Muhammad Subhan Asif
17u00616
BBA-IV J
Research Project
Submitted To:
Ms. Aqsa Sultan
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CHAPTER III
RESEARCH METHODOLOGY
3.1 Introduction
This section of the thesis discusses the research approach, research design, data collection
method, research sampling technique, measurements and data analysis techniques. The aim of
this study is to examine the relationship between social media marketing elements and consumer
brand engagement in high involvement situation.
3.2 Research Approach
Guba & Lincoln (1994) advised that when it comes to research strategy, the question of research
paradigm holds primary position, and thereafter comes the question of method to collect data.
Research paradigm in any discipline is defined as a set of practices and individual beliefs which
dominate the researchers’ and scientists’ decision of what to study? How to carry out the
research? how to analyze and interpret the findings of a research (Bryman, 1988). Guba &
Lincoln (1994) defined paradigm as, “the basic belief system or worldview that guides the
investigator, not only in choice of methods but also in ontologically and epistemologically
fundamental ways.” Research methodology is guided by the philosophical assumptions allocated
to it (Wahyuni, 2012; Lowhorn, 2007). Most of the studies possess two philosophical aspects;
ontology and epistemology (Lincoln and Guba, 1994; Atieno, 2009; Tuli, 2011; Harwell; 2011;
Wahyuni, 2012; Lowhorn, 2007). Epistemology questions about knowledge, how do we know
about things we know, what qualifies as knowledge, how to get knowledge about something
(Tuli, 2011). Ontology questions regarding the world around us. Ontology leads us to reflect
upon the reality of world in which we live. It poses the question about the nature of the reality
i.e. what is the nature of world around us? What do we consider as reality from the world around
us? How do we perceive what is reality? (Tuli, 2011; Johnson 2001)
The methodology of research needs to be inspired by one of the two research paradigms;
positivism and interpretivism (Krauss, 2005; Lincoln and Guba, 1994; Tuli, 2010; Harwell;
2011; Wahyuni, 2012; Lowhorn, 2007). The positivist paradigm has its origin in natural
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science’s methods of research and supports the assessment of data to get specific results to
predict or explain the relationship between the social systems (Tuli, 2011; Johnson, 2001;
Harwell; 2011). Positivism is also called as “scientific research paradigm” and quantitative
research paradigm” (Atieno, 2009; Harwell, 2011). Positivism also entails the deductive
principle. The effort to test the proposed hypotheses about the relationship between the variables
in a research is central to the positivistic approach (Bryman & Bell, 2011; Harwell, 2011)
Whereas, interprativist paradigm denies the idea of data assessment to predict the social entities
behavior, and looks social science study as different situation from natural science study
(Bryman & Bell, 2011; Tuli, 2011; Harwell, 2011). This study used the positivistic approach and
a quantitative research approach was utilized. Hypothetico-deductive method was used for this
purpose, the hypothetico-deductive method is an approach to research that begins with a theory
about how things work and derives testable hypotheses from it. The hypotheses are then tested
by gathering and analyzing data and the theory is then either supported or refuted by the results,
same was done for this research a theory was formulated consisting of hypotheses which were
tested by gathering data and then by statistically analyzing that data. Interpretive paradigm is
also recognized as “socio-anthropological research paradigm” and “qualitative research
paradigm” highlights on looking detailed explanation of social phenomenon (Tuli, 2011; Atieno,
2009; Harwell 2011). Interpretivist approach entails qualitative research strategy which is
mandatory to adopt when the researcher finds to understand difficult social circumstances rather
than looks to examine the assumptions about social circumstances (Ponterotto, 2005; Tuli, 2010;
Atieno, 2009; Harwell, 2011). This study followed the quantitative methodology, falls in the
paradigm of positivism.
3.3 Research Design
The research design refers to the overall strategy that you choose to integrate the different
components of the study in a coherent and logical way hence ensuring that research problem will
be effectively addressed. To decide a research approach, research design process is the
significant, as it determines how the desired information for the research will be gathered
(Willey, 2000). The five kinds of research designs are experimental research design, cross
sectional research design, case study research design, longitudinal research design, and
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comparative research design. Survey method is usually used in quantitative research design.
