Impact of social media advertising on customer engagement a case study on the body shop

APIIT Business, Law & Technology Conference, 2018
July 19th, 2018 | Colombo, Sri Lanka
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Impact of social media advertising on customer
engagement
A case study on ‘The Body Shop’.
Thasneem Khan
School of Business
Business Management School (BMS)
Colombo 06, Sri Lanka
thasneemkhan57@gmail.com
Chrishanker Janathanan
Dept. of Management
Business Management School (BMS)
Colombo 06, Sri Lanka
chrish@bms.lk
Abstract
Purpose – The aim of this research is to identify the impact
of social media advertising on consumer engagement. The
objectives of the research are to define social media and
explain how it developed over the years along with the
definition of customer engagement, to analyse a literature
review on social media and its impact on consumer
engagement, with the use of primary research tools such as
questionnaires and interviews, analyse the impact of social
media advertising on The Body Shop and to review the
findings gathered and make recommendations for the
management of The Body Shop.
Methodology – As means of this research, the impact of
social media advertising on customer engagement with
relevance to The Body Shop. Furthermore, for the purpose of
qualitative and quantitative analysis of data collection tools,
questionnaires and three structured interviews were
accomplished. Subsequently, convenience sampling was used
with a sample size of 165 respondents within the Colombo
district.
Findings – The four hypothesis for the relationship between
consumer engagement and the independent variables of
social media were accepted. Additionally, with the aid of the
SPSS software, regression values of independent variables
and Cronbach alpha value-0.964, the correlation values
(trust in information-0.808, interaction-0.758, electronic
word of mouth-0.746 and customer satisfaction-0.824) for
both independent and dependent variables along with
descriptive statistics were found. Moreover, from these
findings a positive correlation between the dependent and
independent variables was revealed.
Value - This research assists in overcoming the issues that
were encountered in previously existing articles.
Additionally, it develops a more functional and less complex
method in which social media advertising could be used to
improve customer engagement.
Key words: Social media, Social media advertising,
Customer engagement, The Body Shop
I. 1.0 INTRODUCTION
A. 1.1 Project rationale and significance
Brodie et al. (2013) explain consumer engagement as a
multidimensional concept which comprises of cognitive,
emotional, and behavioural dimensions. In the process of
relational exchange, these elements play a key role where
other relational concepts are engagement antecedents and
consequences in iterative engagement processes within the
brand community. Furthermore, Vivek, Beatty and Morgan,
(2010) describe consumer engagement as the intensity of an
individual’s participation on and connection with the
organisation’s offerings and activities initiated by either the
customer or the organisation. Bowden (2009) discussed
customer engagement as a psychological process that leads to
the creation of loyalty.
1) 1.1.1 Project significance
The following research is significant and benefits a number
of stakeholders and individuals involved in the process.
Management: The management at Body Shop exert endless
efforts in making their customers adopt technology. Thus,
saving up cost and profitably allowing the customers to
improve and adopt operative methods of business
management as well as marketing.
Customer associations: These individuals at Body Shop
play a role in ensuring no misguidance takes place for the
users of social media and online features during the online
recharge process as well as online purchasing.
Regulators: These are the individuals that would consider the
handling of recharge machines and online recharging
methods thereby being indicators of progressive economies.
Hence, the regulators are provided with an authoritative
model for transaction.
B. 1.2 Company Background
The Body Shop International plc which is known by its name
‘The Body Shop’ is a British company that produces
cosmetics, skin care and perfumes. Also, it was founded by
Dame Anita Rodrick in 1976. Currently, it has a range of
1000 products which is sold in 3000 franchised stores
internationally in 66 countries. The Body Shop’s

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headquarters are located in West Sussex, United Kingdom.
The company had been owned by the French cosmetics
company L'Oréal between 2006 and 2017. Additionally, The
Body Shop turned increasingly toward social and
environmental campaigns to promote its business in the late
1980s. The Body Shop has campaigned to end animal testing
in cosmetics since 1989 and its website shows the various
public campaigns it has created since then (The Body Shop,
2017).
C. 1.3 Current situation of the company
In the current context, The Body Shop is located in over 60
countries whilst employing more than 17000 employees.
According to Schwartz (2017), the chairman and CEO of The
Body Shop states that their strategy is to be a pioneer in
nature-inspired products, personalised service and ethical
business. In June 2017, L'Oréal agreed to sell the company to
the Brazilian cosmetics company Natura for £880 million,
subject to Brazilian and US regulatory approval. By using its
influence and profits for programmes such as Community
Trade, the chain aims at enacting fair labour practices, pay
equality and safe working environments.
