Impact of Social Media Marketing on the Perceptions of E-Shopping Customers in the City of Santo Tomas, Batangas, Philippines

Abstract

The study investigated the impact of social media marketing on the perceptions of e-shopping customers in the City of Santo Tomas, Batangas, Philippines. Specifically, the study aimed to determine its impact on the perceptions of e-shopping customers as to online visibility, social media engagement, social media integration, social media activities, and social media experience. Moreover, the study also identified the important factors on how social media marketing can be more effective. Lastly, the researchers proposed marketing strategies relative to the findings of the study. The study employed a descriptive-quantitative approach using an adapted questionnaire to gather data from a sample of 150 respondents who were conveniently selected. The statistical tools used in the study were frequency and percentage distribution and weighted mean. The study revealed that the sampled e-shopping customers are active users of social media platforms with Facebook being widely used. They are generally engaged in social media everyday with one-third of them spending three or more hours daily. The study revealed that social media marketing have positively impacted the respondents as e-shopping customers relative to their online visibility, social media engagement, social media integration, social media activities, and social media experience. Moreover, the study found out that brand owners need to focus on the timing and consistency of posts to grow a social media audience. Finally, the study recommended the employment of the proposed marketing strategies which were developed by the researchers based on the findings of the study.