APPROVED: Jiyoung Kim, Major Professor Bharath Josiam, Committee Member Tammy Kinley, Chair of the Department of Merchandising and Digital Retailing Judith A. Forney, Committee Member and Dean of the College of Merchandising, Hospitality and Tourism Mark Wardell, Dean of the Toulouse Graduate School FACEBOOK MARKETING FOR FASHION APPAREL BRANDS: EFFECT OF OTHER CONSUMER POSTINGS AND TYPE OF BRAND COMMENT ON BRAND TRUST AND PURCHASE INTENTION Yeo Jin Jung Thesis Prepared for the Degree of MASTER OF SCIENCE UNIVERSITY OF NORTH TEXAS December 2013
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APPROVED: Jiyoung Kim, Major Professor Bharath Josiam, Committee Member Tammy Kinley, Chair of the Department of
Merchandising and Digital Retailing Judith A. Forney, Committee Member and
Dean of the College of Merchandising, Hospitality and Tourism
Mark Wardell, Dean of the Toulouse Graduate School
FACEBOOK MARKETING FOR FASHION APPAREL BRANDS: EFFECT OF OTHER
CONSUMER POSTINGS AND TYPE OF BRAND COMMENT ON BRAND
TRUST AND PURCHASE INTENTION
Yeo Jin Jung
Thesis Prepared for the Degree of
MASTER OF SCIENCE
UNIVERSITY OF NORTH TEXAS
December 2013
Jung, Yeo Jin. Facebook Marketing for Fashion Apparel Brands: Effect of Other
Consumer Postings and Type of Brand Comment on Brand Trust and Purchase Intention. Master
of Science (Merchandising), December 2013, 94 pp., 6 tables, 1 figure, references, 112 titles.
Social networking sites are a major networking tool for consumer interactions as they
provide a platform for communication, socialization, and learning activity. Subsequently, social
media has become an important marketing tool for advertising companies’ messages. As a
result, fashion brands such as H&M and Victoria’s Secret started to show more brand ads on
Facebook. Facebook is one of the most powerful social networking sties due to its ability to
reach to broad consumer groups through a brand page. However, research regarding this topic is
limited as the social networking sites is relatively a new phenomenon. Therefore, the purpose of
this research is to examine the effect of the brand’s comments in attenuating (enhancing)
negative (positive) influence of other consumer’s postings on brand trust and purchase intention
of other consumer’s postings on social media.
Findings from this study revealed that there is no moderating effect of brand comments
of the relationship between other consumer’s postings and brand trust, while positive other
consumer’s postings has a significant effect on consumers’ brand trust. Also, there were no
significant differences among other consumer’s postings, brand comments and purchase
intention relationships. These findings add to the previous literature explains that brand should
interact with consumers frequently in order to induce positive other consumer’s postings to
develop brand trust. By using the consumer socialization theory to investigate Facebook
marketing, this study provides insights and information on consumer attitudes and behaviors
related to Facebook brand page.
Copyright 2013
by
Yeo Jin Jung
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ACKNOWLEDGEMENTS
I would like to give my greatest appreciation to God for His endless love and guidance in
my life. By His grace, I have the greatest blessing of meetings with my family, Dr. Jiyoung Kim,
Dr. Judith Forney, and Dr. Bharath Josiam as I am studying at University of North Texas.
First, I would like to express my greatest appreciation to my advisor, Dr. Jiyoung Kim for
her continued guidance and caring during all phases of my academia works at University of
North Texas. Her tolerance, support, encouragement, and inspirations helped me to start this
journey of earning Master’s degree. I would also like to extend my appreciation to my committee
members, Dr. Judith Forney, and Dr. Bharath Josiam for their precious guidance, comments and
suggestions which helped me improve my thesis.
Second, I would also like to thank my friends and mentors at churches of Dallas and
Busan, Korea. I thank them for understanding my joy and troubles and for their sincere prayers. I
also express appreciation to faculty and staff members for helping me as I was studying and
working at College of Merchandising, Hospitality & Tourism. The time spent together with them
was an inspirational lesson to me.
My special appreciation was saved for last and it goes to my family, my parents, my
brother, my grandmas and my aunt for their endless love, prayer and support. Especially my
parents, they are my motivation and role model for my life regardless at the time and distance
between us. I also want to thank my brother for being there and for encouraging and making me
laugh whenever I was discouraged and depressed. All this support helped me to complete this
degree.
“I can do all things through Christ who strengthens me.” (Philippians 4:13 NKJV)
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TABLE OF CONTENTS
Page
ACKNOWLEDGEMENTS ........................................................................................................... iii LIST OF TABLES AND FIGURES.............................................................................................. vi CHAPTER 1. INTRODUCTION ................................................................................................... 1
1.1 Problem Statement .................................................................................................. 1
1.2 Significance of Research ......................................................................................... 5
1.3 Purpose of the Study ............................................................................................... 7
5.4 Limitations and Suggestions for Future Research ................................................. 45 APPENDIX A. PRETEST SURVEY .......................................................................................... 48 APPENDIX B. PRETEST ANALYSIS ...................................................................................... 52 APPENDIX C. MAIN TEST SURVEY ...................................................................................... 65 APPENDIX D. MESSAGES FOR MAIN TEST EXPERIMENT .............................................. 69 APPENDIX E. MAIN TEST EXPERIMENT STIMULI............................................................ 76 REFERENCES ............................................................................................................................. 86
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LIST OF TABLES AND FIGURES
Page
Table 3.1 Factorial Design of Other Consumer’s Postings and Brand Comment ....................... 28
Table 4.2 Reliability Scales of Brand Trust and Purchase Intention ........................................... 36
Table 4.3 ANOVA Summary for Other Consumer’s Postings, Brand Comments and Brand Trust....................................................................................................................................................... 37
Table 4.4 Mean Comparison between the Types of Other Consumer’s Postings and Brand Trust....................................................................................................................................................... 37
Table 4.5 ANOVA Summary for Other Consumer’s Postings, Brand Comments and Purchase Intention ........................................................................................................................................ 38
consumers’ responses to WOM in social networking sites and found that creating brand pages on
social networking sites, including Facebook and Twitter, and encouraging consumers to join the
page are important processes to establish long-term relationships. Yousif (2012) concluded that
when users have high interest in advertising messages on Facebook, they review those messages
very credible. However, specific studies about consumer-to-consumer interaction on Facebook
are limited. This study aims to address the importance of consumer-to-consumer interaction on a
Facebook brand page, and provide insight of how consumers gain information and learn through
other consumer’s postings and brand comments in the brand page.
Further, this study extends to the current literature on Facebook marketing in using
consumer socialization theory. Based on the theoretical framework for the consumer
socialization theory, the impact of other consumer’s postings and brand comment in Facebook
brand page on consumer learning process was examined. Although Ward (1974) acknowledged
four agents that include family, school, mass media, and peers as key factors in the consumer
socialization process, the influence of other consumers and brand factors through the Facebook
brand pages on consumer behavior has not been investigated. To fill this void, this study
investigated the impact of both other consumers and brand on consumer behavior, specifically
brand trust and purchase intention, through the Facebook brand page from the consumer
socialization perspective. In this study, the Facebook brand page is considered as a consumer
socialization platform, where agents are other consumers and brand. By investigating the effect
of the consumer socialization process on the Facebook brand page, this study will provide
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insights on the importance of the effect of socialization agents, other consumer’s postings and
brand comment.
1.3 Purpose of the Study
Consumers consider peer communication as more trustful and “less intrusive” than
brand-generated-content (Purnawirawan et al., 2012). However, there is a question not answered:
Does the brand’s response to consumer generated content build brand trust and purchase
intention? Further, will the type of brand comment differ by level of brand trust and purchase
intention?
The purpose of this research was to examine the effect of the brand’s comment in
attenuating (enhancing) negative (positive) influence of other consumer’s postings on brand trust
and purchase intention. Specifically, this study proposes to investigate the consumer
socialization process on the Facebook brand page by focusing on the effect of other consumers’
posting, either negative or positive, and the brand’s response strategy, either personalized,
automated or no comment, on the readers’ formulation of brand trust and purchase intention.
