Faculty of Business Management and Professional Studies

ASSIGNMENT 1
SUBJECT:
 RESEARCH METHODOLOGY
CODE:
BRS20103

LECTURER: UMME SALMA SULTANA

DATE OF SUBMISSION: 25 MARCH 2021

Name : Muhammad Asrul Bin Mohd Amin

ID : 012020070976
 Rubric for Individual Assignment
Research Methodology (BRS20103)
Student Name : Muhammad Asrul Bin Mohd Amin
Student Id : 012020070976
Program : BIB

Criterion Excellent Very Good Good Satisfactory Unsatisfactory

(100-80) (80-70) (70-60) (60-50) (50-40)

Comprehensiveness:
- Addresses the task
- Covers the topic
Level of conceptual
analysis:
- Depth of analysis
- Understanding of
concepts
- Critical evaluation
Quality of discussion:
- Use of supporting
literature
- Punctuation and
grammar
- Expression
Organization/structure of
essay:
- Logical structure
- Clear intro and
conclusion
- Concise
- Flow

Overall Mark /100

Article 1: Like, tag and share: bolstering social media marketing to improve
intention to visit a nature-based tourism destination

Problem Statement and Objective: This article aims to explore the influence of social
media marketing on tourists’ intention to visit a botanical garden, which is one of the popular
nature-based tourism destinations in Indonesia.

Theoretical foundation: Social media marketing can attract potential visitors, a tourism
destination often implements an effective marketing strategy that is thoroughly planned. Next
the destination image can be considered as “the sum of cognitive opinions and affective
impressions that an individual collects and remembers about a specific destination”. Then an
intention is a representation of an individual’s commitment to performing a behaviour
(Hunter, 2006), and may become an important initial factor of one’s behaviour in doing
something.

Identity the variable from the selected article: The prevalence of social media today has
conceived a profound marketing experience that is entirely new and more ubiquitous than
ever before so vast that today there is hardly a single business that does not use social media.

Methodology: This research sent questionnaires to 400 followers of the botanical garden’s
Facebook account who responded to the initial calls for participation and declared that they
have not visited the garden before. Second is analyses were conducted on 363 valid responses
using the structural equation model.

Result and Discussion: This study found that social media marketing could effectively build
the image of the tourist destination and credibility. Next engagement is believed to affect
interaction via social media, so it is vital for the management of BG. Third the social media
marketing through Facebook has been proven to be effective. More over important facet to be
fostered and nurtured at BG, as it is a continual process rather than a one-off activity.

Contribution: The study described in this paper provides a more thorough understanding of
how social media marketing influences destination image and tourists’ visit intention. The
results suggest that if they want to shift from a mere recreational destination to a nature-based
tourism destination offering educational experiences, then BG should be more attractive and
interactive.
Article 2: Perfect social media image posts: symmetry and contrast
influence consumer response

Problem Statement and Objective: Two studies investigate how different structural
properties of images symmetry (vertical and horizontal) and image contrast – affect social
media marketing outcomes of consumer liking and engagement.

Theoretical foundation: the theory is regarding processing fluency’s and aesthetic

response’s roles in consumer outcomes within social media marketing. Then Image posts’
structural properties affect processing fluency and aesthetic response without altering brand
information or advertising content.

Identity the variable from the selected article: how social media marketing images shape
consumer responses remains insufficiently studied. The result have conceptually posited that
certain structural properties of images directly influence aesthetic responses and consumer
liking of that image

Methodology: First 361 participants responded to social media marketing images that varied
in vertical or horizontal symmetry and level of image contrast. Second analyses field data on
610 Instagram posts.

Result and Discussion: The analysis of field data that demonstrated in an actual
marketplace environment like Instagram social media platform the positive association
between presence of symmetry and image contrast on the audience’s response. Then actual
brand generated social media posts finds that vertical and horizontal symmetry have similar
effects on consumer engagement as well as the like and comments examined separately in
terms of direction and strength.

Contribution: This study how an actual marketplace environment like the Instagram social
media platform make the positive association for the audience’s response.
Article 3: Comparison between social media and social networks in
marketing research: a bibliometric view

Problem Statement and Objective: This article aims to systematically find the main
research differences and similarities between social media and social networks in marketing
research.

