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<b>IMPROVING BRAND AWARENESS THROUGH SOCIAL MEDIA: A CASE STUDY IN TAI KY FOOD FLOUR CORPORATION </b>

<b>IN HO CHI MINH CITY </b>

<b>An Independent Study </b>

<b>Submitted in the part fulfillment of The requirements for the degree of BSc (Hons) Business Management </b>

<b>By </b>

<b>Dang Anh Minh Student ID: 2022539 Supervisor: Dr. David Ratcliffe </b>

<b>Word Count: 10168 </b>

<b>April 2022 </b>

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<b>Declaration </b>

This dissertation project is original work carried out by solely by the author and it has been accurately referenced and acknowledged, complying with the University of Bolton’s guidelines regarding plagiarism (Student Handbook).

Name: Dang Anh Minh Dissertation Type: Experimental Research

Student Number: 2022539 Submission Date: April 11th 2022 Supervisor: Dr. David Ratcliffe

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<b>Acknowledgments </b>

I would be glad to demonstrate my sincere thankfulness to Dr. David Ratcliffe for his unwavering support, aid, and encouragement during this dissertation process. I was extremely fortunate to have a supervisor who not only taught me a great deal but also inspired me with his enthusiasm for research.

My heartfelt gratitude also goes out to my wonderful, supporting, and caring family. When things get tough, your words of support mean a lot.

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<b>Abstract </b>

Marketing agencies are becoming progressively aware of social media marketing. It is recognized as a significant platform for delivering business information to consumers. Despite its growing importance, very few studies have investigated the influence of the marketing of social media on consumers’ understanding of the brand. The aim of this study is to examine recommendations to improve brand awareness through social media in Tai Ky Food Flour Corporation in Ho Chi Minh City. A validated questionnaire was provided to a sample of 100 Tai Ky social media users in a quantitative study. To test the hypothesis, SPSS was used to run a regression analysis. The research showed a considerable influence of social media on business brand awareness in general. Electronic Word Of Mouth (EWOM), trendiness, entertainment, customization, and interaction were proven to have a substantial impact on the company's brand awareness. The study generated a number of empirical and conceptual conclusions that can improve Tai Ky's business with its social media marketing initiatives.

Keywords: social media; brand awareness; social media marketing.

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1.3 About the Company ... 4

1.4 Research Questions and Objectives ... 4

1.5 Research Structure ... 5

<b>Chapter 2: Literature Review ... 6 </b>

2.1 Brand Awareness ... 6

2.2 Social Media ... 7

2.3 Brand Awareness on Social Media ... 7

2.4 The Factors Influencing Brand Awareness ... 8

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3.4.3 Justification for Research Study ... 23

3.5 Sampling and Data Collection ... 24

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4.1 Demographic Characteristics Description ... 33

<b>Chapter 5: Result Discussion ... 45 </b>

<b>Chapter 6: Conclusions and Recommendations ... 50 </b>

6.1 Summary of the Results ... 50

6.2 Recommendations ... 50

6.2.1 Theoretical Implication ... 50

6.2.2 Practical Implications for Tai Ky ... 51

6.3 Study Limitations and Recommendations ... 54

<b>Bibliography ... 56 </b>

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<b>Chapter 1: Introduction </b>

<b>1.1 Research Background </b>

Brand awareness (BA) is defined as the process by which people become aware of and familiar with a brand name, as well as recall and recognize it (Gursoy et al., 2014; Jakeli and Tchumburidze, 2012). Consumers' purchasing decisions are influenced by their BA. Brand awareness has two characteristics that are brand recognition and brand recall (Radder and Huang, 2008). When given a product or event category, brand recall refers to those who can recognize brands and events on the spot. It demonstrates familiarity with the brand as a result of previous exposure (Aaker, 1996). When clients can name a brand after being shown a list of brand or service categories, this is known as brand recognition.