Objectives of the study are three fold: 1) to investigate the effect of consumer socialization
process from other consumer’s postings on social media, 2) To assess if the brand’s response to
other consumer’s postings facilitates consumer socialization process; and 3) to attest that the
consumer socialization process leads to brand trust and purchase intention.
1.4 Hypotheses
Hypothesis 1. As compared to negative other consumer postings, positive other consumer postings present higher brand trust.
Hypothesis 2a. As compared to no comment from a brand, brand trust will be higher when there is comment from a brand on other consumer’s postings
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Hypothesis 2b. As compared to an automated comment from a brand, brand trust will be higher when the comment from a brand is personalized.
Hypothesis 3. Brand comment on other consumer’s postings moderates the relation between other consumer’s postings and brand trust.
Hypothesis 4. As compared to negative other consumer postings, positive other consumer postings present higher purchase intention.
Hypothesis 5a. As compared to no comment from a brand, purchase intention will be higher when there is comment from a brand on other consumer’s postings
Hypothesis 5b. As compared to an automated comment from a brand, purchase intention will be higher when the comment from a brand is personalized.
Hypothesis 6. Brand comment on other consumer’s postings moderates the relation between other consumer’s postings and purchase intention.
1.5 Definition of Terms
The following terms were used in this study.
• Brand comment: A response from brand on a Facebook brand page to other
consumer’s postings using the “reply” function. The comment can be automated or personalized
depending on the brand.
• Brand trust: The trust a consumer has in a specific brand (Chaudhuri & Holbrook,
2001).
• Modeling behavior: Involves imitation of the agent’s behavior during the
socialization process (Ward, 1974).
• Other consumer’s postings: Postings presented by other customers on a Facebook
brand page regarding product information, services and questions about a brand
• Purchase intention: Consumers’ intention to buy a specific brand after a certain
evaluation (Khan et al., 2012).
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• Reinforcement: A process which indicates the learner is motivated to adopt (or not)
behaviors, motivations, or intentions because of the reward (or punishment) offered by the
socialization agent (Ward, 1974).
• Socialization agent: A source of influence, which transmits norms, attitudes,
motivations and behaviors to the learner (Ward, 1974).
• Social interaction: A mechanism that involves interactions with socialization agents
in a social context, which combines modeling and reinforcement (Ward, 1974).
• Social media: A form of electronic communication or media through which
communication occurs. It includes television, radio, telephone, Skype, e-mail, and mobile
messengers in addition to Facebook, Twitter, YouTube, and LinkedIn (Babin & Harris, 2012).
• Social networking: The exchange of information or services among individuals,
groups, or institutions. Consumers are connected with one another based on common interests,
associations, or goals (Babin & Harris, 2012).
• Social networking site: Also referred to as “online social network sites.” It facilitates
online social networking including Facebook, Twitter, YouTube, LinkedIn, etc., that provides a
platform for social networking (Babin & Harris, 2012).
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CHAPTER 2
LITERATURE REVIEW
2.1 Overview
The purpose of this research was to examine the effect of the brand’s comment in the
attenuating (enhancing) negative (positive) influence of other consumer’s postings on brand trust
and purchase intention. This chapter builds the foundation of current research. In the next
sections, previous studies on social media, Facebook, and consumer behavior on social media are
reviewed. In the following section, consumer socialization theory is discussed as the theoretical
framework. In the next section, limitations from previous studies are discussed. Finally, the
proposed model was provided along with the hypotheses.
2.2 Literature Review
2.2.1 Social Media and Social Networking Site
While the conceptual distinction between social media and social network sites are vague
in some academic research and in industry use, Edosomwan et al. (2011) clearly defined the
meaning of social media and social networking. Social media is a “form of electronic
communication” to enhance the social interaction, while social networking is “the exchange of
information or services among individuals, groups, or institutions” (Edosomwan et al., 2011, p.
79).
Social media is a form of social interaction and a communication tool that transmits and
shares information with broad audiences as an outlet for broadcasting (Edosomwan et al., 2011).
Chua and Banerjee (2012) defined social media as a collection of online services that support
interactions among users and allowed them to co-create, find, and evaluate the online
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information repository. It also includes a group of Internet-based applications that are built on
the ideological and technological foundation of Web 2.0 which allows exchange of user-
generated content.
Social networking sites are defined as one form of social media services that enable users
to construct and present their profiles within a bounded system, and articulate lists of other users
with whom they share connections. A social networking site is the space that facilitates online
social networking (Babin & Harris, 2012). Through social networking sites, consumers have an
opportunity to connect with other consumers who might have better information and experiences
and provides a broader and greater reach to other consumers with similar interests (Chua &
Banerjee, 2012; Sashi, 2012). A social networking site’s utility is to connect people so that those
with common interests can engage and build relationships through networking (Edosomwan et
al., 2011). Facebook, Twitter and YouTube are examples of social networking sites. Social
networking sites are a global phenomenon for consumer engagement (Chu & Choi, 2011) as they
allow people to create a community where they can share their common interests and
information (Hsiao, 2011) and comments through the inbox message service, wall post and
comment box (Khalil et al., 2013). Moreover, according to the Nielson Global Online Survey
(2011), 70% of active online social networkers use social networking sites as their shopping
place (Khalil et al., 2013). As Facebook developed its potential as a marketing tool,
approximately 1.5 million businesses/brands have been actively participating in Facebook
(Schmidt & Ralph, 2011).
From a small entrepreneur to a large corporation, social networking sites have become an
important marketing strategy for business success. For example, PepsiCo Beverage America,
withdrew advertising from Super Bowl 2011 (Looney & Ryerson, 2011), a 23 years old tradition,
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and invested the budgeted $20 million to Twitter and Facebook, (Looney & Ryerson, 2011).
Also, despite its recent sales balance, caused mostly by high gasoline price (Buss, 2012), Ford
Motor Co. experienced marketing success from the 2009-2010 Ford Fiesta Campaign Facebook
marketing (Roba, 2010). Throughout this campaign, Ford selected 100 influential consumers on
the Internet and observed their behaviors with a Ford Fiesta before it was released to the market
(Roba, 2010). Without any restrictions, the selected consumers filmed a video clip, published
blog postings, wrote wall postings on Facebook, sent out tweets, everything they shared on the
social media being broadcasted through the official Ford website in timely manner (Roba, 2010).
From this Facebook campaign, brand awareness of Ford Motor increased 60% and 23,000 Fiesta
were sold in 2010 in just half a year (Roba, 2010; Buss 2012). With the proven success record of
Facebook marketing, most brands use social networking sites (e.g., Facebook) as a marketing
tool to sell products and services or keep in touch with their customers and/or friends
respectively (Khalil et al., 2013).
2.2.2 Facebook
Among several different social media channels, by the second half of 2012 Facebook had
become the most representative social media channel with 901 million users (Coulter &
Roggeneen, 2012). This social networking site was designed by Mark Zukerberg to enable
students at Harvard University to exchange news, photos, opinions and information (Chris,
2007). Facebook is now one of the most popular social networking sites with over 400 million
visitors per month which ranks it as one of the biggest websites in the world (Chua & Banerjee,
2012; Yousif, 2012). Further, it was reported that on Facebook, 50% percent of active users
connect to an average of 130 friends per day (Harris & Dennis, 2011). This popularity was
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gained through various features that Facebook provides to its users: 1) communication with
friends and unknown-people through the exchange of messages, pictures, and videos; 2) joining
interest groups; 3) finding friends; 4) building social capital for users based on the personal
information, talents, activities and other information and notes; 5) social searching for specific
information about offline acquaintances; and 6) less web surfing for general information about
both friends and other consumers (Yousif, 2012).
