The is “activities, practices, and behaviours among communities

 The impact of social media marketing on brand
loyalty: depending on product involvement in South Korea and Ireland: Study to identify
the relationship between social media marketing and brand loyalty and find out the
different influence of it depending on four types of product involvement in
order to make an efficient digital marketing strategy.



media marketing, Brand marketing, Product involvement, South Korea, Ireland


Introduction & Motivation

  This dissertation proposal is to study the
impact of social media marketing on brand loyalty and different influence on it
depending on product involvement. The influence of social media marketing on
brand loyalty has been studied since the social media became a valuable tool
for marketing in the world. (Kudeshia and Kumar, 2017) In these days, most
of the companies are promoting advertisement, making a fan page, and trying to
increase their likes and followers on social media. (Hu et al.,
However, there was a few studies about the impact of social media marketing
depending on product involvement. It has been proved that the type of product
involvement has an influence on the communication way of advertising in
traditional marketing. (Vaughn, 1980) Personally, I am very
interested in both social media marketing and brand marketing, and it was my
primary interest during the master’s course of digital marketing strategy. I
brought an academic curiosity about if there is a different influence on social
media marketing depending on product involvement in a digital environment to
make efficient brand marketing strategy.

Position Research Within Existing Literature

Social Media Marketing

 Before discussion of social
media marketing, the definition of social media should be reviewed to
understand it. The definition of social media is “activities, practices, and behaviours among communities of people who
gather online to share information, knowledge, and opinions using
conversational media”, according to Safko and Brake. They said
conversational media means applications for creating and transmitting the content
of words, photos, and videos based on Web. (Safko and Brake, 2009) Similarly, the
Universal McCann report refers to it as “online
applications, platforms, and media which aim to facilitate interaction,
collaboration, and the sharing of content.” (Universal McCann, 2009) With a
definition of social media, the social media marketing can be fined as “using social media channels to promote
your company and its products”. (Barefoot and Szabo, 2010) More broadly, it
is defined as the process that empowers individuals to promote their products
or services through online social channels and enter to a huge community which has
not been available in a traditional method according to Weinberg. (Weinberg,


 From the emergence of social
media platforms, such as Facebook, Twitter, LinkedIn and Instagram, people can
connect with friends, family and even with companies. People search information
or reviews from other users on social media to receive trustful opinions. (Thalaes and
Leora, 2016)
Also, social media can be used in a way of informing product, services, brands,
and companies (Chauhan and Pillai, 2013) and it can even
change people’s perception of a product or a brand, influencing the customer’s
purchase intention. (Fotis, 2015) Based on this
digital trend, marketers are trying to make an effective social media
marketing, focusing on the relationship or interactions with consumers in
multi-way communication. (Li and Bernoff, 2009) Even more, the
communication through social media can build the brand loyalty through
networking, conversation, and community beyond traditional methods. (Universal McCann, 2009)



Product Involvement

   The FCB grid model is introduced for the
first time in the literature by Vaughn in 1980. It explains that consumer’s
purchase intention can be classified into two dimensions including the think or
feel dimension, and high or low involvement. (Vaughn, 1980)  Also, he suggested that communication response
would certainly be different for high involvement products which required
predominantly thinking of left brain, or low involvement product which required
a feeling of the right brain during the processing information. (Vaughn, 1986) The FCB model has
two dimensions including the think dimension and the feel dimension and they
are related to the utilitarian and value-expressive function of a product. (Vaughn, 1980)


   The FCB Grid model describes four primary
advertising planning strategies, which are “informative”, “affective”,
“habitual”, and “satisfaction”. Firstly, the informative strategy is for high
involvement and thinking products or services with economic considerations. “Learn-Feel-Do”
is the hierarchy-of-effects sequence for this category, such as cars,
appliances, and insurance. Secondly, the affective strategy is for highly
involving products or services which is more related to feeling. “Feel-Learn-Do”
is the process for this category’s products, for example, cosmetics, jewellery,
and fashion clothing. It has impulses which are more psychological and
subconscious and requires more emotional communication. Thirdly, the habitual
strategy is for those low involvement and thinking products or services. The
purchase of this item is more routinized, and learning is followed exploring
and buying it. “Learning-by-doing” is the process for this category, such as
paper products, household cleaners or gasoline. Lastly, the satisfaction
strategy is for those products and services with low involvement and feeling.
It is related to the personal taste and experience is so necessary for this
category, including beer, cigarettes, and candy. “Do-Feel-Learn” is placed in
the hierarchy-of-effects sequence. (Vaughn, 1986)