In today's extremely competitive market, organizations must have a higher level of consumer awareness of their brand in order to be successful. On the other hand, it is becoming increasingly difficult to attract more interest from customers, retain them and improve brand awareness among customers (Kozinets, 2002). Consequently, businesses are increasingly turning to free or paid online advertising; for the most part, they are turning to social media platforms, which are predicted to grow in popularity over time (Kozinets, 2002). SMM (social media marketing) is widely recognised as having a significant impact on consumers’ brand awareness (Keller, 2009; Langaro et al., 2018). Because customers increasingly seek product information and companies through social media networks (Mangold and Faulds, 2009), SMM activities are thought to be more impactful than traditional marketing communications (Bruhn et al., 2012). Businesses

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are increasingly turning to social media platforms to solicit input, get information about consumer preferences, engage in brand-building activities, and manage customer relationships (Thoring, 2011). According to current business statistics, more than 70% of internet consumers use social media networks (Duggan et al, 2015), and more than 50% of them get information on brands through brand pages (Ismail, 2017). As a result, it is not surprising that SMM is used by more than 90% of firms worldwide (Stelzner, 2014). The majority of SMEs have limited financial resources and limited time to expose their brand to consumers before their competitors do (Homburg et al., 2010). This makes things difficult when it comes to attracting new customers and keeping a brand's commercial relevance in the market because other firms are also attempting to make their brands apparent.

According to Thevenot (2007), small and mid-size enterprises (SMEs) consider their noticeable visibility in social media because it can help them enhance brand awareness and keep in touch with their customers globally; by employing social media marketing platforms that are easily marketable, SMEs can radically change their market position. What is more, according to Thevenot (2007), the widespread use of SMM offers to attract customers has increased competition for consumers' attention and trends in paid advertising that force SMEs to consider themselves to take into account strategically involved in marketing activities.

<b>1.2 Research Statement </b>

Numerous companies have started to use social media platforms as a marketing tool; many of them have implemented it without any strategy. Despite advertisers' recognition

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of social media's prospective dominance in engaging with customers in the accomplishments of the brand building when compared to traditional advertising and marketing efforts (Abzari et al., 2014). However, due to its freshness and difficulty in identifying and measuring primary influencing factors and their effects on business development, the strategic value of utilizing social networking by means of a marketing instrument has yet to emerge clearly. (Clemons, 2009). Furthermore, SMM remains a comparatively new advertising technique and knowledge of SMM's effects on BA continues to be restricted (Schulze et al., 2015).

In Vietnam, there have been many previous studies on brand awareness in business such as the study of the effect of sponsorship activities on purchasers' brand awareness and buying decisions in Toyota Vietnam (Khuong and Chau, 2017), the study in Ho Chi Minh city of the effects of emotional marketing on product perception of purchasers, buying preference, and brand awareness (Khuong and Tram, 2015), and the research of elements influencing brand awareness in the context of viral advertising in Vietnam (Nguyen and Nguyen, 2020). However, the previous studies have not noticeably analysed the importance of social media platforms for brand awareness. Therefore, this study is conducted to address that problem in Vietnam.

The study's primary focus is on businesses that use marketing tools like social media platforms to raise their brand awareness. This study examines the literature on SMM and the elements that influence the companies' BA on social media. This research also makes recommendations for a case study of the enterprises' BA using social media in the context of the Vietnamese market.

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<b>1.3 About the Company </b>

Tai Ky Flour was established in 1976 with manual labour and family members as the labour force. Tai Ky Food Flour Corporation first officially opened in 2004. Tai Ky Food Flour Corporation has been responding to consumers' requirements and sustaining the Vietnamese tradition as well as its original cuisine for over 42 years. Tai Ky Food Flour Corporation is reaffirming its position in the local and worldwide market with the new brand identity, and it is devoted to ensuring food safety and outstanding quality while keeping the value of Vietnamese cuisine (Taikyfood, 2022).

Over the years, Tai Ky's brand awareness has grown. However, traditional tactics are primarily used to raise BA. Therefore, the company aims to create BA using social networks to easily reach customers and increase its target customer after realizing the value and benefits of SMM in business development. As a result, it is critical for Tai Ky to comprehend the existing condition of the company's BA, as well as the chances and obstacles of expanding brand awareness through social networking.

<b>1.4 Research Questions and Objectives </b>

<b>Research Questions </b>

 What are the factors influencing brand awareness via social media?

 What are suggestions for Tai Ky to improve the company’s brand awareness via social media?

<b>Research Objectives </b>

 To investigate the factors influencing brand awareness via social media.