Facebook is recently considered more as a website which has particular advertising
abilities because its users are wide-spread across many countries (Yousif, 2012). Previously,
Facebook was not about commercial usage for brand marketers but was all about socializing with
friends, family and colleagues (Donston-Miller, 2012). However, as the population of Facebook
users increased, business started to see the marketing potential of Facebook which resulted in a
commercialized Facebook (Donston-Miller, 2012). To exploit this phenomenon better, it was
suggested that companies attain nine goals to reach consumers on Facebook (Yan, 2011): 1)
building a sense of membership or citizenship with the organization; 2) encouraging the
acceptance and communication of brand values; 3) encouraging the audience (both prospective
and current consumers) to engage in dialogue and promote the brand; 4) helping the company to
find and maintain a competitive advantage; 5) informing the vision behind the brand and build
differentiation for it; 6) acting as a check on whether the brand is being property communicated
and understood by the audiences; 7) building positive brand association; 8) building the
perceived quality of the brand; and 9) building greater awareness of the brand to audiences that
it has not yet reached. These goals focused on the importance of community and its relationship
to consumer’s involvement in the Facebook.
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In 2007, Facebook started a non-private personal space, also known as Page (Hönisch &
Strack, 2012). Page is considered a public profile that enables public figures, businesses and
other organizations to create an online presence and engage with people in Facebook (Hönisch &
Strack, 2012). After Facebook was identified as a great marketing tool, brands started to use this
Page service to reach their consumers (Schmidt & Ralph, 2011; Hönisch & Strack, 2012). It
permits brands and companies to create their own dedicated Facebook brand pages to connect
with their customers who then receive regular updates (Chua & Banerjee, 2012). It also connects
people with other members, and allows them to become a fan of a brand. Consumers can be
united in the brand pages by their common interests in the brand in addition to becoming a friend
to other members (de Vries et al., 2012).
For consumers, communication with brands is facilitated on the brand page by “Liking”
it, while the number of “likes” and comments on a brand’s posting indicate the brand’s
popularity (Harris & Dennis, 2011; de Vries et al., 2012). For brand pages, the number of
“Likes” is considered as currency on the Facebook (Donston-Miller, 2012). On the brand page,
administrators post meaningful content as these postings ultimately end up in consumers’ news
Single 129 24.5 Married 316 60.1 Divorced 26 4.9 Domestic Partnership 50 9.5 Widowed 5 1
(table continues)
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Table 4.1 (continued).
Characteristics f %
Education
Elementary/Middle School 0 0 Some high school 4 0.8 High school graduate 67 12.7 Some college/no degree 102 19.3 Associate/technical degree 74 14 Bachelor's degree 195 36.9 Graduate/professional degree 87 16.4
First Like Facebook Brand Page
Less than 6 months ago 180 34.5 6 months to 1 year ago 128 24.5 1 to 2 years ago 105 20.1 More than 2 years ago 109 20.9
Facebook Brand Page Visiting Frequency
Everyday 54 10.3 1-5 Days per Week 96 18.4 6-10 Days per Week 82 15.7 Once a month 169 32.3 Others 122 23.3
Hours spending on Facebook Brand Page per Day
Less than an hour 217 41.5 1-2 hour(s) 161 30.8 3-4 hours 84 16.1 More than 4 hours 61 11.7
Communicating with Friends on Facebook Brand Page
Yes 467 89.5 No 55 10.5
Special offers and promotions on Facebook Brand Page
Yes 377 71.5 No 150 28.5
Number of "Like" Facebook Brand Pages
1 to 3 111 21.3 4 to 6 86 16.5 7 to 10 80 15.3 More than 10 245 46.9
4.3 Scale Validation
In the main test survey, both brand trust and purchase intention have multi-item scales.
Reliability testing was conducted to determine if all items were addressing one core construct
(See Table 4.2). Measurement for brand trust (Cronbach’s alpha = 0.906) and purchase intention
(Cronbach’s alpha = 0.945) can be considered reliable as the alpha value exceeds the threshold of
0.70.
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Table 4.2
Reliability Scales of Brand Trust and Purchase Intention
Mean SD Chronbach's Alpha
Brand Trust
I trust this brand 3.08 0.924
0.906 I rely on this brand 2.67 1.059 This is an honest brand 3.29 0.857 This brand is safe 3.29 0.889
Purchase Intention
It is likely that I will interact with this brand in the near future. 2.68 1.201
0.945
Given the chance, I intend to use this brand’s web site for purchasing items. 2.67 1.176
Given the chance, I predict that I will use this brand’s web site in the future for purchasing items.
2.68 1.177
I am experienced with the use of items of the brand. 2.41 1.233
I feel competent using items of the brand. 2.95 1.098
I feel comfortable using items of the brand. 2.96 1.081
4.4 Hypothesis Testing
4.4.1 Other Consumer Postings, Brand Comment and Brand Trust (H1, H2a, H2b, H3)
Results from the two-way ANOVA (see Table 4.3) indicated that the main effect the
other consumer’s postings on brand trust was significant (F = 4.921, p = 0.008) while there was
no significant difference in brand trust between the types of brand comments (F = 1.607, p =
0.201), supporting H1 yet rejecting H2a and H2b. The interaction of the other consumer’s
postings by brand comments level is not significant (F = 1.189, p = 0.313), which showed that
there is no moderating effect of brand comments on other consumer’s postings and brand trust.
Thus, H 3 was rejected.
Results from the pair wise comparison between the means of the types of other
consumer’s postings shows that there is a significant difference in developing brand trust
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between the positive and negative other consumer’s postings (p = 0.031) while there were no
significant difference in developing brand trust between mixed and positive (p = 0.168), or
mixed and negative (p = 0.728) (Table 4.4). Since the main effect of the types of brand
comments showed insignificant difference in brand trust, pair wise comparison between the
means of the types of brand comments was unnecessary.
Table 4.3
ANOVA Summary for Other Consumer’s Postings, Brand Comments and Brand Trust
Source Type III Sum of Squares
df Mean Square F Sig.
Postings 6.637 2 3.318 4.921 0.008* Comments 2.167 2 1.084 1.607 0.201 Postings * Comments 2.405 3 0.802 1.189 0.313 Significant at the p < 0.05 level*
Dependent Variable: Brand Trust Table 4.4
Mean Comparison between the Types of Other Consumer’s Postings and Brand Trust
(I) Postings (J) Postings Mean Difference (I-J) Std. Error Sig.
Lerman, 2007; Tsai & Pai, 2012; Wang et al., 2012).
However, contrary to our expectations, results of this study revealed that consumers’
brand trust is not influenced by the type and existence of brand comments. This indicates that
there is no significant difference in the level of consumers’ brand trust whether they are exposed
to personalized, automated or no brand comments. These results do not support three of initial
hypotheses that proposed: 1) as compared to no comment from a brand, brand trust will be
higher when there is comment from a brand on other consumer postings; and 2) as compared to
an automated comment from a brand, brand trust will be higher when the comment from a brand
is personalized. This may be explained with Mattila et al.’s (2013) findings that consumers do
not consider brand response as agents in learning trusting attitudes toward the brand. In their
study of customer email complaints, Mattila et al. (2013) found that whether receiving no-reply
or automated reply to email complaints did not change the customers’ feelings, as they already
have established a negative feeling toward the company when consumers wrote their e-mail
complaints. Further, Xiangyuan et al. (2010) revealed that while information from other
consumers contributes to establishing brand trust, brand advertisement has very limited influence
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on building brand trust. Brand response to other consumer’s posting in the current study may
have been considered as a form of brand advertisement which did not help the brand earn trust,
especially when the response was to other consumers not the participant herself.
Another explanation for the insignificant result of brand comment on brand trust can be
based on our sample being female consumers only. Female consumers are different from males
specifically in terms of adopting new technological environment (Venkatesh & Morris, 2000),
and building brand trust on the Internet (Midha, 2012). Female consumers focus on the ease of
use as they spend more time on the new technological environment (Venkatesh & Morris, 2000).
They also build trust as they are exposed to the information source on the internet for a longer
time period in the absence of physical interaction and engagement with other people (Midha,
2012). Females build online trust through interactional relationship when males need to go
through policies (Midha, 2012). Our research design was based on mock brand and mock
Facebook page limiting the female consumers to have long term relationship or repeated
exposure to the target. While the study design may give valuable implication to the newly
established brands, the fact that female participants were unable to interact with the brand or gain
long term experience may have led them to not base their trust on brand’s response.
