BACKGROUND OF THE STUDY

    The purpose of The Behavioral Intention Effect on Brand Image research is to investigate and discuss how the brand product image can be influenced by customer behavioral intentions through social media. As we all known, Brand image is defined as consumers' ideas, perceptions, expectations, beliefs, and mental representations of a product or service.

    Furthermore, considering the viral usage of social media as a marketing communications channel, the findings of this study help to understand the impact of social media channels on the interactions and engagements between companies, consumers, and brand management. 

    Companies of organizations must strategically use social media marketing to appeal to their target audiences. However, challenges in using social media to reach consumers include a lack of appropriate scales to measure and investigate constructs of interest, and the constant changes in current and emerging social media platforms.

UNDERPINNING THEORY

    

Theory of planned behavior (TPB) postulated on the individual’s intention to perform the behavior (Ajzen I., 1991).

DATA ANALYSIS TECHNIQUE

In the data analysis technique, there is two main software that is used to analyze every data.

    Firstly, demographic profile data were analyzed by using IBM SPSS Statistics. SPSS is a comprehensive system for analyzing data to generate tabulated reports, charts, descriptive statistics, and other complex statistical analyses. It addresses the entire statistical analysis process, including planning, data collection, analysis, and reporting. Therefore, this software was used to generate the descriptive frequency statistics of demographic data and analyze.

    Next, the Partial Least Squares method (PLS) specifically SmartPLSS was used to analyze the data from Google Form, the second generation of structural equation modeling (SEM) technique. It is characterized as the most suitable technique where the research purpose is a prediction or exploratory modeling. PLS works well with structural equation models that have latent variables and a series of cause-and-effect relationships. There are general ways that can be used to evaluate mediation and can be classified into three general approaches.

POPULATION AND SAMPLE

    

    The number of samples is adequate to examine The effect of the brand image between sales promotion, advertising, and customer behavioral intention in social media, destination appeals among Malaysian consumers. For this research study, 204 samples have responded to our questionnaire that was distributed directly and indirectly to Malaysian consumers, family, and friends through social media such as, WhatsApp, Facebook, Twitter.

RESEARCH MODEL/ DESIGN

 

Figure 1: Research Framework

Research Hypothesis 

Hy1: There is an effect of social media advertising content on the consumer behavioral intention of brand image.

Hy2: There is an impact of social media sales promotion content on the consumer behavioral intention of brand image.

Hy3: There is a relationship between hedonic brand image on the consumer behavioral intention of brand image.

STRUCTURAL MODEL ANALYSIS

 

Figure 1 shows structural model analysis

Figure 2 shows the bootstrapping graph result

RESEARCH VARIABLES AND QUESTIONS

DV: Behavioural Intention

Brand image has a major impact on the consumer's buying behavior as I satisfied with a brand, I become loyal to it.

I believe the recommendations from social media community members.

The brand fulfills my sense of fashion style.

I cared about the quality and brand name.

I keep follows the trend nowadays on social media regarding the brand that suits me.

IV 1: Social Media Advertising Content

Using digital videos such as stories, IG tv, TikTok, live video, funny video that relate to the product can attract the consumer's interest.

The best timing for posting is during peak hours. Lunchtime 11a.m - 1 pm, evening 7-9 pm.

Create contests and giveaways to reward the followers and gain newcomers.

Pair up with an influencer to generate content and connect with their audiences can give a big impact on the brand image.

To catch the eye of every potential customer is by having a creative, sharp, and clear product photo.

IV 2: Social Media Sales Promotion Content

Social media sales promotion of a brand provides promotional information that is very useful to the consumer.

Social media sales promotion of a brand gives positive implications to the brand image.

Social media sales promotion provides information entails unique contents which incorporate persuasive appeals to the consumer.

Social media sales promotion influence consumers’ intentions and behaviors towards a brand.

Social media sales promotion with interesting content can change consumers’ behavior intention.

IV 3: Hedonic Brand Image

By using a brand X makes me feel good about myself.

For increasing my appearance to be more enhances.

The brand becomes the symbolic image for myself.

The brand image improves the way I am perceived by others.

The brand helps me to better fit into my social group.

Based on the framework adopted, Independent variables and Dependent variables are extracted as shown in the table above for our further research in constructing items and measurement.