The L'Oréal Annual Report (2016) shows that the net sales
growth of The Body Shop is +0.6% whilst a growth of 7.0%
was seen in skincare sales. At present, 3082 stores of The
Body Shop are existing worldwide. Also, during the course
of 2016 it opened three new stores in Chile. Additionally, the
three products ‘The Himalayan Charcoal purifying glow
mask’, ‘Drops of Youth serum’ and ‘The Hawaiian Kukui
cream’ were known to be the three star products of the year.
D. 1.4 Research aims and objectives
The aim of this research is to identify the impact of social
media advertising on consumer engagement. The
organisation that would be used is ‘The Body Shop’.
Research objectives:
 To define social media and explain how it developed
over the years along with the definition of customer
engagement.
 To analyse a literature review on social media and
its impact on consumer engagement.
 With the use of primary research tools such as
questionnaires and interviews, analyse the impact of
social media advertising on The Body Shop.
 To review the findings gathered and make
recommendations for the management of The Body
Shop.
E. 1.5 Research problems and questions
From the chosen theme, the discussion is on the impact of
social media advertising on customer engagement.
Furthermore, the primary question here is if social media
advertising impacts on customer engagement in the modern
world which has an advanced technology.
F. 1.5.1 Research questions
 Is it necessary that organisations integrate social
media advertising with the engagement of their
customers?
 How commonly is social media advertising used in
Sri Lanka?
 Would the use of social media in The Body Shop
create any limitations?
 What aspects should social media advertising
campaigns look into, to develop /improve the
customer engagement of the organisation?
 What is the impact of social media advertising on
consumer engagement?
II. 2.0 INITIAL LITERATURE REVIEW
According to Brodie et al. (2011), ‘Customer engagement’ is
defined as “a psychological state that occurs by virtue of
interactive, co-creative customer experiences with a focal
agent/object (e.g. a brand). Also, Van Doorn et al., (2010)
explained customer engagement as customer’s behavioural
manifestations that have a brand or ﬁrm focus, beyond
purchase, resulting from motivational drivers and behaviours
[that] go beyond transactions. The level of a customer’s
physical, cognitive and emotional presence in their
relationship with an organisation could be defined as
customer engagement (Patterson et al., 2006).
Customers behave in various ways that strengthen their
relationship with the brand, this goes beyond the traditional
customer loyalty measures which includes frequency of
visits, purchasing perception and the intended behaviours.
Also, from a consumer point of view, engagement behaviour
could be motivated by fulfilling needs and benefitting from
the behaviour itself or from the overall relationship with the
brand that the behaviour supports. Although a base of
satisfaction and loyalty can be expected of the members of
the community, engagement behaviours enforce the brand
relationship. Furthermore, Brodie et al., (2011b) explains that
as customer engagement increases, we expect their
satisfaction and loyalty to increase with it. The breadth and
complexity of this concept can be best captured because of
the multidimensional view of engagement (Newman and
Harrison 2008). Van Doorn et al. (2010) categorizes customer
engagement into five dimensions. The first being that
customer engagement can be expressed in various ways
which depend on the customer’s resources (e.g. time).
Second, it can result in different types of results for the
customer (e.g. improvements in the service). Third, it can
vary based on scope and it could be temporary, such as
issuing a complaint, or ongoing behaviour. Fourth, it has
various impacts on the firm and peers, and finally, customers
may engage in the behaviours due to different purposes.
Impact of social media advertising on consumers
Social media has provided a whole new set of opportunities
for consumers to engage in social interaction on the internet.

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Social media is used by consumers for various reasons, such
as to generate content, engage in online communities and to
network with other users. According to Lu et al. (2010)
advancements in the internet in the recent years has made
numerous new systems available to businesses: social media
in the form of online communities is one good example. In
this time and age, consumers have access to various sources
of information and experiences which have been compiled
using other customers’ information and recommendations
(Senecal & Nantel 2004). Do-Hyung et al. (2007) explains
that this is a crucial factor as the customer involvement
through social media is a major advantage in marketing.
Furthermore, with the internet being available, individuals
have been presented with the opportunity to use social media,
from email to Facebook and Twitter, using these platforms to
interact without the need for physical meetings (Gruzd et al.
