are β= 0.531 & p= 0.001.
Finally, on the basis of mediation analysis the results are drawn. It is concluded that
the direct effects, either in the absence of mediator and the presence of mediator are
significant. Indirect effect is also significant which shows partial mediation in this case. So,
researcher can say that, BL mediates the relationship between SN and PI.
Mediation 2: BL mediates between IM and PI. In second mediation, impression

management is an independent variable, purchase intention is dependent variable and brand
loyalty is a mediating variable. So, Table 4.12 shows that the result about the hypothesis
which is brand loyalty will mediate the relationship between impression management and
purchase intention. The value of direct beta between dependent and independent variable is
β = 0.449 with the confidence level of p= 0.001. After direct effect is calculated in the
presence of mediator and its beta value is β= 0.416 with the confidence level of p= 0.001.
In same trend, indirect effect has also examined and its beta and p-value are β= 0.336 & p=
0.001.
Finally, on the basis of mediation the results are drawn. It is concluded that the direct
effects, either in the absence of mediator and the presence of mediator are significant.
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Indirect effect is also significant which shows partial mediation in this case. So, researcher
can say that, BL mediates the relationship between IM and PI.
Mediation 3: BL mediates between CE and PI. In third mediation, community engagement

is an independent variable, purchase intention is dependent variable and brand loyalty is a
loyalty will mediate the relationship between community engagement and purchase
intention. The value of direct beta between dependent and independent variable is β = 0.113
mediator and its beta value is β= 0.023 with the confidence level of p= 0.611. In same trend,
indirect effect has also examined and its beta and p-value are β= 0.225 & p= 0.001.
effects in the absence of mediator is significant and the direct effect in the presence of
mediator is insignificant. Indirect effect is significant showing full mediation in this case.
So, researcher can say that, BL fully mediates the relationship between CE and PI.
Mediation 4: BL mediates between BU and PI. In fourth mediation, brand use is an

independent variable, purchase intention is dependent variable and brand loyalty is a
loyalty will mediate the relationship between brand use and purchase intention. The value
of direct beta between dependent and independent variable is β = 0.467 with the confidence
level of p= 0.001. After direct effect is calculated in the presence of mediator and its beta
value is β= 0.537 with the confidence level of p= 0.001. In same trend, indirect effect has
also examined and its beta and p-value are β= 0.250 & p= 0.001.
effects, either in the absence of mediator and the presence of mediator are significant.
can say that, BL mediates the relationship between BU and PI
Mediation 5: BT mediates between SN and PI. In fifth mediation, social networking is an

independent variable, purchase intention is dependent variable and brand trust is a mediating
variable. So, Table 4.12 shows that the result about the hypothesis which is brand trust will
mediate the relationship between social networking and purchase intention. The value of
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direct beta between dependent and independent variable is β = 0.956 with the confidence
level of p= 0.001. After direct effect is calculated in the presence of mediator and its beta
value is β= 0.000 with the confidence level of p= 0.986. In same trend, indirect effect has
also examined and its beta and p-value are β= 0.115 & p= 0.001.
So, researcher can say that, BT fully mediates the relationship between SN and PI.
Mediation 6: BT mediates between IM and PI. In sixth mediation, impression management

is an independent variable, purchase intention is dependent variable and brand trust is a
trust will mediate the relationship between impression management and purchase intention.
The value of direct beta between dependent and independent variable is β =0.449 with the
confidence level of p= 0.001. After direct effect is calculated in the presence of mediator
and its beta value is β= 0.018 with the confidence level of p= 0.683. In same trend, indirect
effect has also examined and its beta and p-value are β= 0.183 & p= 0.001.
So, researcher can say that, BT fully mediates the relationship between IM and PI.
Mediation 7: BT mediates between CE and PI. In seventh Mediation, community

engagement is an independent variable, purchase intention is dependent variable and brand
trust is a mediating variable. So, Table 4.12 shows that the result about the hypothesis which
is brand trust will mediate the relationship between community engagement and purchase
intention. The value of direct beta between dependent and independent variable is β =0.113
mediator and its beta value is β=0.004 with the of p value of p=0.805. In same trend, indirect
effect has also examined and its beta and p-value are β= 0.160 & p= 0.001.
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So, researcher can say that, BT fully mediates the relationship between CE and PI
Mediation 8: BT mediates between BU and PI. In eighth mediation, brand use is an

independent variable, purchase intention is dependent variable and brand trust is a mediating
variable. So, Table 4.12 shows that the result about the hypothesis which is brand trust will
mediate the relationship between brand use and purchase intention. The value of direct beta
between dependent and independent variable is β = 0.467 with the confidence level of p=
0.001. After direct effect is calculated in the presence of mediator and its beta value is β=
0.005 with the confidence level of p= 0.815 In same trend, indirect effect has also examined
and its beta and p-value are β=0.314 & p= 0.001.
So, researcher can say that, BT fully mediates the relationship between BU and PI.
The discussion of the results is carried out in chapter five of the thesis.
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CHAPTER 5
DISCUSSION OF THE RESULTS AND CONCLUSION
5.1 Overview of chapter
The previous chapters presented the results of the model step by step; this chapter
consists of completely different part discussing the major findings of the study in the
context of literature. The chapter first addresses the research questions turn by turn
addressing how the research was useful in achieving its defined objectives. Later on, the
implications of the research and limitations of the study are discussed with future research
suggestions and recommendations.
5.2 Findings of the study
In this study the researcher evaluates the purchase intention and explains the
various factors that affect their people to purchase online using social media. The research
work starts keeping in view the research objectives measuring the impact on purchase
intention of the targeted population. Then the result is analysed and illustrated by SPSS,
using Confirmatory Factor Analysis (CFA), and Structural Equation Model (SEM). The
data is collected via questionnaires using quantitative approach. Demographics of the
respondents are mentioned within the study. Subsequently, gathered data is placed into the
SPSS for analysis. In SPSS, descriptive analysis, reliability analysis, correlation of the
study, linear regression, normality of data and anomalies were run. Homoscedasticity,
multi-co-linearity, typicality, multivariate, univariate and correlation were additionally run
through SPSS.
In light of the results, it can be concluded that all the independent variables such as
social networking, impression management, community engagement and brand usage have
significant positive relationship with dependent variable. Mediation relationship is studied
using the Structural Equation Model. The results of the model justify that, brand loyalty
significantly mediates the relationship between social networking, impression
management, community engagement, brand usage towards purchase intention. Moreover,
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brand trust significantly mediates the relationship between social networking, impression
management, community engagement and brand usage towards purchase intention.
5.2.1 Discussion of the Results
5.2.1.1 Social Networking Practices and Purchase Intention of the Consumers:
Research question:
Do social networking practices have significant influence on the consumer purchase
intention?
Based on the research question, the proposed hypothesis is:
H1: There exists a positive relationship exists between social networking practices and
As stated in the previous chapter, there is a significant relationship between social