This study predicted that other consumer’s postings and brand comments would impact
consumer’s purchase intention. The results indicates that other consumer’s postings, type of
brand comments and moderating effect of brand comments were insignificant in developing
consumer’s purchase intention when visiting a Facebook brand page. These results do not
support the last four hypotheses: 1) as compared to negative other consumer postings, positive
other consumer postings present higher purchase intention; 2) as compared to no comment from
a brand, purchase intention will be higher when there is comment from a brand on other
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consumer’s postings; 3) as compared to an automated comment from a brand, purchase intention
will be higher when the comment from a brand is personalized; and 4) brand comment on other
consumer’s postings moderates the relation between other consumer’s postings and purchase
intention. One possible explanation is that because Facebook brand pages usually do not provide
a direct purchase option for consumers, consumers usually would not consider purchasing a
product when they visit a Facebook brand page. While positive purchase related outcomes are
found in social media in previous literature (e.g. Laroche et al., 2013), the financial outcome of
utilizing Facebook is still under doubt. According to Sashittal et al. (2012), none of the study
participants reported buying a product or service as a result of seeing an ad or promotion on
Facebook; neither did any considered Facebook as a influencer to his/her consumption behavior.
Maeve (2011) found that when consumers have interaction with brand on a Facebook brand page,
they are likely to continue the relationship on the official websites. This relational motivation of
Facebook visitors are also reflected in our sample. According to this study’s sample description,
they are looking for communication with friends (89%), or special offers and promotions from
the brand (71%) when visiting the Facebook brand page. This may indicate that motivation to
use Facebook is limited to social networking, sharing information, and expressing opinions
rather than to look for product related information or reviews that will directly lead to purchase
such as in online product review sites.
Further, previous studies linking purchase intention revealed that consumers use social
media to help make purchases because they rely on “recommendations from friends” (The
Economist, 2009). The notion of “friend” is established through numerous encounters with the
information provider, either it be the brand or other consumers (Auter, 1992). In addition, Wang
et al. (2012) found that online consumer socialization through peer communication affects
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purchasing decisions in two ways: directly (i.e., conformity with peers) and indirectly by
reinforcing product involvement. The research design of the current study focused on the
exposure to other consumers’ interaction with the brand yet did not examine the direct
interaction between the participant and the brand or other consumers. This may have posed a
limitation to accurately observe the purchase decision making process based on peer
communication or consumer-brand interaction.
5.3 Implications
5.3.1 Theoretical Implications
The findings of this research advance our knowledge of consumers’ trust and purchase
intention on Facebook brand page in both a theoretical and practical sense. First, this study
extends Ward’s (1974) consumer socialization theory to Facebook marketing and provides
insight to Facebook marketing strategies by focusing on other consumer’s postings and brand
comments regarding brand trust and purchase intention. In this study, the agent-learner
relationship in the consumer socialization process is applied to explain the influence consumers
have through other consumers’ posting and brand response on a Facebook brand page. This
study provides theoretical insight that the agent-learner relationship proposed by Ward (1974) is
partially supported in Facebook brand pages. Moreover, other consumer’s postings and brand
comments play an agent role for learners (consumers) when developing brand trust.
Second, this study extends to the current literature on Facebook marketing by utilizing
experimental research design to test the impact of other consumer’s postings and brand comment
in Facebook brand page on consumer learning process was examined. As there is limited
research on Facebook marketing, this study contributes an accurate perception of the consumer
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socialization process with consumers on Facebook through an experimental design. Key findings
of this study were: 1) consumers appear to be influenced by positive other consumer’s postings
when establishing brand trust, 2) consumers appear to not consider type of brand comments
when developing brand trust, and 3) purchase intention appears did not result from other
consumer’s postings or type of brand comments. From this study, scholars need to examine
further the importance of Facebook brand page regarding consumer attitudes, and its impact on
the brand trust.
5.3.2 Managerial Implications
This study provides managerial insights that practitioners can use to develop their
Facebook marketing activities. By conducting an experiment through a mock Facebook brand,
this study suggest that consumers are influenced by positive other consumer postings on brand
trust on Facebook brand page. As positive feedback toward the brand from other consumers is
influential to consumers, brand marketers have to focus on positive other consumer posting on
the Facebook brand page. It provides opinion leadership (Ertekin & Atik, 2012) that foster
interaction between opinion leader and opinion seekers (consumers) (Watts & Dodds, 2007).
This study also shows that purchase intention was not influenced by either other consumer’s
postings or brand comments. Implication from this result is that purchase is not of the visitor’s
interest as Facebook brand page does not present direct purchasing options. Most consumers use
Facebook for social networking for friends as Mark Zukerberg designed at the first place (Chris,
2007). As brand -consumer relationship and peer communication are a critical part of consumer
purchase intention (Lee & Lee, 2009), marketers should focus more on relationship building
rather aiming for immediate increase in sales after launching the Facebook brand page. As higher
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quality of relationship can be built through Facebook, there would be an increased chance of the
brand being places in consumers’ choice set when making purchasing decision in the future
(Canniere & Pelsmacker, 2010). Thus, brand managers should provide positive experiences and
establish a social bond (e.g. trust) with users so that they can build stronger brand knowledge that
will improve the quality of the relationship.
5.4 Limitations and Suggestions for Future Research
The following limitations were identified by this study. First, due to the lack of
technological skills and limitation in the online survey delivery method, the experiment was done
with static images of Facebook pages rather than with an actual Facebook brand page. Since the
participants had to read the content in the images, it could have resulted in less accurate findings
because it is less exciting than using an actual Facebook brand page where participants can
interact. Thus, future research may explore in using an actual Facebook brand page when
conducting the experiment. Further, future study can be suggested to test the positive outcome of
the active interaction between participant - other consumer or participant - brands. As agent-
learner relationship defined in Consumer Socialization Theory incorporates interaction between
the two followed by modeling and reinforcement behavior (Moschis & Churchill, 1978),
extending the current study by including interactive component to the experimental design may
help provide a richer implication to marketers. Especially to investigate the relationship between
brand response strategy and brand trust, future study may focus on different mechanisms that
lead to increased brand trust. As repeated interactions and long term relationships are counted as
key in developing trust (Holmes,1991) , examining features that enable repeated contacts
between the brand and customers may add value to the understanding of the role brands play in
46
developing brand trust through Facebook brand page. Furthermore, relationship enhancement
results from information sharing and dissemination of the brand, which decreases information
asymmetry between consumer and brand and reduces uncertainty and increases predictability of
the brand (Ba, 2001; Lewicki & Bunker, 1995) . Therefore, future study may investigate the type
of brand information shared on Facebook page that increase brand trust.
Second, brand trust and purchase intentions are considered broader outcomes from social
networking sites, especially on Facebook because it was developed as a networking tool for
friendships and networking, not for businesses. Sashittal, et al. (2012) found that every
participants in their study indicated that “advertisings on Facebook to be annoying, intrusive,
insensitive to their needs, and peripheral to their interest.” Unlike general online review websites,
Facebook users expect less business centered messages and have less intention to make purchase
decision based on Facebook (Fu & Chem, 2012; Sashittal, et al, 2012). Therefore, future study
can focus on outcomes that focus on relationship building such as value of experience or fan
behavior (Smith, 2012).
Finally, the utilization of mock brand and mock Facebook page limit the generalizability
of the research as the result may only apply to unknown brands with less exposure to consumers.
Even though the mock Facebook brand page was carefully designed and validated through
manipulation check, using existing brand with established Facebook page in experiment may
provide better understanding of consumer’s decision making process related to purchase and
their intention to engage. As this study initially stated, in order to develop brand trust, consumers
should know about the brand first because brand knowledge is a significant contributor building
brand trust (Xiangyuan et al., 2010). Also, consumers gain higher level of brand trust when there
47
were high level of brand-consumer relationships and brand loyalty (Lin & Wang, 2006; Aghdaie
et al., 2011; Albert et al., 2012; Porter et al., 2012).
