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International Journal of Multidisciplinary Perspectives

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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.

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.
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
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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.
References
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  2. Broekemier, G., Chau, N., and Seshadri, S. (2015). Social Media Practices Among Small Business-to-Business Enterprise. Small Business Institute Journal, 11(1), 37-48.
  3. Cherotich, V. (2016). Effect of social media marketing strategy on the Performance of women owned micro and small Enterprises in kasarani division, nairobi county, Kenya. A MS thesis School of Business, University of Nairobi, Kenya, p.45.
  4. Dirgiatmo, Y. (2015). Analysis of the Potential Use of Social Networking for the Success of Strategic Business Planning in Small and Medium-Sized Enterprises, Mediterranean Journal of Social Sciences, 6(2 S2), 233. https://doi.org/10.5901/mjss.2015.v6n2s2p233
  5. Falls, J. (2009) as cited by Galati, A., Crescimanno, M., Tinervia, S. and Fagnani, F. (2017).  Social media as a strategic marketing tool in the Sicilian wine industry: Evidence from Facebook. Wine Economics and Policy, 6(1), 40-47. https://doi.org/10.1016/j.wep.2017.03.003
  6. Galati, A., Crescimanno, M., Tinervia, S. and Fagnani, F. (2017).  Social media as a strategic marketing tool in the Sicilian wine industry: Evidence from Facebook, Wine Economics and Policy, 6(1), 40-47. https://doi.org/10.1016/j.wep.2017.03.003  
  7. Herman, W. (2011) as cited by Herman, W. (2015). Marketing  Communication  Model in Social Network  Facebook. nformation Management and Business Review, 7(4), pp. 42-45. https://doi.org/10.22610/imbr.v7i4.1161
  8. Srinivasan, R., Bajaj, R., and Bhanot, S. (2016). Impact of Social Media Marketing Strategies used by Micro Small and Medium Enterprises (MSMEs) on Customer acquisition and retention. IOSR Journal of Business and Management, 18(1), 91-101.  
  9. Stockdale, R., Ahmed, A., and Scheepers, H. (2012). Identifying Business Value From The Use Of Social Media: An Sme Perspective, P. 4. PACIS 2012 Proceedings. 169. https://aisel.aisnet.org/pacis2012/169

© 2020 The Authors. This article is freely available for anyone to read, share, download, print, permitted for unrestricted use and build upon, provided that the original author(s) and publisher are given due credit. All Published articles are distributed under the Creative Commons Attribution 4.0 International License.
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