Question

Topic: Research/Metrics

Social Media Marketing And Brand Choice Variables

Posted by Anonymous on 11/22/2011 at 7:52 AM ET 500 Points
hi all,
I've started my undergraduate dissertation on the topic of "the impact of social media marketing on brand choice"
to analyse this i have got social media marketing as my independent variable and brand choice for dependent.

is there any theoretical model that i can use in this context?
what type of variables i should use to evaluate in each independent and dependent?

i went on reading many research articles but still i'm struggling to sort the above questions.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 11/22/2011 at 7:54 AM Author
    and if there are any research articles i kindly request, please post me the links or email them to me
  • Posted by koen.h.pauwels on 11/22/2011 at 9:28 AM Accepted
    HI Udana,

    Great research question, as the first articles are still popping up on the topic. I have been involved in 2:

    1) impact of marketing on social media conversations and traffic for a US retailer:
    https://www.marketwatch.com/story/nyu-stern-center-for-measurable-marketing...
    2) impact of social media 'Likes' and 'Unlikes' for a US tissue manufacturer:
    https://www.wpp.com/wpp/press/press/default.htm?guid=%7B9d71cd73-ee68-4807-...

    and can send you the presentations, as none of these are written up as papers yet.

    As to your theoretical model, the big issue is whether social marketing makes a difference over and above other brand choice drivers, such as paid and owned marketing. Having data on those will allow you to check for interesting causal chains as in the above papers:

    Paid marketing ---> social media marketing ---> choice

    and other combinations

    Cheers
  • Posted by Sher Miller on 11/22/2011 at 4:30 PM Accepted
    Hi Udana,

    Don't forget to include your controlled and extraneous variables. There will be all kinds of things that affect the outcome that you will need to take into consideration. Just a few of the items that will affect the outcome are age, type of social media, how accessed (mobile, tablet, laptop, etc.), sex of respondent, type of product, and so on. It may even be affected by how many computers are in a home, or how much time the respondent spends in the social media sphere. And don't forget perceptions associated with various types of social media. Indicators could be that the person is a mac vs pc user, or that the household has DVD, or blue ray, or is still using, heaven help them, VHS.

    How are you going to collect your data? Or were you hoping for it to already be done for you? You might consider randomized, such as surveys. If you do, make certain you write good, quantifiable questions. And use a common scale. Nothing skews a survey like having 5 be the best and 1 be the worst when everyone is thinking that 1 is the best.

    It's a very interesting topic, but has the potential to become too large to be effectively measured. I'd suggest the first thing for you to do is sit down and work out your variables, and your data gathering model.

    Good luck. It sounds like fun.
  • Posted on 11/22/2011 at 7:22 PM Author
    hi koen,

    thank you so much for the respond, yes indeed i would love to see the presentations as well i just skimmed through the article links and they seems quiet interesting.
    as about the theoretical model kohen, my supervisor wanted me to find and existing theoretical model from a published research paper,
    i have the ebsco and also ebrary access though i couldn't find any.
    the issue here is that if i develop my own model i have to back it up with research paper findings.

    thanxxx.
    cheers.
  • Posted on 11/22/2011 at 7:30 PM Author
    hi, shermiller,

    thank you very much for your response. yes as you said to back up and develop the other relevant variables i have to have a strong theoretical model. and i would definitely be considering the variables you suggested, are their any reserches that can back up the selection of above variables?

    my sample would be 17-27 people representing all the districts, there will be a comprehensive questioner developed. but to go that mile i need my model correct so any suggestions of where i can find a model?


    thanxx again
    yes indeed after i jump this model part rest would be fun\ or lest hope so.. :)

    cheers.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Research/Metrics)