QUESTIONNAIRE This questionnaire aims to determine the extent of your relationship with different brands through social media.

The brands are the ones which embodies the values, experiences and culture of their consumers. They are highly focused and aim to create a close relationship with a certain social group. 1. What is your gender? Male Female 2. Do you have a profile on any of the following social media services? ( Choose as many as appropriate ) Facebook Twitter YouTube MySpace Flikr Bebo Google Buzz Brand Based Communities 3. How often do you log-on to social media networking sites? Several times a day Once a day A few times each week Once a week Less frequently Don't participate

4. What are your reasons for using social media? ( select all that are appropriate ) Socialise with friends Play games Keep up-to-date with social events Stay up-to-date with friend's activities Share experiences or information concerning products with fellow consumers Find information about products or brands Interact with fashion brand organisations

5. Do you feel that your organisation should use social media more in its day to day operations? YES NO 6. On the scales of 1-10 below, please state how much you agree with each statement, 1 = strongly disagree, 2 = strongly agree Social media is effective for brand awareness Social media has revolutionised the marketing of a product/service Social media is effective for selling a product/service Social media is effective for advertising a product/service Social media is great for engaging with consumers Social Media is better than any other type of media for the purposes of our organization 7. Do you visit any brands related on social media sites? Yes No 8. If yes, why do you visit brands related social media sites? ( Select all that are appropriate ) To identify discount opportunities To purchase products To read reviews and product rankings To find general information about the brand To learn about new products To watch brand related videos To contact customer services To find out about customer participation events

To feel connected to brands To view brand related photographs To feel part of a community 9. When on social media sites do you participate in any of the following activities? ( Select all that are appropriate) Uploading brand related photographs Uploading brand related videos Posting comments about products Writing reviews on new products Submit ideas for new products Posting comments on brand related videos Posting comments on brand related photographs Engaging in branded conversations eg on social networking sites or online brand community forums 10. What effect do you believe that use of social media has on your enjoyment of the brand? Significantly increased my enjoyment Increases my enjoyment Has no effect on my enjoyment Decreases my enjoyment Significantly decreases my enjoyment 11. I actively read fellow consumer's online comments before I purchase any brands Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 12. If you read a negative consumer comment about a brand that you want to purchase through a social media site, what effect would it have on your loyalty to that brand? Significantly increase my loyalty Increase my loyalty Have no effect on my loyalty to that brand Decrease my loyalty Significantly decrease my loyalty to that brand 13. I trust website information more than I do information provided through offline communications Strongly agree Agree

Neither agree nor disagree Disagree Strongly disagree 14. I feel a closer attachment to brands having interacted with them through social media Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 15. What effect do you believe interacting with brands through social media has on your intention to purchase the brand? Significantly increases my purchase intention Increase my purchase intention Has no affect on my intention to purchase Decreases my purchase intention Significantly decreases my purchase intention 16. If I had a negative online experience I would continue to purchase that brand Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 17. I participate with brands through social media as it allows me to create a bond with fellow consumers of the brand Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 18. I believe my friends have an influence on the brands I purchase Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 19. My choice of brands to interact with via social media is influenced by those chosen by my friends

Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 20. I believe the brands I purchase are reflective of my personality Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 21. Interacting with brands via social media strengthens my relationship with friends Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 22. I feel unfulfilled if I don't participate in online interactions with lifestyle brands for a while Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 23. Interacting with brands online has increased my brand loyalty Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 24. The quality of my online experience, positive or negative, has no influence on my purchasing decisions Strongly agree Agree

Neither agree nor disagree Disagree Strongly disagree Thank you for participating.