2011). Up until recently, the potential of consumers had been
massively underestimated (Woisetschla ¨ger et al., 2008),
even though social media is recognized as particularly
suitable for developing customer relationships (Kane et al.,
2009). It can be concluded that the increased role of social
media has created a need for the concept of customer
engagement (Bielski, 2008). A new Era of content creation
has emerged as a result of the rise in social networks, where
individuals can easily share their experiences with one
another (Chen et al. 2011a). It is also stated that the access of
information for consumers would be easy. Consumers can
create content and offer valuable advice to others by using
social media (Füller et al. 2009). According to (Molly
McLure & Samer 2005), this rapid development has seen
online communities together with an electronic network of
individuals who have emerged on Social platforms where the
members share information globally and quickly.
A. 2.1 Trust in information
Organisations are benefiting from utilizing social media in
engaging customers and consequently building trust as the
customers have access to direct channels to express their
experiences as well as expectations (Pan & Chiou 2011).
However, the customers are freely using these platforms to
interact with the organisations expressing their pleasures as
well as displeasures, making suggestions for possible
improvements, and even recommending
product/service/organisation on the basis of their trust
(Weisberg et al. 2011). Additionally, trust is a cornerstone in
developing e-commerce. Furthermore, in a business-to-
consumer relationship, trust in the e-vendor is important in
assessing risk in the transaction (McCole et al. 2010). Trust
plays an important role in e-commerce (Aljifri et al. 2003).
H1a: There is a relationship between trust in information and
customer engagement
B. 2.2 Interaction
Once connected the customer can interact with seller
personnel and other customers. An improvement in the
understanding of customer needs can be identified through
the interaction among sellers and their customers, especially
change in these needs over time, and facilitate modiﬁcations
to existing products or the development of new products to
better satisfy these needs (Tikkanen et al., 2009).
Additionally, social interaction in virtual worlds, for
example, where users communicate and interact in real time
can be used to connect with customers, provide information
and experiences, and obtain customer input (Tikkanen et al.,
2009). Furthermore, hoping that direct interaction with
customers may raise customer engagements to the next level,
more than 100,000 companies to date have established brand
pages on social media platforms such as Facebook.
Subsequently, social media are Internet-based applications
that allow customers and companies to interact by creating,
sharing, or exchanging information (Kaplan and Haenlein
2010).
H2a: There is a relationship between interaction and customer
engagement
C. 2.3 Electronic word of mouth
The emergence of the Internet has enabled consumers to
interact with one another quickly and conveniently and has
established the phenomenon known as online interpersonal
influence or electronic word-of-mouth (eWOM) (Brown,
Broderick, and Lee 2007). eWOM can take place via many
different online channels, such as e-mails, discussion forums,
instant messaging (IM), homepages, blogs (e.g., Blogger),
product review sites (e.g., Amazon.com and Epinions.com),
online communities, newsgroups, chat rooms, and social
networking sites (e.g., Facebook and MySpace) (Goldsmith
2006; Goldsmith and Horowitz 2006). Moreover, the
transmission of information on the Internet gives consumers
unlimited access to a great amount of information and a
variety of product and brand choices. Furthermore, in the
online world, consumers have the ability to make
comparisons on price and quality of brands or services, and
possess the opportunity to communicate with marketers as
well as with other consumers (Negroponte and Maes 1996).
H3a: There is a relationship between electronic word of
mouth and customer engagement
D. 2.4 Customer satisfaction
Only the result in satisfaction of the interactions between a
seller and a customer, or among the members of a community
including seller and customers will they stay connected and
continue to interact with one another and progress towards
engagement (Mittal and Kamakura, 2001). Satisfaction is a
necessary condition for customer engagement (Firat and
Dholakia, 2006). However, it has been argued the goal of
marketing is not satisfaction but customer empowerment
through partnerships with sellers that enable customer
communities to mutually construct their desires and products.
Satisfaction with interactions during a purchase process may
precede or follow the purchase and dissatisfaction at any
stage can disrupt the process and result in customer exit.
Nevertheless, satisfaction may not result in repurchases and
may not ensue a long-term relationship (Anderson et al.,
1994). A high level of satisfaction achieved when customer

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expectations are exceeded and emotions become highly
positive has been described as not just satisfaction but delight
(Oliver et al., 1997).
H4a: There is a relationship between satisfaction and
customer engagement.
III. 3.0 METHODOLOGY
A. 3.1 Introduction to research methodology
According to Bhattacharya (2006) research methodology is
the process which is used to collect information and data for
the purpose of making business decisions. Furthermore, the
methodology may include publication research, interviews,
surveys and other research techniques whilst including both
present and historical information. Initially, the author would
illustrate the conceptual framework and in detail relate the
dependent and independent variables to the selected topic.
