A study on social enterprises in Singapore : the effectiveness of social media in generating purchase intention and brand loyalty.
Toh, Ling Hui.
Cheah, Keng Loong.
Ricky Chandra Soetikno.
Date of Issue2012
College of Business (Nanyang Business School)
The purpose of this research study is to investigate various ways social enterprises can utilize social media to create better awareness of their products and/or services with a view to increase purchase intentions and brand loyalty of consumers. The key objectives of this study include determining which specific sales promotional tools and advertisement appeals are most effective in positively influencing consumers’ purchase intentions and brand loyalty. It is hoped that this study will serve as a guide for social enterprises to utilise social media tools more effectively, enabling them to engage their target market effectively. Moreover, this study will be a valuable addition towards the existing limited literature on social enterprises, especially in Singapore. Key findings of this study show that coupons, regardless of their fun and interactivity levels, were the more preferred sales promotion tools than contests. For advertisements, positive appeals were more effective in increasing purchase intentions than negative appeals. In terms of medium, Facebook was viewed as the most ideal type of social medium for the placement of online sales promotions and advertisements. In addition, it was found that consumers have a higher tendency to recommend the social enterprise when the enterprise implements sales promotions and advertising through social media. These are key factors that social enterprises have to take note of when planning to launch any promotional campaigns.
Final Year Project (FYP)
Nanyang Technological University