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 To propose recommendations for Tai Ky to improve its brand awareness via social media.

<b>1.5 Research Structure </b>

The necessity of improving brand awareness, as well as the research objectives and questions, are discussed in the opening section. The literature study in chapter 2 covers the key terms definitions, factors influencing brand awareness, social media marketing for brand awareness, and hypothesis development. The methodology is explained in chapter 3. The research philosophy, strategies, and approaches, sampling and figures gathering, measurement, and analysis methodology are all included in this chapter. Chapters 4 and 5 consist of the outcomes of the analysis and discuss the important findings before making suggestions for Tai Ky. Finally, the conclusions and recommendations are described in chapter 6.

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<b>Chapter 2: Literature Review </b>

<b>2.1 Brand Awareness </b>

The capability of a customer to recognise a brand in adequate characteristics to purchase a product is described as brand awareness (Percy and Rossiter, 1997). Brand awareness has two aspects that are brand recognition and recall. Brand recognition is customers’ capacity to be the ones to identify a brand's existence when they receive it as a cue. That is to say, brand recognition should accurately distinguish a brand that customers have heard and seen formerly. When provided a product group, the needs that the classification meets, and purchasers' capacity to recall the brand is assessed. Keller (1993) pointed out that recalling a brand requires customers to remember the product appropriately from memory. BA plays a crucial role in advertising new services and products. Brand awareness, according to Gustafson and Chabot (2007), is critical for distinguishing your product from similar products and other rivals, stimulating repeat consumption as well as increasing sales and market standing. Moreover, it also plays an essential role for firms that market proactively through social networking sites. Research on the impact of social networking platforms on product BA was conducted (Tritama and Tarigan, 2016). They indicated that because consumers were more engaged in online marketing than an offline advertisement, therefore social media played a vital part in customers' BA of a particular product. Indeed, their recommendation for raising product BA is for enterprises planning to introduce new services and products using SMM, generating a great beneficial effect on consumer BA.

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A lot of prior research on brand awareness measurement has been conducted. For example, Vecchio et al. (2014) used the IBAI (International Brand Awareness Instrument) technique to estimate the brand awareness of alimentary products among Indian children, while Barreda et al. (2015) used structural equation modelling (SEM) to analyse the data of a deductive model of BA in online social networks (OSNs).

<b>2.2 Social Media </b>

Solis (2010) indicated that online platforms, technological systems, and web tools that encourage communication of people, especially among members of a community are known as social media. Online forums, content community sites, wikis (Zeng and Gerritsen, 2014), and online social networks like Facebook, Blogs, and Twitter are just a few examples (Tess, 2013). Because it creates interaction among users and facilitates learning, participative, and collaborative tasks (Knoll, 2016), OSNs are identified as a tremendously preeminent media platform for brand advertising. Therefore, Bowen (2015) stated that it is more accessible to the community than traditional media such as radio and television.

<b>2.3 Brand Awareness on Social Media </b>

Enterprises are progressively communicating information about their brands through SMM activities, such as marketing on OSNs like Facebook, YouTube, and celebrity endorsements with the aim of developing solid and useful consumer BA (Phan et al., 2011; Keller, 2013). In practice, marketers use digital storytelling tactics to deliver compelling stories to increase consumers' brand understanding by publishing posts on

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brand pages with good-quality videos and photos, along with inventive text and content (Allagui and Breslow, 2016). Because of its efficacy in developing costumer’ brand information, establishing interactions between companies and purchasers in the online marketing arena has turned into become a critical business challenge (Ismail, 2017).

<b>2.4 The Factors Influencing Brand Awareness </b>

Understanding that SMM constitutes numerous complex elements, including electronic word of mouth (EWOM), trendiness, entertainment, customization, and interaction is a good place to start (Tugrul, 2015; Kudeshia and Kumar, 2017). The next sections go over each of these dimensions.

