Chapter III: Methodology This chapter will describe the research design and methodology that will apply to the study. This chapter includes a description of the theoretical model dimensions and variables, procedures for how the data will be collected, a description of the data collection instrument, as well as a description of the procedures for data analysis. This chapter will end with a discussion of the validity and reliability of the study to support the quality of the research. 3.1.Operationalization: Description of Model Dimensions and Variables The best approach for social media marketing research, the main goal of which is to examine the effect between SNS activities, brand equity and purchase intention in the outdoor touring sector of Aruba should cover a positivist philosophy, and be quantitative. The framework of positivism is to “understand and study human beings and their actions in the environment, and then, outcomes or results are explained on the basis of theories and facts by the researchers” (Kadhi, 2009, p. 64). According to Bhattacherjee (2012), the positivism tends to rely exclusively on theories that can be directly tested. The current study attempts to test four theories (SCT, SPT, MST, and TAM) and confirm certain assumptions through research questions and hypotheses related to SNS activities, brand equity, and purchase intention. The quantitative design will be tested through the use of a questionnaire. The questionnaire is composed of four sections that form the primary constructs of the conceptual model: SNS (interaction, involvement, promotional messages and eWOM), brand equity (brand awareness/associations, perceived quality, and brand loyalty), purchase intention, and demographic information, including age, gender, and the frequency of consumers’ visits to the SNS relative to outdoor touring companies in Aruba. In order to make sure that the right 1 variables were measured, the questions for the questionnaire were adapted from previous research concerning the main constructs of interaction (Kim, & Ko, 2012), involvement, eWOM and purchase intention (Alhidari, Iyer, & Paswan, 2015), promotional messages (Sung & Kim, 2014), brand awareness/associations, and brand loyalty (Uslu, Durmus, & Kolivar, 2013), and perceived quality (Lee & Fayrene, 2011). Such procedure created higher reliability. Each construct is determined to be multidimensional with an intention to measure more than one of the concepts that were found to be relevant based on literature (See Appendix B). 3.2. Procedures for Data Collection All constructs in the conceptual model were unobservable variables. For this purpose, the related items are identified for each construct to be included in the questionnaire, which measured the constructs in question. Therefore, the research used three to seven questions for each underlying variable. A seven point Likert-type scale was chosen with the anchors ‘strongly disagree’ (1) and ‘strongly agree’ (7), because not only 54.29% of the items that measure the constructs also used this scale, but also because according to Nunnally (1978), having more scale points is better, though there is a diminishing return after around 9-11 points. Along with sections related to the main constructs of the conceptual model, the section of demographics was measured using single-item scales. Standardized paper based questionnaires in English were administered (See Appendix C). The questionnaire consisted of 41 questions divided into four sections. At the beginning of the survey a brief introduction was provided describing the purpose of the research. It was distributed at the main outdoor touring company in Aruba (De Palm Tours) (Tour Operators in Aruba, n.d.) due to the fact that major companies provide a more complete range of outdoor 2 activities. The questionnaire was handed out to tourists who were interested in experiencing an outdoor activity, and who were Facebook, Twitter, TripAdvisor, or LinkedIn users as they represent the desired population. It was proposed that data be collected in July 2016 and that target respondents be selected as a convenience sample. The target sample size for the current study was 348 (Survey Sample Size Calculator, n.d.) responses and represents an approximation of the number of people who enter Aruba on a daily basis (the number of tourist in July 2015 = 109.251/30), with a confidence of 95%, and a margin error of 5% (See Appendix E) (Key Tourism Indicators, 2015). The convenience sample was selected during ten continuous days (starting on Monday, July 25 to Wednesday, August 3, 2016) of customers using De Palm Tours. The researcher rode the bus as the tourists were being transported back to their hotel from one of the attractions on Aruba, De Palm Island and the Beach. A total of 392 adults were asked to participate, and of those, 44 declined to participate, resulting in a total of 348 surveys that were filled out by respondents for an overall response rate of 88.77%. Regarding ethical considerations, data was collected following ethical principles. Respondents were assured that their participation was voluntary, responses were anonymous, and data was kept confidential. Furthermore, participants were aware of the objectives of the study, the data collection technique, and they had the freedom to withdraw from the study at any time without any consequence thereupon. The following section discusses the procedures used for the data analysis. 