networking and purchase intention at the p value of less than .05 which is supported by
previous literature (Gangadharbhatla, 2008; Tardini, 2005). In today’s modern world,
businesses are giving more priority to digitalization and social media usage such as blogs,
websites, news-sites, forums with various brand-based communities, networking sites
engaging the consumers. Choudhery et al. (2017) takes the social networking marketing as
the push to customers without any boundary. In addition to this, the customers get a chance
to share information and give feedback to their friends, family or colleagues about any
particular product. Hensel et al. (2010) state that social networking provides a chance to
marketers to gather information from the customer to have a record maintained. Such way
of sharing the information positively contribute towards the brand awareness in the most
cost-effective way enabling the brand recognition, recall and even boosting the purchase
intention of consumers. Peng et al. (2008) explains that social networking websites and
marketing is always very beneficial for business in several ways. Schlaile et al. (2018)
explains that firms nowadays focus more upon the target goals and in order to make them
most beneficial at social platforms, firms start with advertising online their plan of action,
develop target objectives for the firms and later on move to experimental frameworks. The
results of the current study reveals that the consumers in Pakistan especially the young
consumers prefer social networking practices and social interaction to purchase the
156
products online. Therefore, the firms and business should prefer to switch from traditional
way of selling their products to selling their products online using the social media
platform.
5.2.1.2 Community Engagement Practices and Purchase Intention of the Consumers:
Research question:
Do community engagement practices have significant influence on the consumers purchase
intention?
H2: There exists a positive relationship exists between community engagement practices
There is a significant relationship between community engagement and purchase

intention at the p value of less than .05 supported by previous literature (Davis, 2001;
Gackenbach, 1998 & Turkle, 1996). Community engagement practices helps its users to
engage themselves within the brand community. In the modern world of digitalization,
people prefer staying online and socially interacting within the various communities and
keeping in touch with brands, their updates and offers etc. Laroche et al., (2018) describe
that community engagement practices were first of all started on the social media platform
in the form of online brand-based community’s structure. Community engagement
practices explores such factors which support the members of the community by escalating
their involvement within the brand community (Tandoc Jr et al., 2015) Within any
community people share information and their interests related to common problems,
liking and preferences. Such communities or societies help in consumer engagement,
enhancing long term relationships and resulting in a boost uplift of purchase intention.
Social media-based communities are introduced to provide a space to those people who
love and endorse any brand. Such supporters or endorsers of any brand join up to develop
a community in order to remain updated with brand information, status level and any piece
of knowledge like sales discounts etc. (Van Cleemput et al., 2010). Hence, it can be
concluded that social media-based brand communities act as a backbone helping the people
to stay in touch with their friends, families, relatives, parents, children and any other
people. They share their feelings, emotions, piece of information, their past experiences,
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stories and even attachment factors towards any brand instead of another (Kang et al.,
2013). Therefore, firms and business now prefer to indulge into communities to have a
better understanding of the Pakistani market and social media channels.
5.2.1.3 Impression Management Practices and Purchase Intention of the Consumers:

Research question:
Do impression management practices have significant influence on the consumers

purchase intention?
H3: There exists a positive relationship exists between impression management practices
There is a significant relationship between impression management and purchase

intention at the p value of less than .05 supported by previous literature (Goffman, 1959;
Baumeister, 1982; Rosenberg, 1979; Hargie, 2011). In this technologically advance era,
companies use impression management techniques where the customers share positive
word of mouth, their experience of using it and feedback spreading among the new
consumers. Brand based user communities present online provides new users a platform
sharing their experiences, expressions and product dimensions in every way. Impression
management is a considered as a set of those activities which have some external focus in
creating brand impression favourable in the mind of the customers and develop the brand
communities in the social context. Whenever a person is presenting or giving feedbacks
towards any brand or product, the first rule to follow is to control his/her impression at the
time of presenting. Such impression can help in presenting the products and gaining more
and more customers towards the brand following their self-esteem, ego, desirability and
self –actualization (Goffman, 1959; Hargie et al., 2016). As new users are reluctant and
conscious before making an earlier purchase, such channels by existing users provide a
better way to help new users in knowing new brands. Such activities play a unique role in
the minds of the customers which ultimately leads to increase in purchase intention of the
customer in the Pakistani context. Customers prefer to show good impression in front of
firms and play the mind games and try to show the best impression of themselves in front
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of others. Hence, the third hypothesis is fully supported as the Pakistani consumers prefer
to have deep impression management practices while doing any purchase decision online.
5.2.1.4 Brand Usage Practices and Purchase Intention of the Consumers:
Research question:
Do brand usage practices have significant influence on the consumers purchase intention?
H4: There exists a positive relationship exists between brand use practices and purchase
intention of the consumers
There is a significant relationship between brand usage and purchase intention at

