Assignment Time

Source 1

Source 2

Source 3

APA Reference

LaMontagne, L. (2015). MarketingSherpa consumer purchase preference survey: Demographics of customer reasons to follow brands’ social accounts. Retrieved from https://www.marketingsherpa.com/article/chart/demographics-why-customer-follow-brands-social-media

Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1). 76–82. doi:10.1016/j.ijinfomgt.2012.07.003

M. Onur Gulbahar, M. O. &. Fazli, Y. (2015). Marketing efforts related to Social Media channels and mobile application usage in Tourism: a Case study in Istanbul. Procedia - Social and Behavioral Sciences, 195(3). 453-462. doi:10.1016/j.sbspro.2015.06.489

Purpose & Significance (Theme)

Discover why people from different ages and locations follow product brands on social media.

The research aimed to understand the effects of Social media, and customer loyalty regarding product brands.

The author’s research exemplified the efforts performed by hotel management in Istanbul to market hotel services on Social media channels, and mobile applications.

Research Question(s):

For which of the following reasons, if any, do you follow, like, and/or connect with a brand's social media account(s)?

Is brand loyalty affected by the social media?

Which social media channel is preferred for marketing efforts in Turkey or which channels are used by companies for CRM based efforts?

Design and Population:

Study Design

Subjects

The population used was diverse. People from the age of 18 to above 65 were used. They were from different genders and occupations.

The research focused on 441 respondents. The research did not identify the specific ages or locations of the subjects used.

The research concentrated on nineteen hotels in Istanbul.

Methodology:

Instrumentation

Procedures

Statistical Analysis

Limitations & Assumptions

Online survey. The research was carried out using different social media platforms. This was to know the number of people using the platforms and to know the effect that the platforms have on them when it comes to following a brand on the social media.

Researchers sent questionnaires through several posts on websites, such as Facebook, MySpace, and Twitter along with distribution lists. The research process and all the procedures took place on the social media. This was to make sure that information is only gathered from the involved parties.

In-depth questions; field survey. For the research to obtain information that could be of help, a field survey was done. This included visiting some hotels within Istanbul and asking questions about the effects of social media on their marketing strategies. Nineteen hotels were interviewed.

Results:

Key Findings:

Hypothesis Supported

The young are the most likely to follow up brands on the social media whereas the elderly rarely follow up brands on the social media. At the same time, the research also found out that most of the people who follow brands on the social media differ. A big number of women followed products on the social media than men. The presence on the social media had an effect on the number of people who follow brands on the social media (Hajli, 2016). However, not all people who have access to social media had an interest in following brands on the social media.

The social media has an effect on brand trust which later leads to brand loyalty (Onur &Fazli, 2015). The research found out that there is a bond between the social media users and the social media platforms. With that in mind, it would be easy to convince a big number of people to be loyal to a brand by making sure that the brand is available in the social media and all the information about the brand is provided as well.

Many hotels are utilizing the social media on marketing. Only one out of all hotels that were interviewed did not use the social media for its marketing purposes. That is a sign that many hotels were using the social media as a platform to market their products. It was also realized that some of the hotels do not only use the social media as a marketing platform but as a channel where they get to interact with their customers or potential customers.

Conclusions:

Are the conclusions valid based on the data and analysis?

The conclusions made were in line with the data collected. That can be supported by the data presented in the charts and the conclusions made by the researcher (LaMontagne, 205). Looking at the conclusion, one would notice that the findings were factored in. At the same time, the findings were made in consideration of the data collected. The data clearly showed that young people are the ones likely to follow brands on the social media. The same case is given on the conclusions

The conclusions made in the research were made in line with the findings and with the data collected. Looking at the conclusions and looking at the findings one would notice a similarity; the conclusions were made by the findings. It was found out that if an organization is interested in promoting brand loyalty, then the social media might not be a bad platform (Raji, 2014). The reason was that people who are on social media are looking for recognition and recognizing them is winning their attention, and that leads to them loving a product, trusting it and later being loyal to the company and the product.

The conclusions made were based on data collected. Looking at the findings, one would realize that most hotels in Istanbul have been using the social media as a platform to market their products (Laroche et al. 2013). With this in mind, it is obvious that the research made sure that every finding was factored in conclusion.

Topics for Further Research

Impact of social media on marketing

The social media and its effects on the marketing industry.

The effects of social media on marketing