FACULTY OF BUSINESS MANAGEMENT

BACHELOR OF BUSINESS ADMINISTRATION (HONS) MARKETING (BA240)

MARKETING RESEARCH
MKT537
INDIVIDUAL ASSIGNMENT

PREPARED BY:
WAN NUR WAHIDAH BINTI MUSTAPAKAMAL (2022824636)

PREPARED FOR:
DR. HASNUN ANIP BIN BUSTAMAN

SUBMISSION DATE:
WEEK 2
In the name of Allah, the Most Forgiving and Most Merciful. Allah is the one
that we must worship and may Allah guide us, blessed us not the way of the
angry and lost. I’ll be not able to finish this assignment because of Him. Most
Gracious and the Most Forgiving for giving me a chance to successfully finish
the assignment that given by my lecturer.
Secondly, I would like to express my gratitude to my lecturer, Dr. Hasnun Anip
bin Bustaman for this subject and for teaching me this course. I can finish this
assignment, which is a requirement for the course as well as. His commitment
and encouragement assist me in completing this task.
Last but not least, I would like to express our gratitude to everyone that has
been involved directly and indirectly in helping me finish this assignment. I
finally have the courage to complete the assignment due to the supports that I
have received from everyone around me. Since I could not have finished this
task without them. I would like to express my sincere gratitude to everyone that
participated in this assignment.
TABLE OF CONTENTS

Number Contents Pages

1. Identification of Appropriate Selected Articles 1

2. Critique of Article

2.1 Source of Research Article 1

2.2 Research Issue/Problems 2

2.3 Research Objectives/Question/Hypotheses 3

2.4 Research Model (Theory/Identified Constructs Used) 4

2.5 Research Design/Methodology 4-5

2.6 Findings & Discussion 5-6

2.7 Limitations/Recommendation for Future Research 6

3 Implication of Findings 6

4. Personal Reflections 6-7

5. References 7
 1. Identification of Appropriate Selected Articles

Article review of Adnan Muhammad Shah, & Mudassar Ali (2023) “Social media marketing

activities and luxury fashion brands in the post-pandemic world” Asia Pacific Journal of

Marketing and Logistics. Volume 36, Issue 9, 10.1108/apjml-10-2022-0863 (Emerald Insight).

Article review of Chinnasamy Agamudainambhi Malarvizhi, Abdullah Al Mamun,

Sreenivasan Jayashree, Farzana Naznen, Tanvir Abir (2022) “Modelling the significance of

social media marketing activities, brand equity and loyalty to predict consumers’ willingness

to pay premium price for portable tech gadgets” Vol 8, Issue 8, August 2022,

10.1016/j.heliyon.2022.e10145, (CellPress)

2. Critique of Article

2.1 Source of Research Article

The article, “Social media marketing activities and luxury fashion brands in the post-pandemic

world” was written by Adnan Shah and Mudassar Ali. This article was published in 2023 by

Asia Pacific Journal of Marketing and Logistics, Emerald Insight, which is an open access

scholarly journal publisher, No 9. This article used survey and it is verified as the quantitative

data source.

Meanwhile, the second article, “Modelling the significance of social media marketing

activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for

portable tech gadgets” was written by Chinnasamy Agamudainambhi Malarvizhi, Abdullah Al

Mamun, Sreenivasan Jayashree, Farzana Naznen, Tanvir Abir. This article was published on

August 2022 by CellPress, ResearchGate which is an open access scholarly journal publisher,

Vol 8, Issue 8. This article used survey and it is verified as the quantitative data source.

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 2.2 Research Issues/Problem

The first article is to attempts to analyse the impact of social media marketing of the luxury

fashion brands and its effectiveness in terms of customer engagement in a post-covid world

constructing an understanding of how brand social media marketing impacts on consumer

emotions and their cognitive, affective, and behavioural engagement with the brand. Also, the

study considers the mediator role of pleasure, arousal and dominance (PAD) and explains its

importance to the investigation. It also investigates how consumers engaged with luxury

fashion differently as well as the marketing strategies include the brands in response to the

Covid-19 pandemic. For the social media marketing of luxury brands, the post covid impacts

help the luxury brand managers in the retention of the customers through effective engagement

of social media marketing.