the p value of less than .05 supported by previous literature (Zhou, Dai & Zhang, 2007).
Brand usage depends upon the consumer knowledge about the products and services which
creates a brand image in customer’s mind. Brand awareness is considered as an extent to
memorize any product/brand at the time of purchase. In order to develop brand awareness
among users, creating a brand image in the consumer’s perspective is an essential factor.
Brand use practices are the consumer’s ability to help each other with novel and better
means to utilize any main brand. These comprise essentially of all the information specified
by one member to other in respect to the customization the product for its best usage as per
the basic needs. Brand usage provides the information to users about the buying the
product the number of times in frequency, time and place of purchase, reasons for purchase
and specifications about the product leading towards purchase intention. Social media can
enhance brand usage practices by keeping brand devotion and increasing followers by
connecting and sharing brand information and knowledge. Hence it is concluded that the
results are fully supporting the hypothesis and Pakistani market consumers prefer to have
brand usage preference while doing or making a purchase either physically or purchasing
online.
159
5.2.1.5 Brand Trust and Purchase Intention of the Consumers:
Research questions:
brand trust as a mediating variable?
Q13: Does brand trust have significant influence on young consumers purchase
intention?
Based on the research question, the proposed hypotheses are:
H5: Brand trust mediates the relationship between social networking practices and
H6: Brand trust mediates the relationship between community engagement practices and
H7: Brand trust mediates the relationship between impression management practices and
H8: Brand trust mediates the relationship between brand use practices and purchase
H13: There exists a positive relationship between brand trust and purchase intention of the
consumers.
Brand trust mediates the relationship between social networking practices and
purchase intention of the consumers. The value of direct beta between dependent and
160
independent variable is β = 0.956 with the confidence level of p= 0.001. After direct effect
is calculated in the presence of mediator and its beta value is β= 0.000 with the confidence
level of p= 0.986. In same trend, indirect effect has also examined and its beta and p-value
are β= 0.115 & p= 0.001.
Finally, on the basis of mediation the results are drawn. It is concluded that the
direct effects in the absence of mediator is significant and the direct effect in the presence
of mediator is insignificant. Indirect effect is significant showing full mediation in this
case. So, researcher can say that, BT fully mediates the relationship between SN and PI
which can be seen in past researches and literature as well (Fournier, 1997; Papadopoulou,
2001). Social networking has greater impact on building trust which stimulates purchase
intention. As the world has developed into a global village due to digitalization, people are
increasingly using social networks. Especially new generation and teenagers consistently
used social networking. So, organization use their social network channel for presenting
their product and services. McCole et al. (2010) characterized trust as a state which tries to
connect the various principles whole heartedly keeping others in an aim regardless of any
risk factor. It is obvious that mostly people can be easily made aware of any new launch.
Further, consumers give feedback to their service providers which can stimulate potential
clientele for their products/services. Brand trust has a deep impact on the purchase intention
of the consumers. Whenever organizations build new products or target new markets, they
focus a lot in maintaining a brand trust amongst its users which is a vital source leading to
the purchase behaviour of the consumers.
Brand trust mediates the relationship between community engagement practices

and purchase intention of the consumers. The value of direct beta between dependent and
independent variable is β =0.113 with the confidence level of p= 0.001. After direct effect
is calculated in the presence of mediator and its beta value is β=0.004 with the of p value
of p=0.805. In same trend, indirect effect has also examined and its beta and p-value are
β= 0.160 & p= 0.001.
161
case. So, researcher can say that, BT fully mediates the relationship between CE and PI
Community engagement practices focuses more on customer engagement and emphasizes
more on building long term relationship with its user. Such practices are totally dependent
upon the user engagement level and result show that people neglect the factor of brand trust
as mediator while making any purchase decision. Consumers pay more attention to what
people and other users or community is telling without focusing on their trust issue. So,
with the mediating role of trust, community engagement practices have positive
relationship with purchase intention (Chinomona et al., 2016).
Brand trust mediates the relationship between impression engagement practices

and purchase intention of the consumers. The value of direct beta between dependent and
independent variable is β =0.449 with the confidence level of p= 0.001. After direct effect
is calculated in the presence of mediator and its beta value is β= 0.018 with the confidence
level of p= 0.683. In same trend, indirect effect has also examined and its beta and p-value
are β= 0.183 & p= 0.001.
case. So, researcher can say that, BT fully mediates the relationship between IM and PI
which can be seen in past researches and literature as well (Moorman, Zaltman, and
Deshpande, 1992; Morgan, and Hunt, 1994; Delgado and Munuera 2001). Impression
management is a tool that is very helpful to individuals and also for organizations. In
present era, every individual is trying to make good impressions to create self-esteem and
also impression management is helpful for persons at the time of interview. Impression
management helps organizations to create a good image in the society. Organizations using
impression management tactics can easily achieve consumers and create brand trust among
them. Thus, trust towards a brand prompts its customers to have greater purchase intentions
towards that brand.
Brand trust mediates the relationship between brand use practices and purchase
intention of the consumers. The value of direct beta between dependent and independent
variable is β = 0.467 with the confidence level of p= 0.001. After direct effect is calculated
162
in the presence of mediator and its beta value is β= 0.005 with the confidence level of p=
0.815 In same trend, indirect effect has also examined and its beta and p-value are β=0.314
& p= 0.001.
case. So, researcher can say that, BT fully mediates the relationship between BU and PI
which can be seen in past researches and literature as well (Ambler, 1997; Sheth, 1995).
Brand usage provides knowledge about its users in term of purchase frequency of the
product, time and place of purchase, reasons for purchase and specifications about the
product. A trustworthy brand keeps on searching for understanding customer’s real needs
and fulfils them by offering such products/services. Brand trust goes apart from the
satisfaction of customers with product features. Interaction of customers with brand, which
is based on the perceptions that customers feel related to his/her safety, reliability, and the
responsibility of a brand towards the welfare of customers, leads to increase in purchase
intention of customers.
5.2.1.6 Brand Loyalty and Purchase Intention of the Consumers:
Research questions:
brand loyalty as a mediating variable?
Q14: Does brand loyalty have significant influence on the consumers purchase intention?
Based on the research question, the proposed hypotheses are:

