IMPACT OF SOCIAL MEDIA MARKETING & E WORD-OF-MOUTH ON CUSTOMER

PURCHASE INTENTION AND CUSTOMER LOYALTY

Submitted by: Syed Shabbir Rizvi (20139)

Submitted to: Muhammad Tabish
Method of Business Research
MBA 2 Years, Evening, Institute of Business Management
19th April 2017
INTRODUCTION
Social Media Marketing
Customer Purchase Intension
Customer Satisfaction
Brand Loyalty
RESEARCH STATEMENT
To study the impact of Social Media Marketing
on Purchase Intention, Customer Satisfaction
and Brand Loyalty.
RESEARCH OBJECTIVE
The main purpose of this study is to examine the
impact of social media marketing & E Word-of-
Mouth on purchase intentions, customer
satisfaction, and customer loyalty
RESEARCH QUESTION
Does Social Media Marketing have an impact on
the purchase intentions?
Does Social Media Marketing lead to customer
satisfaction?
Does Social Media Marketing effect the brand
loyalty of customers?
VARIABLES
INDEPENDENT VARIABLES
Social Media Marketing
DEPENDENT VARIABLES
Purchase Intensions
Customer Satisfaction
Brand Loyalty
HYPOTHESES
The hypotheses of the proposed research are
mentioned below;
H1- There is an impact of Social Media
Marketing on Purchase Intensions
H2- There is an impact of Social Media
Marketing on Customer Satisfaction
H3- There is an impact of Social Media
Marketing on Brand Loyalty
AUDIENCE
A total of 211 audiences took the survey. Out of
which 102 were male, 99 female and 10 did not
provide a response.
RELIABILITY

The reliabilities of all the variables selected for the study are above the
benchmark of acceptability (0.7) which is acceptable for research to
continue towards the mentioned hypotheses.
FREQUENCIES

Standard Deviation should be less with 1

Skewness and Kurtosis are also mentioned in the above table which
shows that the normality of the data are to be close to 0 so the data
will be considered as normally distributed.
 COORELATIONS

The cut off points for correlation is between .7 and .8 which depicts that the
relationship between the variables are considered good while each of them is
different as well, 1 shows it is the same thing (comparing working condition with
working condition it would be 1). (Should be above .5)
REGRESSION

R Square is how much independent variables defines the dependent variables

R is the correlation between the predicted values and the observed values
R square is the square of this coefficient and the percentage of variation
REGRESSION

ANOVA means that each categorys mean is compared to the grand

mean.
According to the finding Purchase Intension is the most contributing
following by Customer Satisfaction and Brand Loyalty