Subsequently, hypothesis would be used to present the
conceptual framework. Next, the process of
operationalisation would be carried where concepts would be
converted into their empirical measurements or of
quantifying variables for the purpose of measuring their
occurrence, strength and frequency. Meanwhile, an analysis
of the research onion would be carried out. Moving on, the
limitations of using this methodology would be identified. To
conclude, a discussion of ethical approach to research would
be provided.
B. 3.2 Conceptual framework
The conceptual framework is a theoretical structure which
includes assumptions, principles as well as rules that hold
together those ideas that comprise a broad concept.
Additionally, here interrelationships between variables will
be mapped out and should be aligned as per the literature
review.
C. 3.3 Research onion
The research onion which was developed by Saunders et
al. (2007), illustrates the stages that needs to be covered in the
process of developing a research strategy. Saunders et
al. (2007) explains that when viewed from the outside, each
layer of the onion describes a more detailed stage of the
research process. A research methodology can be designed
using this model since it displays the progression in a very
effective manner. It can be used in various contexts and its
usefulness lies in its adaptability for almost any type of
research methodology (Bryman, 2012).
The research follows the positivism research philosophy.
This is where the researcher is limited to data collection and
interpretation through objective approach and the research
findings are usually observable and quantifiable.
Furthermore, according to Armstrong (2010), this approach
covers a wide range of situations whilst being fast and
economical. Additionally, this philosophy follows a well-
defined structure. Additionally, it gives little room for
variance and drastic variable changes thereby ensuring
accurate results (Anderson, 2011). However, this method can
be inflexible helpful and sometimes artificial. Also, would
not be very effective in understanding processes or the
significance people attach to actions. Additionally, this
approach would not be in generating theories. Furthermore,
due to focusing on what is or what has been recently, it makes
it hard for policy makers to infer what actions should take
place in the future (Easterby-Smith et al, 1991).
This research is based upon the deductive approach which
can be subdivided into quantitative and qualitative
approaches. In this research, a higher degree of quantitative
research would be used with justification from qualitative
research. This approach can be time-saving and more
effective whilst allowing more time for practice and
application. Also, here many rules can be more explicitly and
quickly explained (Uma, 2008). Nevertheless this approach
is quite formal since it encourages the belief that learning
something is a case of knowing the rule. Also, it is a passive
method and is a one-way communication. Additionally, it
may limit the scope of creativities and does not encourage
divergent thinking (Gratton and Jones, 2009).
The Author chooses the case study method since it is
comprehensive and is responsible for the intensive study of a
unit where an event would be thoroughly explored and
investigated. Also, it studies a social unit in its entire
perspectives and doesn’t require sampling. Furthermore, it
gives the analytical power of a person to increase knowledge
about a social phenomenon. This method also provides
grounds for generalization of data for illustrating statistical
findings. Thereby, authors such as Cresswell, Robertson and
Huby (2011); Baxter and Jack (2008) and Zitzler and Thiele
(1999) have used the case study method in their researches.
Here, the cross-sectional time horizon would be used where
different population groups can be compared at a single point
in time. The cross-sectional method is quick, easy, not costly
and not time consuming. Also, it captures a specific point in
time whilst containing multiple variables at the time of
capture. Additionally, the data collected can be used for
various types of research thereby analysing the findings and
outcomes to create new theories. Furthermore it assists in
Independent
Variable
Trust in information
Interaction
Electronic word of
mouth
Satisfaction
Customer
Engagement
Dependent
Variable

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proving or disproving assumptions (Sekaran and Bougie,
2016). However, this study cannot be used to analyse
behaviour over a period of time. Also, does not help
determine cause and effect. Additionally, because data on
each participant are recorded only once it would be difficult
to infer the temporal association between a risk factor and an
outcome. Furthermore, findings can be flawed or skewed if
there is a conflict of interest with the funding source.
Subsequently, some challenges may be faced putting together
the sampling pool based on the variables of the population
being studied (Greiner, Gong and Semmler, 2016).
All kinds of data collection methods were used in this
research. The main data sources are primary and secondary.
