DON HONORIO VENTURA STATE UNIVERSITY

Apalit, Campus

The Best Social Media Strategies to Drive Customer Engagement

Don Honorio Ventura State University, Apalit Campus

Submitted by:

Gabriel, Ma. Liezel Mae M.

Macaspac, Arjay C.

Magat, Lowela B.

Manlapaz, Alyssa P.

Manlapaz, Remje I.

Punla, Jamaica L.

Talavera, Anasel C.

Talavera, Jay Cel G.

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INTRODUCTION

BACKGROUND OF THE STUDY

The popularity of online selling has been on the trend for the past years, which became a

further hit sensation when the COVID-19 pandemic struck the Philippines. The convenience it

brought for people since the lockdown was a huge help for everyone since no one was allowed to

go out and buy their necessities. As people switched from conventional to online platforms while

in quarantine, the number of e-commerce platforms has increased. The global rise and fall of

numerous businesses have been attributed to the coronavirus disease 2019 (COVID-19)

pandemic. E-commerce platforms have been growing for a while, but once quarantine rules were

established, the process moved quickly. Customers have flocked to e-commerce platforms in the

absence of traditional retail channels to complete purchases and transactions. To reach their

target audience, a lot of businesses and services have moved online. (Haven, 2022)

To promote their products and services, various companies and businesses shave shifted

in using the social media as a way of promoting their businesses and to get known to the public.

There are a lot of ways that someone can advertise their business strategically. (Braccialini,

2022) Social media probably the most used platform nowadays to promote stores nowadays

since it is where most people spend their days, as everybody are always on their phones and the

internet. The number of customers who actually visit your store physically has no upper limit

thanks to the transition to internet shopping. When a buyer thinks of shopping in the modern era,

they prefer to search for it online first. (Haven, 2022) Due to the rapid growth of social media,

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many prosperous companies now invest a significant amount of time, money, and effort into

social media marketing in order to meet their objectives. To raise awareness and boost the

efficiency of brand promotion and client acquisition, many businesses create social media

accounts and post engaging content about their products and brands. (de Vries et al., 2017)

Marketers and scholars are particularly interested in learning how to use social media to

influence electronic word of mouth as the traditional modes of marketing communications

appear to be losing effectiveness and the number of users of social media, where brands and

products are discussed, is constantly growing (eWOM). Prior research points to the importance

of emotional appeals in marketing communications and suggests that employing videos in

marketing communications on social networks may have the greatest positive impact on eWOM.

Particularly when emotional appeals are used in the marketing communications of luxury

companies, it appears that people are more likely to share information about luxury brands than

mass-market businesses. (Bianchi, 2020) Given that there are already 4.26 billion social media

users worldwide in 2021, a growth of 13.13% from 2018, this is a wise economic decision.

Social media marketing enables customers to discover a company on their own without having to

pay for advertising. Through interesting posts and content, creating a business profile on

Facebook, Twitter, Instagram, or even TikTok can pique people's attention. (Braccialini, 2022)

STATEMENT OF THE PROBLEM

This research aims to find the best social media strategies to drive customer engagement

from BS Business Administration Major in Marketing students of Don Honorio Ventura State

University, Apalit Campus. This research will focus on demographic and psychological

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characteristics affecting consumers' buying decisions. Specifically, it aims to answer the

following:

1. How may the respondents' profile be in terms of the following:

1.1 Age

1.2 Year level

1.3 Hours spent on social media

2. How do social media marketing strategies drive customer engagement?

3. How do social media platforms affects customer engagement behavior?

CONCEPTUAL FRAMEWORK

Figure 1. Conceptual Framework of the Study

Social media engagement when combined with the effectivity of media strategies

becomes the best social media strategies to drive customer engagement.

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HYPOTHESIS

Alternative Hypothesis:

Social media engagement and the effectivity of marketing strategies have significance on

the best social media strategies to drive customer engagement.

