Title

Does Facebook group engagement moderate smartphone brand preference?: An analysis using structural equation modeling

Date of Publication

2018

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Thesis Adviser

Reynaldo A. Bautista, Jr.

Defense Panel Chair

Luz T. Suplico

Defense Panel Member

Rachel G. Arcilla
Shelia Marie B. Salamanca

Abstract/Summary

The purpose of this research is to investigate the moderating effect of Facebook group engagement (FGE) in smartphone brand preference. The path analytic model was used in this study, which was operationalized by identifying self-congruity (SC), functional congruity (FC), and brand preference (BP). This study had randomly selected 300 millennial respondents ages 19-29 years old using Facebook Insights for the survey poll (N=300). Confirmatory factor analysis and model testing were conducted using structural equation modeling (PLS-SEM). In the overall framework, results showed that SC positively influences FC and FC positively influences BP while FGE moderates the relationship of FC and BP (with p-values 0.01). Furthermore, Blindfolding was introduced in the study. The direct linear relationship of R2 was related to the predictive relevance of overall and generation based models in Q2. Hence, cut-scores were all above 0.5 or acceptable. For the T-test, coefficients were all above 1.96 which is considered significant at 0.05 or 95% confidence level. The study suggests that marketers should strive to develop product images that are consistent with the self-concepts of their target markets whether online or offline. With this trend, they need to develop appropriate customer service training for improved engagement with Facebook groups as another social medium and a prospective sales channel.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG007195

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.

Keywords

Structural equation modeling; Smartphones

This document is currently not available here.

Share

COinS