A case study of Leerdammer : how consumers’ attitude towards social media marketing affect the brand page loyalty through the types of contents

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A Case Study of Leerdammer: How Consumers’ Attitude Towards Social Media Marketing Affect the Brand Page Loyalty Through the Types of Contents

Bachelor Thesis Business Studies 2015/2016 Student : Elanda Triputra Student Number : 10516646

Supervisor : Drs. Antoon Meulemaans

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Statement of originality

This document is written by student Elanda Triputra, who declares to take full

responsibility for the content of this document

I declare that the text and work presented in this document is original and that

no sources other than those mentioned in the text and references have been used

in creating it

The faculty of economics and business is responsible solely for the supervisor of

completion of the work, not for the contents

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This case study examines the different preference of consumers towards a brand page between 2 age groups in Netherlands. A set of hypotheses were tested with Leerdammer brand page content as the measurement. An analysis of 100 people that are using Facebook, indicates that there is a positive moderating effect from attitude towards social media

marketing to the relationship of content types and brand page loyalty. Moreover, the result has shown that both group were looking for enjoyment in the content, but people in the older group were also interested in interactive content, where people the younger group were interested in advantageous content. The theoretical framework and implication for the results were further discussed.

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I. INTRODUCTION

Since its launching in 2004, Facebook is not only used as a tool to connect consumers to consumers anymore, but also for companies to communicate with consumers or even other businesses. A report by Stelzner (2011) shows, that 93% of analysed companies have been using Facebook for marketing effort and plan to increase the effort. Wholesale products such as Leerdammer cheese, Heinz tomato ketchup, and many more have been participating in social media marketing through Facebook to be closer with the market or their consumers. Drury (2008) argued, that social media (including Facebook) can now bring the element of professionally edited website, where it contains all of information that a brand wants to deliver to its customer, and in the same time are sites that are populated with user-generated content, where people share the interesting moment of their lives. It shows that a lot of marketing are going on in Facebook, either it is people marketing themselves or their

business. The advantage of using social media, or Facebook, as a marketing tool is not only its potential to reach higher numbers of people, but it also works two ways, that companies could have a direct contact with their customers and receive feedbacks from customers to be an insight for their development.

Unfortunately, most of wholesale product companies had been focusing on creating brand awareness instead of brand loyalty, at least for the brand page (Gamboa & Gonçalves, 2014). Most of them focus on promoting their new products, service, and marketing campaign instead of trying to get people to attach with the brand, since they do not create an engaging experience for consumers in the brand page. Loyalty on the Brand page by consumers could lead to brand loyalty as a whole, but the effort is still low within companies that are using Facebook.

There are several things to be considered when creating brand page loyalty for consumers, which include intrinsic and extrinsic factors of consumers. Companies should think of how to

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attract consumers to engage with the brand page in order to achieve loyalty on the brand page. On the one hand, most of companies have tried to create attractive contents, but without completely understanding the preference of their consumers. Consumers’ preference might differ in case of attractive contents due to different personality or interest, for example, extrovert people are interested in contents that stimulate communication and people with high curiosity would search for meaningful information for them (Mulyanegara, et. al, 2009). Accordingly, it could be argued that the preference in types of brand page contents differs within consumers and thus affect brand page loyalty of consumers, by which consumers might want to follow brand page that have contents in their interest.

On the other hand, most people are active in Facebook with their intention to socialize with their friends, family, or strangers that they like, and keeping them updated about what is happening with these people (Ross, et. al, 2009). As companies started their marketing effort in Facebook by creating the brand page, users’ homepage content were not crowded only by people posts, but also the brand page contents, either by following or by their friends’ activity. Some people might have different reaction towards this thing, they could be happy, annoyed, or not bother. They might be interested with the contents of the brand page, but when they think of social media marketing negatively, their intention to engage with the brand page would not be as strong as if they thought positively about it. As argued by Ellen and De Lima-Turner (1997), consumers have different attitude about internet advertisement, such as

“agitated activist” with a certain characteristic. However, still many companies are not taking this into account in their marketing effort towards their target market. In that sense, different reaction among consumers towards a brand page might be the result of different attitude towards social media marketing, other than the content types.

Given this story, there are still not many research conducted to analyse the drivers of brand page loyalty especially in context of Facebook. Previous research by Anderson and

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Srinivasan (2003) was in similar area about digital marketing, but focusing more on website and specifically on selling point (Online shopping) instead of attracting customers to be the part of the brand. By having a better two ways communication, which is already the benefit of social media in the first place, companies could better understand their consumers and bring more benefit in the future, rather than focusing only on current selling point in their brand page. Moreover, consumers might be able to see the true value of the companies instead of only the products by engaging in the brand page. Another article by Fisher (2009), did a research on how to measure the return on investment from social media marketing. In her article, it is stated that to measure the ROI of social media marketing mostly based on the engagement of consumers to the brand page. Consequently, the success in social media marketing is determined when more people are engaging with the companies’ brand page.

Therefore, failing to understand the difference of market preference in type of contents and attitudes toward social media marketing, would lead to less targeted marketing, failure to deliver the real messages, and eventually less return. If companies understood their

consumers’ attitude towards the social media marketing and preference in the type of contents, they could make contents that better fit their target market and have consumers to engage with the brand page. Accordingly, the aim of this study is to determine, to which extent does consumers attitude towards social media marketing moderates the relationship between brand page content and consumers intention to participate or follow a brand page. This study will be done as a case study of Leerdammer, which is a cheese brand.

The paper is structured as follows: The next section contains the general and relevant theories regarding the variables, and the third chapter will discuss the hypothesis for the research. The third section discuss about the design of this study. The last 3 sections are the analysis results, which will be explained in the fifth sections, and followed by the conclusion on the last section.