Null Hypothesis:

Social media engagement and the effectivity of marketing strategies have no significance

on the best social media strategies to drive customer engagement.

SIGNIFICANCE OF THE STUDY

The outcomes of this study are considered important for its creativity. The researchers

had in mind that the research materials gave significance to the following sectors:

Consumers. This study would give them a deeper understanding about the topic. This

paper can enlighten their thinking with regards to the reality of life, especially as we walk

towards the path of the business world.

Entrepreneurs. The researchers believe that the entrepreneurs will benefit because the

study was made for them to know and to have a background about social media marketing

strategies and how to drive customer engagement. It will also give the entrepreneurs guidelines

on the running and maintenance of their business using social media.

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Students. This study is beneficial to the students, it will serve as a guide to them. It will

give the students information about this certain topic and knowledge regarding their buying

choices.

Researchers. In doing this study, the researchers have acquired new skills and

knowledge that they can use in their profession. This study will help the researchers to develop

their skills in running a business and will help them to be ready in this future undertaking.

Future Researchers. This study will serve as a guide also for researchers on the subject

of research in the field of business. The result of the study will help them to use it as a reference

that is related to the topic.

ASSUMPTIONS OF THE STUDY

The study focuses on the best social media strategies to drive customer engagement. The

following assumptions were made:

1. The researcher assumed that the respondents would be reliable sources of information that

would make this study successful.

2. The researcher assumed that the respondents would be honest in answering the survey.

3. The research assumed that the best social media strategies to drive customer engagement

would have a significant impact in the way businesses market their products and services and the

buying decisions of customers.

4. The researchers would be able to deeply explain the purpose of the study to its respondents.

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SCOPE AND LIMITATIONS

Indeed, this research cannot cover all issues related to marketing; it is going to

concentrate only on social media marketing and its influences on consumers’ buying decisions.

This research will focus on the best social media strategies to drive customer engagement from

BS Business Administration Major in Marketing students of Don Honorio Ventura State

University, Aplit Campus, and how it affects the buyers’ buying decisions. Prior research has

shown that common social media platforms are used in social media marketing engagement

which include Facebook, Instagram, Tiktok, and Youtube, hence will only focus on the

aforementioned platforms. This was conducted for BSBA Major in Marketing students to

develop an understanding of social media marketing and driving customer engagement.

The study was confined to getting responses or information only from BS Business

Administration Major in Marketing students of Don Honorio Ventura State University, Apalit

Campus. The researcher began conducting the study in September 2022 and continued until the

first semester ended in the academic year 2022-2023.

LITERATURE REVIEW

Foreign Literature

Social media has changed not only how we interact with one another but also how

businesses can influence consumer behavior. This includes both the promotion of content that

increases engagement and the extraction of location-based, demographic, and personal data that

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helps messaging resonate with users. The unrivaled ability of social media in the three key

marketing areas of connection, interaction, and customer data is what gives social media

marketing its power. (Hayes, 2022) According to Lim and Rasul (2022), customer engagement

(CE) is a crucial marketing concept, and the emergence of social media has only increased its

significance. But because there isn't a comprehensive, up-to-date review of the field that takes

social media into account, our understanding of the development of CE research is still limited.

Gomez et al. (2019) states that social media brand engagement is a useful tool for

businesses to acquire competitive advantages. According to Hayes (2022), social media

marketing has a number of advantages over traditional marketing, including the ability to use

customized customer relationship management (CRM) solutions for both customer-to-customer

and firm-to-customer interactions. In other words, social media marketing can track customer

value both directly (via purchases) and indirectly (through various methods), whereas traditional

marketing primarily records customer value through recording purchase activity (through

product referrals). Development of business strategies using social media channels is further

anticipated to accelerate over the next 5 years by 66 percent (Quach et al., 2019)

This corporate commitment in time and money demonstrates how social media has

developed into a potent tool for businesses to encourage involvement and customer engagement.