163
H9: Brand Loyalty mediates the relationship between social networking practices and
H10: Brand Loyalty mediates the relationship between community engagement practices
H11: Brand Loyalty mediates the relationship between impression management practices
H12: Brand Loyalty mediates the relationship between brand use practices and purchase
H14: There exists a positive relationship between brand loyalty and purchase intention of
the consumers.
Brand Loyalty mediates the relationship between social networking practices and
purchase intention of young consumers. The value of direct beta between dependent and
independent variable is β = 0.0956 with the confidence level of p= 0.001. After direct effect
is calculated in the presence of mediator and its beta value is β=0.319 with the confidence
level of p= 0.001. In same trend, indirect effect is also examined and its beta and p-value
are β= 0.531 & p= 0.001.
Finally, on the basis of mediation analysis the results are drawn. It is concluded that
the direct effects, either in the absence of mediator and the presence of mediator are
significant. Indirect effect is also significant which shows partial mediation in this case.
So, researcher can say that, BL mediates the relationship between SN and PI which can be
seen in past researches and literature as well (Caruana, 2002). Social networking is useful
in developing brand loyalty with good marketing techniques by firms to better understand
their users and develop lifelong relationship. One to one interaction, socializing among the
community’s results in an uplift in building brand loyalty factor. A customer with greater
brand loyalty shows higher intentions to buy that brand.
Brand Loyalty mediates the relationship between community engagement practices

and purchase intention of young consumers. The value of direct beta between dependent
and independent variable is β = 0.113 with the confidence level of p= 0.001. After direct
effect is calculated in the presence of mediator and its beta value is β= 0.023 with the
164
confidence level of p= 0.611. In same trend, indirect effect has also examined and its beta
and p-value are β= 0.225 & p= 0.001.
case. So, researcher can say that, BL fully mediates the relationship between CE and PI
which can be seen in past researches and literature as well (Oliver & Rust, 1997).
Community engagement practices provide strength to members by engaging them within
communities and such communities help in developing strategic lifelong relation with their
users. This lifelong relationship is in fact creating brand loyalty which is a vital source for
business. Thus, loyalty towards a brand prompts its customers to have greater purchase
intentions towards that brand.
Brand Loyalty mediates the relationship between impression management

practices and purchase intention of the consumers. The value of direct beta between
dependent and independent variable is β = 0.449 with the confidence level of p= 0.001.
After direct effect is calculated in the presence of mediator and its beta value is β= 0.416
with the confidence level of p= 0.001. In same trend, indirect effect has also examined and
its beta and p-value are β= 0.336 & p= 0.001.
direct effects, either in the absence of mediator and the presence of mediator are significant.
can say that, BL mediates the relationship between IM and PI which can be seen in past
researches and literature as well. Impression management is considered as those tactics
which are used by brands to develop their friendly notions towards its customers. Such
tools help eventually in value creation of those brands (Johnson et al., 2016). The positive
notions and vibes spread by the existing users play a vital role in appealing new users and
help in their decision making, which leads to purchase and even repurchase of that brand
/product showing brand loyalty. Hence brand loyalty is considered as a behavioural
reaction and an element of intellectual procedure. The brand picked at numerous past
165
purchases has a high possibility of being purchased again on consequent events which
increases the customer’s purchase intention.
Brand Loyalty mediates the relationship between brand use practices and purchase
intention of the consumers. The value of direct beta between dependent and independent
variable is β = 0.467 with the confidence level of p= 0.001. After direct effect is calculated
in the presence of mediator and its beta value is β= 0.537 with the confidence level of p=
0.001. In same trend, indirect effect has also examined and its beta and p-value are β=
0.250 & p= 0.001.
direct effects, either in the absence of mediator and the presence of mediator are significant.
can say that, BL mediates the relationship between BU and PI which can be seen in past
researches and literature as well (Rizwan, 2013). Brand usage provides deep understanding
to its users about the buying frequency of the product, the time and place of purchase,
reasons for purchase and specifications about the product. Brand loyalty in contrast covers
the past involvement of users and repurchase activities of similar brand. It is also observed
that customers being brand loyal to one doesn’t want to switch to others. Thus, brand
loyalty promotes a higher purchase intention behaviour among its users towards that brand.
166
CHAPTER 6
SUMMARY, CONCLUSION AND IMPLICATIONS
6.1 Introduction
Detailed discussion of the results from the findings was discussed in the previous
chapter and this chapter is devoted to summarize the findings, drawing the conclusion and
providing future research implications for policy makers and marketers based on the
findings of the study. Few suggestions for future research are also provided to enable the
future researchers look into the research area from their own different perspective.
6.2 Conclusion and Summary
This research shows that purchase of products depends on the experiences of