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II. THEORETICAL FRAMEWORK

It is relevant to review the previous researches regarding the topic, in order to provide a better understanding. Firstly, knowledge about the brand page loyalty will be explained including its definition, effects, and the triggers. Secondly, we will review the nature of brand page contents on Facebook. And lastly, the attitude of consumers towards social media will also be reviewed as a trigger to brand page loyalty. Moreover, this chapter will gives reader an insight to the conceptual framework.

2.1. Brand page loyalty

2.1.1. New concept of brand page loyalty

Brand loyalty is a relatively common knowledge in marketing area. According to Kotler, Keller, Manceau and Hemmonet-Goujot (2015, pp. 165), Brand loyalty happens when consumers are devoted to the brand, as they have committed to repurchase or otherwise continue using a particular brand by repeatedly buying the product or services instead of other brands. It is more related with customers’ loyalty towards the purchasing of the brand’s product. Brand page loyalty is, however, a relatively new concept that refers to social media users’ loyalty towards a brand page. As Gommans, Krishnan, and Scheffold (2001) did a research about e-loyalty they argued that e-loyalty is about following the page and repeatedly buying the products. It is, however, cannot be equalized with brand page loyalty, because e-loyalty works from the sales point of view, where brand page e-loyalty works from the

communication and engagement point of view. Thus, it can be assumed based on the article of Gommans, Krishnan, and Scheffold (2001) about e-commerce, in social media context, brand page loyalty means they have an intention to follow the brand page, communicate inside the brand page, have positive attitude towards the brand, and up to date with information in the brand page.

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Many companies have not been putting effort to create loyalty of customers to the brand page instead they focus on brand awareness (Gamboa & goncalves, 2014). They are using social media as a tool to promote their products with respect to selling. In other words, there is a chance that companies have not using social media as a marketing platform to the maximum, because they have not maximize the use of social media to personally engage with their target customers. The brand page loyalty can be measured by the same approach of measuring ROI from social media, which include number of followers, likes, comments, and shares (Fisher, 2009).

2.1.2. The positive effect of brand page loyalty

A research by Laroche, Habibi, and Richard (2013) has revealed that brand page operating in social media can enhance brand trust, and thus brand loyalty by improving customer relationship with the brand, other consumers, and the products. This benefits could be reached by the brand if what they delivers are beyond what consumers needed, but not necessarily claimed. For example, it could be that Leerdammer web post a history of cheese, which nobody would claim the brand to do that, but some consumers might be interested to read it.

In addition, when the brand page loyalty of consumers is high for a certain brand, another fruitful benefit could be picked. As de Vries, Gensler, and Leeflang (2012) argued, having many followers, likes, and positive comment, on the brand page are the drivers to increase the popularity of the brand page even more. Hence, it can be assumed that brand page loyalty would attract new followers and keep the current members interested to explore the page, which of course increase the brand awareness.

Furthermore, by gaining a high numbers of members on the page, companies could be approach by many good opportunities for the business. For example, the brand or the

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company would have a better insights in regards to types of people in the available market. Benefitting on this, companies would be able to be more targeted when acquiring new customers (Tsimonis & Dimitrianis, 2014). brand page with a high number of subscribers, might attract investors to enhance their resources support. This is of course beneficial, especially if the investors are the brand subscribers or users themselves. Consequently, they could grow their company with bigger support from their consumers, and direct the business more to satisfy consumers, since they will get more input.

Thus, having loyal members in a brand page will help the brand page to communicate and deliver its benefit to consumers, in terms of reaching and giving meaningful messages, which will enhance their trust and loyalty to the brand beyond the normal extent.

2.1.3. Drivers of brand page loyalty

The first driver of brand page loyalty is to attract consumers to engage with the brand page. As mentioned by Jahn and Kunz (2012) a brand page needs community or members to deliver its value and experience and without it consumers would not be interested to join the page, because they think it is a waste of time. The benefits for consumers, though, are not only the opportunity to get a discount or to win a grand prize. Beyond that, the benefits include positive experiences they get from joining the page, such as the feeling of entertained, safe, valued, etc. This is also in line with the article of Jang, Olman, Ko, Koh, and Kim (2008) which argued that interaction and rewards for participating in a brand page significantly affect consumers’ commitment to the brand page. For example, instead of the companies who always share the information regarding the product or the brand itself, the company should encourage consumers to share that information to each other and give them a meaning of subscribing in the brand page. Furthermore, to reach this point, Jahn and Kunz had shown that

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valuable content on the brand page is one of the most important drivers, that give benefit and desired feeling to consumers and thus, attracts them to join the brand page.

Secondly, when members are already coming to the page and hopefully participating actively, they need to build consumers’ trust to the brand by keeping them interested with future posts. As mentioned by Casaló, Flavián, and Guinalíu (2010) to support the statement, participation in social virtual community can positively influence brand loyalty. The argument implies that consumers who are participating actively are engaged and loyal to the brand page, which then create a loyalty as a whole to the brand from the benefits and communicated by the company and the meaning for themselves.

At the same time, customers might differ in how they perceive valuable contents or posts due to their attitude towards social media marketing. As stated by Chung and Austria (2010) the attitude towards social media marketing messages are strongly related to social media interaction and information gratification. There are different types of consumers’ attitude towards social media such as benefits they can get and how much they trust the social media marketing (Anderson & Srinivasan, 2003). Then, it can be assumed that loyalty of consumers is also influenced by their attitude towards social media marketing. Moreover, the effect of types of contents in Facebook brand page to the brand page loyalty could be moderated by consumers’ attitude. For example, when someone finds that a certain Facebook brand page has interesting contents, they might still uninterested to follow the brand page, but instead they only look for some of the contents by visiting the page occasionally.

The following part in this chapter would discuss the two variables (types of content and consumers’ attitude towards social media marketing) in more detail. It would also be followed with the conceptual framework as the based for this case study and the hypotheses.