<b>2.4.1 Entertainment </b>

According to Agichtein et al. (2008), in SMM, entertainment occurs when marketers create entertaining and pleasant experiences on social networking sites. Games, video sharing, and contest participation, among other potentially enjoyable activities accessible on OSNs support consumers to enjoy their social media experience and motivate their interests in OSNs' brand marketing platforms (Manthiou et al., 2013; Liu and Arnett, 2000). Previous research has found that entertainment plays an essential role in enhancing consumer activity on social networking platforms (Ashley and Tuten, 2015), which generates a feeling of closeness to the brand, and bolsters the purchase intention of consumers (Kim and Ko, 2010). Hence, as stated by Gallaugher and Ransbotham (2010), on the subject of SMM, the amount of intriguing, thrilling, and humorous information and content available on social networking platforms is referred to

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as entertainment. Advertisers utilize OSNs to entertain consumers by posting photos and product news (Lee and Ma, 2012), for instance, pictures, and video clips posted on a brand page's Facebook, grabbing consumer attention and responsiveness (Merrilees, 2016; Gummerus et al., 2012).

<b>2.4.2 Interaction </b>

According to Muntinga et al. (2011), when OSNs users offer to interact and communicate with like-minded people about certain items and companies on social networking sites, this is called interaction. Consequently, interaction refers to the extent to which social media platforms allow for information distribution, cooperative communication, and idea exchanging, (Kim and Ko, 2012; Dessart et al., 2015). Previous research has demonstrated that social media contact motivates user-generated content (UGC) constructed by customers as well as shares their thoughts with others (Fischer and Reuber, 2011), along with the interaction also has an impact on customers' attitudes toward companies and willingness to buy (Hajli, 2015). Furthermore, collaborative activities and communications offered on OSNs have the potential to reach consumers more effectively than traditional media, namely, television and radio (Bowen, 2015). On account of the interaction’s significance, as stated by Zhu and Chen (2015), advertisers should motivate OSNs users to engage with particular discussions and topics that are available on social networking platforms, combined with the posting of appropriate information for companies' targeted social networking users and encouraging engagement to improve the relationships between consumers and brands (Manthiou et al., 2013).

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<b>2.4.3 Trendiness </b>

As stated by Naaman et al. (2011), when a company transfers the most trendy and to-date information about a brand is known as trendiness. Since social networking sites are recognized as more up-to-date and recent than traditional channels, there are more customers who search for information about the targeted product through them (Ashley and Tuten, 2015; Mangold and Faulds, 2009). Marketers may supply consumers with the most up-to-date information on emerging and hot debate issues using social media brand communication, decreasing the information searching efforts of purchasers (Laroche et al., 2013). Godey et al. (2016) showed that updated brand-related information, new thoughts about brands, and product assessments, launched by consumers and advertisers, are examples of trendy information that can help consumers create brand trust, and therefore increase their positive view of consumers about the company (Manthiou et al., 2016).

<b>up-2.4.4 Customization </b>

In the context of social networks, customization is described as the level that which services are tailored to meet customers' individual tastes (Godey et al., 2016), in order that personalised services and customised data searches are simple to experience (Kim and Ko, 2012). According to Martin and Todorov (2010), the attempt of personalization has an impact on reaching the desired audience, increasing consumer trust, and strengthening buying tendencies. Marketing agencies adjust advertising works, services, and customized messages to contribute value to a specific group of consumers, with the

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when marketing a luxury brand, it is essential to provide personally customised messaging to customers, allowing them to design and personalize their individual based on their preferences. Furthermore, when advertisers make use of OSNs platforms to respond quickly to private questions from customers, customer service and satisfaction can be improved (Chan and Guillet, 2011).

<b>2.4.5 EWOM </b>

EWOM is described as the comments and reviews about a brand and product made by former and current buyers that are publicly posted through social networking sites (Hennig-Thurau et al., 2004). Thus, the level that customers upload, share and discuss content on OSNs is considered EWOM (Kudeshia and Kumar, 2017). This covers how much information, data about the brand is communicated, and how much purchasers express their viewpoints about the product with their folks (Chae et al., 2015). Customers are progressively sharing and generating information about the brand through EWOM to different OSNs users, such as peers, folks, and the public, due to its apparent credibility (Reza Jalilvand and Samiei, 2012). According to Kudeshia and Kumar (2017), establishing buyers' optimistic perceptions of products and brands as well as strengthening people's buying intention when they take part in brand representatives to distribute positive EWOM information on social networking sites are valuable to the company. Contrastingly, negative EWOM can lead to less desirable brand outcomes, for instance, bad brand attitudes, a loss of brand trust, and dilution of brand value (Bambauer-Sachse and Mangold, 2011).