Through social media, businesses may communicate with their customers and disseminate a lot

of online information to a wide number of people. Social media platforms also enable users to

actively interact with brands and contribute to the creation of brand messages. Social media

platforms also enable users to interact directly with brands, serving as co-creators of brand

messages. (Ham et al., 2020)

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According to Azar et al. (2016), there are five main factors that might influence

consumers’ interactions with a brand on Facebook: (i) social influence, (ii) search for

information, (iii) entertainment, (iv) trust and (v) reward. They also mentioned that there are four

different groups of consumers: (i) ‘brand detached’, (ii) ‘brand profiteers’, (iii) ‘brand

companions’ and (iv) ‘brand reliants’.

Kang (2018) investigated the role of satisfaction in the relationship between active

participation and consumer behaviors that benefit hotels, while simultaneously addressing the

importance of active members in estimating the effectiveness of online brand communities in

social media marketing. Additionally, Al-Msallam and Alhaddad (2016) identified predictors of

participation for hotel Facebook pages and highlighted the importance of active participation

compared to passive participation. In the food and beverage industry, some research has been

done on the social media impact for select restaurants and locations. For example, Park, Jang,

and Ok (2016) used Twitter analysis to explore diner perceptions of Asian restaurants while

Lepkowska-White and Parsons (2019) analyzed small restaurant's social media strategies to

identify challenges and successes of using social media as a monitoring tool.

In the study conducted by Shawky et al., (2020) it was found out that connection and

interaction are a key level of engagement, repeated interaction leads to loyalty, advocacy is the

ultimate form of engagement, and there is no engagement without satisfaction. Manaf (2021)

also states that “social media marketing efforts including active and up-to-date social media,

online interactivity, and collaboration with other platforms are beneficial for brand loyalty and

trust”. Bernritter et al. (2016) states that the key to social media engagement is warmth over

competency.

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Al Khasawneh et al., (2021) found out that governments and businesses will have the

opportunity to better understand the significance of social media influencers in contributing to

the success of social media-based marketing campaigns by encouraging customers' engagement

by examining the impact of social media influencers on customers' participation with content

related to COVID-19 on social media.

However, it can be challenging to quantify and measure the precise impact of social

media marketing techniques, despite the fact that most sales and marketing teams concur that

there is a correlation between higher sales and profit margin percentages when items are

launched through social media platforms. Despite research on active participation/engagement in

other disciplines, the hotel business, and more specifically the food and beverage goods industry,

has produced few findings that characterize active participation/engagement among social media

users. Additionally, active engagement has been examined in a number of researches, but there

isn't yet a definition for what constitutes an active social media user. Additionally, and most

significantly, there hasn't been any empirical research on how a highly engaging social media

post affects a company's success (sales). (Yost et al., 2021)

Local Related Literature

According to the survey, there are 73 million active social media users in the Philippines.

Contextualizing this number, which indicates that there will be approximately 109 million people

worldwide in 2020, gives it additional meaning. 98 percent of these individuals use their

smartphones to access social media networks. (Estella & Löffelholz, n.d.)

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E-commerce saw a new manifestation with the commercial advent of the Internet, which

began in the Philippines in 1994. Businessmen can now offer their goods through one's website

and conclude sales transactions either online or by e-mail. Online retailers include websites like

PinoyDelikasi.com, Load.com.ph, RegaloService.com, Lazada, OkayOkay.com, Lenddo.com.ph,

Shopinas, Island Rose, Heartland Malls, Chikka.com, Cashsense, and Metro Deal.

In terms of Filipino business owners developing their ventures online, there are

significant trends. It plays a big part in promoting the company's brand and marketing plans for

its goods and services. As a result, the company's profit is increased. Modern technological

technologies have reduced the effectiveness of traditional marketing. To stay current in the eyes

of the customer, a business must adapt to current trends. Social media is now frequently used as

a practical marketing tool to connect brands with consumers. (Belga et al., 2019)

Juera (2020) states that a business must strive for customer satisfaction no matter what.