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2.2. Building trust from the types of content in Facebook brand page

In Facebook, the page could have contents of different elements such as entertainment, uniqueness, informational, interactivity, vividness, combination of those, and many more (Cvijikj & Michahelles, 2013). This elements or are perceived differently by the audience. Firstly, entertaining content would be perceived as fun, exciting, cool, and flashy, which is not necessarily related to the brand such as funny videos or anecdotes (de Vries, et. al, 2012). For example, Leerdammer could share a funny video to bring a smile for the brand page members. Secondly, Uniqueness could be perceived as uncommon factor in the context of the posts, the visualization, or as Gommans (2001) and the others has mentioned in how the brand position itself to the market. Thirdly, Informational, according to Cvijikj and Michahelles (2013), should be customized to the market. It is a clear information about the brand, products, organization, and their activity, or even unrelated to the products, but relevant to the value of the brand, that could give new knowledge to the audience. Fourthly, interactivity can be measured by how strong their effort to encourage participation and communication of the members, which can be done by posts that is require participation to a certain campaign or a posts that contain a questions to be answered in comment. Lastly, vividness is needed in every content on the brand page, which shows whether the messages that is supposed to be

delivered is clearly defined and the content looks real. These elements should then be combined to the maximum efficiency.

More than that Erdoğmuş and Cicek (2012) argued, nowadays, people also prefer contents that contain advantageous campaign that shows people what good the business is doing for society and also the benefit for the members to participate in the brand page, and this also include an informational content. People are also more interested with contents that use a popular context, for example, corporate social responsibility is currently a hot issue in the whole world, and this makes people appreciate content who support the protection of the

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earth and the creatures within it. And lastly, the elements has to be aligned with the relevancy within customers in order to keep them interested.

There are also types of contents, which create a negative impacts to the consumers such as ones that contains a harassment to a certain racial or countries, or the ones that contain political contents who fight for someone and speak ill of others to a certain degree. These kind of contents would not only gives a negative impact to the brand page, but could affect in the negative impact of the brand as a whole, as not buying any of their products and could even vilify the brand.

Consumers could build trust based from the contents that they perceive on the

Facebook brand page when the companies are delivering their promise through the Facebook brand page (Barwise & Meehan, 2010). When most of the contents are delivering promised benefit to the consumers, they would be willing to follow the brand page, because the consumers might think that the brand will do so in the future. Furthermore, by trusting the brand page, consumers might even promote the brand page to other people, which then increase the popularity of the brand page as mentioned in previously. For example, Leerdammer with their vision of enjoyment, could posts funny videos that could bring

laughter to people as well as messages for reminding people to smile, or they could share tips to enjoy a day that could bring a smile in different way.

However, in my opinion, putting all positive elements in one content is not possible most of the time. Some people might still perceive a certain content as negative, and some of them might still perceive some of the negative factors, even though the company did not have any intention to it. For example, an education brand page would have a fully informational contents but not necessarily entertaining, and so consumers might find it boring. Therefore, whatever their choice is, they will have to choose which type of contents they should put on the brand page for which market they are targeting based on their environment.

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2.3. Consumers’ attitude towards social media marketing

Consumers’ attitude towards social media marketing means, whether consumers positively accept the social media marketing or are they actually against it based on their evaluation of different elements affecting their attitude. Ellen and De-Lima-Turner (1997) argued that internet advertising is more effective for attracting and interesting potential customers or for developing a favourable brand attitude than it is for actually selling or promoting products, which means companies have the power (although not high) to enhance the attitude of consumers towards social media marketing, and thus towards the brand page by creating contents that are benefitting for consumers instead of disturbing. Consumers’ attitude towards social media marketing might differ in many types. For example, their attitude

towards the entertaining contents might be fun, but their attitude towards the advantageous or informational contents might be boring (Bauer, Reichardt, Barness, & Neumann, 2005). Their attitude could also differ in companies effort to grow the business.

Most importantly, to build a favourable brand attitude in consumer’s mind, their attitude towards social media marketing as a whole needs to be considered, because it would affect their process of perception building towards the brand from the start. In other words, when strategizing their marketing in social media, companies need to create contents and approach that would be desired by people, based on their attitude towards social media marketing. For example, if their attitude towards social media is positive, that it would give them benefit, companies should ensure that the consumers would receive the benefit.

2.3.1. Drivers of Consumers’ attitude towards social media marketing

Consumers attitude towards social media marketing could be influenced by their cognitive ability and by their actual approach towards social media marketing. Akar and Topcu (2011) argued, that how frequent people are using the internet, whether consumers are

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willing or even do click on online advertisement shows if they accept the social media

marketing as part of their activity in social media has a positive relationship with their attitude towards social media marketing. And even their behaviour in using different social media, such as Facebook and Youtube, which would affect their chance to be approached by social media marketing. In addition, this would affect their attitude towards social media marketing because of their acceptance in the contents of social media as a whole including the social media marketing, and perhaps they perceive it as part of social interaction. Of course these leads to their personal perception, whether it is positive or negative, towards social media marketing. As an example, someone who were able to use social media for their enjoyment only in limited time might not like social media marketing, since it reduce their time to socialize.

Most of this aspects are not in the hands of companies to change. This aspects mostly came from each consumers’ personality. However, companies could influence this variables and should take it into consideration when creating their social media marketing strategy.

2.3.2. The advantages of positive consumers’ attitude toward social media marketing Gardner (1985), in his research, argued that consumers’ attitude towards

advertisement affects their attitude toward the owner of the advertisement on the internet. Even though at that time when he was conducting the research Facebook was not yet exist, it is relevant in this study, since it support the fact that consumers react to a brands’ marketing activity based on their attitude towards advertisement. Similarly in Facebook, which is also a tool to practice advertising, companies marketing effort would be perceived differently by customers based on their attitude towards social media marketing. Moreover, by different attitude towards social media, it would affect how much they would like to engage with a brand page or even not at all.

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Furthermore, Akar and Topcu (2011) mentioned in their paper, the more positive consumers’ attitude towards social media marketing, the more they would likely to engage. For example, people have different motivation to participate on Facebook. Although most of them have a motivation to socialize on Facebook and connects to people, nowadays some of them may want to find information out of Facebook. This attitude of consumers could be an advantage for a brand page, if the companies could align it with their marketing effort and as long as they provide information desired by consumers. Thus, people could get what they are looking in a company brand page, they would more likely to come back again and subscribe to the brand page.

