Interna. J. Multidisp. Perspectives | Volume 01, Issue 02, 27-32 | https://doi.org/10.18801/ijmp.010220.05
Article type: Research article, Received: 29.10.20; Revised: 18.11.2020; First published online: 30 December, 2020.
Article type: Research article, Received: 29.10.20; Revised: 18.11.2020; First published online: 30 December, 2020.
Social media as a promotion and marketing strategy and its effect on the customers’ satisfaction with business enterprises
Reymond L. Mallari and Sarah Mae C. Ibay
Department of Education, Schools Division of Pampanga, Sta. Maria High School, Philippines.
✉ Corresponding author: reymond.mallari@deped.gov.ph (Mallari, RL), Phone:. 09558164820.
Department of Education, Schools Division of Pampanga, Sta. Maria High School, Philippines.
✉ Corresponding author: reymond.mallari@deped.gov.ph (Mallari, RL), Phone:. 09558164820.
Abstract
Using social media as an advertising platform is among the most vital issues in a business enterprise's promotion and marketing strategy, although it is the most accessible medium for the customers. It is considered a challenging platform for the majority of surveyed Small and Medium-sized Enterprises (SMEs). Assessing social media usage as a promotion and marketing strategy and its effect on customer satisfaction is important in determining its effectiveness to a business enterprise. This study assessed and measured social media usage and effectiveness as a promotion and marketing strategy of the six Milk teashops and 42 random-sampling customers. An Ex Post Facto research design using validated researcher-constructed questionnaires was used in the study. The results of the study revealed that the use of social media as a promotion and marketing strategy and its effect on the customers’ satisfaction of business enterprise was generally described as; useful on sales growth and marketing of Milk teashops (M=3.38); there is a moderate customers’ satisfaction (M=3.40), and the null hypothesis that social media as a promotion and marketing strategy have a significant relationship to customers’ satisfaction has been rejected (p>0.05). This study will be used to improve and enhance the business enterprises' advertising platforms for better promotion and marketing strategies.
Key Words: Social media usage, Promotion and marketing strategy, Customers’ satisfaction and Business enterprises
Using social media as an advertising platform is among the most vital issues in a business enterprise's promotion and marketing strategy, although it is the most accessible medium for the customers. It is considered a challenging platform for the majority of surveyed Small and Medium-sized Enterprises (SMEs). Assessing social media usage as a promotion and marketing strategy and its effect on customer satisfaction is important in determining its effectiveness to a business enterprise. This study assessed and measured social media usage and effectiveness as a promotion and marketing strategy of the six Milk teashops and 42 random-sampling customers. An Ex Post Facto research design using validated researcher-constructed questionnaires was used in the study. The results of the study revealed that the use of social media as a promotion and marketing strategy and its effect on the customers’ satisfaction of business enterprise was generally described as; useful on sales growth and marketing of Milk teashops (M=3.38); there is a moderate customers’ satisfaction (M=3.40), and the null hypothesis that social media as a promotion and marketing strategy have a significant relationship to customers’ satisfaction has been rejected (p>0.05). This study will be used to improve and enhance the business enterprises' advertising platforms for better promotion and marketing strategies.
Key Words: Social media usage, Promotion and marketing strategy, Customers’ satisfaction and Business enterprises
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Article Citations:
MLA
Mallari and Ibay “Social media as a promotion and marketing strategy and its effect to the customers’ satisfaction with business enterprises”. International Journal of Multidisciplinary Perspectives 01(02) (2020): 27-32.
APA
Mallari, R. L. and Ibay, S. M. C. (2020). Social media as a promotion and marketing strategy and its effect to the customers’ satisfaction with business enterprises. International Journal of Multidisciplinary Perspectives, 01(02), 27-32.
Chicago
Mallari, R. L. and Ibay, S. M. C. Social media as a promotion and marketing strategy and its effect to the customers’ satisfaction with business enterprises. International Journal of Multidisciplinary Perspectives 01(02) (2020): 27-32.
Harvard
Mallari, R. L. and Ibay, S. M. C. 2020. Social media as a promotion and marketing strategy and its effect to the customers’ satisfaction with business enterprises. International Journal of Multidisciplinary Perspectives, 01(02), pp. 27-32.
Vancouver
Mallari, RL and Ibay, SMC. Social media as a promotion and marketing strategy and its effect to the customers’ satisfaction with business enterprises. International Journal of Multidisciplinary Perspectives. 2020 December 01(02): 27-32.
Mallari and Ibay “Social media as a promotion and marketing strategy and its effect to the customers’ satisfaction with business enterprises”. International Journal of Multidisciplinary Perspectives 01(02) (2020): 27-32.
APA
Mallari, R. L. and Ibay, S. M. C. (2020). Social media as a promotion and marketing strategy and its effect to the customers’ satisfaction with business enterprises. International Journal of Multidisciplinary Perspectives, 01(02), 27-32.
Chicago
Mallari, R. L. and Ibay, S. M. C. Social media as a promotion and marketing strategy and its effect to the customers’ satisfaction with business enterprises. International Journal of Multidisciplinary Perspectives 01(02) (2020): 27-32.
Harvard
Mallari, R. L. and Ibay, S. M. C. 2020. Social media as a promotion and marketing strategy and its effect to the customers’ satisfaction with business enterprises. International Journal of Multidisciplinary Perspectives, 01(02), pp. 27-32.
Vancouver
Mallari, RL and Ibay, SMC. Social media as a promotion and marketing strategy and its effect to the customers’ satisfaction with business enterprises. International Journal of Multidisciplinary Perspectives. 2020 December 01(02): 27-32.
References
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International Journal of Multidisciplinary Perspectives.