3.3. Description of Data Analysis 3 The collected data was examined using IBM SPSS v.23. Three types of analyses were proposed for this study. First, in order to provide a description of the sample from which data was collected, descriptive information on gender, SNS account, time spent on SNS on average every day, and age were described, as well as the means, modes, range, and standard deviations for the variables. Moreover, to test the differences in demographic variables between perception of SNS activities by tourists on Aruba and outdoor touring companies, T-tests were applied in order to answer research question six. Second, to determine the construct validity and reliability of SNS activities, measured by interaction, involvement, promotional messages, and eWOM, brand equity (brand awareness/associations, perceived quality, and brand loyalty), and purchase intention, principal component analysis (PCA) and reliability tests were applied. This was used to test the measure of consistency between different items of the same construct. The reliability can be estimated in terms of Cronbach’s alpha. The recommended Cronbach’s alpha benchmark is 0.70 (Nunnally, 1978). Third, to test if ‘SNS individual constructs have a positive influence on brand equity;’ simple linear regression analyses were conducted in order to assess research question seven. The independent variables in this research are multi-item variables, which consist of interaction, involvement, promotional messages, and eWOM. Moreover, the Pearson Correlation test was used to answer research questions one to five and to test the linear relationship between each SNS construct and brand equity, and between brand equity and purchase intention, giving values from –1 to +1 inclusive. “The size of the absolute value (ignoring the sign) provides an indication of the strength of the relationship” (Pallant, 2010, p.121). 4 3.4. Description of Validity and Reliability The validity of the proposal is divided into internal and construct. The internal validity in a quantitative research is defined as the identification of causal relationships whereby certain variables may influence other variables in the research study (Shenton, 2004). In the research, the internal validity can be established by distinguishing the unit of analysis, connecting the analysis to prior theory identified in a literature review, and the presentation and analysis of studies (Yin, 2003). The other type of validity, construct, refers to the degree to which somenthing measures what it is supposed to measure (Pallant, 2010). According to The American Psychological Association (APA), four types of validity were identified. These four types corresponded to different aims of testing: (a) content validity, (b) predictive validity, (c) concurrent validity, and (d) construct validity (American Psychological Association, 1954). In 1966, the APA reduced predictive validity and concurrent validity to a single category: criterion-related validity (American Psychological Association, 1966). Sheperd (1993) noted that construct validity involves the empirical and the logical requirements of criterion and content validity. Nunnally (1978) reported that “construct validity has [even] been spoken of as ... factorial validity” (p. 111). Therefore, PCA was used for measuring validity, as in the studies of Lee & Fayrene, 2011, and Brogi, et al., 2013. On the other hand, reliability is “the degree to which the measure of a construct is consistent or dependable” (Bhattacherje, 2012, p.56). There are many ways of estimating reliability: inter-rater, test-retest, split-half, and internal consistency. The current proposal used 5 the internal consistency reliability test, specifically Cronbach’s Alpha. The following chapter discusses the results that were captured from this study. 6 Construct Interaction Independent Constructs Involvement Promotional messages e-Word of mouth Variables and Questions Numbers 1. X social networking enables information sharing with others. 2. Conversation or opinion exchange with others is possible through X social networking. 3. It is easy to deliver my opinion through X social networking. 4. I spend more than 3 hours per day on social networking 5. I update my profile regularly on social networking 6. I post updates of my activities on social networking 7. I comment on my friends activity updates and posts 8. I like to get news and other information on social networking 9. I am proud to tell people that I am on social networking 10. Social networking have become part of my daily routine The company post are 11. Promotional 12. Intended to generate sales 13. Related to the company’s products, and services 14. I always share my experiences with other members on social networks 15. I always provide my opinions with other members on social networks 16. I post links of videos/articles/pictures on social networks 17. Overall, social networks is an important source of information for me 7 Scale Reference Hypothesis Reliabilities 5 point Likert Kim & Ko (2012) H1 0,87 7 point Likert Alhidari, Iyer & Paswan (2015) H2 0,93 7 point Likert Sung & Kim (2014) H3 0,83 7 point Likert Alhidari, Iyer & Paswan (2015) H4 0,88 Intermidiate Constructs 26. I am aware of X. 27. Some characteristics of X come to Brand my mind quickly Awareness/ 28. I can quickly recall the symbol or Associations logo of X. 