Another advantage is not only having them joining the brand page, but it affects their willingness to actively participate on the brand page. With positive attitude towards social media marketing, they might want to support its existence and campaign to be in reality. For example, when a brand page is creating a campaign such as “1 share helps 1 child” consumers with positive attitude would share it and even like the posts, perhaps because they care about the campaign and have trust to the brand. As mentioned, by Ellen Gordon and De Lima-Turner (1997) most of internet users in the sample seem to take passive approach to the trade-offs within social contract of internet advertising. This shows an attitude of low-positive, Therefore, when they do not see the advantage of the contents, such as the example,

immediately they would not be interested with it and would not find out more about it, even if it actually have an advantage deep inside. On the contrary, people with high positive attitude, might actively look for information more deeply.

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III. Conceptual Framework

After the reviews and explanation regarding the previous research in the second chapter, this chapter will explain the conceptual framework as a base of this case study. Firstly, the variables to be measured will be defined and will be applied to the context, which is regarding Facebook brand page. Therefore, the research will measure the impact of consumers’ attitude towards social media marketing towards the relationship of difference preference of

consumers to the brand page loyalty as a moderator.

3.1. Content types Hypothesis

Contents of Facebook brand page in this research are limited to the posts in the page,

excluding extra application from the page, different visualization of the page, etc. Moreover, the elements of the contents included in this research are entertainment, uniqueness,

vividness, informational, interactivity, advantageous campaign, popular context, and relevancy. Between each people, however, there is a difference on how the consumers perceive brand page content attractiveness due to different preferences towards the contents (Mulyanegara, et. al, 2009). Moreover, McAndrew and Jeong (2012) argued, what people are doing on Facebook depends on many things such as social demographic such as age, gender, or even occupation. They showed that people in do differs in their behaviour of using

Facebook. They identified that females in general spend more time on Facebook, and the older females tend to engage more in content related to family activity than their younger age counterpart.

This implies that people have different perception and thus perceive differently toward a thing or in this case a brand posts. Accordingly, it means when an individual think that a given content is funny, others might not think that it is funny, which then might affect their drivers towards brand page loyalty. An example was given in the article of Jang and the others

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(2008), which argued that consumer-initiated members might prefer informational or

advantageous contents, and as with company-initiated they prefer contents that allow them to be interactive. This shows that people who have different intention of joining the brand page would differ in what they are seeking in the brand page.

In order for the companies to win the market from social media context they should create brand page loyalty in Facebook from their target market. And to achieve this target, companies need to create contents that are attractive to consumers based on their target market preference, instead of targeting a mass population (Cvijikj & Michahelles, 2013). Thus, this study will try to address the extent and find solution of this issue, and also provide an insight of how to improve their use of social media as a marketing tool.

On the other hand, what people are doing on Facebook depends on many things. It could depend on demographic, such as gender, age, or even occupation. It could also depend on geographical difference and culture difference. In this study however, Leerdammer is targeting older people instead of younger ones. Thus, this study will be focused on different age, which most of the time include occupation.

A research by McAndrew and Jeong (2012) showed that people indeed differs in their behaviour of using Facebook. They identified that females in general spend more time on Facebook, and the older females tend to engage more in content related to family activity than their younger age counterpart. They also stated, that younger females tend to visit other people, whose in the same age or with small difference in age, more than elders. This indicates that what happens to be interesting or entertaining for older people does not necessarily to be interesting for the younger ones.

Deriving from this argument the samples will be divided into 2 different groups of 29years-old or younger and 30 years-old or older, and lead to the first hypothesis

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19 | P a g e H1a: The preference in Facebook posts contents differs between two groups

H1b: Types of content affect consumers’ brand page loyalty

3.2. Consumers’ attitude hypothesis

Anderson and Srinivasan (2003) stated that there are different types of consumers’ attitude. A research by Chu (2011) regarding the intention to share viral advertising among college-aged students indicated that among the samples age the attitude towards social media advertising are positive. so it would almost be certain that people differ in their attitude towards social media marketing, and therefore build a different reactions towards certain social media marketing, and specifically to certain brands. On the other hand, a research by de Lima-Turner (1997) and the others has indicated that SNA users who felt like their privacy had been disturbed would likely to have negative attitude towards social media marketing. which shows that some people are annoyed with the existence of brand page in Facebook, some does not even care, and some are happy about it. And as the general principle of research, people are assumed to have different perception and perceive differently towards some things. So, it would almost be certain that people differ in their attitude towards social media marketing, and therefore build different reactions towards social media marketing, and specifically to a certain brand. When the attitude towards social media marketing is positive, then consumers would be more willing to engage with a brand page, and when it is negative it would be the other way around (Akar & Topcu, 2011).

Companies should take this matter into consideration when choosing target market and creating post contents for the brand page. As mentioned by Chung and Austria (2010), peoples’ attitude towards social media marketing is strongly related to the willingness of participation and contents gratification. When people accept the social media marketing in their homepage, it is easier to make them like the posts, commenting the posts, and join the

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brand page. Therefore, this study is also aimed to analyse the effect of customers’ attitude towards social media marketing to the brand page loyalty and proof the difference between two groups.

H2a: The attitude towards social media marketing differs between two groups

H2b: The attitude towards social media marketing of younger consumers affect the brand

page loyalty

3.3. Moderating effect of consumers’ attitude towards social media hypothesis

Furthermore, how strong attractive contents would build brand page loyalty also depend on consumers’ attitude (Dick & Basu, 1994), such as people with low positive attitude find not engage to the brand page even though they enjoyed the contents, because they know it is only for marketing purposes or they do not receive any advantage there. Great solution for this example is probably Oreo’s marketing practice which posts delicious cookies on their brand page (of course with Oreo mix), instead of directly promoting the products, in order to help their consumers enjoy Oreo even more (Oreo, n.d.). That way, Oreo gives experience to their consumers, which also gives them an advantage of cooking information. And thus customers with low or negative attitude towards social media marketing would probably perceive the posts differently as a marketing purpose, because Oreo does not directly promote the products. On the other hand people with positive attitude towards social media marketing might love contents with informational products alone, because they tend to discover new products that fit their preference. These people needs information contents about what is the superiority products, how could they receive the benefit from it.

