introducing smbr-model · 2015. 11. 17. · distinctive dissertation across the year awarded...
TRANSCRIPT
Introducing
SMBR-ModelExploring the Role of Social Media
enhancing Relationship & Brand Equities in relation to Purchase Intention
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.
SMBR-PI Model by Tang
(2015)• SocialMedia’sBrand&Relationship-related(SMBR)ModeltoPurchaseIntention(PI)–SMBRconceptualframework:
Hypotheses• H1:SocialMediaMarketing!BrandEquity
• H2:SocialMediaMarketing!RelationshipEquity
• H3:SocialMediaMarketing!PurchaseIntention
• H4:BrandEquity!PurchaseIntention
• H5:RelationshipEquity!PurchaseIntention
Method• SurveyResearchincontextofLuxuryFashion
• Quantitation–QuestionnaireForm(7-pointLikerttypeScales)
• Mall-interceptApproachinHongKong
• PreliminaryTest
• DemographicAnalysis
Construct of Social Media
Marketing
CFA Model: Reliability &
Validity
Fitness to Data• SMBR�PImodelwell-Dittothedata(Cronbach’sα>0.7)
Alternative• CoefTicientsofPearsonCorrelationtoverifydiscriminantvalidity–MatrixofPearson’srPositiveness
Research Findings by
Tang (2015)• Significance: H1,H2,H3,H4 ; Non-Significance: H5
Discussion• Dedications to Brand-related Contents
• Brand & Relationship Equities
• Enhancement of Purchase Intention
• Practical Implications
• Criticisms & Further Research
Confirmed by 2015
November Exam Board
Mark Spread
Distinctive Dissertation
Across the Year
Awarded Distinction across 2015 in Marketing at Warwick
Business School
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