customers and trust in their brand that they use frequently. Experience of using products
includes the quality of the product and presentation of the product. First of all, brands have
to make efforts to gain the trust of their customers through engaging them by attracting
through exciting advertisements and then providing them a good quality product.
Customers are attracted through advertisements. Increased focus on the brand development
and global brands using the advancement in technology, advertising and digitalization has
moved the shift of brands and companies from old fashioned marketing to social media.
channel and platforms. The lust of brands and tags of brands are positively influencing
markets. The purchase of products is rapidly increasing through mobile advertisement
(using brands shoppers). Customers are extremely attracted to brands’ name and their
quality. Brands are grooming themselves these days as per customer needs. By fulfilling
the customer demands, developing their trust by providing loyalty in their work and
customer focused techniques have changed the behaviour of customers towards them. All
the brands know about human nature and engage them with their products through many
internal and external facts. Productivity depends on the demands that a society needs and
brands that are making their orders according to the demands of society are growing
themselves towards success.
167
Results conclude that social networking has a greater impact on purchase intention
nowadays, because now the world has become a global village due to the internet. Most of
the people are aware of various social networks and their use in daily life. Especially the
new generation and teenagers consistently use social networking. So, organization use their
social networks for presenting their product and services. Such way people can be easily
made aware of any new launch. Furthermore, consumers give feedback to their service
providers which can easily stimulate potential customer to purchase such product/services.
Apart from that, there are two other variables which strengthen the relationship
between social networking and purchase intention. First is brand loyalty, and other is brand
trust. This study also concludes that purchase intention can be greatly influenced by
updating the customer about the product through a social networking channel such as
Facebook, Twitter, and Instagram etc. Loyal customer can easily give feedback and their
preferences on social media surveys. It is observed that high intensity of brand trust leads
to higher level of brand loyalty. Rules define that a brand with high mindfulness (image)
and great picture in the mind of consumer can elevate his/her loyalty. Thus, high level of
brand loyalty and brand trust leads to the highest level of purchase intention (David Aaker,
1990). In addition, it explains that brand trust and brand loyalty are closely associated to
each other. To a level when any organization build up a new product or enter any new
market their prior focus is always to gain the brand trust because brand trust leads to brand
loyalty and finally to purchase decision (Chou, 2005).
As per the study of different researchers, impression management is a tool that is

very helpful to individuals and also for organizations. In the present era, every individual
is trying to make good impressions to create self-esteem and also impression management
is helpful for persons at the time of interview. Impression management helps the
organization to create a good image of their organization in society (Orttung, et al., 2009).
Organizations using impression management tactics can easily achieve consumers and
create brand trust among them. Good impression management helps to achieve brand
loyalty. A good impression of managers among their employees motivates them to work
with full intention and energy. The impression of front-line employees is key for every
brand that affects consumers is the impression of front-line consumers; if these customers
are satisfied, they are more likely to return. However, in case of bad impression, the
168
customers will not return towards the brand. Impression management indirectly affects the
intention of customers while they make a purchase decision. So, it is also concluded that
to attract customers purchase intention, impression management also plays a critical role.
It is also concluded that the impression management tactics tends to result in a

positive evaluation of likeability and performance. Social impact conclusion drives us to
conclude that community engagement is another key individual variable that will display
a solid impact on the viability of impression management strategies. The discussion done
in community and circle of friends can push another person towards any brand or product.
As far as impression is concerned, people having high esteem and likability factor within
the group or community will likely accomplish more positive response and other follow
their purchase behaviours and preferred brands.
Esteem can lead to loyalty. This implies that when there will be more positive client
responses it will eventually result in the better client loyalty (Chang, 1994; Chi, 2009).
Another valid reason to justify this rule is that consumers focus a lot on product quality.
The high-quality product can lead to its high brand trust and brand rating in the eye of the
user. Additionally, high product quality with brand trust leads to purchase and repurchase
patterns of the consumers. Buyers will have a higher purchase intention with a familiar
brand (Kamins M. A., 1991). Moreover, if an item has higher brand trust, it will have a
higher piece of the overall market share and a superior quality assessment. An outstanding
brand will have a higher purchase intention than a less notable brand (Hsu, 2000; Dodds,
1991).
It is proposed that apparent quality and brand usage will impact shopper purchase
intention; which shows that apparent quality and its practical usage will greatly impact
purchase intention through self-esteem (Garretson, 1999; Monroe, 1990: Ho, 2007).
Likewise, higher the apparent quality and self-esteem of the brand, the higher the
purchasing goal to buyers. Furthermore, it is inferred that brand usage and purchase
intention are correlated (Chang, 2006). There is a well-developed relationship between
brand usage and brand loyalty too. Consumers who use the product will eventually lead
being loyal to the particular brand. The continuous purchase of loyal customers results in
169
higher purchase pattern. Hence, brand trust and loyalty are both found to be fundamentally
crucial for customers (Kamariah, 2005).
Pakistan is also moving with the pace of the world and digitalization is going on at
the very fast pace inside the country. An increased usage of social media worldwide has
also led the Pakistani consumers to support social networking and digitalization. Here
various national and international firms are in continuous efforts to find out new tactics
and ways to enhance the customer engagement process using social media, increasing
brand loyalty and brand trust. All this can eventually lead to the intent to buy and permanent
purchase behaviour online. The developing technological era has led to increased usage of
social networking platforms like Facebook, Twitter and Instagram etc.
Especially during the pandemic situation of Covid’19, the un-expectancy era of

