“The Effectiveness of Social Media as a Marketing Tool on

Customer Engagement in the New Normal: Basis for Marketing

Intervention Program.”,

ABSTRACT

The purpose of this study was to determine the effectiveness

of social media as a marketing tool on customer engagement and
its intervention program. People nowadays use social media to
communicate with other people or organizations, and it has become
an important communication tool especially in business or
marketing industry. People utilize social media to share their
experiences, reviews or feedbacks, information, frequency of
visits and any other topics that make them build connection. That
information is useful, and it has the potential to influence
customer engagement.
This research uses non-experimental quantitative research
specifically descriptive predictor design and survey
questionnaire as a tool to collect data from the chosen
respondents for it to easily conduct and analyze data especially
during this time of pandemic. The indicators of the effectiveness
of social media as a marketing tool such as quality of content,
frequency of visit, and user experience resulted as high, but
only the frequency of visit and quality of content are the most
influencing. And, that result affects the overall performance of
social media as a marketing tool.

Keywords: Quality of content, User experience, Frequency of

visit, Customers’ engagement