SOCIAL MEDIA STRATEGIES TO DRIVE CUSTOMER ENGAGEMENT

AND PROMOTING BUSINESSFOR THE STUDENTS OF

UNIVERSITY OF MAKATI A.Y 2022-2023

CONCEPTUAL FRAMEWORK

This research will be using a set of comprehensive social media marketing strategic

actions to identify and classify the strategic actions of social media marketing firms to the

students of University of Makati. Slater and Olson (2001) defined a marketing strategy as a set of

7 integrated decisions and actions by which a company expects to achieve its marketing

objectives and meet the value requirements of its customers. As indicated by Slater and Olson,

marketing actions can be used as a tool by business leaders to improve customer loyalty and

satisfaction. Mergel (2016) also noted that marketing action classification could explain social

media adoption tactics by institutions and organizations.

The researchers provide a framework that may be used in their study to identify and

classify the social media marketing strategic actions used by study participants. Social media

marketing strategies used by business leaders to increase customer engagement was explored in

this study.
REVIEW OF RELATED LITERATURE AND STUDIES

This section includes ideas, finished thesis, generalization or conclusions done by the

researcher to strengthening the claim and importance of the study. It also present literatures

gathered which served as the foundation in developing this study.

Human beings need connection; we crave it. Maslow’s hierarchy places our

psychological needs of belongingness and love slap-bang in the middle of the pyramid. As social

media gained in popularity, its purpose began to warp and shift. Brands started to pay attention to

social media and its potential to change the marketing landscape. Dipping their toes in social

media, brands created profiles that consumers could “friend” with the hopes of fostering deeper

relationships with their customers. MySpace even surveyed their users in 2008, discovering that

14% of respondents believed brands appeared more friendly and creative on social media.

In the article The future of social media marketing by Appel and Grewal, Social media

allows people to freely interact with others and offers multiple ways for marketers to reach and

engage with consumers. Considering the numerous ways social media affects individuals and

businesses alike, social media is used by billions of people around the world and has fast become

one of the defining technologies of our time. They also mentioned that globally, the total number

of social media users is estimated to grow to 3.29 billion users in 2022, which will be 42.3% of

the world’s population (eMarketer 2018). Given the massive potential audience available who

are spending many hours a day using social media across the various platforms, it is not

surprising that marketers have embraced social media as a marketing channel. Furthermore,

Kumar Shunhangam (2020) emphasize that social media is changing the traditional way of
marketing and advertising the products as well as services. There is a huge increase in the usage

of social media from past few years. The social media helps customers to search and compare

any information and thus it is removing away the traditional form of media like radio,

magazines, television, and newspaper.

According to the article of Social Media Marketing Strategies for Increasing Customer

Engagement by Joe Nwachukwu Umunna, some corporate executives are failing to use social

media to promote client interaction, perhaps resulting in a loss of revenues. Customer

engagement can suffer as a result of ineffective social media marketing initiatives. In addition

Jennifer Munsayac conclude in her article, the impact of various factors affecting their attitude

towards social media marketing communications. The study revealed that social media

marketing communications can positively affect the cognitive, affective and behavioral

responses of the respondents. Also, social media marketing communications resulted in the most

positive in cognitive response at the same time the preference to the affective and behavioral

response when accessed via smartphone. It is very crucial if communication between you and the

customer is no longer effective, the engagement towards your customer is lacking something.

The key Ingredient for doing social media marketing well is having a strategy (Alfred,

2019).Without a strategy, you might be posting on social media platforms for the sake of posting.

Without understanding what your goals are, who your target audience is, and what they want,

it’ll be hard to achieve results on social media. Whether you want to grow your brand through

social media or to level up as a social media marketer, developing a social media marketing

strategy is essential. Creating a strategy is become more important in order for your business not

fail. Setting a goal is a first step to create strategy, Jamai mentioned in her blog that according to

the 2021 Sprout Social Index™, the most common goals for social are increasing brand
awareness (58%) and increasing community engagement (41%). And these goals are still very

relevant to social media teams going into 2023, especially as they face new challenges, Whether

you want to expand your team, build a larger following or a more active community, taking the

time to define your social goals is the first step to reaching them. Either way, your goals will

define your social media marketing strategy and how much time and energy you’ll need to

dedicate to your campaigns.