48
APPENDIX A
PRETEST SURVEY
49
Below are consumers’ postings from a Facebook brand page. As you read each posting, we would like you to rate each statement’s characteristic, either negative, neutral, or positive. Please indicate the extent to which you think with each of the following.
N e N e P o D o
Thanks Jon & Joy for making things right! I wore your dress for this season for my date, and it turns out I was proposed! Yes! I’m engaged!
Hi guys! Do you know where I can buy your products at Guadalajara, Mexico? I'm looking for a wallet.
The life of my Jon & Joy: Duration: 3 weeks Washed: twice Worn: 5 times Dance floor visits: 1 Worn torn: 5 hours from 23.30pm until 4.30am on 25-26/5 at two different parties. The unwanted ventilation system certainly sparked a lot of conversation that night, but you can be assured that these conversations were not very favorable towards your brand. Be assured that I am neither a break-dancer nor able to do splits. I am talking conventional dance moves by a conventional guy who thought this is the stuff worn by cowboys...
When will the aqua and navy blue geometric print shorts be available? I see the dress is online but not the shorts?
Love the Jon & Joy Tunics for summer!! I hate the new stretchy material you are using. I bought a pair last week and found out that they are made poorly. The belt loops are uneven in the front and there isn't one on the left side. No way can I wear them, because they slide down without a belt, and I can't wear a belt without a loop on one side. I now will have to find a new brand to buy. So unhappy after all the years I have worn JON & JOY.
I love the red ribbed fit and flare dress!!!! It is perfect as my hair gets longer, but I love it anyways!
UNLIKE...stuffs are not that great for the price in any case
Below are comments from a brand for consumers’ postings on Facebook brand page. We would like you to rate each statement. Please indicate the extent to which you think with each of the following
L e M o N D o
Thanks for sharing your love for Jon & Joy! Please visit our website for more information. www.jjpromise.com
Hi! Thanks for choosing Jon & Joy! I add more information about your question! Please see below! Have a lovely day! GLOBAL TIME R.F.C. SRG-12061144A Chimalhuacan #3574 Torre A Lado B Colonia Ciudad del Sol 45050 Zapopan Jalisco Tel.(33).31.21.60.64 Email: [email protected]
This is the most pleasant moment for us ever! I guess your fiancé has the best sense of fashion and YOU! We wish you the happiest and fabulous wedding and your life!
That does not sound so good! I’m so sorry to hear that you had to have such a bad experience. How can we assist you to fix it? We are more than welcome to provide coupon and exchange the product! Send the information through here [email protected]. Subject: Attention Joann and she will help you!
We are so sorry to hear about your bad experience. We are more than happy to fix this problem and please send us your email address and specify the problem through the JON & JOY inbox. We will contact you as soon as we hear from you. Thanks!
Thanks for your compliment! Fabulous ;) It is always my pleasure to have customers like you. XOXO!
We are so sorry for your bad experience and the inconvenience you experienced! Please, please contact us at [email protected]. Subject: Attention Joann: She will help you in any way to make you feel better!
Aww! Your message has been sent to the product team so that they can share your compliment! We really do appreciate your love and support!!
Hi! I want to thank you first for your patience! It is time to prepare for spring/summer, isn’t it? Please stay tuned as we are constantly updating our website. Or, you may also contact our Customer Service at 1-888-996-5677. Our employees will help you right away! Your question is always helpful to us! Thanks!
We request general demographic information to help with our analysis, but your information will NOT be used to identify you. What is your gender?
What is your occupation? _______________________ What is your Marital Status?
o Married o Single o Other
What is the highest level of education you completed?
o High school graduate o Some college, no degree o Associate/technical degree, o Bachelor's degree o Graduate/professional degree
What is your annual income range? o Less than $10,000 o $10,000 to $19,999 o $20,000 to $29,999 o $30,000 to $39,999 o $40,000 to $49,999 o $50,000 to $59,999
o $60,000 to $69,999 o $70,000 to $99,999 o $100,000 to $149,999 o $150,000 to $199,999 o $200,000 or more
Thank you for Participating!
52
APPENDIX B
PRETEST ANALYSIS
53
Chi-square Table
X2 = Σ ((observed value – expected value) 2/expected value) Df = 3 because we have four options for each question P = 0.05 Expected value = 25% Significant level -> 0≤ X2 < 7.815 Insignificant level -> 7.815 < X2
*Choice indications: For Postings, 1 = Negative 2 = Neutral 3 = Positive 4 = Do Not Know For Comments, 1 = Less Sincere, automated 2 = Sincere, personalized 3 = Neutral 4 = Do Not Know
54
Positive Posting Frequency Percent Valid
Percent Cumulative
Percent
Valid
2 5 8.1 8.1 8.1 3 54 87.1 87.1 95.2 4 2 3.2 3.2 98.4 Below are consumers’ postings from a Facebook brand page.As you read each posting, we would like you...-Thanks Jon & Joy for making things right! I wore your dress on my date, and it turns out I was proposed! Yes! I'm engaged!
1 1.6 1.6 100.0
Total 62 100.0 100.0 X2 = 2.0659 ∴ significant
Neutral Posting Frequency Percent Valid
Percent Cumulative
Percent
Valid
2 47 75.8 75.8 75.8 3 8 12.9 12.9 88.7 4 6 9.7 9.7 98.4 Below are consumers’ postings from a Facebook brand page.As you read each posting, we would like you...-Hi guys! Do you know where I can buy your products at Guadalajara, Mexico? I'm looking for a wallet.
1 1.6 1.6 100.0
Total 62 100.0 100.0 X2 = 1.4035∴ significant
55
Negative Posting Frequency Percent Valid
Percent Cumulative
Percent
Valid
1 55 88.7 88.7 88.7 2 3 4.8 4.8 93.5 4 3 4.8 4.8 98.4 Below are consumers’ postings from a Facebook brand page.As you read each posting, we would like you...-The life of my Jon & Joy - Duration: 3 weeks, Washed: twice, Worn: 5 times, Dance floor visits: 1, Worn torn: 5 hours from 23.30pm until 4.30am on 25-26/5 at two different parties. The unwanted ventilation system certainly sparked a lot of conversation that night, but you can be assured that these conversations were not very favorable towards your brand. Be assured that I am neither a break-dancer nor able to do splits. I am talking conventional dance moves by a conventional guy who thought this is the stuff worn by cowboys...
1 1.6 1.6 100.0
Total 62 100.0 100.0 X2 = 2.1685∴ significant
56
Neutral Posting Frequency Percent Valid
Percent Cumulative
Percent
Valid
1 3 4.8 4.8 4.8 2 51 82.3 82.3 87.1 3 7 11.3 11.3 98.4 Below are consumers’ postings from a Facebook brand page.As you read each posting, we would like you...-When will the aqua and navy blue geometric print shorts be available? I see the dress is on line but not shorts?
1
1.6
1.6
100.0
Total 62 100.0 100.0 X2 = 1.7706 ∴ significant
Positive Posting Frequency Percent Valid
Percent Cumulative
Percent
Valid
2 1 1.6 1.6 1.6 3 59 95.2 95.2 96.8 4 1 1.6 1.6 98.4 Below are consumers’ postings from a Facebook brand page.As you read each posting, we would like you...-Love the Jon & Joy Tunics for summer!!
1 1.6 1.6 100.0
Total 62 100.0 100.0 X2 = 2.6282∴ significant
57
Negative Posting Frequency Percent Valid
Percent Cumulative
Percent
Valid
1 58 93.5 93.5 93.5 2 1 1.6 1.6 95.2 3 1 1.6 1.6 96.8 4 1 1.6 1.6 98.4 Below are consumers’ postings from a Facebook brand page.As you read each posting, we would like you...-I hate the new stretchy material you are using. I bought a pair last week and found out that they are made poorly. The belt loops are uneven in the front and there isn't one on the left side. No way can I wear them, because they slide down without a belt, and I can't wear a belt without a loop on one side. I now will have to find a new brand to buy. So unhappy after all the years I have worn JON & JOY.
