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CHAPTER 1INTRODUCTION AND BACKGROUND
1.1 Introduction
This research seeks to find the influence of social media on Malawi consumers on theirpurchase intention. This study will review social media information to figure out whatimpacts consumers to make an actual purchase. With that in mind the research will targetsocial media group in Malawi and determine how consumers behave when their view andmake an actual purchase. The chapter comprises of the foundation of study, whichhighlights the topical purposes of the examination and an outline of the presentcircumstance in Malawi. Other parts of the chapter include the problem statement,significance of the study, research objectives, and research questions, hypothesis,delimitation and limitations of the study. The chapter likewise expresses the generalstrategy to be utilized as a part of completing the review. In this regard, the study will takethe form of an exploratory case study as this generally precedes a large-scale study. Thepurpose is to isolate the research questions, the variables, constructs and relationships to beexamined in the larger study and arrive at generalized conclusions. The chapter thereforepaves way for the preceding chapters.
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1.2 Background of the Study
Social media, such as Facebook, Twitter, Skype and others, are turning into apredominant dialect among the young as well as the elderly. According to the youth oftoday, in the event that you are not utilizing one of these, you are regarded antiquated._Inthe past, people used to be in groups playing bawo(board-game), chatting and sharing ideas about their life in Malawi.1Today they are infrequently observed visiting or playing bawo(board-game) under Kachere trees. Most of them opt to stay indoors. But this does notmean there is no link among them. They are communicating using social media. Socialmedia is really becoming part of us. It has simplified our activities. They talk aboutacademic issues as well as products or brands they need to discover online withcompanions, family and school mates from different universities in Africa. “Social mediais filling the gap between people who belong to different generations and statuses,”2More companies than ever are using social channels for marketing, customer serviceand sales: around 90 percent, according to the_latest data from e-Marketer. Fororganizations hoping to extend the range and effect of web-based social networkingwithout spending a dime, there's an undeniably capable alternative that is as of now onyour finance. Representative support - empowering and boosting colleagues to share markmessages all alone web-based social networking accounts- - is ready to be a distinctadvantage in 2017. Indeed, even at modestly measured organizations, you can takeadvantage of hundreds, if not thousands, of new devotees. Messages let go out fromindividual records are more trusted and furthermore go around some of those annoyingcalculations specified previously. Despite the fact that Malawi is ordered as a lessdeveloped country, it has encountered solid financial development over the recent years,coming to about 6 percent in 2014. From administration source, the ICT part contributedabout 4% focusing on the nation's GDP in 2014, from 3.5 rate focuses in 2010. 19One ISP,Malawi Telecommunications Limited (MTL) likewise fills in as the nation's mediatransmission; it’s the foundation of most ISPs and cell phone specialist organizations.
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CHAPTER 2LITERATURE REVIEW
2.1 Significance of Literature Review
According to Fishbein (1975, 1991), goal is the subjective likelihood that one play outa specific activity. The thought was then connected with purchase objective, whichdepicted the probability that customers will execute the buying action. Additionallycomparable definition been proposed by Dodds (1991), Grewal, Monroe and Krishnan(1998), Schiffman and Kanuk (2000) concentrating on the likelihood of customer's abilityto purchase a particular item. Fandos and Flavian (2006) expressed that buy goal showscustomer's anticipated conduct, which means buy goal can be utilized to foresee what itemsor brands buyers will purchase next time when they do shopping. Positive buy aimdemonstrates high likelihood of real buy as well as mirrors a shopper's certain dedicationor reliability towards items and brands (Moorman, Deshpandé, and Zaltman, 1993).