Theoretical foundation: First Social networks, which indicate the relations among
individuals, units or groups, are progressively used by administrators as a method of
understanding the connections. Next is social media in marketing research are increase to use
of social media applications in marketing activities.

Identity the variable from the selected article: The rapid expansion of social network
platforms and the proliferation of mobile apps, the social relationships of different
demographic groups have become more complex than ever before, It cause emerging trends
have been anticipated to have a significant impact on marketing research.

Methodology: First is word analysis and network analysis have been used to analyse the two
research fields of social media and social networks. Next this study selects 2,424 articles
from 27 marketing academic journals present in the database Web of Science, ranging from
January 1, 1996 to August 8, 2020

Result and Discussion: First the intensity of the connections reflects how closely the
research topic is related to other topics. Then social networks and social media are both
research hotspots in marketing research and have received growing attention from marketing
researchers in recent years.

Contribution: This research provides several practical implications and suggestions for how
companies can better use social media and social networks for marketing. From the economic
perspective, based on the analysis of existing marketing research, consumer cantered social
media and social network marketing strategies always have an impact on business
performance positive influence to the consumer.
Article 4: Marketing-sales-service interface and social media marketing
influence on B2B sales process

Problem Statement and Objective: This research is to understand marketing sales service
interface from the point of how social media marketing platforms are prioritized and
associated business to business sales process influence. Next to understand whether effective
triadic alignment is achieved between marketing, sales and service.

Theoretical foundation: The understanding of the impact of business to business sales

process Business & Industrial Marketing on business to business sales process, taking into
consideration the cross functional dynamics in the marketing sale service interface. The
theoretical framing of this paper is grounded on three streams of literature of social media
marketing, business to business sales process and marketing sales service interface.

Identity the variable from the selected article: This study contributes to the discourse on
social media marketing dynamics, from the point of theoretical contentions and
methodological approach. Firms use social media to reach and engage customers and to
influence their purchasing behaviour.

Methodology: First method is combines literature review and the analytical hierarchy
process model. In total, 30 M-S-S managers of a multinational electronics firm situated in
Africa and therefore the Middle East participated during this study. Next the authors collected
data from M-S-S managers during training sessions on marketing, sales, service alignment
and SMM role in sales process.

Result and Discussion: First marketing-sales-service managers should understanding of the

customer is the important sales process attribute. Next the priority scores for the social media
marketing alternatives showed that, for each of the sales process phases, Facebook is the most
preferred, while LinkedIn and Twitter rank second and third

Contribution: This Research demonstrates the effectiveness of AHP model in facilitating

group decision-making about social media marketing influence on sales process of
electronics multinational firm.
Article 5: Some antecedent factors that shape SMEs adoption of social
media marketing applications: a hybrid approach

Problem Statement and Objective: The paper, therefore, aims to explore some antecedent
factors that shape SMEs adoption of social media marketing applications in SMEs in Nigeria.

Theoretical foundation: The technology–organization–environment is the practice by which

organizations accept and implement technological inventions that are influenced by the
technological perspective, organizational perspective and the environmental perspective.

Identity the variable from the selected article: Social media marketing technology is a
tool for promoting small and medium enterprises businesses, especially micro-businesses
which are often hindered with limited financial capacity. So the tools positively change their
growth and survival because it has become another essential advertising tool in the ever
dynamic and changing business environment

Methodology: The researcher deployed a qualitative approach with the use of unstructured
and semi-structured interviews with a total of 20 participants drawn purposeful from Nigeria
directories and analysed by using a hybrid method of thematic analysis.

Result and Discussion: The key factors influencing social media marketing technology by
SMEs is the framework reveals that although the technology context, organization context
and environment context shape social media marketing technology adoption by SMEs,
communication context have a role to play for successful adoption of this application. Next
the framework demonstrates that compatibility and affordability of the technology are the
predominate factors with the technology context, while users ‘acceptance information, e
efficiency driven, and owner’s support are critical factors associated with the organizational
context.

Contribution: The research revealed the major factors shaping the adoption of social media
marketing are shaped by the three elements/context of the TOE framework and extended by
the communication context.
Article 6: What Is the Future of Employer Branding through Social Media?
Results of the Delphi Study into the Perceptions of HR Professionals and
Academics

Problem Statement and Objective: This research aims to explore the immediate future of
employer branding through social media, as envisioned by academics and HR practitioners.