The attitude towards social media marketing differs in many type. In this study it focused on the benefits, trust, and behaviour of consumers’ towards social media marketing. The

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benefits include the entertaining, informational, ease of access, and commercial benefit. Secondly, trust means the extent to which they think that social media could give them benefits more than for the importance of the company. And lastly, the behaviour is how they react when they were approached by social media marketing. (Cvijikj & Michahelles, 2013; Erdogmus & Cicek 2012). There might be more types of attitude towards social media marketing, which is not included in this study due to resource constraint. Furthermore, these factors then, would likely to affect the chance of a brand page to give the consumers the desired contents and thus decided to engage with the brand page. For example, when they do not have a trust on social media marketing, even advantageous campaign would be perceived as only the importance of the company

Theoretically it affects the relationship between types of contents and brand page loyalty, because their attitude towards social media marketing would either enhance or deter the effect of a certain type of content to the level of brand page loyalty. Therefore, the third hypothesis will be,

H3: Consumers’ attitude towards social media marketing positively moderates the relationship between the types of contents and consumers’ brand page loyalty

(+) H2b

H3 (+)

H1b (+) Type of contents

Consumer attitude

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IV. Methodology

This chapter contains the explanation of the design in the case study. The chapter will start by the introduction of the research design that will be followed by the explanation of the samples. Then the data collection method will be provided. Lastly, variables and measures of this research will also be discussed.

4.1.Research design

The research will be done in a case study of Leerdammer. It is a cheese company, which is in the process of improving the social media marketing in Facebook for the Dutch market. To test the hypotheses in conceptual framework, a self-administered and internet mediated questionnaires will be used, which can be found in the appendix (Saunders, Lewis, & Thornhill, 2009, pp. 362-365). The questionnaires used are designed to reach a better understanding about how people evaluate the contents from certain factors mentioned in conceptual framework and also about their attitude towards social media marketing as a whole. The reason for choosing questionnaires under survey method is because of the ease to collect and compare answers from a large number of people in short time and low cost (Saunders, et. al, 2009, pp. 360-365), which is needed for this research due to the resource constraint. Furthermore, as the hypotheses take consumers’ attitude and their preference in type of contents, which take a cognitive measurement into the consideration. To make the result reliable, standardized and consistent questions need to be used. The previous research related to the subjects are also conducted using questionnaires under survey method, such as the research by Akar and Topcu (2011) as well as research by Cvijikj and Michahelles (2013).

There is of course the downside of using survey method. The number of questions in the survey should be as efficient as possible, since potential participants normally does not want to spent their time for a large questionnaires with a lot of questions. Secondly, the

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chance of gathering data is only once, therefore, the questionnaires must be designed properly before then be distributed to the target samples (Saunders, et. al, 2009, pp. 362-365). This is due to the learning effect of consumers or they are being annoyed. This study will then take this limitations into consideration, by creating the questionnaires as efficient as possible with a detailed check before distributing.

4.2. Samples

This research is focused on the Facebook users in general, where the difference between two difference age group will be compared. Therefore, a reliable number of samples have to be drawn from the total population in this category (Saunders, et. al, 2009, pp. 173-182). The scope of the samples are limited to people who are currently living in Netherlands for at least 2 years, because this case study is about Leerdammer which is in the process of developing the brand in the Netherlands. This is due to the difference in reaction of French and German market in Facebook brand page category and Leerdammer only uses Facebook at the moment, and thus limiting the samples only as Facebook users in Netherlands would be relevant. To sum up, the case study would distribute the survey the Dutch market who Facebook users in Netherlands regarding the attitude towards social media marketing and preference type of contents.

In this case study, we will strive to reach high number of samples, as Saunders and the others (2009, pp. 210-213) said, that the larger the sample size the more generalized the results will be. They also mentioned that the minimum number of sample to be able to be used for statistical test is 30 people. Thus, for this research there has to be at least 30 people for each of the age group as samples, but to ensure the normal distribution, 50 samples are

targeted for each group in this research. This is also in order to increase the generalizability of the results achieved on the final paper.

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4.3. Data Collection

As previously mentioned this case study will harness the internet as a method to collect the data by using online survey tool known as Qualtrics. This tool is quite practiced to be used for developing the questionnaires, as it has some of advantages needed for the study. Firstly, there are no limits on the number of questions that can be assigned in the questionnaire as well as number of participants that could fill the questionnaire. Secondly, with this method it creates more possibility to reach potential participants within certain geographical distance. Thirdly, it saves time later on for the data processing, since the data from Qualtrics does not need to be manually entered. Last but not least, it also saves money and environment, because there is no need to print the questionnaire in the paper. Moreover, the potential participants will be reached through email, Facebook, Word of mouth, and a provided platform from the university

On the other hand, there is a disadvantage as well for using internet-based method. Wright (2005) argued that it could lead to systematic bias, because people are engaged to the

questionnaires by self-selection, which means they can choose whether they are willing to fill the questionnaire or not after being asked to. He also mentioned, due to the less direct

communication, it could lead to unfavourable outcome of low response rate. Besides, the acceptance of online community members need to be considered, for example, some members might be annoyed by the survey or consider it as spam, which means they are likely to reject it. In order to prevent these problems, a brief introduction that contains useful information about the survey and research will be provided. Accordingly, potential respondents have an idea of what the purpose of the research is, and thus are more likely to participate.

