MARKETING. Research Proposal: The Brand Advertising on

Running head: MARKETING
Research Proposal: The Brand Advertising on Instagram Affect Customer Purchase Intention
toward Fashion Brands for millennial in Bangkok
Name of the Student:
Name of the University:
Author Note:

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Abstract:
The focus of the research puts forward is directed towards finding the impact of brand
advertising in on a social media platform in determining the purchase decision of consumers
particularly the millennial for the fashion brands in Bangkok. Instagram has beenthe selected
platform for this particular area of the research. The purpose of this study lies in the examination
of the factors that is responsible for influencing the purchase attitude of millennial customers of
Bangkok on purchase of fashion brands mostly triggered by brand advertising on Instagram. The
research primarily focuses on brand advertising that has been responsible for correctly driving
the decision of consumer. The research even puts forward a quantitative method along with
survey questionnaire for finding the accurate insights of customer.

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Table of Contents
1. Introduction:................................................................................................................................3
1.1 Research Background:...............................................................................................................3
1.2 Research Questions:...................................................................................................................4
1.3 Research Goals:.........................................................................................................................5
1.4 Research Objectives:.................................................................................................................5
1.5 Contribution...............................................................................................................................5
2. Literature Review:.......................................................................................................................6
2.1 Purchase Intention of Consumers towards Fashion Brand........................................................6
2.2 The Millennial Segment of Bangkok.........................................................................................6
2.3 Purchase Intention of Millennial Toward the Fashion Brand....................................................7
2.4 Brand Advertising on Instagram................................................................................................8
2.5 Brand Advertising on Instagram Influences Purchase Intention of Millennial.......................10
3. Conceptual Framework..............................................................................................................11
4. Research Methods......................................................................................................................11
4. 1 Types of Investigation............................................................................................................11
4.2 Sampling Techniques...............................................................................................................11
4.3 Data Collection Technology....................................................................................................12
4.4 Analysis...................................................................................................................................13
5. Timetable:..................................................................................................................................13

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6. Conclusion:................................................................................................................................15
References:....................................................................................................................................16

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1. Introduction:
1.1 Research Background:
The emergence of internet has turned brought about immense change in the existence of
the people. It revolutionized the communications to such an extent that it became the preferred
medium for day to day communication. Internet has become a part of everything in life, be it
ordering pizza, buying television, sharing a special moment with friend or be it sending
pictures(Satyanarayanan 2017). Before, the emergence of internet, keeping up with the news
meant walking down to newsstand and buying a local edition for getting information on the
happenings of the previous day. Internet has made reading newspapers easier with a click of few
buttons.
Over time there has been a transformation in the internet as well. Initially it had been a
static network designed for shuttling smaller freight of bytes or shorter messages between the
two terminals. It acted as an information repository where the content has been maintained and
published by the expert coders. But today, there are immense quantities of information that are
not only downloaded but uploaded via this electronic leviathan and the content seems familiar
with people turning into publishers, creators and commentators.
The internet also brought about an emergence in the social media like Facebook, Twitter,
Instagram and Snapchat. What began as a social networking site has now been used as platforms
for promotions and advertisement. Initially, brand presence on the social media had been largely
limited to investors who had been adventurous enough in investing in the young advertising
platform of Facebook (Tsimonis and Dimitriadis 2014). Although there had been a growth in the
digital marketing social media had been still considered as the companies as the periphery

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platform that offered something only for those having a lucrative marketing budget for
experimentation (Ryan 2016). However, with increasing popularity of the social media platform
brands are opting out these platforms to reach the consumers there persuading them in making a
purchase.
Today, companies and fashion brands alike choose various social media platforms for
advertising their products. In this research, the focus will be primarily on brand advertising on
Instagram and how it impacts the purchase intention of the millennial towards the fashion brand
in Bangkok. According to Evans et al. (2017), Instagram advertising represents the method of
paying the sponsored content on Instagram platform in reaching a more targeted and a larger
audience. It simply requires a set of images or video for reaching the target audience. On the
other hand, Djafarova and Rushworth (2017) stated that Instagram helps the businesses or the
brands in getting juicier through the promotional features. It helps in accelerating the reach
through the play or the pay system.
1.2 Research Questions:
 Does the informative factor of thebrand advertising on Instagram have positive
association with the customer purchase of the fashion brand?
 Does the entertainment factor of brand advertising on Instagram have positive impact on
the customer purchase intention of the fashion brand?
 Does the irritable factor of the brand advertising on Instagram have impact on purchase
intention of the consumer towards the fashion brand?
 Does the incentive factor of the brand advertising on Instagram have impact on purchase
intention of the consumer towards the fashion brand?