Survey method is significant to gather a large amount of data from a sample at one point in time
and is economical to carry out to collect data. Survey method also provides respondents with
anonymity hence the probability of receiving honest responses is usually higher. The quantitative
data obtained as the result of survey enables researcher to apply various statistical techniques to
analyze the data. The luxury clothing brands were selected on the basis of their prominence in
social media platforms. Five established brands (HSY, Elan, MNR, Faiza Saqlain, Ali Xeeshan)
were included in the research.
3.4 Sample Research Tool
This research aims to study the relationship between the dependent (Consumer Brand
Engagement) and independent variables (E-WOM, Customization, Interaction and Trendiness).
Bryman (2006) suggested that a cross-sectional survey design can predict and develop possible
relationships between variables. This research follows deductive approach and aims to examine
the hypotheses about the relationship between social media marketing elements and consumer
brand engagement. The data was collected from a non- probability sampling, including
population of interest, by the help of Google form which was circulated to the people via social
media sites. In advance of the final development of survey questionnaire, a preliminary test was
conducted among thirty respondents. Pretesting was done to check if there is any change
required before circulating it to the sample. It was noticed that for one if the demographic
questions the responses were not received properly, as it was given a short answer option which
was then changed into multiple choice answer. A link to the questionnaire was circulated to the
social media users, also posted on several pages. Information was provided about the purpose of
the research, it was being cleared by university ethics and about voluntary participation in the
research. A structured questionnaire was designed to collect the data required to test the
conceptual model. The screening questions excluded unqualified participants who do not use any
social media sites. Participants were asked to select one they follow on social media.
Furthermore, it was also asked to keep in mind the brand they’ve chosen while answering the
required questions. With this technique, which is consistent with previous studies in online
contexts (Bagozzi and Dholakia, 2006; Steenkamp and Geyskens, 2006; Laroche et al., 2013).
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Participants then answered questions relating to the constructs of interest which was also
followed by the five demographic questions.
3.5 Sample Size
Hair et al. (1998) proposed that for each independent variable the number of responses should
not be less than 5. In order to achieve results not restricted to the sample type, the desired ratio is
15-20 responses per variable. Survey method was utilized to carry out this research, using
questionnaire as a tool of research to collect data from a sample of 300 social media users. Most
importantly the decision about taking social media users sample was made in consideration with
the previous studies (Brodie, 2011; Hollebeek, 2014), many of which have taken students as a
sample from population of study. In this way this thesis increases the likelihood of comparison of
its findings with the findings of previous studies on confusion. The sample size is a vital feature
of any quantitative study in which the purpose is to make impact about a population from a
sample. Having a sample size less than 200, with more than 10 variables generally lead
parameter estimates to be biased and unstable. Another rule of thumb is to have five cases per
estimated parameter estimate (Steven, 1987). In the light of the above-mentioned opinions about
sample size, 300 complete responses were deemed appropriate. The structure of the sample
reflected the age, gender, income, and education of the total population. The higher level of the
criteria was not problematic as the research focused on luxury clothing brands.
3.6 Measurement and Scale
The measures for the constructs are:
Consumer Brand Engagement (DV):
A total of 10 items for this variable were taken from the study done by Leckie, (2016). These
items were measured on 5-point Likert scale ranging “1=strongly disagree” to “5=strongly
agree”. The sample questions for this scale are: using this brand gets me to think about brand, (ii)
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I think about brand a lot when I am using it, (iii) Using this brand stimulates my interest to learn
more about brand, (iv) I feel very positive when I use Brand, (v) Using brand makes me happy,
(vi) I feel good when I use brand, (vii) I am proud to use brand, (viii) I spend a lot of time using
brand compared with other brands, (ix) I use brand the most, (x) Whenever I shop for clothes, I
usually use this brand.
Interaction (IV):
Interaction was measured by Kim & Ko, (2010). Four items were taken by the study. These
items were measure on 5-point Likert scale ranging “1=strongly disagree” to “5=strongly agree”.
The sample questions for this scale are: (i) It is easy to convey my opinion through brand’s social
media, (ii) It is easy to convey my opinions or conversation with other users through brand’s
social media, (iii) It is possible to have two-way interaction through brand’s social media, (iv) It
is possible to share information with other users through brand’s social media.