Primary research includes questionnaire, interviews and
sampling whilst secondary research methods are those from
journals, internet and so forth. Interviews are more accurate
screening. Also, more in depth data collection and
comprehensive understanding could be present. Additionally,
the interviewer can keep the interviewee focused as well as
on track whilst capturing the emotions and behaviour of the
interviewee. Questionnaires would provide respondents the
time to think and answer the questions. Also, through this
method, vast data can be gathered since the questionnaires
can be distributed to many individuals at once. Whilst there
would be uniformity presence in the responses. With the aid
of convenience sampling method, the author found out the
population of the Colombo district area with a sample size of
165 by means of analysing Morgan table (Morgan and
Riesen, 2016). Secondary data are easy to access. Thus,
obtaining this data is time as well as cost effective.
Additionally, it assists in improving the understanding of the
problem. Through secondary research, extensiveness of data
is present. However, the accuracy of secondary data is
unknown. Furthermore, the data obtained or available could
be outdated or incomplete. Also, there are chances of the
information not being specific (Vartanian, 2011).
IV. 4.0 FINDINGS AND ANALYSIS
Findings and analysis provide a comprehensive analysis from
the data gathered. Furthermore, a total of 165 questionnaires
were distributed and responses were obtained. Subsequently,
the IBM Statistical Package for Social Science (SPSS) would
be used to make the required calculations and analysis with
the obtained responses. Moreover, throughout the analysis,
different segments would be looked into. Initially, Cronbach
alpha statistic, test for normality, linearity, correlation and
regression would be carried out to analyse sample profile,
validity and reliability analysis. Moreover, a detailed
discussion would be provided by analysing the data gathered.
Subsequently, a hypothesis test is set about as part of the
study.
Cronbach’s alpha is a measure used to assess the reliability,
or internal consistency, of a set of scale or test items. In other
words, the reliability of any given measurement refers to the
extent to which it is a consistent measure of a concept, and
Cronbach’s alpha is one way of measuring the strength of that
consistency (Andrew, Pedersen and McEvoy, 2011). It is
evident from the above results that all variables have a
Cronbach alpha value above 0.8. Hence, it can be conclude
that these variables have high consistency and possess an
excellent reliability for the research.
Pearson Correlation is a technique for investigating the
relationship between two quantitative, continuous variables.
Pearson's correlation coefficient (r) is a measure of the
strength of the association between the two variables. Given
below is the summary of the correlation of both dependent
and independent variable. As the independent variable of
trust in information is 0.808 similar to the results of Aljifri
et al. (2003), interaction is 0.758 in similarity to the results
obtained by Tikkanen et al. (2009), electronic word of
mouth is 0.746 similar to the results of Broderick and Lee
(2007) and customer satisfaction is 0.824 similar to Firat
and Dholakia, (2006).
Variables Pearson correlation
Avg_CE
Avg_TII
0.808
Avg_CE
Avg_Int
0.758
Avg_CE
Avg_EWOM
0.746
Avg_CE
Avg_CS
0.824
Model Summary
Mode
l
R R
Square
Adjusted R
Square
Std. Error of
the Estimate
1 .837a
.701 .694 .58522
a. Predictors: (Constant), Avg_CS, Avg_Int, Avg_EWOM,
Avg_TII
Model summary is indicative of the overall statistics and how
well a model fits the data. The R value is 0.837 shows a high
level of predictability.
Reliability Statistics
Cronbach's
Alpha
N of Items
.964 4

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R Square clearly specifies that customer engagement model
is predictive by the four factors – trust in information,
interaction, electronic word of mouth and customer
satisfaction can predict close to 70.1%. This is clearly
indicative of the variables are being chosen from the model
correctly.
The model shows a good significant fit between the model
factors. Significance is at 0.000 which is a good P value.
Regression equation
Y= mx + c
Y = mx1 + mx2 + mx3 + mx4 + c
Customer engagement = 0.354 (trust in information) + 0.200
(interaction) – 0.065 (electronic word of mouth) + 0.511
(customer satisfaction) – 0.021
Customer engagement was seen to affect all four parameters.
Customer engagement is significant and important.
Furthermore, all four variables were highlighted to be
statistically significant and important. Correlation test along
with the regression analysis showed various strength
relationships between the independent and dependent
variable. Moreover, the purpose of this study was to evaluate
factors of social media that influence on customer
engagement. Subsequently, the considered factors include
trust in information, interaction, electronic word of mouth
and customer satisfaction. Additionally, for justification
purposes, four hypothesis were identified and provided.
Thereby, it assisted in analysing the significant relationships
between the variables and the degree of impact that exists
between the independent and dependent variables.