1 1.6 1.6 100.0
Total 62 100.0 100.0 X2 = 2.7529∴ significant
58
Positive Posting Frequency Percent Valid
Percent Cumulative
Percent
Valid
2 2 3.2 3.2 3.2 3 59 95.2 95.2 98.4 Below are consumers’ postings from a Facebook brand page.As you read each posting, we would like you...-I love the red ribbed fit and flare dress!!!! It is perfect as my hair gets longer, but I love it anyways!
1 1.6 1.6 100.0
Total 62 100.0 100.0 X2 = 2.3803∴ significant
Negative Posting
Frequency Percent Valid Percent
Cumulative Percent
Valid
1 56 90.3 90.3 90.3 2 3 4.8 4.8 95.2 3 1 1.6 1.6 96.8 4 1 1.6 1.6 98.4 Below are consumers’ postings from a Facebook brand page.As you read each posting, we would like you...-UNLIKE...stuffs are not that great for the price in any case
1 1.6 1.6 100.0
Total 62 100.0 100.0 X2 = 2.5258∴ significant
59
Less Sincere/automated Comment Frequency Percent Valid
Percent Cumulative
Percent
Valid
1 33 53.2 53.2 53.2 2 6 9.7 9.7 62.9 3 22 35.5 35.5 98.4 Below are comments from a brand for consumers’ postings on Facebook brand page. We would like you to...-Thanks for sharing your love for Jon & Joy!
1 1.6 1.6 100.0
Total 62 100.0 100.0 X2 = 0.6748∴ significant
Less Sincere/automated Comment Frequency Percent Valid
Percent Cumulative
Percent
Valid
1 58 93.5 93.5 93.5 3 3 4.8 4.8 98.4 Below are comments from a brand for consumers’ postings on Facebook brand page. We would like you to...-Please visit our website for more information. www.jjpromise.com
1 1.6 1.6 100.0
Total 62 100.0 100.0 X2 = 2.2591∴ significant
Sincere/personalized Comment Frequency Percent Valid
Below are comments from a brand for consumers’ postings on Facebook brand page. We would like you to...-This is the most pleasant moment for us ever! I guess your fiancé has the best sense of fashion and YOU! We wish you the happiest and most fabulous wedding and life!
1 1.6 1.6 100.0
Total 62 100.0 100.0 X2 = 2.6282 ∴ significant
** Neutral Comment4 Frequency Percent Valid
Percent Cumulative
Percent
Valid
1 8 12.9 12.9 12.9 2 21 33.9 33.9 46.8 3 25 40.3 40.3 87.1 4 7 11.3 11.3 98.4 Below are comments from a brand for consumers’ postings on Facebook brand page. We would like you to...-Hi! Thanks for choosing Jon & Joy! I have provided more information about your question! Please see below! Have a lovely day! : GLOBAL TIME, R.F.C. SRG-12061144A, Chimalhuacan #3574,Torre A Lado B, Colonia Ciudad del Sol, 45050 Zapopan Jalisco, Tel.(33).31.21.60.64, Email:
** This comment was intended to be “Sincere/personalized comment” but the result shows that it is more likely neutral. So it needs to be changed to have more sincere/personalized comment.. X2 = 0.478∴ significant
Sincere/personalized Comment Frequency Percent Valid
Percent Cumulative
Percent
Valid
1 2 3.2 3.2 3.2 2 57 91.9 91.9 95.2 3 2 3.2 3.2 98.4 Below are comments from a brand for consumers’ postings on Facebook brand page. We would like you to...-That does not sound so good! I’m so sorry to hear that you had to have such a bad experience. How can we assist you to fix it? We are more than happy to provide you with a coupon to exchange the product! Please go to this site to send your information [email protected] Subject: Attention Joann and she will help you!
1
1.6
1.6
100.0
Total 62 100.0 100.0 X2 = 2.1704 ∴ significant
62
Sincere/personalized Comment6 Frequency Percent Valid
Percent Cumulative
Percent
Valid
1 4 6.5 6.5 6.5 2 49 79.0 79.0 85.5 3 7 11.3 11.3 96.8 4 1 1.6 1.6 98.4 Below are comments from a brand for consumers’ postings on Facebook brand page. We would like you to...-Thanks for your compliment! Fabulous :) It is always my pleasure to have customers like you. XOXO!
1
1.6
1.6
100.0
Total 62 100.0 100.0 X2 = 1.8164 ∴ significant
Sincere/personalized Comment Frequency Percent Valid
Percent Cumulative
Percent
Valid
1 27 43.5 43.5 43.5 2 29 46.8 46.8 90.3 3 5 8.1 8.1 98.4 Below are comments from a brand for consumers’ postings on Facebook brand page. We would like you to...-We are so sorry to hear about your bad experience. We are more than happy to fix this problem and please send us your email address and specify the problem through the JON & JOY inbox. We will contact you as soon as we hear from
1
1.6
1.6
100.0
63
you. Thanks! Total 62 100.0 100.0
X2 = 0.6602 ∴ significant
Sincere/personalized Comment Frequency Percent Valid
Percent Cumulative
Percent
Valid
1 6 9.7 9.7 9.7 2 51 82.3 82.3 91.9 3 4 6.5 6.5 98.4 Below are comments from a brand for consumers’ postings on Facebook brand page. We would like you to...-Aww! Your message has been sent to the product team so that they can share your compliment! We really do appreciate your love and support!!
1
1.6
1.6
100.0
Total 62 100.0 100.0 X2 = 1.7628 ∴ significant
** Less Sincere/automated Comment Frequency Percent Valid
Percent Cumulative
Percent
Valid
1 40 64.5 64.5 64.5 2 13 21.0 21.0 85.5 3 8 12.9 12.9 98.4 Below are comments from a brand for consumers’ postings on Facebook brand page. We would like you to...-We are so sorry for your bad experience and the inconvenience you experienced! Please, please contact us at
1
1.6
1.6
100.0
64
[email protected]. Subject: Attention Joann: She will help you in any way to make you feel better! Total 62 100.0 100.0
** This comment was intended to be “Sincere/personalized comment” but the result shows that it is more likely Less sincere/automated. So it needs to be changed to have more sincere/personalized comment. Changed condition has been sent to Dr. Kim and Rebecca. X2 = 0.9881∴ significant
Sincere/personalized Comment Frequency Percent Valid
Percent Cumulative
Percent
Valid
1 13 21.0 21.0 21.0 2 40 64.5 64.5 85.5 3 7 11.3 11.3 96.8 4 1 1.6 1.6 98.4 Below are comments from a brand for consumers’ postings on Facebook brand page. We would like you to...-Hi! I want to thank you first for your patience! It is time to prepare for spring/summer, isn’t it? Please stay tuned as we are constantly updating our website. Or, you may also contact our Customer Service at 1-888-996-5677. Our employees will help you right away! Your question is always helpful to us! Thanks!
1
1.6
1.6
100.0
Total 62 100.0 100.0 X2 = 1.1436 ∴ significant
65
APPENDIX C
MAIN TEST SURVEY
66
1. Facebook Behavior Identify a retailer/brand page that you visited most recently on Facebook
Facebook Page When did you first “like” this brand’s Facebook page?
o Less than 6 months ago o 1 to 2 years ago
o 6 months to 1 year ago o More than 2 years ago
How often do you visit this brand’s Facebook page?
o Everyday o 6 - 10 days per month o Others: ( )
o 1- 5 days per week o Once a month
How many hours do you spend on Facebook per day?
o Less than an hour o 3 – 4 hours
o 1 – 2 hours o More than 4 hours
Do you use Facebook for communicating with your friends?
o Yes o No
Do you use Facebook for brands’ promotion and special offers?
o Yes o No
How many brands’ pages do you “Like”?
o 1 to 3 o 7 to 10
o 4 to 6 o More than 10
2. Brand Trust
We would like to know your brand trust. Please rate the extent to which you agree or disagree with each of the following.