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<b>2.5 Hypothesis Development </b>

Five hypotheses have been developed to investigate the relationships between influencing factors and brand awareness established on the aforementioned analysis of the associated study (see Figure 2.5).

Customers receive enjoyable and engaging information through brand communication on OSNs with entertaining features, such as photos and videos posted on Facebook and Instagram, which generates benefits for attracting the responsiveness of buyers looking for enjoyment and pleasure (Merrilees, 2016; Manthiou et al., 2014). According to Ismail (2017), exposure to amusing images and videos of the brand may increase brand recall and recognition. When consumers are interested in the entertaining content on OSNs brand pages, the enthusiasm and notice facilitate them form a good association with the experience in their mind, therefore it is easier for them recognise the brand (Keller, 2013; Liu and Arnett, 2000). In fact, according to Taylor et al. (2011), online brand pages with videos, anecdotes, freebies, photos, dynamic animations, and

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games are noticed as entertaining, stimulating, and flashy, and can initiate joyful experiences, which creates benefits in advancing consumers' positive viewpoint on the brand. As a result, social media marketing combined with entertainment is projected to increase purchaser BA and can be useful to help customers form powerful and distinctive consumer-brand relationships, supporting the subsequent hypothesis:

<i>H1: SMM with entertainment value is related positively to brand awareness. </i>

Social networks have become to two-sided communication tool and a platform for advertisers to do marketing by engaging and cooperating with customers (Ismail, 2017). According to Dessart et al. (2015), advertisers propose marketing campaigns on OSNs platforms, motivate purchasers to follow the fan pages of the brand, leave notes and reviews. Customer interaction activities and tasks on social networking sites enable the distribution of brand information, enhancing consumer-brand relationships (Hanna et al., 2011). Such encounters have a significant impact on consumers' exposure to brand information, and their capacity to remember the brand in their minds, as a result, affecting BA (Ashley and Tuten, 2015). Brand pages that have high interaction on social media, according to Ismail (2017), stimulate the connection between brands and consumers, which has a beneficial impact on brand perceptions. For example, advertisers can improve the interaction between brands and consumers by giving a link to the brand's website, persuading customers to spread information about the brand, and boosting consumers' comprehension of the brand's product features and benefits (De Vries et al., 2012). According to Van et al. (2016), the aforementioned interactive information allows customers to better comprehend brand benefits and qualities, which

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helps to increase the brand's perceived value in customers' thoughts and minds. This leads to the after hypothesis:

<i>H2: The level of brand awareness is closely associated with the extent of SMM interactivity. </i>

According to Ko and Megehee (2012), the most recent and up-to-date information on online brand pages is valuable for capturing customers' responsiveness and is considered to be vital in enhancing purchasers' capacity to recognize the brand’s products and services. Customers are encouraged to experience trending brand content on social networking sites so that they can be introduced to the newest brand products and related trends (Gallaugher and Ransbotham, 2010). Trendy statements about items and companies are easier to remember in the minds of consumers, therefore trendy and up-to-date information is seen as beneficial and useful (Muntinga et al., 2011). As stated by Keller (2009), the capacity of customers to recall and recognize companies will improve when they are exposed to trendiness messaging about them. In reality, when brand sites contain the latest data and information, the brand is able to meet consumers' expectations in this area, gaining competitive advantages over the rivals, contributing to an increase in brand trust (Gallaugher and Ransbotham, 2010). Furthermore, trendiness plays an essential part in customers’ perceptions of the brand's benefits and qualities, resulting in a positive and powerful attitude about the brand (Muntinga et al., 2011). As a result, the following theory is suggested:

<i>H3: Trendiness-concentrated SMM is related positively to brand awareness. </i>

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Social networking sites are made use of by advertisers to deliver consumers appropriate information and data about the brand that meets their needs (Rohm et al., 2013). According to Schulze et al. (2015), tailored and personalised messages are likely to be more influential in arousing responsiveness than conventional messages since customers are more interested in reading customised material on OSNs sites. Consequently, while operating social networking sites, advertisers supply data for purchasers to look for their chosen products, including price, product qualities, and features, in order to meet their specific needs (Ismail, 2017).

