Title Page
Contents
Abstract 8
Chapter I. Introduction 9
1.1. Introduction 9
1.2. Statement of the Problem: 11
1.3. Objectives of the Study: 12
1.4. Research Question of the Study: 13
1.5. Significance of the study 14
Chapter II. Literature Review 15
2.1. Social media and social media marketing 15
2.2. The mediation of brand equity on social media and purchase intention: 20
2.3. Relationship between Concepts: 22
2.4. Conceptual Framework: 24
Chapter III. Research Method 27
3.1. Research Purpose 27
3.2. Research Design: 28
3.3. Population and sample 30
3.4. Nature and Source of Data 31
3.5. Data Collection Process 31
3.5.1. Pre-Testing the Questionnaire 33
3.5.2. Pilot Test 33
3.6. Validity and reliability 33
3.7. Equation Model and data analysis tools: 35
Chapter IV. Data Analysis and representation 38
4.1. Descriptive Statistics 38
4.2. Reliability and validity 45
4.3. Regression Model Analysis 48
Chapter V. Findings and Conclusions 55
5.1. Findings 55
5.2. Conclusion 58
5.3. Limitations of the Study 60
5.4. Future Prospects 60
Reference 62
Questionnaire 72
Table 1. Descriptive Statistics 38
Table 2. Reliability Test Statistic 45
Table 3. Validity Test Statistic 46
Table 4. Regression Table 1 49
Table 5. ANOVA Table 1 49
Table 6. Regression Table 2 50
Table 7. ANOVA Table 2 50
Table 8. Regression Table 3 51
Table 9. ANOVA Table 4 51
Table 10. Regression Table 4 51
Table 11. ANOVA Table 4 52
Table 12. T-test Statistic 53