The surveys will be written in both Dutch and English due to the research design that is addressed for multinational companies and to market in Netherlands, which not all of them speak Dutch. The visual of the survey would be made as simple and attractive as possible to

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ease the participants to complete it, and thus increase the number of respondents. Furthermore, to increase the number of respondents and decrease bias the identity of

participants will remain anonymous, so that their have their privacy and are less worried to fill the questionnaire.

4.4. Measures and structures

This following section describes the measures used for both dependent and independent variables in the research. First of all, attribute and opinion variables are used in the survey to measures market opinion on how the attractive contents in the brand page would be, how they think about social media marketing, and whether they are likely to join and participate in the brand page. This section describes the measures used for 2 independent variables and a dependent variable by the order in which they are asked in the questionnaire: starting with their profile and general questions and then start with the question for their attitude or

thoughts towards social media marketing, and it is followed by their perceived performance of social media marketing content from Leerdammer, and lastly the question for their

willingness to join and participate in the brand page. In measuring in each of the variables, 5-point Likert scale will be used, which represents the feeling and personal values of the respondent regarding the variables measured (Saunders, et. al, 2009, pp. 371-390).

As in the structure, the consumers will be provided the general information about Leerdammer so that the respondents have some ideas about the topic in advance. The explanation will be provided to the respondents before they filled their general profile and if they are familiar with Leerdammer (age, gender, etc), in order to let them know the purpose of the brand page. The questions of the questionnaire will be detailed for each variable, and easy to understand. There would not be broad-meaning question such as “is this informational to

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you?”, which would cause bias. Moreover, the questionnaire order will be the same as the conceptual framework, to ease the analysis of the research later on.

The preference of contents will be measured by entertainment, uniqueness interactivity, vividness, advantageous, popular context, and relevancy, which are also used in Cvijikj and Michahelles (2013) as well as Erdoğmuş and Cicek (2012). Then, the survey will also

measure the attitude towards social media marketing based on the constructs of benefit, trust, and behaviour. Lastly, the brand page loyalty will be measured by willingness to join, to like, to comment, and to share (digitally or verbally).

There will be additional variables in the survey, which are their gender and whether they are familiar with the brand. The gender in questionnaire will be asked in close ended question: What is you gender? 1) male. 2)female. Then the question regarding their familiarity with the brand is will also be asked in closed ended questions: are you familiar with Leerdammer? 1) yes. 2) no. These variables are used to ensure that the samples represent general population.

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V. Results

The purpose of this chapter is to include all the necessary data to give appropriate answer for the research questions. It will begin with several descriptive statistics, followed by the reliability of the scales by using Cronbach’s Alpha and the correlation test between variables. Furthermore, the results of the regression analysis, t-test, and factor analysis to answer the analysis will be shown. All the data will be interpreted for the reader purpose.

5.1. Descriptive Statistics

The total number of participants that answered the questionnaires was 100 people, where the proposition between male and female 63 (63%) and 37 (37%). This indicates that the sample differ from the total population of Facebook users, which consist of (50.4%) males and (49.6%) females. The samples also came from different age groups with the proposition of 57 (57%) for 29 years or below and 43 (43%) for above 29, which also differs from the statistics of total population (25% for below 29 and 75% for above 29). Most of them are using Facebook 1 to 15 hours a week. Furthermore, the total average of age in how long they have been living in the Netherlands is 22.3 years with the maximum number of 59 years. The difference in descriptive data of this study and total population, however, should not be a problem as the normality test was conducted. The normality test showed that for the 3 variables it was significant that all are normally distributed (p> 0.05). This indicates that the data of this study were available to be processed (regressed).

Unfortunately, 40 respondents did not complete the survey and 50 respondents were not using Facebook. This comes mostly from the age group of 29 or above, which according to the average of how long they have been living in Netherlands is above 35 years. This is probably because many of them have a family which made them less willing to use Facebook

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or filling the survey due to their job importance. The complete descriptive statistics data is provided on table 1a and 1b.

Table 1a: Gender of Facebook users population compared to sample

Male Female

Facebook users population in Netherlands 50.4 % 49.6%

Sample (N=…) 63% 37%

https://www.gfmag.com/global-data/non-economic-data/internet-users?page=3

Table 1b: Age of Facebook users population compared to sample

≥29 years old <29 years old

Facebook users population in Netherlands 25% 75%

Sample (N=…) 43% 57%

http://www.statista.com/statistics/283760/age-distribution-of-social-media-users-in-the-netherlands-by-platform/

5.2.Reliability and validity

From existing items that are derived from the survey, new variables were created to analyze the data. And these new variables were tested with Cronbach’s Alpha regarding its reliability to explain the analysis.

Both dependent and independent variables were created from the mean of various items in the survey. For example, the brand page loyalty are made from their willingness to join the brand page, like, comment, share the post, and prefer the page over others in the same

industry category. The higher the mean of these variables, the higher the point that was given by repondents. For example, if a respondent scores 5 on the attitude towards social media

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marketing, that respondent has a positive attitude towards social media marketing. Moreover, these variables are considered reliable if they reach 0.7 in their Cronbach’s alpha (Field, 2009). The results proved that these variables are reliable to be used for the further analysis, since their Cronbach’s alpha are above 0.8.

On the other hand, the validity test showed significant number (p<0.05), which indicates that the data for all 3 variables are valid enough to be processed. The rotated component matrix showed that for most question, it showed a number above 0.7. The full table of correlation and validity can be found in the appendix.

Table 2: Reliability and validity of created variables

Cronbach's alpha Nr. of items KMO Test Bartlett Test

Brand Page Loyalty 0.898 6

0.833*** 842.531***

Content Types 0.810 4

Attitude Towards Social Media Marketing

0.818 10

Note. N= 100 *p<.05. **p.<.01. ***p.<.001 ****p.<.0001

5.3. Correlation

Correlations between variables were explored prior to testing the hypothesis. The complete test results can be seen in the appendix. The data from indicates that there is correlation between each of the independent variables to the dependent variables. As seen in the table there are significant correlations between each independent variables to the

dependent variable. The type of contents variable significantly correlates with brand page loyalty variable (p<0.05, r= 0.395). on the other hand, the second independent variable, which is attitude towards social media, show a significant level of correlation (p<0.05, r= 0.226)

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This indicates that the higher the score in type of contents and the attitude towards social media marketing, the higher the level of brand page loyalty.