As stated by Kim and Ko (2012), such customized content will be effective in drawing the responsiveness and attention of consumers, beneficially influencing the functional usefulness of company fan pages, and positively affecting the formation of brand attitudes in the customers’ minds and memories (Schulze et al., 2015). In fact, according to (Ko and Megehee, 2012), providing tailored information and data to customers based on their favourites and meeting their expectations from the social networks of the business can increase consumer’s brand trust and the outstanding value of the brand. In addition, Kim and Ko (2012) pointed out that customized social media marketing can positively help customers develop BA with a powerful brand attitude. As a result, the next theory is presented:

<i>H4: SMM that focuses on customization has a positive impact on brand awareness. </i>

Due to the evolution of OSNs, numerous consumers are increasingly using social networking sites to assess companies and products on the basis of EWOM (Mangold

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and Foulds, 2009). Consistent with recent papers, EWOM on social networking sites has a great influence on consumers' product and service evaluations since it is recognised as reliable information (Kudeshia and Kumar, 2017). Customers look for and assess information about the brand by reading EWOM written by OSNs users because of its perceived credibility (Severi et al., 2014). To gain the attention of consumers from brand posts, encourage buyers to make an effort to read the EWOM presented on brand social networks (De Vries et al., 2012), and boost customers' brand recall and recognition capacity (Hutter et al., 2013), positive EWOM should be developed on social networking platforms. Furthermore, the production and distribution of EWOM among buyers and customers have a significant impact on the development of a feeling of proximity to consumer-brand relationships (Chae et al., 2015). As stated by De Vries et al. (2012), it is also suggested to play a role in creating pleasant sensations in customers as well as assist in the formation of positive views about the features and advantages of the product (Kudeshia and Kumar, 2017). This generates the subsequent hypothesis:

<i>H5: Brand awareness is positively influenced by EWOM on social media. </i>

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<b>Chapter 3: Methodology </b>

<b>3.1 Introduction </b>

The research methods will be described and chosen in this chapter to help understand the study objectives. The appropriate factors that affect the research problems will be chosen by the researchers. It incorporates pertinent theories, issues, and research status, as well as the researcher's own viewpoints, which have a significant impact on research methods (Brannick and Roche, 1997).

<b>3.2 Research Philosophy </b>

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<b>3.2.1 Positivism </b>

Positivism is a natural scientific perspective on the world that can be measured through data collection, observation, and predicted results. Positivism states that the world is capable of being perceived objectively. Furthermore, a positivist study is independent of human interests and can produce entirely objective results. According to Saunders et al. (2007) and Remenyi et al. (1998), assumptions cannot be affected by the opinions of research workers; they are formulated on current philosophies to design strategies and the data is collected and analysed using quantitative methods that will obtain the accurate research outcomes. Researchers must suppress their perceptions and attitudes regarding research problems in order to conduct positivist research; unfortunately, most of them are unable to do so Crossan (2003).

<b>3.2.2 Interpretivism </b>

Interpretivism is in contrast to positivism, specifically, it is claimed that understanding society based on philosophies and principles is challenging. Interpretivism affirms that society is able to be perceived subjectively. Interpretivism allows for a more in-depth examination of context-specific research in which a variety of circumstances may differ and researchers are not constrained by positivism's stringent norms. In fields including organizational behaviour, marketing, and human resource management, the interpretivism approach is frequently employed in study (Saunders et al., 2007). When it comes to socially produced externalities, interpretivism takes a less organized approach than positivism. Due to the human aspect, neutrality is difficult to demonstrate, and control over the variables is doubtful.

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<b>3.2.3 Realism </b>

The truth that lives independently in the human mind is referred to as realism. Realism tries to strike a balance between positivism's independence and interpretivism's social construct approach. Because it recognizes that data will be analysed as well as personal opinion will be sought and understood, it is frequently utilized in business and management research, particularly in the case study context where firms are always evolving and changing. The meaning of realism becomes more clear when it is stated in two groups, according to Saunders et al. (2012): direct realism and critical realism. Direct realism, as stated by Saunders et al. (2012), is that what you see is what you get and what we perceive through our senses correctly reflects the world. Critical realism identified that what we perceive are feelings, images of objects in the real world, rather than the things themselves. This idea is predicated on the possibility that our eyes will trick us and misinterpret information. From these descriptions, it is clear that realism is a hybrid of positivism and interpretivism, with one based on social conceptions and the other on accurate data, making it an appropriate philosophy for constantly changing company management.