No matter what sector a business operates in, its clients regularly use social media. To ensure

that it is always their top choice, it is crucial to keep them interested in and connected to the

business. (Top Social Media Marketing Company in the Philippines, 2019)

According to GlobalData (2021), the Philippines' e-commerce business has been

expanding over the past few years, driven by rising customer preferences for online buying and

rising internet usage. This pattern has been hastened even more by the COVID-19 epidemic. As

a result, GlobalData, a top provider of data and analytics, predicts that between 2021 and 2025,

the value of e-commerce will increase at a solid CAGR of 17%.

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A company by the name of Lazada entered the Philippine market in 2012, introducing e-

commerce to the country. Lazada started out by selling things to Filipinos from its own

warehouses. But after only a single year of existence, the business model changed into a

marketplace, allowing independent brands, retailers, and users to sell on the website. The e-

commerce behemoth currently holds the market lead in Philippine e-commerce, with a sizable

chunk of its sales coming from marketplace transactions. (Angeles-Tan, 2022)

On their mobile devices, consumers may purchase and sell using the free software

Shopee. Shopee made it simple to shop online domestically in the Philippines. Due of the many

things you may accomplish with its platform, Shopee is the largest e-commerce platform in

Southeast Asia. It lets both customers and retailers to have safety nets or guarantees that their

end of the deal has some form of security, and it is user-friendly and simple to use. (3 Tips

Selling With Shopee Social Media Marketing Strategy, 2022) Brands and merchants are using

online platforms to support and promote their businesses as customer behavior changes. Due to

the transformation, a lot of new online sellers require the right advice and e-commerce expertise

to fully realize the potential of the sector. The second Shopee University Summit was a success

thanks to the assistance of vivo, PULUZ, CameraHaus, Human Nature Manila Branch, WM

Shop, and Design Center of the Philippines. Shopee is the top e-commerce platform in Southeast

Asia and Taiwan. Participants gained knowledge on creating the ideal company identity, product

photography techniques, and using Shopee tools and social media channels to promote their

businesses during the event. (INQUIRER.net, 2021)

To keep social media engagement, Atienza (2019) stated that it is important for

businesses to keep their consumers posted and keep updates on their products always available.

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Calleja et al., (2019) revealed that companies should adapt social media as part of their

marketing tool due to its effectiveness. However, a more explored study focusing on the factors

attributed on consumers to act and buy products as advertised in social media is recommended.

findings indicated that consumers' attitude is strongly affected by word-of-mouth and that in

Facebook, as the main social networking site used by the respondents. (Nolasco et al., 2020)

In marketing, social media can be crucial and decisive. By replacing traditional marketing

tools with them, marketers can carry out a variety of marketing activities efficiently and

affordably, frequently with the active involvement of customers. (Santos, 2019) Soriano and

Cabines (2020) found that online Filipino freelancers maintain active social interaction and

exchange that can be construed as "entrepreneurial solidarities." These solidarities are

characterized by competing discourses of ambiguity, precarity, opportunity, and adaptation that

are articulat[ed] in interviews and focus groups with 31 online freelance workers located in the

cities of Manila, Cebu, and Davao.

Another form of digital marketing is social media marketing, which involves interacting

with your audience on social media in an effort to develop your brand, boost sales, and improve

website traffic. All of these things and more are feasible when you engage in social media

marketing, also known as SMM. This is true whether you intend to advertise your good or

service or simply aim to keep people informed about what your business or organization is

doing. (Si, 2021)

True enough, not all social media marketing initiatives in this nation achieve successful

outcomes. International brands frequently make the error of using a one-size -fits-all strategy in

their marketing and advertising campaigns. The culture, trends, and market behavior in the

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Philippines are unique. Brands must therefore learn to localize and adjust their content. (AJ

Marketing, 2020)

DEFINITION OF TERMS

Brand - any attribute that distinguishes one seller's good or service from those of other sellers is

referred to as a brand. This could be a name, word, design, symbol, or anything else (What Is

Branding?, 2022)

Brand promotion - entails educating, reassuring, convincingly persuading, and influencing the

public to make purchases that are favorable to a particular brand (Das, 2021)

Consumer - is anyone who purchases goods for personal or gift-giving purposes only (DX

Adobe, n.d.)