Theoretical foundation: The different types of social media, social network sites, blogs,
collaborative projects, content communities, virtual game worlds can contribute to employer
branding through their ability to provide organizational profiles, peer-to-peer communication,
knowledge sharing, creating a trustworthy and constant image.

Identity the variable from the selected article: The growing interest in and power of social
media seem to be important for companies that want to make themselves known as
interesting employers and to recruit prospective employees, using techniques that are more
common to job seekers and recruiters.

Methodology: The researcher use the Delphi technique for forecasting, planning, issue
identification, and frame work development (Bobeva & Day, 2002). Then two groups of
respondents participated in this three-part study: 11 academics and 20 HR professionals. The
panellists participated in the research via electronic communication. The data were collected
in three rounds from November 2010 to April 2011.

Result and Discussion: The Information Technologies entered the lives of HR professionals,
it heralded a fundamental change for the employees stuck behind their piles of documents and
papers. So they were promised that an IT specialist would help them understand and facilitate
the usage of IT programs for HR purposes and that this would be the new way of managing
HR matters

Contribution: This research tackled a subject that has not been discussed before in the
literature, and it opens the door to new research and understanding of how social media will
work for employer branding.
Article 7: Customer–Company Relationships: The Key Dimensions and
Leveraging Social Media to Build Relationships

Problem Statement and Objective: This article discuss the key characteristics of social
media that can be aligned to develop the customer–company relationship.

Theoretical foundation: Typically focussed on capturing and managing customer social

media engagement. Next is Businesses need to understand the variables in relationships and
the key characteristics of social media

Identity the variable from the selected article: The customer to company relationships and
defining the key characteristics of social media, the marketing efforts can be appropriately
streamlined. Next building customer to company relationship on social media and, by
extension, developing guidelines businesses can adopt. This will allow businesses to better
leverage social media to align with their business goals and develop business
competitiveness.

Methodology: Summarise customer variables into four categories; trust, commitment,

dependencies and relational norms. Ndubisi (2007) adds conflict handing as another
variable because all relationships will, at some point, experience conflict.

Result and Discussion: Social media enable the development of particular relationship
dimensions and the implications these have on the customer–company relationship strategies
on social media platforms.

Contribution: This research offered a conceptual insight into leveraging social media to
develop customer to company relationships.
Article 8: Social media resources and export performance: the role of trust
and commitment
Problem Statement and Objective: The study sought to examine the influence of social
media resources on export performance and the role commitment and trust play in this
relationship using an integrated model.

Theoretical foundation: Social media influences innovation and relationship building in

international marketing, as it offers a unique mode of communicating, building and
maintaining relationships and a source of information exchange in international business.

Identity the variable from the selected article: The transformation in the media landscape
has reached an extent where the existence of exporting ventures is likely to be threatened,
unless these firms respond affirmatively to contemporary mode of building and managing
both transactional and relational ties with their customers.

Methodology: A survey design was employed for this study. Empirical data for this paper
were drawn from 210 exporting firms in Ghana, using purposive sampling technique.

Result and Discussion: The result is social media resources and marketing capabilities
directly influence export performance and indirectly through commitment and trust. Next
utilizing social media enables exporting firms to locate their prospective customers in the
export market whereas the lowest mean score suggests that foreign customers of the firms
rarely keep a trade secret regarding the firms” business.

Contribution: The research offer minimal insights on how such resources translate into
improved export performance. In particular, the study show that adopting social media
directly influences export performance
Article 9: Task-technology fit analysis of social media use for marketing in
the tourism and hospitality industry: a systematic literature review

Problem Statement and Objective: The research of this paper is to map out what is known
about social media use in tourism and hospitality marketing and what areas need further
exploration.

Theoretical foundation: Technology characteristics are defined as the characteristics of the

devices that individuals use to perform their tasks.

Identity the variable from the selected article: The organizations in the highly competitive
tourism and hospitality industry must successfully adopt and implement new marketing
mechanisms to add value. Because, social media is a cost-effective digital platform for
attracting potential customers and for promoting tourism products and services through direct
interaction with customers

Methodology: Descriptive cumulative review of the relevant literature in the six stages
suggested by Templier and Paré (2018) as follows: formulating the problem, searching the
literature, screening for inclusion, assessing the quality, extracting the data, analyzing the
data and synthesizing the data.