This results do not indicate a causal relationship, but it gives the idea of mutual

relationship between each variables in this study. The results indicate that the content types and attitude towards social media marketing move in the same direction as the brand page loyalty. If content types and attitude towards social media marketing, the brand page loyalty would be positive.

Table 3: Correlation table

1 2 3

Brand Page Loyalty 1.0

Content Types 0.395** 1.0

Attitude Towards Social Media Marketing

0.226* 0.347** 1.0

Note. N= 100 *p<.05. **p.<.01. ***p.<.001 ****p.<.0001

5.4.Regression analysis

Hypotheses 1a, 2a, and 3 are testing the causal relationship of each independent variables to the dependent variables and the moderating effect of attitude towards social media

marketing to towards the relationship between content types and brand page loyalty. It was tested with linear regression method. The models significantly showed that there is indeed a causal relationship between variables. The summary of regression results are provided in table 4 and the full table will be provided in the appendix.

The statistic results has supported the first hypothesis where it said that type of contents affect the brand page loyalty, which turn out to be a positive relationship (p= 0.000 < 0.05).

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This result means that if the members are attracted with certain type of contents and lead them to a brand page loyalty. The second hypothesis, the effect of attitude towards social media marketing to the brand page loyalty, was also also supported with positive relationship effect (p= 0.024 < 0.05). This can be interpreted as the positive attitude towards social media marketing in general leads to higher brand page loyalty.

Beside from the causal relationship, the moderating effect were also analyzed. The analysis showed that attitude of facebook users towards social media marketing have a positive interaction effect towards the relationship between type of contents to the brand page loyalty (p= 0.000 < 0.05, R2_{= 0.165). The numbers in this result means that approximately}

16.5% of the variance are explained by this model. Although, the number is relatively low, it still proved that negative attitude towards social media marketing will decrease the level of consumers’ brand page loyalty even if they like the contents provided on the brand page. For example, when someone saw something in interesting from the brand page in their homepage (from paid advertisement), they might not look further into the brand page, because their attitude towards social media marketing is less positive and it deter their interest.

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Table 4: Regression

Brand page loyalty (DV)

Coefficient SE Beta

Constant 15.218**** 1.238

Content types 0.630*** 0.148 0.395***

Attitude towards social media marketing 0.207* 0.090 0.305**** Content types * Attitude towards social media

marketing 0.016**** 0.004 R2 _0.165 Note. N= 100 *p<.05. **p.<.01. ***p.<.001 ****p.<.0001 5.5.T- tests

Hypotheses 2b discuss whether the difference in age groups of the facebook users results in different attitude towards social media marketing. The t-test was used to test the

hypothesis. In addition, the results of this test will be important to enhance the results in regression analysis.

According to the table 5, the result has shown that the hypotheses 2b is supported. The result is not significant in terms of equal variance assumed (p = 0.471> 0.05). Therefore, it is implemented that there is indeed a difference in attitude towards social media marketing between 2 age groups. The results has indicated that the younger age group tend to accept the social media marketing (M = 3.34, SE = 0.058) better than the older age group (M = 2.81, SE = 0.048), although the difference is not that big.

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Table 5: T-test

Sig.

Attitude towards social media marketing 0.471 Mean SE ≥ 29 years old 3.34 0.058 < 29 years old 2.81 0.048 5.6. Factor analysis

After using the t-test to test the difference in attitudes of consumers, factor analysis was used to check on whether there is a difference in the most significant type of contents that enhance people’s brand page loyalty for each group. Moreover, this analysis was intended to find out which factors from the content type have the biggest effect on the brand page loyalty for Leerdammer target market, and of course can be applied to other companies in similar industry. First of all, the factor analysis for the whole group was conducted. From the results presented on the table 6 it is observable that in overall the type of content that include

entertainment, uniqueness, vividness, and popular context is the strongest type to build brand page loyalty.

The table also indicates that there is indeed a difference between two groups in the component factor that best explain their level of brand page loyalty by the type of content, although it is not entirely the case. The rotated component matrix showed that for the group age below 29, the component factor includes Entertainment, uniqueness, vividness,

advantageus, and popular context which best explains the model from content types variable. On the other hand, the age group of 29 or above has a slight similarity, but also a difference.

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The rotated components showed that the component factor for them include entertainment, uniqueness, interactive, vividness, popular context, and interest fit.

The interpretation would be, that both groups are seeking for enjoyment of consuming the content. However, the younger age group are also interested in their benefit of they get from the content of the posts. They are probably more interested in the post that gives them benefit such as new knowledge and prizes. As for the older age group, they are more interested in engaging with the brand who owned the post (Leerdammer). Thus, instead of only seeking for the enjoyment in seeing the post, they are also seeking for the opportunity to be part of

something. In contrast with the younger age group, they probably attracted to the campaign that looks real and show them that the campaign is serious (if the campaign do invite the audience for a certain reason), probably because they would like to participate.

Age ≥29 years old <29 years old Content types CT1 0.717 0.874 CT2 0.618 0.732 CT3 0.588 CT4 0.677 0.874 CT5 0.786 CT6 0.720 0.720 CT7 0.624

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VI. Discussion 6.1.Theoretical Implication

A new insight could be reached from the results of analysis. Previous studies did not investigate the interaction effect the attitude towards social media of consumers has to the relationship of content types and the brand page loyalty. Moreover, not many research even discuss branded page of a company. The previous studies, though, explored factors that affect the attractiveness of a Facebook post and that whether people like the contents affect their willingness to engage with Facebook post or page (Cvijikj & Michahelles, 2013; Erdoğmuş & Cicek, 2012). In Netherlands and especially for Leerdammer, however, it has not been

explored the effect of content types and attitude of consumers towards social media marketing. Therefore, this study provides deeper understanding on the mechanism of such relationship in Leerdammer Facebook brand page.

