A study on social enterprises in Singapore : the effectiveness of social media in generating purchase intention and brand loyalty.

The purpose of this research study is to investigate various ways social enterprises can utilize social media to create better awareness of their products and/or services with a view to increase purchase intentions and brand loyalty of consumers. The key objectives of this study include determining...

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Main Authors: Toh, Ling Hui., Cheah, Keng Loong., Ricky Chandra Soetikno.
Other Authors: Gerard Dionicio Gonzales
Format: Final Year Project
Language:English
Published: 2012
Subjects:
Online Access:http://hdl.handle.net/10356/48385
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-483852023-05-19T05:44:59Z A study on social enterprises in Singapore : the effectiveness of social media in generating purchase intention and brand loyalty. Toh, Ling Hui. Cheah, Keng Loong. Ricky Chandra Soetikno. Gerard Dionicio Gonzales Nanyang Business School DRNTU::Business::Management::Social responsibility The purpose of this research study is to investigate various ways social enterprises can utilize social media to create better awareness of their products and/or services with a view to increase purchase intentions and brand loyalty of consumers. The key objectives of this study include determining which specific sales promotional tools and advertisement appeals are most effective in positively influencing consumers’ purchase intentions and brand loyalty. It is hoped that this study will serve as a guide for social enterprises to utilise social media tools more effectively, enabling them to engage their target market effectively. Moreover, this study will be a valuable addition towards the existing limited literature on social enterprises, especially in Singapore. Key findings of this study show that coupons, regardless of their fun and interactivity levels, were the more preferred sales promotion tools than contests. For advertisements, positive appeals were more effective in increasing purchase intentions than negative appeals. In terms of medium, Facebook was viewed as the most ideal type of social medium for the placement of online sales promotions and advertisements. In addition, it was found that consumers have a higher tendency to recommend the social enterprise when the enterprise implements sales promotions and advertising through social media. These are key factors that social enterprises have to take note of when planning to launch any promotional campaigns. BUSINESS 2012-04-17T01:42:55Z 2012-04-17T01:42:55Z 2012 2012 Final Year Project (FYP) http://hdl.handle.net/10356/48385 en Nanyang Technological University 257 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business::Management::Social responsibility
spellingShingle DRNTU::Business::Management::Social responsibility
Toh, Ling Hui.
Cheah, Keng Loong.
Ricky Chandra Soetikno.
A study on social enterprises in Singapore : the effectiveness of social media in generating purchase intention and brand loyalty.
description The purpose of this research study is to investigate various ways social enterprises can utilize social media to create better awareness of their products and/or services with a view to increase purchase intentions and brand loyalty of consumers. The key objectives of this study include determining which specific sales promotional tools and advertisement appeals are most effective in positively influencing consumers’ purchase intentions and brand loyalty. It is hoped that this study will serve as a guide for social enterprises to utilise social media tools more effectively, enabling them to engage their target market effectively. Moreover, this study will be a valuable addition towards the existing limited literature on social enterprises, especially in Singapore. Key findings of this study show that coupons, regardless of their fun and interactivity levels, were the more preferred sales promotion tools than contests. For advertisements, positive appeals were more effective in increasing purchase intentions than negative appeals. In terms of medium, Facebook was viewed as the most ideal type of social medium for the placement of online sales promotions and advertisements. In addition, it was found that consumers have a higher tendency to recommend the social enterprise when the enterprise implements sales promotions and advertising through social media. These are key factors that social enterprises have to take note of when planning to launch any promotional campaigns.
author2 Gerard Dionicio Gonzales
author_facet Gerard Dionicio Gonzales
Toh, Ling Hui.
Cheah, Keng Loong.
Ricky Chandra Soetikno.
format Final Year Project
author Toh, Ling Hui.
Cheah, Keng Loong.
Ricky Chandra Soetikno.
author_sort Toh, Ling Hui.
title A study on social enterprises in Singapore : the effectiveness of social media in generating purchase intention and brand loyalty.
title_short A study on social enterprises in Singapore : the effectiveness of social media in generating purchase intention and brand loyalty.
title_full A study on social enterprises in Singapore : the effectiveness of social media in generating purchase intention and brand loyalty.
title_fullStr A study on social enterprises in Singapore : the effectiveness of social media in generating purchase intention and brand loyalty.
title_full_unstemmed A study on social enterprises in Singapore : the effectiveness of social media in generating purchase intention and brand loyalty.
title_sort study on social enterprises in singapore : the effectiveness of social media in generating purchase intention and brand loyalty.
publishDate 2012
url http://hdl.handle.net/10356/48385
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