lock down in the world and country, the buying situation moved towards online purchase
drastically. People preferred buying online as the in-person shopping was banned by the
government. Companies and businesses moved drastically from traditional outlet visits to
buying from online pages and websites.
6.3 Managerial and Theoretical Contribution
The study has both managerial and theoretical contributions. As proved by the
empirical results; social networking, community engagement, impression management,
and brand use have both, direct and indirect effect with brand trust and brand loyalty as
mediators on consumer purchase intentions. So, marketing firms and marketing managers
should keep in mind the importance of such factors while considering the purchase
intentions of online customers. They should give attention to social media-based selling
tactics that have high impact on customers’ mind and their purchase habits. By focusing
on activities like launch of their products, organizations should not only employ
conventional means but also use social media as most of the people are now using social
platforms for their purchase habits. People are highly active on these forums; they develop
their impression about the product or brand by knowing the views of other customers who
are using these networks for purchasing. So, by walking on same impressions, they start
using the particular product and attempt to purchase online. Hence, by handling these
170
things efficiently and effectively, their online sale could be increased positively and not
only they can raise their sales, but also, they can sustain it too.
The study also has theoretical contribution as well as the model is novel and significantly
contributes in the literature. Theory is also tested in the study which strengthens the
generalizability of existing studies. There is very less study in this area specifically in the
context of Pakistan so this study can create a trend of testing online purchase intentions of
customers and try to fill a gap in the literature related to Pakistani context.
6.4 Limitations and Future Direction
The limitations of the study are as follows, which might be overcome through future
research. As the research is conducted within a specific period of time therefore, it is cross
sectional in nature. Using some different time zones and areas focusing the study to be
longitudinal in nature, the results may vary. The major portion of the study mainly targeted
the direct relationship between the dependent and independent variables using the
mediating effect. However, if moderation effect is taken into consideration, the results may
vary as well. Study has used limited factors and variables to check their impact on online
purchase intentions but there could be other factors which could also be tested in the model
and other variables like brand exposure, brand personality, brand experience etc.
Moderated mediation can also be checked in future studies by incorporating different
individual traits as moderator in the model.
Future research can be conducted in western cultures and communities to check the
viability of the constructs in different context. Other sectors of economy should also be
included in future investigations to bring different results and generalizability of the results
can be enhanced.
6.5 Rationale
Past researchers use these variables like brand loyalty, brand trust, purchase
intention, and brand usage in their models. Generally speaking, the results of this study
bolster both the hypotheses-based brand trust – brand loyalty chain and also for the
theorized directing impacts on the connections between brand trust as one of its
predecessors, and brand loyalty as one of its results. Subsequently, this exploration makes
171
a critical commitment towards a superior comprehension of the connections between brand

trust and brand loyalty leading to purchase intention among consumers.
172
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Zou, K. H., Tuncali, K., & Silverman, S. G. (2003). Correlation and simple linear
regression. Radiology, 227(3), 617-628.
Zou, K. H., Warfield, S. K., Fielding, J. R., Tempany, C. M., Wells III, W. M., Kaus, M.
R., . & Kikinis, R. (2003). Statistical validation based on parametric receiver
operating characteristic analysis of continuous classification data1. Academic
radiology.
220
APPENDIX
INVITATION TO PARTICIPATE IN A RESEARCH
Title: “Re-Conceptualizing Purchase Intention: The Impact of Social Media on Consumer Purchase
Intention”
Dear Sir/Madam,
I am a student of PhD at Institute of Business Administration, Punjab University. I invite to participate in my

study which concerns “Re-Conceptualizing Purchase Intention: The Impact of Social Media on
Consumer Purchase Intention” Along with this letter is an attached questionnaire consisting of questions
related to my research. I shall be highly grateful if you spare some of your precious time to fill the
questionnaire and assist me in gathering primary data for my study. Participation may require about fifteen
minutes.
There are no risks associated with your participation in this survey and I guarantee that your responses will
not be identified with you personally, will be strictly held confident, will only be used for the purpose of my
PhD work, and there will be no possibility of identification from your employment information. To this end,
you should not put your name on the questionnaire. Your participation in this survey is voluntary and
completion of this questionnaire will be considered as your implicit consent.
You have to give response to each statement on the basis of scale provided above them. All the data collected
will remain in safe custody of researcher. The results will be published in PhD thesis of the researcher and
possible academic articles originating from the study.
I hope you will extend your support in this effort and I will be profoundly grateful if you do so.
If you have any questions or concerns about completing the questionnaire or about being in this study, please
feel free to contact me, or if you still have any concerns or complaints, you may contact my supervisor,
Dr. Mubbsher Munawar Khan (mubbsher.khan@ibapu.edu.pk)
If you are willing to participate in the study, kindly fill out the questionnaire attached here with.
Sincerely,
Irsa Mehboob
PhD Scholar
Institute of Business Administration, University of the Punjab, Lahore.
Email:irsa_mehboob@hotmail.com
221
Questionnaire
Do you buy the things online? yes or no.

If, Yes please continue filling the questionnaire.
Kindly take some time to fill it till end.
Gender: Male, Female Age: 18-23 24-29 30-34 35-39

Qualification: Bachelors, Masters, M.Phil., PhD
Use the below mentioned 5-point Likert scale to rate each statement according to your
opinion.
S# QUESTIONS Strongly Disagree Neutral Agree Strongly

Disagree Agree
Social Networking:
1 Social networks are a great way for people
to stay in touch with one another
2 Social network sites are a waste of time
3 Social networks allow people with similar

interests to stay connected
4 It consumes too much time to maintain

and/or read social networking pages
5 It is important for a person to have his or
her own social networking page in which
they can tell about themselves and their
activities.
6 I want to read about my friends and/or

family members on their social network
pages
7 Potential and/or existing employers may
use information found on social
networking pages to make decisions about
prospective and/or existing employees
8 Social network sites are a great way to
build online communities of people with
shared interests or traits.
9 The emergence of social networking sites
illustrates a growing need among people
for a sense of community.
10 Social networking sites have great potential
for marketing businesses and/or individuals
222
Community Engagement
11 I am active in my community groups.
12 My peers value my contributions to group

settings
13 I enjoy working with others
14 Much of my time is spent working with

community groups
15 I value the contributions that community
groups make to the community
16 I can make a positive difference to the
community around me
17 I go out of my way to help others.
18 Other members of my community are

important to me.
19 I dislike participating in group activities
20 I have gained skills from my participation

in an extracurricular activity
21 I have made new friends as a result of
participation in community groups
22 I have received recognition for my
contributions to the community
23 I have a leadership role in a community

organization.
24 I have made new friends as a result of

participation in a community group
25 I believe my community is important
26 I have mentored someone from my

community.
contributions to my community.
28 Someone from my community has
mentored me
223
Impression management
29 Make people aware of your
accomplishments.
30 Try to make a positive event that you are

responsible for appear better than it
actually is.
31 Try to take responsibility for positive
events, even when you are not solely
responsible.
32 Try to make a negative event that you are
responsible for appear less severe than it
actually is.
33 Display your diplomas and/or awards that
you have received.
34 Let others know that you have a reputation
for being competent in a particular area
35 Make public your talents or qualifications.
36 Declare that you have other opportunities

