The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands
Purpose: This study aims to analyze the impact and influence of several brand related factors (i.e., brand experience, brand attribute, brand familiarity, endorser effect, online advertisement and social media) on consumer-brand relationship. Design/methodology/approach: This study proposed a con...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/41953/ |
| _version_ | 1848796388542906368 |
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| author | Ning, Jing |
| author_facet | Ning, Jing |
| author_sort | Ning, Jing |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Purpose: This study aims to analyze the impact and influence of several brand related factors (i.e., brand experience, brand attribute, brand familiarity, endorser effect, online advertisement and social media) on consumer-brand relationship.
Design/methodology/approach: This study proposed a conceptual model for testing the relationship between among all the constructs by making online questionnaire. After the validation of measurement scales, empirical analysis has been performed by using various statistical analytical tools.
Findings: The findings have indicated three basic relationship models, one simple linear regression model between factors and consumer-brand relationship, with another multiple linear regression model and one mediation model. The results have statistically proved the model of consumer-brand relationship, and in fact each factor does have statistically strong effect on consumer-brand relationship.
Practical implications: Companies which want to establish inner cognitive bond with their customers should expand their budget of posting online advertisement and register their official account on the social media with relatively good reputation.
Originality/Value: This study proposed several conceptual hypotheses for determining the relationship between the factors and consumer-brand relationship. The results can contribute to the online marketing strategies. |
| first_indexed | 2025-11-14T19:47:11Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-41953 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T19:47:11Z |
| publishDate | 2017 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-419532017-10-12T22:33:57Z https://eprints.nottingham.ac.uk/41953/ The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands Ning, Jing Purpose: This study aims to analyze the impact and influence of several brand related factors (i.e., brand experience, brand attribute, brand familiarity, endorser effect, online advertisement and social media) on consumer-brand relationship. Design/methodology/approach: This study proposed a conceptual model for testing the relationship between among all the constructs by making online questionnaire. After the validation of measurement scales, empirical analysis has been performed by using various statistical analytical tools. Findings: The findings have indicated three basic relationship models, one simple linear regression model between factors and consumer-brand relationship, with another multiple linear regression model and one mediation model. The results have statistically proved the model of consumer-brand relationship, and in fact each factor does have statistically strong effect on consumer-brand relationship. Practical implications: Companies which want to establish inner cognitive bond with their customers should expand their budget of posting online advertisement and register their official account on the social media with relatively good reputation. Originality/Value: This study proposed several conceptual hypotheses for determining the relationship between the factors and consumer-brand relationship. The results can contribute to the online marketing strategies. 2017 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/41953/1/NingJing-41953.pdf Ning, Jing (2017) The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands. [Dissertation (University of Nottingham only)] Consumer-brand relationship health product brands linear regression model mediation effect |
| spellingShingle | Consumer-brand relationship health product brands linear regression model mediation effect Ning, Jing The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands |
| title | The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands |
| title_full | The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands |
| title_fullStr | The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands |
| title_full_unstemmed | The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands |
| title_short | The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands |
| title_sort | impact and influence of social media on consumer-brand relationship : case study in health product brands |
| topic | Consumer-brand relationship health product brands linear regression model mediation effect |
| url | https://eprints.nottingham.ac.uk/41953/ |