From the results obtained using SPSS software, the four main
hypothesis can be determined which include the relationship
between trust in information, interaction, electronic word of
mouth and customer satisfaction with the dependent variable,
customer engagement. Furthermore it was derived from the
SPSS obtained results that all four hypothesis were accepted.
Discussed below are the questions of the dependent and
independent along with justifications supporting from
journals.
V. 5.0 CONCLUSION AND RECOMMENDATIONS
It has been proven that there is an impact on customer
engagement by social media advertising since customers face
a number of consequences in engaging and purchasing a
particular brand or product due to the various number of
advertisements available on social media networks on
improved product features and technological developments
that vary from one organisation to another. Meanwhile, it is
evident that the cosmetics industry plays a significant role in
the country. Furthermore, it was derived from this research,
the independent variables that cause an impact on customer
engagement along with their correlation with the dependent
variable thereby finding the relationship between each
variable. Furthermore, the overall regression value (R) for the
independent variables is 0.837. Consequently, the Pearson
correlation between trust in information and customer
engagement is 0.808 with a significance of 0.01 with an
accepted hypothesis. Similarly, the Pearson correlation
between interaction and customer engagement is 0.758 with
a significance of 0.01 with the hypothesis being accepted.
Subsequently, the Pearson correlation between electronic
word of mouth and customer engagement is 0.746 with a
significance of 0.01 with an accepted hypothesis. Finally, the
Pearson correlation between customer satisfaction and
customer engagement is 0.758 with a significance of 0.01
with the hypothesis being accepted.
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regres
sion
128.683 4 32.171 93.93
4
.000b
Residu
al
54.797 160 .342
Total 183.480 164
a. Dependent Variable: Avg_CE
b. Predictors: (Constant), Avg_CS, Avg_Int, Avg_EWOM,
Avg_TII
Coefficientsa
Model Unstandardized
Coefficients
Standard
ized
Coefficie
nts
t Sig.
B Std.
Error
Beta
1
(Const
ant)
-.021 .202 -.104 .917
Avg_TI
I
.354 .132 .305 2.684 .008
Avg_Int .200 .116 .172 1.728 .086
Avg_E
WOM
-.065 .116 -.060 -.557 .578
Avg_C
S
.511 .148 .448 3.451 .001
a. Dependent Variable: Avg_CE

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From the results that were obtained and gathered during the
research, a number of problems or issues were identified.
Hence, the author would analyse the issues faced and provide
recommendations accordingly.
Issue 1 - From the questionnaire conducted, it was analysed
that 25.45% of the respondents were in disagreement that
they have purchased products from The Body Shop.
Recommendation - It is vital that marketers of an
organisation study consumer behaviour and understand
consumers as individuals or groups on how they would
purchase products (Isen, 1984). Furthermore, each consumer
would have a different attitude towards their purchase
intentions. Therefore, these attitudes have to be studied well
by the marketer before the launching of a product (Haugtvedt,
Petty and Cacioppo, 1992). Therefore, in order to overcome
this issue, The Body Shop could educate its customers on the
fact that they are more focused on nature-inspired products
and avoid animal testing by raising a number of campaigns.
Additionally, they could enlighten their customers on the
benefits they could obtain by purchasing their products.
Issue 2- A percentage of 30.91 respondents disagree that they
are updated on the latest products provided at The Body Shop
and this was observed through the questionnaires.
Recommendation - Brand awareness is the extent to which
consumers are able to identify distinctive qualities or image
of a brand. Furthermore, when an organisation launches new
products or services, brand awareness is a vital element since
it drives the decision of consumers and differentiates between
companies (Hoyer and Brown, 1990). Additionally, this
factor is important to those organisations marketing their
products proactively through social media sites (Bailey,
2005). Therefore, The Body Shop must ensure that a good
marketing campaign is focused on the new products offered
brand which would assist to attract target audience and make
them feel encouraged whilst increasing market share and
sales.
Issue 3 - The questionnaires conducted assisted in analysing
that 21.22% of the respondents were in disagreement that The
Body Shop products are at affordable prices.
Recommendation - According to Shaw (1991), consumers
receive a message through the pricing strategies that
organisations use to price their products or services.
Subsequently, this would also cause an impact on the brand
as well as the position of the organisation in the market.
Furthermore, some of the customers may consider a high
pricing strategy as the brand acquiring high quality.
Nevertheless, high pricing might be an issue faced to those
individuals of developing countries (Guiltinan, 1999). Hence,
The Body Shop must conduct research to analyse the
affordability of consumers depending on the country and the
competitiveness of the market and thereby adjust their pricing
strategies accordingly.
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