Abstract:
Purpose
The objective ofthis research find out the answer why consumer like a brand or what motivates
the users of Facebook to "like" a certain brand on Facebook and what are the undiscovered
motivation ofliking a brand on Facebook. To find out reasons, virtual identities were created
to test the consumer behavior for liking a brand page on social media.
Methodology & Design
The methodology was used in this study was closed ended questionnaire. The data was
collected through quantitative descriptive research from 300 respondents living in Karachi. An
online questionnaire was designed according to study to gather the data. In questionnaire, there
were simple questions according to the study.
Findings
The result of this study have shown that brand personality positively affect the consumer
behavior. Through result, it was concluded that consumers form different virtual goal identities
to fulfill their needs.
Limitations
The limitations are that the finding ofthis study was restricted to certain population, because
ofthis study was only conducted people living in Karachi. Secondly, On the other hand, there
may be others moderators, which can be used to analyze the relationship between the variables
such as social influence that can effect specific virtual identity behavior in consumer
engagement
Recommendations
As aspirational brand personality positively affects the self-interest, belonging and self-Presentation virtual identities, brands can use these goals specific identities data and can
enhance their brand advertising according to consumers’ specific goals.