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2.2 The Power of Digital & Innovation Firsts: Using Social Media for Social Good
Innovation in itself is an uncertain process, and the emerging markets are characterizedby uncertainties. Innovation has become a way of life in marketing, particularly in socialmedia, as marketers jump from one strategy (fan accumulation) to another (SoLoMo) toanother (six-second videos) to another (messenger bots), hoping to find the rightinnovative strategy to improve brand health. The social networks continue to innovate aswell, striving to earn more consumer attention and marketing dollars with live video,algorithmic timelines and buy buttons. (Augie Ray, 2016)But even though consumer adoption of social media remains strong, brands still struggle toput social media to good use that drives demonstrable results. This is because marketershave approached social media innovation from the wrong perspective–they have embracedidea-centered innovation rather than need-centered innovation. Social media is aninherently consumer-oriented and -controlled channel, and this suggests brands need adifferent approach a customer experience approach. The best innovation for brands’ socialmedia right now is to return to basics: Understand your important audience segments,probe their needs and social behaviors, identify how your brand is performing and innovatein a way that satisfies customer expectations. (Augie Ray, 2016)
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Chapter 3 Conceptual Framework And Hypothesis Development.....40
3.1 Significance of Framework..............40
3.2 Consumer Value Framework..............42
3.2.1 Consumer Value Equation.............45
3.3 Towards a conceptual framework......47
3.4 Conceptual Model ....49
3.5 Research Hypotheses....53
CHAPTER 6DISCUSSION AND CONCLUSION
6.1 Discussion
This study was set out to explore the influence of social media on consumer behaviorin Malawi. It is considered meaningful, as existing theoretical literature in the field ofsocial media is insufficient. Besides, marketing through social media in Malawi has juststarted. Companies lack practical experiences in this field even though the hope ofproviding some insights. Managers in Malawi need to understand the important role ofinvolvement, perceived product quality and satisfaction in order to be able to predictpurchase intentions and consequently purchase behavior. Perceived product quality seemsto play an important role in both consumer satisfaction and purchase intentions. Marketingcommunication strategies in Malawi such as (promotional activities and advertisingmessages) should be designed so that they emphasize product attributes and cues that willenhance consumers’ perceived product quality on social media. External cues such as price,brand name and objective quality information have been related to perceived productquality and consumers’ product evaluations (Rao and Monroe, 1989; Dodds, 2002).Malawian managers can use these cues to enhance consumers’ perceptions of productquality. As stated purchase intentions have been found to change over time (e.g. due toprice increase, promotional offerings) (Morrison, 1979; Infosino, 1986; Man-ski, 1990),marketing managers need to be aware of changes in consumer satisfaction, involvementand perceived quality levels to be able to predict future consumer behavior. The manager’sinvolvement with a product is significantly related to consumer satisfaction, perceivedquality and purchase intentions online. Marketing managers might try to keep consumers involved with a product and offer new motives (promotions, messages) on social media.Because high-involved consumers are active product information seekers (Warrington andShim, 2000), marketers can successfully target them with point-of-purchase displays,targeted promotional strategies and quality customer service (Shim and Kotsiopulos, 1993).Finally, consumer involvement, perceived quality, consumer satisfaction and purchaseintentions should be used for segmentation purposes in order to identify homogeneousgroups of consumers, target the most profitable segments and implement effectivemarketing communication strategies.
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conclusion
As mentioned in the previous section, there are several limitations in this study. Bytaking the results of empirical analysis into consideration, some suggestions for futureresearch are described as follows.Firstly, this study fails to achieve good model fit partly due to insufficient sample size,but also due to the fact that no pilot test was conducted so that it would provide a chancefor modifying the models and constructs measurement if possible. So in future research apilot test should be conducted to ensure the quality of the study.Secondly, in relation to the first suggestion, some of the measurement items forconstructs should be refined by either reviewing more literature or ask social media expertsfor evaluation in future study.Thirdly, even though the study took a confirmatory approach in validating the theoryand model, social media theories are in shortage and developmental. Referencing theoriesand empirical results from other fields to study the influence of social media are to someextent exploratory study. In future research, to develop alternative models would be morereasonable and better strategy to see which model demonstrates best fit.Fourthly, as this study focuses on the factors that influence consumer behavior ingeneral under the social media context, future study may explore the differences betweensamples from the population. Examples could be the gender difference or age difference ofsocial media influence on consumer behavior. It could also be the difference in consumerbehavior between users of various social media platforms. In addition, this study ignoresthe external variable such as product related factors. In future research, these factors couldalso be included as the influence of social media on consumer behavior can also beproduct-related.#p#分页标题#e#
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References (abbreviated)