Earlier research by Cvijikj and Michahelles (2013) suggest that entertainment and informational are the strongest factors to attract consumers into liking a post. The finding of this research, however, showed that there is a difference between the 2 groups in the factors that explains the level of their brand page loyalty. The younger Facebook users in Netherlands are mostly influenced by advantageous campaign such as new knowledge along with popular context factor to be willing to engage with a brand page and leads to higher brand page loyalty. The older group on the other hand, is more influenced by entertainment and

uniqueness to be willing to engage with the brand page. This means that high entertainment and advantageous campaign factor in the post content might lead younger people to join the brand page and probably being active instead of passive members, but not necessarily effective for the older groups.

The positive effect of consumers attitude towards social media marketing, as shown in results section, was also significant, where Akar and Topcu (2011) mentioned that the more

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positive the attitude of consumers towards social media marketing, they would more likely to be engage with a brand page. it means that even when people liked the post contents in Leerdammer Facebook post, they might still not bother about it when their attitude towards social media marketing was negative. More importantly, the two groups shows a different level in their attitude towards social media marketing. these attitudes of each group enhance the positive effect of the content factors to the brand page loyalty by the moderating effect, because they had an intention to accept such social media marketing in the first place and might stay to the attitude.

6.2.Managerial Implication

The result of this research provides several implications for marketing and managerial purposes especially for Leerdammer. Firstly, this study is focusing on Leerdammer Facebook brand page for consumers in Netherlands, so it basically the first. As it is a new way of studying a company’s brand page, therefore it provides new insights of the concept of influencing effect by attitude towards social media in general to the consumers brand page loyalty. Leerdammer should then figure the way to improve their brand page contents by personalizing the contents to their target market, or should they not be using a facebook as marketing tools due to their attitude from their target market.

Secondly, this study suggest further support on studies that examine the differences between groups of markets, which has been an objectives of many of the Leerdammer

research or even other companies to personalized. Therefore, it is essential to analyze both the intrinsic and extrinsic factors that could influence users behavior to a certain brand page. However, this results indicates that more less the attitudes of both groups are still positive, even though it is in different level for each group.

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Minor implication from this research is that, in general most users like the contents that gives enjoyment to watch. Instead of trying to selling their products, Leerdammer need to be making connections with the customers. Therefore, they need to create contents that can attracts the audience and gives them enjoyment at least from the perspectives of only the posts itself, for example, funny videos, picture showing what happened in current certain popular context with not-so-boring explanation text. Furthermore, to attract the specific target market they should add valuable element to their post content.

The younger people in Dutch (below 29 years old) seems to be updated with the current development or something popular. Moreover, they seek a content that gives them benefit such as new knowledge, prestige, or maybe a discount for a product. Leerdammer should then create a content using the popular and positive context such as football match to attract them and the benefit such as a chance to win a ticket.

As for the older people in Dutch (29 years old or above), they seemed to be interested in socializing. Which means, in order to attract this group of audience, Leerdammer should create an interactive content that is entertaining for the the target audience. The example would be, sharing their enjoyment to the refugess who are in need. Moreover, as Erdoğmuş and Cicek (2012) wrote in their article, companies should keep away from “big campaigns” and stick with “small acts”, since small campaign can easily reach lots of people and

accomplish the objectives in a very short amount of time. With this Leerdammer could also create more campaign to connect with audiences.

6.3.Limitations and future research suggestions

This research has some limitations that make it not available within a certain condition. This limitations include the scope and the procedure. Within this section of the paper, it will be suggested a few things This research is only generalizable in a limted context. Firstly, the

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data are only focusing on Dutch market, which make this research not necessarily effective for other countries with other cultures and behavior. Including respondents from different cultures and area would make it more reliable. Moreover, the factors that are included in the research might not include all possible factors that affect the variable and only using

Leerdammer posts as a measure. Therefore, post with different types of elements should be measured as well in the future research. Different preference or attitude might occur in that research.

Some of the respondents are also not familiar with Leerdammer, which as mentioned before might affect their measure of the posts given in the survey, because the research does not include that factor. For example, because they are taking into account their feeling for the products. It is then suggested to include people that are actually a consumer of Leerdammer products. This factor should also be controlled to make the research more valid in the future.

On the other hand, since the results are significant that there is indeed a difference in direction of attitude towards social media by customers and their content preference, companies need to either enhance positive attitude towards social media or shut their facebook completely. Thus, future research need to examine what affect the attitude of consumers towards social media in order to be able to enhance them. Moreover, future research should also examine of how consumers interpret the most attractive elements of the post, which are popular context and advantageous campaign for the group of below 29, and entertainment and uniqueness for the other group. Consequently, companies would be able to personalize their facebook posts to be more attractive for their target market by understanding the real meaning of each factor.

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VII. Conclusion

To conclude, this research is a case study of Leerdammer, a cheese company in

Netherlands, regarding their social media marketing on Facebook for Dutch population. The main purpose of this research is to provide insight on companies, especially Leerdammer, of how consumers attitude towards social media marketing and the type of contents in Facebook brand page affects the brand page loyalty of consumers. Moreover, In the analysis, the types of contents and consumers’ attitude towards social media marketing in general were

confirmed to have a relationship with brand page loyalty of consumers.

This research also confirmed a difference in attitude towards social media marketing and in strongest factor in content types that determines the brand page loyalty between two different age groups. The analysis has shown that enjoyment is crucial to both age groups and the difference lie beyond that, in which the older age group are more concerned about the engagement factors while the younger group are more concerned about the benefit they get from it.

Although the factors in some variables used in this research might not include all, this research made a significant results. However, the strength of the relationship is not so strong, that there could be more factors to include or variables to control. Thus, this should be addressed in future research to provide a better results and understanding towards social media marketing on Facebook.

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