Meanwhile, for the second article, the research problem here intends to investigate the

influence that social media marketing activities (SMMAs) has on brand equity and brand

loyalty as well as the tendency to pay premium prices for portable tech gadgets among

Malaysian consumers, particularly youth. The article is also about the businesses must adapt

the transitions of physical store to online. It is important for the business to have social media

and social media marketing to do the social media activity so that they can interact with the

consumer and in that way, they have engagement to the consumer, and it will be one of the

ways to sustain in the business. So, in that way it can understand the relationships between

Malaysian consumers’ and for the social media marketing activity for the purchase of tech

gadgets and the strategies that marketers could use to build strong brand equity and loyalty

through such the engagement and activity.

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 2.3 Research Objective

The main objective was to know the effects of the brand social media marketing to the customer

engagement through the pleasure, arousal, and dominance emotions in luxury item during the

Covid-19. It is also to know that the social media marketing can influence the customer and

make it brand equity by brand awareness and also brand image. They also use the same kind

of mediator role that is PAD.

For the first article the difference between this study is to mainly helps us to understand the

rapid changes of the business after covid-19. It also mainly concentrates on a different aspects

of social media marketing and the consumer behaviour for luxury brands. In a post pandemic

context, the study examines how the brand social media marketing activities can influence the

customer emotions and engagement to buy the product. Then, the article also investigates about

how to improve consumer brand engagement with the luxury brands through social media

marketing activity to making it possible in fostering more engagement between brands and

customers (Gupta and Mukherjee, 2022). Furthermore, emotions such as pleasure, dominance

and arousal responses are also one of the ways to make relationship between social media

marketing and consumer brand engagement.

Meanwhile, the second research is to know the impact of marketing efforts in the social media

or SMMAs on the technologies in Malaysia. In particular, they seek to determine how each of

the components of social media marketing like entertainment, interaction, trendiness,

customization, and electronic word of mouth strategies help in creating brand awareness, brand

image and brand loyalty. The model focuses on how specific components of social media are

related with the consumer response using SOR model that are Stimulus-Organism-Response.

Finally, the article identifies the main part of the SMMA’s that is the influence of the brand

equity meaning that the consumer aware of the brand image and willing to purchase it.

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 2.4 Research Model (Theory/Identified Constructs Used)

The main construct that being used is a conceptual framework that is SOR who is being used

for the theory. SOR (Stimulus-Organism-Response) in order to make a connection between

brand social media marketing (BSMM) activities and consumer brand engagement (CBE) in

case of the luxury brands. So we can know that they social media marketing activity can build

a brand equity, brand awareness, willingness to pay premium price and it also can effect on the

consumer behaviour.

The first articles is focused on luxury fashion brand social media marketing efforts and

consumer brand engagement during the Covid-19, based on conceptual framework that is SOR.

It is aims which brand social media marketing can have the affects of pleasure, arousal and

dominance in the consumer among Muslim millennial. Last but not least, response is one of

the ways to engage the brand with the consumer through cognitive that is thought based,

affective for emotion based and activation for behaviour response.

Next, for the second article it points out two main point of the brand equity that are brand image

and brand awareness. Last but not least, in response the article stated that willingness to pay a

premium price so in this case consumer know the brand based on equity and value and also the

consumer repurchase the brand and it is called brand loyalty.

2.5 Research Methodology

For the first article the research article methodology is focusing on their relationship between

consumer purchasing behaviours related to the luxury fashion brands that is related to the

millennial. It conducts survey and distribute them to the age of 18 to 30 years old to be their

target of the research. young consumers are more fashion- conscious, materialistic, concerned

about their social status and have a voracious demand for

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fashion brands (Moon et al., 2022; Zollo et al., 2020). Purposive sampling method was used

and 584 participants who are students of undergraduate or graduate that is major in marketing

were instructed to follow the luxury fashion brands on social media. In this survey, the choice

of luxury brands was made to because it will affect the result if there is any other types of

luxury brands. It is to ensures the impact of social media marketing activities on consumer

behaviour can be trusted of the findings.

