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.

CONCLUSION