Result and Discussion: First service quality after interaction through social media has
revealed direct and indirect effects on consumer intentions and on the reputations of
hospitality and tourism firm. Next Tourism development can contribute to economic growth
through job creation, increased destination tax revenues and improved social welfare

Contribution: The research made three main contributions to the literature as follows: it
identified and classified important variables of the five main constructs of TTF theory as
applied in the context of social media use for tourism marketing.
Article 10: Understanding consumers’ intentions to purchase green
products in the social media marketing context

Problem Statement and Objective: This article is to observe consumers’ attitudes toward
and intentions to purchase green products on social media and to explore the relationships
among social media marketing, perceived consumer effectiveness

Theoretical foundation: Actual behaviour is determined by behavioural intentions, and

behavioural intentions are affected by three determinants: attitudes toward behaviour,
subjective norms and perceived behavioural control.

Identity the variable from the selected article: The importance of social media marketing
in promoting green products and to examine how social media marketing affects consumers’
green product purchase intentions.

Methodology: The researcher make a questionnaire survey method was used to collect data
from consumers in China. Next is The Amos 22.0 software package was used to conduct the
data analysis

Result and Discussion: The affect consumers’ intentions to purchase green products, and the
effects were greater in the male subgroup, the high-income households and the Gen Y
subgroup than in the other subgroups. Next Younger consumers are concerned not only with
the present but also with the future effects of their present actions and prefer to become
lifelong consumers of the green market.

Contribution: This research explored consumers’ green purchase intentions based on an

extended TPB model and emphasized the importance of social media marketing, price
consciousness, product knowledge and PCE.
 Author Context Theory Methodolog Findings List of variable
y
Articl Vanessa Destination The Questionnaires Social media  Social media
e1 Gaffar, image, Social theoretical to 400 marketing marketing
Benny media lens of social followers of the could images shape
Tjahjono, marketing, media botanical effectively consumer
Taufik Visit marketing garden’s build the image responses
Abdullah intention, and other Facebook and of the tourist remains
and Vidi Nature-based factors acting Analyses were destination and insufficiently
Sukmayadi tourism as the conducted on credibility studied
destination, determinants 363 valid
Edu-tourism of success responses using
the structural
equation model
Articl Alena Different Processing 361 Actual  Social media
e2 Kostyk structural fluency’s and participants marketplace marketing
and Bruce properties of aesthetic responded to environment images shape
A. images – response’s social media like Instagram consumer
Huhmann symmetry roles in and analyses social media responses
(vertical and consumer field data on platform the remains
horizontal) outcomes 610 Instagram positive insufficiently
and image within social posts. association in studied
contrast media the study
marketing
Articl Hong Social social media Analyse the Social  Social
e3 Zhao, Yi networks, in marketing two research networks and network
Huang and which research are fields of social social media platforms and
Zongshui indicate the increase to media and are both the
Wang relations use of social social research proliferation
among media networks. Next hotspots in of mobile
individuals, applications elects 2,424 marketing apps,
units or in marketing articles from 27 research
groups. activities. marketing
academic
journals
Articl Chris I. Marketing– Impact of Combines Marketing-  Social media
e4 Enyinda, sales–service business to literature sales-service marketing
Abdullah interface from business review and managers dynamics
P. Opute, the point of sales process collected data should
Akinola how social Business & from M-S-S understanding
Fadahunsi media Industrial managers of the customer
and Chris marketing Marketing on during training
H. Mbah platforms business to sessions on
business marketing
sales process
Articl Sunday C. SMEs, Technology– Semi- Communicatio  Social media
e5 Eze and Adoption, organization– structured n context have marketing
Vera C. Social media, environment interviews with a role to play technology
Chinedu- Antecedent is the practice a total of 20 for successful  Tools
 Eze factors, by which participants adoption of positively
Hybrid organizations this application change their
approach, accept growth and
Marketing survival
applications
Articl Tanya Employer social Delphi The  Growing
e6 Bondarouk branding; network sites, technique for Information interest in and
, Huub social media; can forecasting Technologies power of
Rue¨l, Delphi study; contribute to then entered the social media
Elena HR employer participated in lives of HR
Axinia and professionals; branding the research via professionals,
Roxana organizational through their electronic it heralded a
Arama attractiveness ability to communication fundamental
provide change for the
organizationa employees
l profiles
Articl Nilay Social media; Capturing Summarise Social media  customer to
e Balkan relationship and customer enable the company
marketing; managing variables into development of relationships
7
customer– customer four categories; particular and defining
company social media trust, relationship the key
relationships engagement commitment, dimensions characteristics
dependencies then the of social
and relational customer– media, the
norms company marketing
relationship efforts
Articl Mahmoud International Social media Survey design Social media  Transformatio
e8 Abdulai marketing, influences and Empirical resources and n in the media
Mahmoud, Social media, innovation data for this marketing landscape has
Matilda Marketing and paper were capabilities reached an
Adams and capabilities, relationship drawn from directly extent where
Aidatu building in 210 exporting influence the existence
Abubakari international firms in Ghana export of exporting
marketing performance ventures
Articl Hsien- Social media, Technology Review of the Social media  social media
e9 Cheng Lin, Tourism and characteristic relevant has revealed marketing in
Xiao Han, hospitality s are defined literature in the direct and promoting
Tu Lyu, industry, as the six stages indirect effects green products
Wen-Hsien Task- characteristic suggested by on consumer and to
Ho, technology fit s of the Templier and intentions and examine how
Yunbao theory, devices that Paré (2018) on the social media
Xu, Tien- Marketing individuals reputations of marketing
Chih use to hospitality and affects
Hsieh, perform their tourism firm consumers’
Lihua Zhu tasks green product.
and Liang
Zhang
Articl Ying Sun Theory of Behavioural Questionnaire The affect  Social media
e and planned intentions are survey method consumers’ influences
Shanyong behaviour, affected by was used to intentions to innovation and
10 Wang Price three collect data purchase green relationship
consciousness determinants: from products, and building in
, Green attitudes consumers in the effects international
products, toward China. Then were greater in marketing,
Social media behaviour, use The Amos the male
marketing, subjective 22.0 software subgroup
Perceived norms and package
consumer perceived
effectiveness behavioural
control