29. I have difficulty in imagining X in my mind 5 point Likert Yoo & Donthu (2001) 0,83 30. I consider myself to be loyal to X 31. X would be my first choice 32. I will not buy other brands service if X is available 5 point Likert Yoo & Donthu (2001) 0,88 Brand Loyalty Dependent Construct Perceived Quality Purchase Intention 33. This brand is of good quality 34. I can expect superior performance from this brand 35. This brand is very reliable 36. This brand is better as compared to other brand(s) of the product in terms of service experience 37. The likely quality of X is extremely high. 38. The likelihood that X would be functional is very high 39. I intend to buy new services after seeing advertisements once or twice on social networking sites 40. I intend to buy a service if it has been vouched for by my friends on social networking sites 41. I intend to buy a service if I see that it has got a lot of positive feedback on social networking sites 42. I look up for opinions on social networking sites for services which I am planning to buy 43. Social networking sites affects my opinions and experiences about the real world 8 H1, H2, H3, H4 5 point Likert Lee & Fayrene (2011) 0,96 5 point Likert Yoo & Donthu (2001) 0,92 7 point Likert Alhidari, Iyer & Paswan (2015) H5 0,87 Appendix C Dear participant, I am an MBA student at the University of Aruba and the following survey is a part of my Master’s thesis focusing on social networking site activities and the effect on brand equity and purchase intention. The questionnaire should take no more than 5-10 minutes to complete. The survey is anonymous and your responses will be used for the purposes of this research only. Thank you in advance, Marinelda Cartaya Section A 1. Do you have a social networking account (Facebook, TripAdvisor, Twitter or LinkedIn)? o Yes o No 2. o o o o o What are the social networking sites that you use? Please select all that apply Facebook Twitter LinkedIn TripAdvisor Other:____________________________ 3. How much time do you spent on social networking sites on average every day? ○ Less than 30 mins ○ 30 mins – 1 hour ○ 1 hour – 2 hours ○ More than 2 hours ○ More than 3 hours 4. How often did you visit the social networking sites of the outdoor touring companies in Aruba before your stay on Aruba? ○ Less than 30 mins ○ 30 mins – 1 hour ○ 1 hour – 2 hours ○ 2 hours – 3 hours ○ More than 3 hours 5. What is your age? o 18 to 24 years o 25 to 34 years o 35 to 44 years o 45 to 54 years o 55 to 64 years o Age 65 or older 6. What is your gender? ○ Male ○ Female 9 7. What is your country of origin? ______________________________ Section B 8. How much do you agree with the following statements? Strongly Disagree SNS Activities Social networking sites enables information sharing with others Conversation or opinion exchange with others is possible through social networking sites It is easy to deliver my opinion through social networking sites I spend more than 3 hours per day on social networking sites I update my profile regularly on social networking sites I post updates of my activities on social networking sites I comment on my friends activity updates and posts I like to get news and other information on social networking sites I am proud to tell people that I am on social networking sites Social networking sites have become part of my daily routine I always provide my opinions with other members on social networking sites I post links of videos/articles/pictures on social networking sites Overall, social networking sites are an important source of information for me I always share my experiences with other members on social networking sites 10 2 3 Neither Agree or Disagree 5 6 Strongly Agree The De Palm Tours posts are: Promotional The De Palm Tours posts are: Intended to generate sales The De Palm Tours posts are: Related to the company’s products, and services Section C 9. How much do you agree with the following statements? Strongly Disagree 2 Brand Equity I was aware of De Palm Tours before this trip Some characteristics of De Palm Tours come to my mind quickly I can quickly recall the symbol or logo of De Palm Tours I consider myself to be loyal to De Palm Tours De Palm Tours would be my first choice for outdoor activities I will not buy other services if De Palm Tours is available at the time of renting De Palm Tours are of good quality I can expect superior performance from the De Palm Tours De Palm Tours company is very reliable De Palm Tours is better as compared to other brand(s) of outdoor touring companies in terms of the service experience The likely quality of De Palm Tours is extremely high The likelihood that De Palm Tours would be functional is very high 11 3 Neither Agree or Disagree 5 6 Strongly Agree Section D 10. How much do you agree with the following statements? Purchase Intention I intend to buy new services after seeing advertisements once or twice on social networking sites I intend to buy a service if it has been vouched for by my friends on social networking sites Strongly Disagree 2 I intend to buy a service if I see that it has got a lot of positive feedback on social networking sites I look up for opinions on social networking sites for services which I am planning to buy Social networking sites affect my opinions and experiences about the real world Thank you for your help in this important research! 12 3 Neither Agree or Disagree 5 6 Strongly Agree