Customer engagement - starts with the customer’s first interaction with a brand and extends

beyond the point of purchase, and can happen on a variety of channels (Paton, 2022)

Customer engagement behaviors - behaviors that extend beyond simple transactional conduct.

They can be characterized as a customer's behavioral expressions that are motivated by a

particular brand or company and extend beyond simple transactional behavior.

E-commerce - is the practice of buying and selling products and services online. Customers use

electronic payments to make purchases from the website or online store (Fuscaldo, 2022)

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Electronic Word of Mouth - defined it as all unofficial Internet communication directed at

consumers that deals with the qualities or use of products or services or the providers of those

services (Huete-Alcocer, 2017)

Marketing communications - refer to the strategies a firm or a businessperson uses to spread

messages about their goods and services (Marketing Communications - Introduction, n.d.)

Marketing strategy - is a detailed plan created specifically to help a firm meet its marketing

goals (Marketing Strategy - Meaning and Its Importance, n.d.)

Social media marketing – use of social media to advertise products and services, engage with

existing customers, and reach new ones (Hayes, 2022)

CHAPTER 2

METHODS

METHOD OF RESEARCH

The descriptive research method was used in this study. Descriptive research included all

of those studies that purport present facts concerning the nature and status of anything. This

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study determined best social media strategies to drive customer engagement from BS Business

Administration Major in Marketing students of Don Honorio Ventura State University, Apalit

Campus. The method used in this research is in form of quantitative mode. The data was

collected by the researchers using the questionnaire method.

RESEARCH LOCALE

The Don Honorio Ventura State University - Apalit campus will be the site of the study. The

respondents will be interviewed on campus or in any other pleasant location they select. Survey

forms printed on paper will be used to collect information from these respondents. The location

of implementation was chosen by the researchers because it would provide them with the

necessary data regarding the respondents' preferences. The research will be carried out during

the first semester of school year 2022-2023.

POPULATION OF THE STUDY

The research population is composed of 295 BS Business Administration Major in

Marketing students of Don Honorio Ventura State University, Apalit Campus 168 of the

population that served as the respondents of the researchers, which was identified using the

Raosoft sample size calculator, with a 5% margin of error and ninety-five percent (95%)

confidence level. The researchers chose respondents from BSBA Major in Marketing students as

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they want to study the buying behavior of the said population and want to know what kind of

marketing strategies work on the respondents.

Table 1. Distribution of Respondents According to Year Level

Year Level Number of Respondents

1 63 (37.50%)

2 57 (33.93%)

3 48 (28.57%)

Total: 168 (100%)

DATA GATHERING PROCEDURE

Survey questionnaires were used in gathering the data for this study. Survey

questionnaires are techniques for gathering statistical information about the attributes, attitudes,

or actions of a population by a structured set of questions to ask the respondents. The

information was gathered by the researchers via a survey questionnaire that included the

participants' age, gender, year of birth, and number of hours spent on social media. They gave the

participants an explanation of the study's methodology and aim. Following the completion of the

questionnaires by the respondents, the papers were reviewed, added up, interpreted, and

analyzed.

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DESCRIPTION OF RESEARCH INSTRUMENT

The research instrument used in this study was driven from the Social Media Engagement

Scale for Adolescents by Ni et al. (2020) and was reviewed and proven reliable by an expert in

marketing research.