Social media marketing (SMM) (also known as digital marketing and e-marketing) is the

use of social media the platforms on which users build social networks and share information—

to build a company’s brand, increase sales, and drive website traffic.

As a matter of fact in the article The Impact of Digital Marketing on Customer Buying

Intention of Customers in the Philippines by Astoriano, Justin and Marzan (2022), digital

marketing is perhaps one of the most effective marketing tactics used by today’s great majority

of enterprises and corporations. Because it crosses geographical boundaries, this strategy

provides instruments that allow companies to sell their products to a much bigger audience. It

can also help to improve customer connections because the information is tailored to their

preferences. The current study sought to ascertain how digital marketing influences Filipino

consumer behavior, specifically customer involvement and buy intention. Social media has a

substantial impact on customer engagement, according to the following hypotheses. Social media

has a large influence on purchasing intent. In addition to that, digital marketing has surpassed

traditional marketing. These elements affect the digital marketing skills gap. Internet ads are

getting more widespread. Firms' perceptions of the value of digital marketing can be

classified. An integrated approach is required to meet client needs using digital marketing

channels. To succeed in this new market, businesses must first understand their clients'
lifestyles. Digital marketing has evolved into an internet advertising platform for small

business owners, despite a lack of funds to update technology and harness internet

development. Advertising on social media is attracting the attention of digital marketers. Because

of the potential market share gains that social media marketing could give for

internet marketers, it is expected that social advertising spending will continue to grow in

the coming years ( Tabuana, 2022 ).

Communication is vital for the success of any business and engaging your customers

regularly helps to enhance your image. Social networks allow you to interact and deal with your

customers on a personal level. In addition to the above mentioned, communication is essential

for any corporation and business, it has different categories such as verbal and non verbal

communication. Given the fact that communication is vital in marketing since marketing is a

process of creating, delivering and exchanging offerings that provide value for customers ,

clients, partners and society. It is also considered a business process of creating relationship and

satisfy customers. One of the best ways of promoting products and services is the use of social

media ( Atienza,2019). Either way, communication will not be more effective without having

any strategies that will guide your marketing in the social media. Based on the gathered

information from the article of How can small businesses maximize their social media presence?

By Julian Cirineo (2022), When we’re thinking of buying a product, we either go to e-commerce

apps or see who is selling what on our Facebook pages or Instagram, sometimes even TikTok.

Brands have learned to live on social media, providing all kinds of content that help them not just

stay connected with customers but also connect at a deeper level and gain new clientele as well.

He mentioned also that in his interview with Mica Gonzales, Mica said that after all, a good

strategy will take time to develop. Creating a strategy means forming a plan, knowing when it’s
effective or not, and being flexible all of which cannot be accomplished overnight or a week,

possibly even a month. And as for starting that plan, her first recommendation is spending time

getting to know your ideal customer.

Synthesis

With the pandemic going on today, social media became more powerful and useful

especially to all the companies and business owner who take advantage of this one for them to be

able to stay connected with their customers. The studies shows that lots of people around the

world is using social media to stay connected with their friends and family. It is also said that by

the help social media businesses take a step to promote their products and services online by

doing social media marketing, they take advantage of the power of social media that connects

their customers together. In the recent studies that discuss engagement and having

communication with your customers online is crucial, building communication is necessary for

the business to be able to stay competitive in the market. Building communication and engaging

online is partly important for your business to be effective in social media, study shows that

creating a strategies is always important in order for your business to have an impact to the

market by setting a goal and also strategies will serve your business as a guide that needs to be

followed. In the said strategies it is always important to counter back your business poor

performance and all the mistakes that was already done with a good planning to implement your

business strategies.
Research Paradigm

INPUT PROCESS OUTPUT

• Profile of students
according to

A.) Sex

B.) Age • Importance of strategies

• Data Collection of when it comes social media
C.) Year marketing
Student Profiles
• Perception about social • Improvement that should
media marketing • Administering questioners be done to be effective online
• Strategies that drive • What platform to that is
customer engagement suitable for your business?
• Strategies in promoting
your product and services
Figure 1: Research Paradigm

Figure 1 shows the conceptual framework. The input is the profile of the students

including their sex , age, year and Perception about social media marketing, strategies that

drive customer engagement and strategies in promoting your product and services. The research

process is data collection of the students profiles, administering questioners. The output is the

importance of strategies when it comes to social media marketing, Improvement that should be

done to be effective online and what platform that is suitable for your business