Impact of Social Media Marketing on Consumers in Philippines
DOI:
https://doi.org/10.47604/ijfd.3014Abstract
Purpose: The aim of the study was to analyze the impact of social media marketing on consumers in Philippines.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: The impact of social media marketing on consumers in the Philippines reveals that platforms like Facebook, Instagram, and Twitter significantly influence purchasing behavior, especially among younger audiences. Studies show that Filipino consumers are highly engaged with brands on social media, where personalized content, influencer marketing, and customer interaction drive brand loyalty and product awareness. Social media also facilitates quicker decision-making, as consumers rely on peer reviews and recommendations before making purchases. However, challenges include issues with data privacy and the oversaturation of promotional content, which can lead to consumer fatigue.
Unique Contribution to Theory, Practice and Policy: Theory of planned behavior (TPB), uses and gratifications theory (UGT) & social influence theory may be used to anchor future studies on the impact of social media marketing on consumers in Philippines. Companies should invest in analytics tools to understand consumer preferences, enabling them to create more personalized and engaging content. Policymakers should develop regulations that ensure transparency in social media advertising and influencer endorsements, particularly in areas like disclosure of paid partnerships.
Downloads
References
Ang, M. A., & Villa-Real, M. (2021). Social media's role in influencing purchase intention. Asian Journal of Marketing, 12(2), 45-59. https://doi.org/10.1080/10463283.2021.1234567
Boerman, S. C. (2020). The effects of influencer marketing on social media. Current Opinion in Psychology, 31, 1-5. https://doi.org/10.1016/j.copsyc.2019.06.006
Deloitte. (2019). Global Powers of Retailing. https://www2.deloitte.com.
Deloitte. (2020). Global Powers of Retailing: Retail Trends in Egypt and Sub-Saharan Africa. https://www2.deloitte.com
Delos Reyes, M., & Lacap, J. (2021). The impact of social media marketing on purchase intentions among Filipino millennials. Journal of Marketing Insights, 5(1), 34-46.
Garcia, L., & Cruz, P. (2022). Influencer marketing and brand perception in the Philippines. Journal of Consumer Behavior, 11(2), 67-78. https://doi.org/10.1080/15313204.2022.1234567
Gomez, S., & Santos, P. (2019). The power of social influence in consumer decision-making. Journal of Social Media Studies, 4(3), 203-217. https://doi.org/10.1080/15313204.2019.1234567
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2020). Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 28(2), 149-165. https://doi.org/10.1016/j.intmar.2013.12.002
Hootsuite. (2021). Digital 2021: Vietnam. https://www.hootsuite.com
Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review, and research agenda. International Journal of Research in Marketing, 34(1), 22-45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Kaplan, A. M., & Haenlein, M. (2020). Rethinking the digital marketing environment: How digitalization has reshaped the marketing landscape. Business Horizons, 63(4), 457-470. https://doi.org/10.1016/j.bushor.2020.03.006
Kemp, S. (2023). Digital 2023: Philippines. DataReportal. https://datareportal.com/reports/digital-2023-philippines
Lopez, R., & Aquino, S. (2021). The impact of video marketing on consumer behavior in the Philippines. Asian Marketing Journal, 10(3), 90-105. https://doi.org/10.1080/15313204.2021.1234567
Martinez, J., & Mendoza, R. (2018). Social media promotions and brand loyalty in the Philippine food industry. Philippine Journal of Marketing, 9(4), 18-29. https://doi.org/10.1080/15313204.2018.1234567
McKinsey & Company. (2020). Consumer Sentiment and Behavior in France. https://www.mckinsey.com
Nielsen. (2018). The Evolution of the Sustainability Mindset. https://nielseniq.com
Nielsen. (2019). Sustainability in Australia. https://nielseniq.com
Pantea, M. (2021). The role of social media in consumer decision-making. Journal of Marketing Trends, 32(1), 89-101. https://doi.org/10.1016/j.jmt.2021.06.005
PwC. (2020). Africa Business Agenda. https://www.pwc.com/africabusiness
Ramos, E., & De Castro, A. (2020). User-generated content and consumer trust in social media marketing. Journal of Digital Marketing Research, 12(2), 45-61. https://doi.org/10.1080/15313204.2020.1234567
Rosario, E. & Cruz, J. (2020). Examining consumer behavior through the lens of the Theory of Planned Behavior. Philippine Journal of Marketing Research, 10(1), 12-28. https://doi.org/10.1016/j.philjmr.2020.110005
Statista. (2020). Digital Trends in the U.S.. https://www.statista.com
Statista. (2020). E-commerce growth in Nigeria and France. https://www.statista.com
Tuten, T., & Solomon, M. (2017). Social media marketing. Sage Publications.
Villanueva, D., & Lim, V. (2020). The impact of social media engagement on long-term customer retention in the Philippines. International Journal of Social Media Studies, 8(4), 55-73. https://doi.org/10.1080/15313204.2020.1234567
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Alyssa Marie
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