The survey questionnaire used in this research was distributed into four parts. The first

portion was to know the participants’ profile where their names and other data needed about

them was provided, as well as their level of awareness on social media marketing. The second

part was also divided into two classifications where the partition was based by the list of factors

that determine how their buying decisions are affected by the social media engagement. These

are the categories in order, namely A for the Social media-use factor and B for Interest Factor.

The third part assess which social media platform is most used by the respondents, and the fourth

part is about what the respondents think what are the factors that are crucial in a business using

socila media marketing.

The researchers used Likert Scale to identify the weighted mean that will give them

accurate and concrete results from the survey. Their answers are the checkmarks they put in the

given boxes with the choice of SA as the Strongly Agree, A as the Agree, D as the Disagree, and

SD as the Strongly Disagree. These responses are based on their choice of putting the checkmark

upon reading the close-ended questions for every factor. The questionnaire was organized and

arranged well to make the respondents answer it more comfortably and easier to apprehend.

STATISTICAL TREATMENT

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1. Percentage

The percentage was used to determine the profiles of the respondents. Percentage is an

amount or ratio expressed as a portion of 100. It is frequently signified using the percent sign,

"%", or the abbreviations "pct.", "pct"; sometimes the abbreviation "pc" is also used.

The formula of percentage is as follows:

P = f/N x 100

Where:

P = Percentage

f = frequency of each variable

N = total number of population

2. Weighted Mean

The weighted arithmetic mean (or weighted mean) is comparable to an ordinary

arithmetic mean (the most common type of average), excluding that instead of each of the data

points contributing correspondingly to the final average, some data points contribute more than

others. The concept of weighted mean plays a role in descriptive statistics and also takes place in

a more over-all form in several other fields of mathematics.

The formula of weighted mean is as follows:

fx = (f) (x)

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Where: fx = weighted mean

f= frequency

x=scale

The formula for an average weighted mean is as follows:

Where: ӿ = average weighted mean

F = frequency

∑f = total number of respondents

∑fx = summation of weighted mean

3. Likert Scale

The Likert’s Scale was used to give verbal interpretations to the weighted mean (which

was used to calculate the average of the response that corresponds to weight) and level of

significance.

Weighted Mean Interval Mean Descriptive

Numerical Scale
Scale Equivalent

5 4.21-5.00 Very High

4 3.41-4.20 High

3 2.61-3.40 Moderate

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2 1.81-2.60 Low

1 1.00-1.80 Very Low

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RESULTS

DEMOGRAPHICS

Age

15-20 years old 21-25 years old 26-30 years old 30 years old and up

Figure 2. What is the demographic profile of the respondents in terms of age?

The table showed the percentage distribution of the respondents when they are grouped in

terms of age. One hundred twenty-seven (127) or 75.60% of the respondents are 15-20 years old,

thirty-eight (38) or 22.62% 21-25 years old, and two (2) or 1.19% are 26-30 years old.

Meanwhile, there is one (1) respondent that is above 30 years old which makes up 0.59% of the

population.

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Year Level

1st Year 2nd Year 3rd Year

Figure 3. What is the demographic profile of the respondents in terms of year level?

The table showed the percentage distribution of the respondents when they are grouped in

terms of year level. Sixty-three (63) or 37.50% of the respondents are first year students. Fifty-

seven (57) or 33.93% are second year students. Meanwhile, forty-eight (48) or 28.57% of the

sample are third year students.

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HOURS SPENT ON SOCIAL MEDIA

Social Media Usage

1-5 hours 6-10 hours 11-15 hours 16 or more

Figure 4. Hours spent on social media by the respondents

The table showed the percentage distribution of the respondents according to the hours

spent on social media by the respondents. Sixty-three (63) or 37.50% of the respondents use

social media for 1-5 hours. Fifty-five (55) or 32.73% of the respondents use social media for 6-

10 hours. Twenty-eight (28) or 16.67% of the respondents use social media for 11-15 hours.

Lastly, twenty-two (22) or 13.10% of the respondents use social media for 16 hours or more.

