社交媒体营销对菲律宾圣汤玛斯市网上购物顾客认知的影响

Erika Nicole R Sumague, Jesus P. Briones
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引用次数: 2

摘要

这项研究调查了社交媒体营销对菲律宾巴坦加斯圣托马斯市电子购物客户认知的影响。具体而言,该研究旨在确定其对电子购物客户对在线可见性、社交媒体参与度、社交媒体整合、社交媒体活动和社交媒体体验的感知的影响。此外,该研究还确定了社交媒体营销如何更有效的重要因素。最后,研究人员根据研究结果提出了营销策略。该研究采用了描述性定量方法,使用了一份经过调整的问卷,从150名方便选择的受访者中收集数据。研究中使用的统计工具是频率和百分比分布以及加权平均值。研究显示,抽样的电子购物客户是社交媒体平台的活跃用户,脸书正被广泛使用。他们通常每天都在社交媒体上,其中三分之一的人每天花三个小时或三个小时以上。研究表明,社交媒体营销对受访者作为电子购物客户的在线可见性、社交媒体参与度、社交媒体整合、社交媒体活动和社交媒体体验产生了积极影响。此外,研究发现,品牌所有者需要关注帖子的时间和一致性,以增加社交媒体受众。最后,该研究建议采用研究人员根据研究结果制定的拟议营销策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Impact of Social Media Marketing on the Perceptions of E-Shopping Customers in the City of Santo Tomas, Batangas, Philippines
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.
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