In business and management studies, all research methodologies are crucial. Based on the sort of research questions and objectives, which scholars can pick and implement various approaches to solve the problem, each approach has different advantages and disadvantages. As a result, the key goal is to obtain a thorough comprehension of individual research techniques, including the operation and benefits they offer, with the purpose of selecting the most effective research technique. The positivist philosophy is

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applied in this paper since it employs a quantitative technique to clarify the purposes of the study.

<b>3.3 Research Approaches </b>

Inductive and deductive approaches are two commonly used research techniques. The deductive approach involves using the created theory and hypothesis to design a research plan that allows the scholar to test the model. On the contrary, the inductive approach is the method by which the researcher collects facts and constructs a theory based on the analytical outcomes (Trochim, 2006).

<b>3.3.1 Deductive Approach </b>

Collis and Hussey (2003) stated that the deductive approach is the development of a theory from overall to a particular application. This is a natural science-based research strategy that has been thoroughly assessed in order to provide basic descriptions for research challenges. The deductive approach is important in explaining the causal relationships between variables in research, and researchers can begin by conception a theory for an issue of interest, then exam-specific results through surveys to confirm or modify the theory if needed (Gill and Johnson, 2002). The quantitative data collection method is required for deductive reasoning, although this does not rule out the use of qualitative data collection methods (Saunders et al., 2007).

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<b>3.3.2 Inductive Approach </b>

In contrast to the deductive technique, the inductive approach uses qualitative methodologies to better comprehend the problem's nature. Researchers approach and analyse high-quality data, and they may use the results to provide new perspectives on research challenges and lay the theoretical groundwork for future studies. Instead of using rigid conceptual analysis approaches like deductive reasoning, researchers might use inductive reasoning to examine the situation from several angles in order to choose a theory. In the inductive technique, researchers are more interested in the background of the problem than in the deductive approach, hence enormous samples are not required (Easterby-Smith et al., 2002).

<b>3.3.3 Justification for Research Study </b>

This study will implement a deductive approach because it uses a quantitative technique. According to Saunders et al. (2007), in the deductive technique, the researcher will use a questionnaire to collect data in order to better comprehend the study problem. It enables researchers to collect larger amounts of clearer data in order to conduct precise analysis and develop more successful tactics.

<b>3.4 Research Strategies </b>

Qualitative and quantitative are two kinds of research strategies, which are developed based on research and research objectives in order to understand the research topic. Researchers must first define the purpose, type of study, and information required to

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make the best strategic decision before laying out a research strategy. In the quantitative technique, the researcher utilizes a questionnaire, while in the qualitative method; the researcher employs an interview (Saunders et al., 2007).

<b>3.4.1 Quantitative </b>

According to Dibb et al. (2001), the questionnaire is used in the quantitative approach to collect data from a survey with a great number of samples. Some people believe the collected data using a quantitative approach is objective and suitable for generalization. Quantitative research is widely used to evaluate concepts relating to social-community, human, or commercial concerns by utilizing numbers, graphs, figures, and statistics techniques to illustrate theories or investigate the market Creswell (1994). The quantitative technique gathered data from a survey with a large number of respondents who were reached directly or indirectly via the Internet or phone. The difficulties of spotting novel occurrences, as well as the heavy reliance on statistical data, make this method unsuitable for studies with limited data sources, and the survey may take a long time (Badke, 2011).

<b>3.4.2 Qualitative </b>

Unlike the quantitative technique, the qualitative method focuses on ideas, opinions, and impressions rather than data, according to Byram at el. (2001). Through open-ended questions, interviews are utilized in this method to help researchers gain a deeper understanding of the experiences and perspectives of individuals or groups that are interviewed about a specific issue. Furthermore, it aids the researcher in identifying new

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phenomena that are unavailable using the quantitative technique. This strategy is efficient since research workers do not have to spend lots of hours and hours reaching a large quantity of purchasers with the aim of conducting surveys and collecting data. Interviewing is a common way for qualitative approaches to reach one or more people, allowing the researcher to learn about their perspectives and conduct analysis (Dibb et al., 2001; Saunders et al., 2007).