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SOCIAL MEDIA FACTOR

Social Media Factor

I follow business on my social media accounts.

I keep up to date with sales and promotion by using social media.

I tend to buy products and/or services that I see online.

My attention is easily caught by product posts in social media.

When I see good reviews on a product post, I also tend to buy the
product.

Strongly Agree Agree Disagree Strongly Disagree

Figure 5. Responses regarding Social Media Factor

The table showed the percentage distribution of the participants’ responses on the social

media factor statements.

On the first statement “I follow business on my social media accounts”, forty-two (42) or

25% of the respondents said they strongly agree, one hundred four (104) or 61.90% agreed,

fifteen (15) or 8.93% disagreed, and seven (7) or 4.17% said they strongly disagree.

On the second statement “My attention is easily caught by product posts in social media”,

fifty-two (52) or 30.95% of the respondents said they strongly agree, eighty-four (84) or 50%

agreed, twenty-four (24) or 14.29% disagreed, and eight (8) or 4.76% said they strongly

disagree.

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On the third statement “I keep up to date with sales and promotion by using social

media”, thirty (30) or 17.86% of the respondents said they strongly agree, ninety-seven (97) or

57.74% agreed, thirty-five (35) or 20.83% disagreed, and six (6) or 3.57% said they strongly

disagree.

On the fourth statement “I tend to buy products and/or services that I see online”, forty-

seven (47) or 22.98% of the respondents said they strongly agree, ninety-four (94) or 55.95%

agreed, twenty (20) or 20.83% disagreed, and seven (7) or 4.17% said they strongly disagree.

On the fifth statement “When I see good reviews on a product post, I also tend to buy the

product”, seventy-seven (77) or 45.83% of the respondents said they strongly agree, seventy-

three (73) or 43.45% agreed, sixteen (16) or 9.52% disagreed, and two (2) or 1.19% said they

strongly disagree.

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INTEREST FACTOR

Interest Factor

I believe that business will achieve better results when it comes to customer loyalty and profits if social media is integrated into marketing.

I believe that social media is the best way to reach businesses' targeted audience.

I post about an experience I had with the business on social media.

I repost or retweet a sale or promotion codes to my friends.

I skip online advertisements when the product posts are boring.

Strongly Agree Agree Disagree Strongly Disagree

Figure 6. Responses regarding Interest Factor

The table showed the percentage distribution of the participants’ responses on the social

media factor statements.

On the first statement “I believe that business will achieve better results when it comes to

customer loyalty and profits if social media is integrated into marketing”, one hundred eight

(108) or 61.31% of the respondents said they strongly agree, fifty-six or 33.33% agreed, six (6)

or 3.57% disagreed, and three (3) or 1.79% said they strongly disagree.

On the second statement “I post about an experience I had with the business on social

media”, twenty-six (26) or 30.95% of the respondents said they strongly agree, seventy-eight

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(78) or 46.43% agreed, forty-five (45) or 26.79% disagreed, and nineteen (19) or 11.31% said

they strongly disagree.

On the third statement “I repost or retweet a sale or promotion codes to my friends”,

twenty-four (24) or 14.29% of the respondents said they strongly agree, seventy-four (74) or

44.05% agreed, fifty-one (51) or 30.36% disagreed, and nineteen (19) or 11.31% said they

strongly disagree.

On the fourth statement “I believe that social media is the best way to reach businesses'

targeted audience”, eighty-five (85) or 50.60% of the respondents said they strongly agree, sixty-

eight (68) or 40.48% agreed, nine (9) or 5.36% disagreed, and six (6) or 3.57% said they strongly

disagree.

On the fifth statement “I skip online advertisements when the product posts are boring”,

sixty-five (65) or 38.69% of the respondents said they strongly agree, seventy-five (75) or

44.64% agreed, sixteen (16) or 9.52% disagreed, and twelve (12) or 7.14% said they strongly

disagree.