Meanwhile, the second article, the study used a cross-sectional research design to know the

impact of Social Media Marketing Activities (SMMAs) on brand equity and willingness to pay

(WTP) for portable technology gadgets by the Malaysian young consumers. 1,322 participants

to the survey and also an online survey was gathered through Google forms and various social

media such as Facebook as well as email. The study already shows the relationship between

social media marketing activities (SMMAs), brand equity and willingness to purchase among

young consumers in Malaysia can become useful for marketers in the portable tech field.

2.6 Findings & Discussion

For the first article, the combination of the SOR model allows the study to explain how brands

can make the best of their marketing efforts on social media to improve the customer

experiences and develop beneficial engagement for the consumer. In emotion (PAD) it can

give a better engagement of the consumer reactions to BSMM activities, luxury fashion brands

also can focus to succeed after the post-pandemic. Finally, the marketers can focus to strength

the consumer engagement on the social media that is being influenced by the Covid-19.

For the second article, the research has shown that brand social media marketing activities can

make the connection to consumers' emotions through pleasure and arousal, and in that way it

can make the relationship between consumer-brand engagement. The emotional activity on

social media is to engage, especially among luxury fashion brands and millennial.

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The research points out the necessity to strong the relationship between the customer

engagement with brands post-COVID-19, since consumer are likely to buy luxuries once they

develop an emotional connect with the brand.

2.7 Limitation/Recommendation for future research

The recommendation for future research is they can make the research during the early stage

of the pandemic, current of the covid-19 and the post pandemic period so in that way we can

make the comparison of it. Furthermore, use a multi-culture country to make it diverse of data

to analysis and it can easily to compare it. It is only limited to the students and some of them

have different kind of income background. Meanwhile, for the second article it only includes

young consumer. The recommendation for the future research is include all the ages it will

have the diversity of samples.

3. Implications of Findings

For the first article, it implies that the interaction with consumer on social media through

emotion should be crucial to engage with the brand. All the SOR and PAD also important so

managers should mainly focus on online promotion strategies that can make it more appealing

to the consumer’s emotion.

Meanwhile, for the second article the marketers should be creative and provide a trendy

information and in that way they can build brand equity through ewom. Social media marketing

is important nowadays in tech gadget industry in Malaysia so social media marketing activity

should make benefit from it.

4. Personal Reflections

So, in this study we can know that the social media marketing can give the effect of strategies

for the consumer behaviour due to the digital age. For the first article, we can know that they

author wants to highlight that the marketer must adapt to the social changes due to the unusual

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circumstances that we cannot expect it to be. Meanwhile, for the second article, it focus on

willingness to pay premium prices and it also implied that if we have our own brand equity in

customer, in that way we can make it in the competitive markets. Furthermore, both of it use

SOR theoretical framework and it can provide us some information on how the social media

marketing can affect the consumer behaviour through the digital marketing that is getting

evolve. In conclusion, the studies make us understand how big the impact of social media

marketing with the consumer behaviours that always changed due to the technology in digital

marketing.

REFERENCES

1. Shah, A. M., & Ali, M. (2023). Social media marketing activities and luxury fashion

brands in the post-pandemic world. Asia Pacific Journal of Marketing and Logistics.

https://doi.org/10.1108/apjml-10-2022-0863 (Emerald Insight).

2. Malarvizhi, C. A., Mamun, A. A., Jayashree, S., Naznen, F., & Abir, T. (2022).

Modelling the significance of social media marketing activities, brand equity and

loyalty to predict consumers’ willingness to pay premium price for portable tech

gadgets. Heliyon, 8(8), e10145. https://doi.org/10.1016/j.heliyon.2022.e10145

(CellPress).