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Thesis/Research:Facebook and Brand Loyalty: Consumers’ perception of the effectiveness of brand communities/brand pages on their buying decisions and loyalty in Fashion Industry
A upper high merit Research paper. This paper was 4 marks off a distinction(A)
1.2 Aims of Research
The aim of this research is to conduct an exploratory study that will assess the effectiveness of brand communities existing on Facebook on consumers buying behaviour in maintaining brand loyalty. It aims to provide a clearer understanding on what influences a consumer to be loyal to a fashion brand with a Facebook presence. This is a retrospective research of consumers’ perception on the impact of fashion brand communities/brand pages. It will evaluate the current perception in the light of existing research on fashion brand communities on Facebook and bridge the gap in this under researched area between Facebook, fashion brands and their Facebook brand communities/brand pages. It aims to explore the functionality and existence of brand communities within Facebook.
Research Objectives
1.To identify and explore relevant role and the strategic use of brand communities/brand page on Facebook as a contemporary marketing tool.
2.Seeking to understand customers’ perspective and experience of brand communities/brand pages.
3.Seeking to understand how effective brand communities’ increases brand loyalty in the fashion industry and identify the gap between Facebook and brand communities.
4.To Identify and evaluate the effectiveness processes consumers are responding or not responding to brand adverts/promotion on a brand community/brand page on Facebook in-order to make recommendations for future use of brand communities in the fashion industries and in bridging the Gap between Facebook and fashion brand communities.
1.2 Aims of Research
The aim of this research is to conduct an exploratory study that will assess the effectiveness of brand communities existing on Facebook on consumers buying behaviour in maintaining brand loyalty. It aims to provide a clearer understanding on what influences a consumer to be loyal to a fashion brand with a Facebook presence. This is a retrospective research of consumers’ perception on the impact of fashion brand communities/brand pages. It will evaluate the current perception in the light of existing research on fashion brand communities on Facebook and bridge the gap in this under researched area between Facebook, fashion brands and their Facebook brand communities/brand pages. It aims to explore the functionality and existence of brand communities within Facebook.
Research Objectives
1.To identify and explore relevant role and the strategic use of brand communities/brand page on Facebook as a contemporary marketing tool.
2.Seeking to understand customers’ perspective and experience of brand communities/brand pages.
3.Seeking to understand how effective brand communities’ increases brand loyalty in the fashion industry and identify the gap between Facebook and brand communities.
4.To Identify and evaluate the effectiveness processes consumers are responding or not responding to brand adverts/promotion on a brand community/brand page on Facebook in-order to make recommendations for future use of brand communities in the fashion industries and in bridging the Gap between Facebook and fashion brand communities.
86 pages, Kindle Edition
Published January 4, 2017
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