The research intends to evaluate the role of social media platforms on enhancing the brand awareness, brand loyalty and purchase intention of the customers. The study has been conducted on the basis of Chinese consumers from the makeup products segment. The research has been segregated into five major chapters. In the first chapter, the researcher has mentioned about the context of the study and its significance in present day. In addition, aims, objectives and questions of the research have also been mentioned in this chapter. In the second chapter, the researcher has critically reviewed the journals and articles on the concepts such as electronic word-of-mouth, social media, brand awareness, purchase intention and brand loyalty. The third chapter deals with the methodology of the research. In this research, the researcher has followed positivism philosophy and deductive approach. Primary data has been collected from online survey method with questionnaire. With the help of SPSS software, the researcher has performed quantitative analysis on the collected data. In the fourth chapter, the researcher has discussed the findings of analysis. It has been found that social media marketing has significant impact on the brand awareness and purchase intention of the customers. In the last chapter, the researcher has connected the research objectives with the findings. In addition, the researcher has suggested increasing the engagement with the customers with social media platforms for enhancing the customer loyalty.
1.1Background of the research
In order to sustain in the highly competitive business environment, the companies are required to adapt effective strategies. 4Ps such as product, place, price and promotion are considered as one of the most effective components by which the firms intend to create competitive advantage over the rivals (Broockman and Green, 2014). Promotional strategies are one of the most crucial aspects that enable the companies to connect with the consumers (Chaudhuri and Holbrook, 2011). A lot of studies have been conducted to analyse the role of promotional strategies adapted by the companies to attract the customers (Broockman and Green, 2014). With the increased level of competition, the firms have also modified promotional strategies. The management of the companies have started to invest more in the promotional activities.
In order to modify the promotional activities, the firms have focused on attractive promotional tools. In addition, the managers have focused on implementing the promotional tools that are not only efficient, but also cost effective. However, in order to select the promotional tools, the companies have also considered the changing trends of the customers (Karuga et al. 2011). In earlier days, printing and television media were considered as the effective promotional tools. In addition, companies have also used public relation (PR) campaigns to communicate with the consumers. However, increased availability and usage of internet has compelled the consumers to change the pattern of promotional activities. Hence, online advertising has come up as an attractive promotional tool for the companies. In addition, social media tools like Facebook, Twitter etc. have also gained popularity among the consumers, particularly among young professionals. In this situation, most of the firms have identified that for connecting with the consumers, social media tools can used as effective tools (Doh and Hwang, 2009).