Stro
ngly
D
isag
ree
Dis
agre
e
Neu
tral
Agr
ee
Stro
ngly
A
gree
I trust this brand
67
I rely on this brand This is an honest brand
This brand is safe
3. Purchase Intention
We would like to know your purchase intention. Please rate the extent to which you agree or disagree with each of the following.
Stro
ngly
D
isag
ree
Dis
agre
e
Neu
tral
Agr
ee
Stro
ngly
A
gree
It is likely that I will transact with this brand in the near future.
Given the chance, I intend to use this brand’s web site for purchasing items.
Given the chance, I predict that I should use this brand’s web site in the future for purchasing items.
I am experienced with the use of items of the brand. I feel competent of using items of the brand. I feel comfortable of using items of the brand.
4. Demographic Information
Please answer the following questions about your demographic background. The personal information will only be used to help with statistical analysis. Any information you provide will not be used to identify you. What is your age? _______ What is your gender?
o Male o Female
What is your occupation? _______________________ What is your Marital Status?
o Single o Married o Divorced o Domestic Partnership o Widowed
68
What is the highest level of education you completed?
o Elementary/middle school o Some high school o High school graduate o Some college, no degree o Associate/technical degree, o Bachelor's degree o Graduate/professional degree
What is your annual income range?
o Less than $35,000 o $35,001 - $55,000 o $55,001 - $75,000 o $75,001 - $95,000 o $95,001 - $105,000 o $105,001 - $125,000
o $125,001 - $145,000 o $145,001 or higher
Thank you for Participating!
69
APPENDIX D
MESSAGES FOR MAIN TEST EXPERIMENT
70
1. Mixed/none A. Hi guys! Do you know where I can buy your products in Guadalajara, Mexico? I'm
looking for a wallet. B. Thanks Jon & Joy for making things right! I wore your dress on my date, and it turns
out I received a proposal! Yes! I’m engaged! C. The life of my Jon & Joy:
Duration: 3 weeks Washed: twice Worn: 5 times Dance floor visits: 1 Worn torn: 5 hours from 11:30pm until 4.30am on May 25-26 at two different parties The unwanted ventilation system certainly sparked a lot of conversation that night, but you can be assured that these conversations were not very favorable towards your brand. Be assured that I am neither a break-dancer nor able to do splits. I am talking conventional dance moves with a conventional guy who thought this is the stuff worn by cowboys...
D. When will the aqua and navy blue geometric print shorts be available? I see the dress is online but not the shorts.
E. I love the red ribbed fit and flare dress!!!! It is perfect as my hair gets longer, but I love it anyways!
F. UNLIKE...your stuff is not that great for the price in any case.
2. Mixed/auto A. Hi guys! Do you know where I can buy your products in Guadalajara, Mexico? I'm
looking for a wallet. i. Please visit our website for more information. www.jjpromise.com
B. Thanks Jon & Joy for making things right! I wore your dress on my date, and it turns out I received a proposal! Yes! I’m engaged!
i. Thanks for sharing your love for Jon & Joy! C. The life of my Jon & Joy:
Duration: 3 weeks Washed: twice Worn: 5 times Dance floor visits: 1 Worn torn: 5 hours from 11:30pm until 4.30am on May 25-26 at two different parties The unwanted ventilation system certainly sparked a lot of conversation that night, but you can be assured that these conversations were not very favorable towards your brand. Be assured that I am neither a break-dancer nor able to do splits. I am talking conventional dance moves with a conventional guy who thought this is the stuff worn by cowboys...
i. We're sorry that you're having a trouble. We would be happy to help. Please contact us at [email protected] for assistance.
D. When will the aqua and navy blue geometric print shorts be available? I see the dress is online but not the shorts.
i. Please stay tuned as we are constantly updating our website. You may also contact our customer service at 1-888-996-5677, whom can better answer your question. Thanks!
E. I love the red ribbed fit and flare dress!!!! It is perfect as my hair gets longer, but I love it anyways!
i. Thanks for sharing your love for Jon & Joy! F. UNLIKE...your stuff is not that great for the price in any case.
i. We're sorry that you're having a trouble. We would be happy to help. Please contact us at [email protected] for assistance.
3. Mixed/personal A. Hi guys! Do you know where I can buy your products in Guadalajara, Mexico? I'm
looking for a wallet. i. Hi! This is such a great moment to hear all the way from Mexico! Thanks for
choosing Jon & Joy! I have provided more information about your question! Please see below! Have a lovely day! GLOBAL TIME R.F.C. SRG-12061144A Chimalhuacan #3574 Torre A Lado B Colonia Ciudad del Sol 45050 Zapopan Jalisco Tel.(33).31.21.60.64 Email: [email protected]
B. Thanks Jon & Joy for making things right! I wore your dress on my date, and it turns out I received a proposal! Yes! I’m engaged!
i. This is the most pleasant moment for us ever! I guess your fiancé has the best sense of fashion and YOU! We wish you the happiest and most fabulous wedding and life!
C. The life of my Jon & Joy: Duration: 3 weeks Washed: twice Worn: 5 times Dance floor visits: 1 Worn torn: 5 hours from 11:30pm until 4.30am on May 25-26 at two different parties The unwanted ventilation system certainly sparked a lot of conversation that night, but you can be assured that these conversations were not very favorable towards your brand. Be assured that I am neither a break-dancer nor able to do splits. I am talking conventional dance moves with a conventional guy who thought this is the stuff worn by cowboys...
i. That does not sound so good! I’m so sorry to hear that you had to have such a bad experience. How can we assist you to fix it? We are more than happy to provide you with a coupon to exchange the product! Please go to this site to send your information [email protected]. Subject: Attention Joann and she will help you!
D. When will the aqua and navy blue geometric print shorts be available? I see the dress is online but not the shorts.
i. Hi there! Please stay tuned as we are constantly updating our website. You may also contact our Customer Service at 1-888-996-5677 to answer your question. Thanks!
E. I love the red ribbed fit and flare dress!!!! It is perfect as my hair gets longer, but I love it anyways!
i. Aww! Your message has been sent to the product team so that they can share your compliment! We really do appreciate your love and support!!
F. UNLIKE...your stuff is not that great for the price in any case. i. It is so sad that we could not satisfy you anyhow. We are so sorry for any bad
experience and inconvenience you went through! Please, please contact us at [email protected]. Subject: Attention Joann: She will help you in any way to make you feel better!
4. Positive/none A. Thanks Jon & Joy for making things right! I wore your dress on my date, and it turns
out I received a proposal! Yes! I’m engaged! B. Love the Jon & Joy Tunics for summer!! C. I love the red ribbed fit and flare dress!!!! It is perfect as my hair gets longer, but I
love it anyways! D. Hi guys! Do you know where I can buy your products in Guadalajara, Mexico? I'm
looking for a wallet. E. When will the aqua and navy blue geometric print shorts be available? I see the
dress is online but not the shorts. 5. Positive/auto
A. Thanks Jon & Joy for making things right! I wore your dress on my date, and it turns out I received a proposal! Yes! I’m engaged!
i. Thanks for sharing your love for Jon & Joy! B. Love the Jon & Joy Tunics for summer!!
i. Thanks for sharing your love for Jon & Joy! C. I love the red ribbed fit and flare dress!!!! It is perfect as my hair gets longer, but I
love it anyways! i. Thanks for sharing your love for Jon & Joy!
D. Hi guys! Do you know where I can buy your products in Guadalajara, Mexico? I'm looking for a wallet.
i. Please visit our website for more information. www.jjpromise.com E. When will the aqua and navy blue geometric print shorts be available? I see the
dress is online but not the shorts. i. Please stay tuned as we are constantly updating our website. You may also
contact Customer Service at 1-888-996-5677to answer your question. Thanks!
6. Positive/personal A. Thanks Jon & Joy for making things right! I wore your dress on my date, and it turns
i. This is the most pleasant moment for us ever! I guess your fiancé has the best sense of fashion and YOU! We wish you the happiest and most fabulous wedding and life!
