The impact of social media marketing on brandloyalty: depending on product involvement in South Korea and Ireland: Study to identifythe relationship between social media marketing and brand loyalty and find out thedifferent influence of it depending on four types of product involvement inorder to make an efficient digital marketing strategy. KeywordsSocialmedia marketing, Brand marketing, Product involvement, South Korea, Ireland 1. Introduction & Motivation This dissertation proposal is to study theimpact of social media marketing on brand loyalty and different influence on itdepending on product involvement. The influence of social media marketing onbrand loyalty has been studied since the social media became a valuable toolfor marketing in the world.
(Kudeshia and Kumar, 2017) In these days, mostof the companies are promoting advertisement, making a fan page, and trying toincrease their likes and followers on social media. (Hu et al., 2014)However, there was a few studies about the impact of social media marketingdepending on product involvement. It has been proved that the type of productinvolvement has an influence on the communication way of advertising intraditional marketing. (Vaughn, 1980) Personally, I am veryinterested in both social media marketing and brand marketing, and it was myprimary interest during the master’s course of digital marketing strategy. Ibrought an academic curiosity about if there is a different influence on socialmedia marketing depending on product involvement in a digital environment tomake efficient brand marketing strategy. 2. Position Research Within Existing Literature3.
1 Social Media Marketing Before discussion of socialmedia marketing, the definition of social media should be reviewed tounderstand it. The definition of social media is “activities, practices, and behaviours among communities of people whogather online to share information, knowledge, and opinions usingconversational media”, according to Safko and Brake. They saidconversational media means applications for creating and transmitting the contentof words, photos, and videos based on Web. (Safko and Brake, 2009) Similarly, theUniversal McCann report refers to it as “onlineapplications, platforms, and media which aim to facilitate interaction,collaboration, and the sharing of content.” (Universal McCann, 2009) With adefinition of social media, the social media marketing can be fined as “using social media channels to promoteyour company and its products”. (Barefoot and Szabo, 2010) More broadly, itis defined as the process that empowers individuals to promote their productsor services through online social channels and enter to a huge community which hasnot been available in a traditional method according to Weinberg. (Weinberg, 2009) From the emergence of socialmedia platforms, such as Facebook, Twitter, LinkedIn and Instagram, people canconnect with friends, family and even with companies.
People search informationor 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 evenchange people’s perception of a product or a brand, influencing the customer’spurchase intention. (Fotis, 2015) Based on thisdigital trend, marketers are trying to make an effective social mediamarketing, focusing on the relationship or interactions with consumers inmulti-way communication. (Li and Bernoff, 2009) Even more, thecommunication through social media can build the brand loyalty throughnetworking, conversation, and community beyond traditional methods. (Universal McCann, 2009) 3.
2 Product Involvement The FCB grid model is introduced for thefirst time in the literature by Vaughn in 1980. It explains that consumer’spurchase intention can be classified into two dimensions including the think orfeel dimension, and high or low involvement. (Vaughn, 1980) Also, he suggested that communication responsewould certainly be different for high involvement products which requiredpredominantly thinking of left brain, or low involvement product which requireda feeling of the right brain during the processing information. (Vaughn, 1986) The FCB model hastwo dimensions including the think dimension and the feel dimension and theyare related to the utilitarian and value-expressive function of a product. (Vaughn, 1980) The FCB Grid model describes four primaryadvertising planning strategies, which are “informative”, “affective”,”habitual”, and “satisfaction”. Firstly, the informative strategy is for highinvolvement 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 highlyinvolving 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 andsubconscious and requires more emotional communication. Thirdly, the habitualstrategy is for those low involvement and thinking products or services. Thepurchase of this item is more routinized, and learning is followed exploringand buying it.
“Learning-by-doing” is the process for this category, such aspaper products, household cleaners or gasoline. Lastly, the satisfactionstrategy is for those products and services with low involvement and feeling.It is related to the personal taste and experience is so necessary for thiscategory, including beer, cigarettes, and candy. “Do-Feel-Learn” is placed inthe hierarchy-of-effects sequence. (Vaughn, 1986)