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MOST USED SOCIAL MEDIA PLATFORM

Social Media Platform Rank

Facebook 1

Tiktok 2

Instagram 3

Youtube 4

Others 5

Table 2. Respondents’ ranking on which social media platform the use the most

The table illustrates that the participants mostly use the Facebook platform. Tiktok,

Instagram, Youtube came next respectively. The least were other social media platforms.

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IMPORTANT FACTORS FOR A BUSINESS USING SOCIAL MEDIA

MARKETING

Social Media Marketing Factor Rank

Consistency of post 2

Type of content posted 1

Customer engagement 3

Online promotions 4

Time of posting 5

Table 3. Respondents’ ranking on which social media marketing factor is most important

The table illustrates that the participants give most importance in the type of content that

businesses post. Consistency of post, customer engagement, online promotions came next

respectively. The least important was the time of posting.

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DISCUSSION

FINDINGS

The analysis of the data has shown that social media marketing strategies indeed

are effective in driving customer engagement to businesses. The social media factors affecting

the decisions of the respondents have shown that the said platforms have brought change to the

way consumers think. The way people cooperate and conduct business has undergone a profound

change in recent years. Social media has significantly changed how businesses operate and

advertise. Social media technology is advancing quickly, and businesses may anticipate that it

will have a comparable effect both today and in the future. Businesses that learn to exploit

cutting-edge technologies see significant increases in revenue when new technologies become

common. The most well-known examples include tech-focused businesses like Shopee, Lazada,

and others. Finally, the strategy is being impacted by the rapid expansion of the smartphone

industry and mobile computing, which makes it easier to connect to social media and accelerates

its growth.

Social media does affect the customer engagement behavior depending on how it

is used to market the businesses. Almost everyone uses social media, and despite their size, both

big and small businesses have begun to do so in order to advertise and promote themselves.

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Social media is a tool that brands utilize to communicate their strong presence and welcoming

consumer relationships as well as building credibility. When businesses show consistency

through their posts which has good content, customers tend to have good expressions towards

them.

Through these findings, the hypothesis which states that social media engagement

and the effectivity of marketing strategies have significance on the best social media strategies to

drive customer engagement can be inferred as proven.

IMPLICATIONS

It must be also taken into consideration that three themes can be inferred as

important in creating social media strategies in driving more and better customer engagement:

(1) learning from the customers, (2) creating a buzz for the business, and lastly (3) targeting

customers.

Social media marketing promotes content created by businesses and organizations

on well-known networking sites like Facebook, Tiktok, Instagram, and others that goes viral

among consumers via online communities, brand and fan pages, and promotion-related content.

Knowing what the public wants can be greatly known through the analysis on the consumers as

well as the present customers. Having a strategy that involves a unique and refreshing style can

help create a momentum for businesses and drive more customer engagement. The electronic

word of mouth would be really useful in spreading what should be known about a business and

what they can offer. Lastly, knowing what consumers like best through social media platforms

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will help to have a more concentrated and accurate set of target customers that will surely bring

social media customer engagement.

CONCLUSION

Social media's importance in interacting with clients is well recognized. The

increasing numbers of companies seek to incorporate social media into their marketing strategies

in order to create a strong brand and retain their current clientele. Social media offers the chance

to get customers really excited about a company. The following steps are used to develop

customer involvement on social media: connection, interaction, satisfaction, retention,

commitment, advocacy, and customer engagement. Additionally, it is also considered a form of

mass communication is social media. Brand trust is positively impacted by direct contact

between stakeholders and firm-to-firm communication.

RECOMMENDATIONS

Considering the findings and implications that the study revealed, the researchers

can give the following recommendations:

1. Increased interactions between businesses and consumers through social media must be

significantly observed to drive more customer engagement.

2. Posting good quality content as well as good customer service must be the minimum

when catering to the needs of the consumers to increase more engagement.

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