outside your current job.
37 Talk about important people that you
know.
38 Try to distance yourself from negative

events that you were a part of.
Brand Use:
39 Awareness about brand by existing users to
the new users helps to create brand trust.
40 Positive information about brand by

existing users enhances brand trust
41 Social media facilitate the existing and new
brand users to interact.
42 Brand information is an edge in the

competitive market.
43 Negative experience of existing customers
can lead to decline in the value of brand.
224
Brand loyalty
44 The branded product would be my first
choice.
45 I consider myself to be loyal to a brand
46 I will not buy other brands if the same

product is available at the store.
47 I recommend my liked brand to someone
who seeks my advice
48 I get good value for my money for the
brand I like
49 I say positive things about the brand I like
to other people.
Brand Trust
50 I trust on the brand I like
51 I rely on my favourite brand
52 My brand is considered to be an honest

brand
53 The brand I like meets my expectations
54 Choosing my brand is a safe option.
55 The brand I like cannot be counted on to do

its job
56 I trust that brand which I like
57 I feel secure when I buy my favourite

brand because I know it will never let me
down
58 I feel that I can trust this brand completely
225
Purchase intention
59 I would buy my favourite brand in the near
future.
60 I plan to buy my favourite brand products
in regular basics.
61 I intend to buy my favourite brand products
for my long term health benefits.
62 I intend to buy my favorite brand products
because they are more concern about my
personal likings.
63 I intend to buy my favourite brand

products because they are more
environmentally friendly.
64 I would buy my favourite brand products in
order to save money
65 I will consider my favourite brand products
66 I will definitely consider buying my

favourite brand products
226
Pilot Test Questionnaire
Kindly take some time to fill it till end.
Gender: Male, Female Age: 18-23 24-29 30-34 35-39

Qualification: Undergraduate, Graduate, Master, M.Phil.
Department: Institution:
Use the below mentioned 5 point Likert scale to rate each statement according to your
opinion.
Strongly Strongly
S# QUESTIONS Disagree Neutral Agree
Disagree Agree
Social Networking:
1 Social networks are a great way
for people to stay in touch with
one another
2 Social network sites are a waste of
time
3 Social networks allow people with
similar interests to stay connected
4 It consumes too much time to
maintain and/or read social
networking pages
5 It is important for a person to have
his or her own social networking
page in which they can tell about
themselves and their activities.
6 I want to read about my friends
and/or family members on their
social network pages
7 Potential and/or existing
employers may use information
found on social networking pages
to make decisions about
prospective and/or existing
employees
8 Social network sites are a great
way to build online communities
of people with shared interests or
traits.
227
9 Social networking sites are just a

fad
10 I do not care what other people are
doing
11 The emergence of social
networking sites illustrates a
growing need among people for a
sense of community.
12 A social network could be an
effective communications tool in
a college class
13 Social networking sites have great
potential for marketing businesses
and/or individuals
Community Engagement
14 I am active in community groups.
15 I consider myself involved in the

community
16 My peers value my contributions
to group settings
17 I enjoy working with others
18 I have important responsibilities to

others around me
19 Much of my time is spent working
with community groups
20 I value the contributions that
community groups make to the
community
21 I voluntarily spend 5 hours a week
at meetings of civic or social
organizations
22 I have a leadership role in a
community organization
23 I can make a positive difference to
the community around me
24 I go out of my way to help others.
25 I often have difficulty finding time

to participate in all I wish I could
26 I am a member of a team
27 I would like to have a leadership

role in a local club or group
28 Other members of my community
are important to me.
228
29 I dislike participating in group

activities
30 I have gained skills from my
participation in an extracurricular
activity
31 Many of my friends are in the
same organizations as I.
32 I have made new friends as a
result of participation in
community groups
33 My community is important.

contributions to the community
35 I have received an award from a
local organization
36 I have mentored someone
37 Someone has mentored me.
Revised
38 I have a leadership role in a
community organization.
39 I have made new friends as a
result of participation in a
community group
40 I believe my community is
important
41 I have mentored someone from my
community.
contributions to my community.
43 Someone from my community has
mentored me
229
Impression Management
Self-promotion
44 Make people aware of your
accomplishments.
45 Try to make a positive event that
you are responsible for appear
better than it actually is.
46 Try to take responsibility for
positive events, even when you
are not solely responsible.
47 Try to make a negative event that
you are responsible for appear less
severe than it actually is.
48 Display your diplomas and/or
awards that you have received.
49 Let others know that you have a
reputation for being competent in
a particular area
50 Make public your talents or
qualifications.
51 Declare that you have other
opportunities outside your current
job.
52 Talk about important people that
you know.
53 Try to distance yourself from
negative events that you were a
part of.
Ingratiation
54 Praise people for their
accomplishments.
55 Do personal favors for people.
56 Offer to do something for someone

that you are not required to do.
57 Compliment people on their dress
or appearance.
58 Agree with a person’s major ideas
or beliefs.
230
59 Take an interest in a coworker’s or

supervisors personal life.
60 Imitate others’ behavior or
manner.
61 Spend time listening to people’s
personal problems even if you
have little interest in them
Exemplification
62 Arrive at work early in order to
look dedicated.
63 Work late at the office so that
others see you.
64 Try to act like a model employee.
65 Volunteer to help whenever there

is the opportunity.
66 Pretend to be busy even if you
might not be.
67 Make sure you are never seen
“goofing off” or wasting time.
68 Arrange things on your desk so
that it looks like work is being
done.
69 Let others know how much
overtime you work.
Intimidation
70 Yell at people.
71 Have “showdowns” with

coworkers or supervisors.
72 Threaten a coworker.
73 Make people aware that you can

