Do Brand Community Pages Matter for Consumer Attitude? Evidence from Youth Of Hyderabad, Pakistan

Abstract

The high growth of social media users has allowed marketers to analyze the potential of using social media sites for targeting the customers all around the world. Different platforms of social media has become the richest source for promotional tool and forming consumer’s attitude. Marketers use every possible marketing tactic to gain the positive consumer attitude which ultimately helps in making a good brand image. The aim of the current study is to identify that how social media brand community pages impacts consumer attitude and in order to find out this the current study is based on a framework comprising four independent variables (Trust, Informativeness, Perceived Usefulness & Hedonism) and the dependent variable Consumer Attitude. The sample size used for this study was 200 and the data was collected through online questionnaire based on 5-Likert Scale from the people of Hyderabad Pakistan. The findings of the study showed that people of Hyderabad consider Trust, in formativeness and perceived usefulness the important factors as these variables showed significant and positive relationship with dependent variable while hedonism did not show any relationship with consumer attitude formation.