Customization (IV):
A total of five items were taken from the study by Kim & Ko, (2010). These items were measure
on 5-point Likert scale ranging “1=strongly disagree” to “5=strongly agree”. The sample
questions for this scale are: (i) It is possible to search for customized information on brand’s
social media, (ii) Brand’s social media provide customized services, (iii) Brand’s social media
provide lively feed information I am interested in, (iv)It is easy to use brand’s social media, (v)
Brand’s social media can be used anytime, anywhere.
E-WOM (IV):
E-WOM was measured by Kim & Ko, (2010). Three items were taken by the study. These items
were measure on 5-point Likert scale ranging “1=strongly disagree” to “5=strongly agree”. The
sample questions for this scale are: (i) I would like to pass information on brands, products or
services from social media to my friends, (ii) I would like to upload content from brand’s social
media on my Facebook page or my blog, (iii) I would like to share opinions on brands, items or
services acquired from brand’s social media with my friends.
Trendiness (IV):
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A total of three items were taken from the study by Kim & Ko, (2010). These items were
measure on 5-point Likert scale ranging “1=strongly disagree” to “5=strongly agree”. The
sample questions for this scale are: (i) Content found on brand’s social media are up to date, (ii)
Using brand’s social media is very trendy, (iii) The content on brand’s social media is the newest
information.
3.7 Data Analysis
This study proposes to initiate its analysis by performing confirmatory factor analysis on
collected data. A measurement model was analyzed to check the reliability and validity of the
constructs extracted through CFA.
Confirmatory Factor Analysis
Confirmatory factor analysis was taken on determine the psychometric characteristics of the
scales and to test the discriminant validity of the measures. Confirmatory Factor Analysis was
used to analyze the measurement model. CFA tests the validity and reliability of the instruments,
and assess the fitness of the model (Bartholomew & Knott, 1999). CFA was conducted to
confirm the factor structure between the four latent variables or constructs, and also the items
that were used to measure the model. CFA is a technique used to study or examine the
relationship between observed and unobserved variables contingent on theoretical framework
background of relationships between the variables (Schreiber, 2006). Observed variables are
directly measureable and are common terminologies for variables whereas unobserved variables
are not directly measurable and are also referred as latent factor, construct and factor (Schreiber,
2006). CFA tests the reliability and validity of latent variables (Hoyle, 2000; Brown and Moore,
2012). Convergent validity of an instrument is the degree of similarity between the scores of that
instrument and those of another instrument that is supposed to measure the same concept. By
using the average variance extracted (AVE) the convergent validity of the model was assessed,
and to estimate the relationships of the variables. Structural equation modeling with AMOS was
used (Hair, 2017).
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Moderation Analysis
By analyzing the effect of X on some variables of Y that is moderated by W, the concept of
moderation model can be explained. If X's effect on Y is moderated by W, the X and W will
interact then. Most researchers are familiar with the concept of interaction through exposure to
analysis of variance, and moderation hypotheses are regularly tested by clinical researchers who
examine whether the effect of an intervention or individual difference (X) varies over time. In
such an analysis, time is the proposed moderator W. But anything can be a moderator, either
measured continuously or discretely, and analysis of variance is an exhibition of linear regression
analysis with independent variables. A test of linear moderation is conducted with a hypothesis
test for variables XW.
Y= iY + f(W)X + b2W + eY
f (W) is function of W. We get the following equation by expanding the above equation:
Y= iY + b1X + b2W + b3XW + eY
The figure below is the graphical depiction of moderation, the arrow linking W to the effect of X
on Y denotes that X's effect on Y depends in some way on W.
W
Y
X
Figure: Simple Moderation Model
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To achieve the purpose of this research and to test the hypotheses, SPSS, AMOS, and PLS 13
were used. With SPSS descriptive analysis was acquired to analyze the results and figure out the
demographic characteristics of the selected sample.
Theoretical Framework:
E-Word of Mouth
H1
Customization
H2
Consumer Brand
Engagement
H3
Interaction
H4
Trendiness
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