control things that matter to them.
74 Punish people when they do not
behave as you would like.
75 Insult or put down your coworkers.
231
76 Try to embarrass people in front of

their peers or supervisors.
77 Try to appear unapproachable or
distant.
Supplication
78 Intentionally do poorer quality
work than you are capable of
doing
79 Advertise your incompetence in a
particular area or about a
particular issue.
80 Pretend to not understand
something that you do understand.
81 Play “dumb.”
82 Ask for help or assistance that you

really do not need.
83 Try to appear helpless or needy.
84 Ask a lot of questions.
85 Downplay your accomplishments.
86 Let others win arguments.
87 Try to agree with people even

when you might disagree
Another
88 I sometimes tell lies I have to
89 I never cover up my mistakes
90 There have been occasions when I

have taken advantage of anyone
91 I do not swear or curse
92 I sometimes try to get even rather

than forgive and forget
93 I obey laws, even if I am unlikely
to get caught
232
Brand Use:
94 Awareness about brand by
existing users to the new users
helps to create brand trust.
95 Positive information about brand
by existing users enhances brand
trust
96 Social media facilitate the existing
and new brand users to interact.
97 Brand information is an edge in
the competitive market.
98 Negative experience of existing
customers can lead to decline in
the value of brand.
Brand loyalty
99 This brand would be my first
choice.
100 I consider myself to be loyal to
this brand
101 I will not buy other brands if the
same product is available at the
store.
102 I recommend this brand to
someone who seeks my advice
103 I get good value for my money.
104 I say positive things about this

brand to other people.
Brand Trust
105 I trust on this brand.
106 I rely on this brand
107 This is an honest brand
108 This brand meets my expectations
109 This brand is safe.
110 This brand cannot be counted on to

do its job
233
111 I trust this brand
112 I feel that I can trust this brand

completely
113 I feel secure when I buy this brand
because I know it will never let me
down
Purchase intention
114 I would buy organic food products
in the near future.
115 I plan to buy organic food
products in regular basics.
116 I intend to buy organic food
products for my long term health
benefits.
concern about food safety.
environmentally friendly.
products because I am concerned
about animal welfare
Another
120 I would buy private label food
products in order to save money
121 I will consider to purchase the
private label food products
122 I will definitely consider buying a
‘private’ label food product

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RE-CONCEPTUALIZING PURCHASE INTENTION:

THE IMPACT OF SOCIAL MEDIA ON CONSUMER

INSTITUTE OF BUSINESS ADMINISTRATION

A thesis submitted to Institute of Business Administration,

INSTITUTE OF BUSINESS ADMINISTRATION (IBA)

This is to certify that research work presented in the thesis, entitled

Dr. Mubbsher Munawar Khan

Research Completion Certificate

Prof. Dr. Mubbsher Munawar Khan

Love you loads.

Design/methodology/approach – This research focuses on influence of four independent

Research limitations/implications–This research uncovers the determinants of brand

Certificate of Approval ...................................................................................................... i

Author’s Declaration ........................................................................................................ ii

Plagiarism Undertaking .................................................................................................. iii

Research Completion Certificate.................................................................................... iv

Abstract ............................................................................................................................ vii

Table of Contents ........................................................................................................... viii

List of Tables .................................................................................................................. xiv

List of Figures .................................................................................................................. xv

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

1.1 Background of the Study .......................................................................................... 4

1.2 Research Problem /Statement ................................................................................... 6

1.3 Research Gap ............................................................................................................ 7

1.4 Research Objectives .................................................................................................. 8

1.5 Research Questions ................................................................................................... 8

1.5.1 Sub-questions ..................................................................................................... 8

1.6 Significance of the study/Novelty/Originality .......................................................... 9

1.7 Thesis structure ....................................................................................................... 11

Chapter 2 Literature Review ........................................................................................ 13

2.1 Theories underpinning theoretical framework ........................................................ 16

2.1.1 Consumer behaviour & consumer decision making ........................................ 16

2.1.2 Cognitive Behaviour Theory............................................................................ 16

2.1.3 Theory of Reasoned Action ............................................................................. 17

2.1.4 Theory of Planned Behaviour .......................................................................... 18

2.1.5 Perceived Behavioural Control ........................................................................ 19

2.2 Social Media ........................................................................................................... 22

2.3 Social Networking .................................................................................................. 23

2.4 Community Engagement Practices ......................................................................... 30

2.5 Impression Management Practices ......................................................................... 38

2.5.1 Impression Management: Considering Cultural, Social and Spiritual Factors 43

2.5.1.1 Social Implications.................................................................................... 44

2.5.1.2 Cultural Implications ................................................................................ 45

2.5.1.3 Spiritual Implications ................................................................................ 47

2.6 Online Impression Management ............................................................................. 47

2.7 Brand usage ............................................................................................................. 49

2.8 Brand trust ............................................................................................................... 52

2.9 Brand loyalty ........................................................................................................... 63

2.9.1 Factors of Brand Loyalty ................................................................................. 78

2.9.1.1 Awareness ................................................................................................. 78

2.9.1.2 Reputation ................................................................................................. 79

2.9.1.5 Innovation ................................................................................................. 80

2.9.1.6 Satisfaction ................................................................................................ 80

2.9.1.7 Frequent guest programs ........................................................................... 80

2.10 Purchase Intention ................................................................................................. 81

2.10.1 Perceived Value and Purchase Intention........................................................ 91

2.10.2 Various Factors showing an impact on Purchase Intention: .......................... 92

2.10.2.1 The Effect of Demography on Purchase Intention ................................. 93

2.10.2.2 The Effect of Geography on Purchase Intention..................................... 93

2.10.2.3 The Effect of Group on Purchase Intention ............................................ 93

Chapter 3 Research Methodology ................................................................................ 94

3.1 Research Methodology and Design ........................................................................ 96

3.1.1 Research Questions .......................................................................................... 96