B. Love the Jon & Joy Tunics for summer!! i. Thanks for your compliment! Fabulous :) It is always my pleasure to have
customers like you. XOXO! C. I love the red ribbed fit and flare dress!!!! It is perfect as my hair gets longer!
i. Aww! Your message has been sent to the product team so that they can share your compliment! We really do appreciate your love and support!!
D. Hi guys! Do you know where I can buy your products in Guadalajara, Mexico? I'm looking for a wallet.
i. Hi! This is such a great moment to hear all the way from Mexico! Thanks for choosing Jon & Joy! I have provided more information about your question! Please see below! Have a lovely day! GLOBAL TIME R.F.C. SRG-12061144A Chimalhuacan #3574 Torre A Lado B Colonia Ciudad del Sol 45050 Zapopan Jalisco Tel.(33).31.21.60.64 Email: [email protected]
E. When will the aqua and navy blue geometric print shorts be available? I see the dress is online but not the shorts.
i. Hi! I want to thank you first for your patience! It is time to prepare for spring/summer, isn’t it? Please stay tuned as we are constantly updating our website. Or, you may also contact our Customer Service at 1-888-996-5677. Our employees will help you right away! Your question is always helpful to us! Thanks!
7. Negative/none
A. The life of my Jon & Joy: Duration: 3 weeks Washed: twice Worn: 5 times Dance floor visits: 1 Worn torn: 5 hours from 11:30pm until 4.30am on May 25-26 at two different parties The unwanted ventilation system certainly sparked a lot of conversation that night, but you can be assured that these conversations were not very favorable towards your brand. Be assured that I am neither a break-dancer nor able to do splits. I am talking conventional dance moves with a conventional guy who thought this is the stuff worn by cowboys...
B. I hate the new stretchy material you are using. I bought a pair of pants last week and found out that they are made poorly. The belt loops are uneven in the front and there isn't one on the left side. No way can I wear them, because they slide down without
a belt, and I can't wear a belt without a loop on one side. I now will have to find a new brand to buy. So unhappy after all the years I have worn JON & JOY.
C. UNLIKE...your stuff is not that great for the price in any case. D. Hi guys! Do you know where I can buy your products in Guadalajara, Mexico? I'm
looking for a wallet. E. When will the aqua and navy blue geometric print shorts be available? I see the
dress is online but not the shorts.
8. Negative/auto A. The life of my Jon & Joy:
Duration: 3 weeks Washed: twice Worn: 5 times Dance floor visits: 1 Worn torn: 5 hours from 11:30pm until 4.30am on May 25-26 at two different parties The unwanted ventilation system certainly sparked a lot of conversation that night, but you can be assured that these conversations were not very favorable towards your brand. Be assured that I am neither a break-dancer nor able to do splits. I am talking conventional dance moves with a conventional guy who thought this is the stuff worn by cowboys...
i. We're sorry that you're having a trouble. We would be happy to help. Please contact us at [email protected] for assistance.
B. I hate the new stretchy material you are using. I bought a pair of pants last week and found out that they are made poorly. The belt loops are uneven in the front and there isn't one on the left side. No way can I wear them, because they slide down without a belt, and I can't wear a belt without a loop on one side. I now will have to find a new brand to buy. So unhappy after all the years I have worn JON & JOY.
i. We're sorry that you're having a trouble. We would be happy to help. Please contact us at [email protected] for assistance.
C. UNLIKE...your stuff is not that great for the price in any case. i. We're sorry that you're having a trouble. We would be happy to help. Please
contact us at [email protected] for assistance. D. Hi guys! Do you know where I can buy your products in Guadalajara, Mexico? I'm
looking for a wallet. i. Please visit our website for more information. www.jjpromise.com
E. When will the aqua and navy blue geometric print shorts be available? I see the dress is online but not the shorts.
i. Please stay tuned as we are constantly updating our website. You may also contact our Customer Service at 1-888-996-5677to answer your question. Thanks!
9. Negative/personal
A. The life of my Jon & Joy: Duration: 3 weeks Washed: twice
Worn: 5 times Dance floor visits: 1 Worn torn: 5 hours from 11:30p.m. until 4.30a.m. on 25-26/5 at two different parties The unwanted ventilation system certainly sparked a lot of conversation that night, but you can be assured that these conversations were not very favorable towards your brand. Be assured that I am neither a break-dancer nor able to do splits. I am talking conventional dance moves by a conventional guy who thought this is the stuff worn by cowboys...
i. That does not sound so good! I’m so sorry to hear that you had to have such a bad experience. How can we assist you to fix it? We are more than happy to provide you with a coupon to exchange the product! Please go to this site to send your information [email protected]. Subject: Attention Joann and she will help you!
B. I hate the new stretchy material you are using. I bought a pair last week and found out that they are made poorly. The belt loops are uneven in the front and there isn't one on the left side. No way can I wear them, because they slide down without a belt, and I can't wear a belt without a loop on one side. I now will have to find a new brand to buy. So unhappy after all the years I have worn JON & JOY.
i. It is such a shame for all of us and I am so sorry to hear about your experience. We are more than happy to fix your inconvenience and bad experience! What is your email address? Please advise us through inbox and we will contact you as soon as we hear from you! Thanks!
C. UNLIKE...stuffs are not that great for the price in any case. i. It is so sad that we could not satisfy you anyhow. We are so sorry for any bad
experience and inconvenience you went through! Please, please contact us at [email protected]. Subject: Attention Joann: She will help you in any way to make you feel better!
D. Hi guys! Do you know where I can buy your products in Guadalajara, Mexico? I'm looking for a wallet.
i. Hi! This is such a great moment to hear all the way from Mexico! Thanks for choosing Jon & Joy! I have provided more information about your question! Please see below! Have a lovely day! GLOBAL TIME R.F.C. SRG-12061144A Chimalhuacan #3574 Torre A Lado B Colonia Ciudad del Sol 45050 Zapopan Jalisco Tel.(33).31.21.60.64 Email: [email protected]
E. When will the aqua and navy blue geometric print shorts be available? I see the dress is online but not the shorts.
i. Hi there! Please stay tuned as we are constantly updating our website. You may also contact our Customer Service at 1-888-996-5677 to answer your question. Thanks!
Stimulus 1: Consumers posted their thoughts and questions about the apparel products to the brand. Some of the consumers give compliments when the others complain about the apparel products. The brand has not commented any of the posting.
78
Stimulus 2: Consumers posted their thoughts and questions about the apparel products to the brand. Some of the consumers give compliments when the others complain about the apparel products. The brand has commented on all the postings without any particular content regarding each posting.
79
Stimulus 3: Consumers posted their thoughts and questions about the apparel products to the brand. Some of the consumers give compliments when the others complain about the apparel products. The brand has commented on all postings with particular contents regarding what each consumer posted.
80
Stimulus 4: Consumers posted their thoughts and questions about the apparel products to the brand. Some ask questions when others give full of compliment regarding the apparel product of the brand. The brand has not commented any of the posting.
81
Stimulus 5: Consumers posted their thoughts and questions about the apparel products to the brand. Some ask questions when others give full of compliment regarding the apparel product of the brand. The brand has commented on all of the postings without any particular contents regarding each posting.
82
Stimulus 6: Consumers posted their thoughts and questions about the apparel products to the brand. Some ask questions when others give full of compliment regarding the apparel product of the brand. The brand has commented on all of the postings with particular contents regarding each posting.
83
Stimulus 7: Consumers posted their thoughts and questions about the apparel products to the brand. Some ask questions when others give full of complain regarding the apparel product of the brand. The brand has not commented on all of the postings.
84
Stimulus 8: Consumers posted their thoughts and questions about the apparel products to the brand. Some ask questions when others give full of complain regarding the apparel product of the brand. The brand has commented on all of the postings without any particular contents regarding each posting.
85
Stimulus 9: Consumers posted their thoughts and questions about the apparel products to the brand. Some ask questions when others give full of complain regarding the apparel product of the brand. The brand has commented on all of the postings with particular contents regarding each posting.
86
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