Appendix 03.

Sample Questionnaire

Role of Social Media Marketing in Building the Brand Image of Banks in Sri Lanka

Introduction:

I am Thrickshi Jayathilaka a postgraduate student at York St. John University, UK. I intend to
conduct research for the Capstone project module of my MSc Marketing on the Role of Social
Media Marketing in Building the Brand Image of Banks in Sri Lanka.

This research aims to study the relationship between social media marketing and the brand image
of banks in Sri Lanka. It will take five minutes to complete this questionnaire. You have the full
authority to withdraw at any point of the process if anything is uneasy, and please request to
remove any data provided through them from the research. We assure you that your responses
will be handled with the utmost care and confidentiality.

Thank you for your participation in this survey.

Please answer the following questions to the best of your knowledge and experience.

Questionnaire:

Section 1: Participant Information

1.1. Gender:
Male
Female
Prefer not to say

1.2. Age:
18-24
25-34
 35-44
45-54
55-64
65 or over

1.3. Educational Background:

High School
Certificate / HND/ Diploma
Bachelor's Degree
Master's Degree
Doctorate
Other

1.4. Location
Colombo
Other

1.5. Monthly Income Level (LKR)

A – 200,000
B – 100,001 – 200,000
C – 50,001 – 100,000
D – 25,001-50,000
E – 0-25,000

Section 2: Social Media Usage

2.1. Which social media platforms do you use (Select all that apply)

Facebook
YouTube
Twitter
Instagram
 LinkedIn

Other (please specify): ____________

2.2. How often do you use any kind of social media platform (e.g., Facebook, YouTube, Twitter,
Instagram, LinkedIn, etc.) for personal purposes?

Daily
Weekly
Monthly
Rarely
Never

2.3. Which product and service categories you have seen over social media the most? Please put
numerical order - 1 to highest 10 to lowest

Food and Beverages

Consumer Electronics
Fashion and Apparel
Beauty and Cosmetics
Travel & Tourism
Education
Automobiles
Sports
Banking Services
Entertainment and media

2.4. How often do you see content related to banking services on social media platforms?

Daily
Weekly
Monthly
Rarely
 Never

2.5. What types of content or activities from banks on social media platforms do you find most
engaging? (Please select three, put - 1 for most engaging, and 3 for low engagement)

Advertisements
Promotions, offers, rates
Financial advice and tips
Customer testimonials
Branch locations
Interactive polls and contests
Other (please specify): ____________

Section 3: Impact on Brand Image

3.1. In your opinion, has social media marketing positively influenced your perception of banks'
brand image?

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

3.2. How important is a strong social media presence for a bank in building a positive brand
image?

Very Important
Important
Somewhat Important
Not Important
Not Sure

3.3. Have you ever seen a positive or negative experience with a bank on social media?
 Yes
No
If yes, please briefly describe the experience. [Open-ended]

3.4. Did it affect the perception of that particular bank in your mind?

Yes
No

3.5. Have you ever shared your positive or negative experiences with a bank on social media?

Yes
No
If yes, please briefly describe the experience. [Open-ended]

Section 4: User-Generated Content

4.1. Have you ever created or shared user-generated content related to your experiences with a
bank on social media? (User-generated content includes posts, reviews, comments, images,
videos, etc.)

Yes
No

4.2. If yes, what type of user-generated content did you create or share? (Select all that apply)

Positive reviews and recommendations

Negative reviews or complaints
Personal stories or experiences
Photos or videos of interactions with the bank
Responses to bank-initiated challenges or campaigns
Other (please specify): ____________
4.3. How would you describe the impact of user-generated content on your perception of a bank's
brand image?

Very Positive
Positive
Neutral
Negative
Very Negative
Not Sure

4.4. Do you believe that user-generated content has a significant influence on how banks are
perceived by the public on social media platforms?

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

4.5. Have you ever changed your opinion about a bank based on user-generated content you
encountered on social media?

Yes
No
If yes, please briefly describe the situation. [Open-ended]

Section 5: Ethical Concerns

5.1. Have you ever encountered misleading or deceptive content from banks on social media
platforms?

Yes
No

If yes, please briefly describe the experience. [Open-ended]

Section 6: Additional Comments

6.1. Do you have any additional comments or suggestions regarding the use of social media
marketing by banks to build their brand image? [Open-ended]

Thank you for completing this survey. Your input is greatly appreciated