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Similaire à Distinctive Dissertation across the Year
Similaire à Distinctive Dissertation across the Year (20)
Distinctive Dissertation across the Year
- 1. Introducing SMBR-Model Exploring the Role of Social Media enhancing Relationship & Brand Equities in relation to Purchase Intention
- 2. Cover idney Yu Tang 2014-15 postgraduate at Warwick Business School, University of Warwick. Mr Yu Tang, ACCA who has currently joined a Fortune Global 500 bank becomes the t professional trying to model the cognitive relationship between perceived social media activities and purchase intention. In turn, he constructs SMBR-PI model with related EM assessment in his 2015 dissertation at Warwick Business School, while this study is exceptionally awarded 78 out of 100 th “Pass with Distinction”. The SMBR-PI typology is also published at international journals in arketing. Thus, all copyrights are reserved.
- 3. SMBR-PI Model by Tang (2015) • Social Media’s Brand & Relationship-related(SMBR) Model to Purchase Intention (PI) – SMBR conceptual framework:
- 4. Hypotheses • H1: Social Media Marketing! Brand Equity • H2: Social Media Marketing! Relationship Equity • H3: Social Media Marketing! Purchase Intention • H4: Brand Equity! Purchase Intention • H5: Relationship Equity! Purchase Intention
- 5. Method • Survey Research in context of Luxury Fashion • Quantitation – Questionnaire Form (7-point Likert type Scales) • Mall-intercept Approach in Hong Kong • Preliminary Test • Demographic Analysis
- 6. Construct of Social Media Marketing
- 7. CFA Model: Reliability & Validity
- 8. Fitness to Data • SMBR PI model well-Dit to the data (Cronbach’s α>0.7)
- 10. Research Findings by Tang (2015) • Significance: H1,H2,H3,H4 ; Non-Significance: H5
- 11. Discussion • Dedications to Brand-related Contents • Brand & Relationship Equities • Enhancement of Purchase Intention • Practical Implications • Criticisms & Further Research
- 12. Confirmed by 2015 November Exam Board
- 13. Mark Spread
- 14. Distinctive Dissertation Across the Year Awarded Distinction across 2015 in Marketing at Warwick Business School