<b>time-3.4.3 Justification for Research Study </b>

Each approach has its own set of advantages and disadvantages; the researchers can choose from a variety of ways to best suit their study goals, or they can combine various approaches in one paper to maximize the benefits of each and obtain good research findings. The qualitative method supports researchers in clarifying study concerns through interview questions and allows them to better comprehend the critical issues in the analysis. In addition, the quantitative technique enables researchers to collect objective data from surveys with numerous samples in order to make objective decisions regarding the research problem Dibb (2001). Quantitative research methodologies will be employed as the major strategy of this study to analyse Tai Ky Corporation's brand awareness through social media.

Each approach has its own set of advantages and disadvantages; the researcher can choose from a variety of ways to best suit their research goals, or they can mix both methods in the same study to optimize the advantages of both and get good research results. According to Dibb (2001), qualitative research methods assist researchers in clarifying study concerns through interview questions, allowing them to better

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comprehend the critical issues in research. Furthermore, the quantitative method allows the researcher to collect objective data from large numbers of survey samples in order to make objective decisions regarding the research problem. Quantitative research methodologies will be employed as the major strategy of this study to analyse Tai Ky Corporation's brand awareness through social media.

<b>3.5 Sampling and Data Collection </b>

There are 115 samples are distributed, 110 samples are collected, and 100 samples are officially used. There are several data collecting techniques available, each technique owns a set of advantages and disadvantages. According to Van Selm and Jankowski (2006) and Evans and Mathur (2005), when it comes to electronic survey questionnaire distribution, three options are mentioned. The first method is writing an introductory letter or else a request to the participants with a URL link to a brand survey. The second one is sending the participants a survey incorporated in an email or an online message. The third technique is proposing a call for respondents to conduct a survey on a digital communication platform. For this study, the authors selected the third choice since it was the most suitable technique for the research objectives on data collection. In addition to reaching a large number of participants, self-completion surveys are convenient and time-efficient (Evans and Mathur, 2005; Bryman and Bell, 2011). Because of the high speed and accessibility of the Internet, respondents and researchers are capable of completing the survey or reviewing the data on time. What is more, the management and preparation costs of the instruments are definitely its most valuable advantage. According to Seale (2011), the application allows participants to

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privately give their viewpoints on the topic so that it improves the information and figures’ unbiased characteristic. This study's survey questionnaire will be delivered on social media channels to people who have expressed interest in the Tai Ky brand. Furthermore, the data would be filtered once collected to provide the most complete and appropriate output for the study, with various precautions against disadvantages that the authors may find throughout the data collection process. The authors hope to collect data from at least 100 respondents through various routes for this project, resulting in a relatively good database for subsequent analysis. We had already gathered some data from early responses by the time this chapter was completed. We subsequently began to see that communicating with responders via Facebook was a more effective method. Initially, it appears that Tai Ky customers prefer to communicate with the brand and communities via the brand page on Facebook and that they are more proactive on this social network site.

<b>3.6 Measurement </b>

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The current study develops a theoretical model of brand awareness and examines the five-research hypothesis (see Table 3.6). There is a suggestion that a quantitative data survey of customers should be conducted with the purpose of testing the proposed

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conceptual model. To prepare the disseminated questionnaire, the researchers studied past studies. Multiple-item, five-point Likert scales were utilized to assess each latent concept in this study. EWOM, trendiness, entertainment, customization, and interaction

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were the five researched elements, and twenty-two items were used to measure them.

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Table 3.6 depicts the research constructs, items, and source; all scales are derived from

the former study, with (1 = strong disagreement, 5 = strong agreement).

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<b>3.7 Method Of Analysis </b>

The goal of this study is to figure out how SMAs affected brand equity, image, and awareness. The relationship between the proposed hypothesis variables and the independent elements was investigated using correlation and multiple regression analysis. The effect of various SMM implementations and tasks (EWOM, trendiness, entertainment, customization, and interaction) on brand awareness was specifically investigated. The SPSS 25 software suite was used to conduct the analysis. SPSS was selected because it is frequently applied by scholars as an analysis tool (Ong et al.,

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