Social Media's Affects on Customers Decision Making & Loyalty to Ford Motor

By

ACKNOWLEDGEMENT

I take this chance to be grateful and thankful to all those individuals who have been the reason that I was able to do this research. I am very thankful to my research supervisor for guiding me through every problem and issue, I am highly appreciative of my family and friends who supported me through my Endeavour on this research and it is because of you all that I was able to finish it up to the required levels of expectations.

DECLARATION

I, [full first names and surname here], hereby declare that the findings and contents of this thesis and/or dissertation fully represents my individual work, which was completed by myself, and I was not aided by anyone in its formation. The thesis/ dissertation that I am submitting has been done through my own efforts and was not submitted as a previously done dissertation/thesis by anyone else towards any qualification. Furthermore, this thesis/ dissertation represent my own opinions and is not necessarily supported or furthered by the University.

Signed __________________ Date _________________

ABSTRACT

The main focus of this research study is to examine the impact of social media's effects on customer's decision making and loyalty to Ford Motors. Social media has become one of the most fundamental marketing tools for the organizations. Without this tool no organization in today's world is able to operate competitively in the market. In this study, it is analyzed that how Ford motors conduct their social media marketing strategies to influence the buying behavior of consumers and gain loyalty from their customers. The important point between this is to understand that loyalty of customers is gain through many other factors in which customer satisfaction is one of the significant factors. Ford Motors used social media sites for conveying their message about the brand new luxurious cars and collecting feedback from their customers. The findings of this particular research study indicate that social media sites have an influence on the loyalty and decision making of Ford Motor's customers.

ACKNOWLEDGEMENTii

DECLARATIONiii

ABSTRACTiv

CHAPTER ONE: INTRODUCTION1

Background of the Study1

Problem Statement2

Purpose of the Study3

Research Questions4

Significance of the Study4

Structure of the Dissertation5

CHAPTER TWO: LITERATURE REVIEW7

Introduction7

Background of the Company7

Customer Loyalty8

Customer loyalty programs and Marketing Activities9

Brand Perception and Decision Making11

Social Media Communities14

Facebook and Ford Motor16

Summary19

CHAPTER THREE: RESEARCH METHODOLOGY20

Research Design20

Research Approach21

Research Technique22

Research Instrument23

Sample23

Sampling Method24

Sample Size24

Data Analysis24

Literature Search Strategy25

CHAPTER FOUR: RESULTS AND ANALYSIS26

Results and Analysis Related to First Research Question26

Results and Analysis Related to Second Research Question31

Results and Analysis Related to Third Research Question39

CHAPTER FIVE: CONCLUSION AND RECOMMENDATION44

Conclusion44

Recommendations46

REFERENCES48

INTERVIEW GUIDE54

Interview Questions Related to First Research Question54

Interview Questions Related to Second Research Question54

Interview Question Related to Third Research Question54

CHAPTER ONE: INTRODUCTION

Background of the Study

Ford Motor is world leading company for automotive products and services. The main focus of this research study is to examine the social media's effects on customer's decision making and loyalty to Ford Motors, UK. As per the definition of social media which is presented by the journal of computer mediated communication, it is a web based service which allow ...