Reference:

Gaffar, V., Tjahjono, B., Abdullah, T., & Sukmayadi, V. (2021). Like, tag and share:
bolstering social media marketing to improve intention to visit a nature-based tourism
destination. Tourism Review, ahead-of(ahead-of-print), 1. https://doi.org/10.1108/tr-
05-2020-0215

Kostyk, A., & Huhmann, B. A. (2021). Perfect social media image posts: symmetry and
contrast influence consumer response. European Journal of Marketing, ahead-
of(ahead-of-print), 1. https://doi.org/10.1108/ejm-09-2018-0629

Zhao, H., Huang, Y., & Wang, Z. (2021). Comparison between social media and social
networks in marketing research: a bibliometric view. Nankai Business Review
International, ahead-of(ahead-of-print), 1. https://doi.org/10.1108/nbri-12-2019-0072

Enyinda, C. I., Opute, A. P., Fadahunsi, A., & Mbah, C. H. (2020). Marketing-sales-service
interface and social media marketing influence on B2B sales process. Journal of
Business & Industrial Marketing, ahead-of(ahead-of-print), 1.
https://doi.org/10.1108/jbim-01-2019-0053

Eze, S. C., Chinedu-Eze, V. C., & Bello, A. O. (2020). Some antecedent factors that shape
SMEs adoption of social media marketing applications: a hybrid approach. Journal of
Science and Technology Policy Management, ahead-of(ahead-of-print), 1.
https://doi.org/10.1108/jstpm-06-2019-0063

Mahmoud, M. A., Adams, M., Abubakari, A., Commey, N. O., & Kastner, A. N. A. (2020).
Social media resources and export performance: the role of trust and commitment.
International Marketing Review, 37(2), 273–297. https://doi.org/10.1108/imr-02-
2019-0084

Lin, H.-C., Han, X., Lyu, T., Ho, W.-H., Xu, Y., Hsieh, T.-C., Zhu, L., & Zhang, L. (2020).
Task-technology fit analysis of social media use for marketing in the tourism and
hospitality industry: a systematic literature review. International Journal of
Contemporary Hospitality Management, 32(8), 2677–2715.
https://doi.org/10.1108/ijchm-12-2019-1031
Sun, Y., & Wang, S. (2019). Understanding consumers’ intentions to purchase green products
in the social media marketing context. Asia Pacific Journal of Marketing and
Logistics, 32(4), 860–878. https://doi.org/10.1108/apjml-03-2019-0178