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Effectiveness of Social Media-24022022-1
Effectiveness of Social Media-24022022-1
Vol. 9, Issue 2, pp: (612-620), Month: October 2021 - March 2022, Available at: www.researchpublish.com
Abstract: This study focuses on the usage of technology continues to expand, more and more businesses are turning
to social media platforms as a means of promoting their products and services. The objective of this study is to
determine the Effectiveness of Social Media Advertisement Towards Customer Engagement of Selected Fast-Food
Restaurants in Dasmariñas. This paper uses a descriptive research design and a purposive sampling method. The
data gathering procedure was done through an online survey. Majority of the respondents are 21-30 years old,
female, for the status single and are in bachelor’s degree.
In relation to the discovery of finding regarding the study, results of the survey showed in terms of the choice of
network that most respondents more likely to engage with a fast-food restaurant and purchase the food being
advertised if its channel is YouTube. Feedback or review from the product is crucial to customer engagement. The
owners of businesses need to consider an alternative approach to promoting their products. The shopping
innovation not only gives a large market and a large number of company opportunities, but it also provides a vast
number of products and a large number of potential clients.
Keywords: Social Media Advertisement, Fast-Food Restaurants, company opportunities. customer engagement.
1. INTRODUCTION
The use technology has been growing more and more as time passes, many businesses are opting for a way to introduce
their business on social media platforms. Businesses owners need to think on a different way to endorse their product.
Online shopping has become a popular way of shopping for consumers. This innovation for shopping not only brings a
great number and variety of merchandise to potential consumers, but also offers a numerous business activities and huge
market. So that we also want to discuss about the customers engagement, Customer engagement monitors the relationship
between a consumer and a company. This can be done through various channels, varying from email, click-through-rate,
online reactions, feedback, re-purchasing and more. This relationship is important for encouraging customer loyalty,
increasing awareness and looking at customer satisfaction. Customer engagement marketing isn’t an entirely new concept.
It’s supposed to be the goal of all marketing, and most brands intend to engage with their customers. But some do it better
than others. Social media is no longer known only as a media that facilitates its users to present themselves on the internet
but also as media to sell some products to consumers known as an online shop. Because of the numerous advantages and
benefits, more people say that they prefer online shopping over conventional shopping these days Using social media was
difficult because people do not know if everyone like the post. Because not everyone will agree but anyone can put
comment or opinion on other post so that everyone needs to be careful.
Social media facilitates a dynamic space to reach customers, interact with them and leverage their voices for greater
impact (Hewett, Rand, Rust, & Heerde, 2016, cited in Tafesse & Wien, 2018). It becomes a hot topic, and it is becoming
more important in corporate marketing to engage customers buy their product. Customer engagement, according to
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Research Publish Journals
International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online)
Vol. 9, Issue 2, pp: (612-620), Month: October 2021 - March 2022, Available at: www.researchpublish.com
Bowden (2019) is a mental process that models the hidden instruments through which client loyalty is credited to gain
new clients. However, firms struggle to effectively implement social media to drive strategic marketing actions. Previous
studies have investigated the influence of media advertising, including consumers’ acceptance of social media advertising
as well as the effects of social media advertising on consumers’ decision-making process stated by (Chiang et al. ,2017).
The preceding observations indicate that previous studies on social media advertising have focused on the conventional
effects of Internet advertising; however, few studies have discussed consumer engagement behavior in Internet
advertising and its consequences.
Almost all establishments and businesses were affected by the pandemic, some survived, and others could do nothing but
to close their business. The internet today plays a significant role in customer engagement and communication, making it
useful to businesses of all sizes, particularly when the pandemic strikes. Social media platforms have arisen and are now
used by both personal and business users all over the world. It digs the researchers’ interest on how businesses adjust to
the new normal and by what method to still be successful despite of everything. How social media affect or helps the
business industry on advertising products and engage customers with this kind of situation specifically in the food
business focusing on the fast-food operations in Dasmarinas City, Cavite.
The use of endorsements and testimonials in advertising is prohibited under Section 5 of the Federal Trade Commission
(FTC) Act. The Federal Trade Commission is committed to safeguarding the interests of consumers in the United States.
The Guides lay the groundwork for advertising and endorsers to voluntarily comply with the law. Furthermore, the
instructions lay out the fundamental principles that the commission will use in analyzing endorsements and testimonials,
as well as instances of how those principles will be applied.
Now that the world is experiencing a pandemic, in the protocols implemented people really need to stay at home everyone
must follow so everything can be done through online set up. On a personal and professional level, the internet now plays
a significant role in our everyday lives. One of these is the use of social media platform. The researchers came up with
this topic because as a student who are the one that are always used social media to communicate, socialize, gather
information, even shopping. As a consumer influenced to buy online, researchers are curious on what factors that the
consumers underlie to buy a food only through social media advertisement. The fast-food industry's social media
marketing approach has recently grown in popularity. Different companies use social media sites like Facebook, Twitter,
Instagram, and YouTube to sell their products to a larger audience. The researchers want to examine how restaurants
particularly fast-food restaurants in Dasmarinas City Cavite use social media as a marketing tool in their businesses. Why
and how it impacts and hits the customers to buy their product.
In this paper, the researchers aimed to measure Social Media Advertisement Towards Customer Engagement of Selected
Fast-Food Restaurants in Dasmarinas. To begin with, the researchers will explore the key elements use to effective social
media advertising. And then, the relationship between demographic profile of the respondents and key elements use to
effective social media advertising will be investigated. Furthermore, the objective of this study is to generalize the
empirical results of this analysis and provide suggestions and recommendations to the future researchers will conduct a
study that is connected to this research. The data in this research shall serve as their background materials in their research
study.
Conceptual Framework
The diagram below shows the research paradigm of the proposed study:
Independent variable Dependent Variable
Effectiveness of
Customer
Social media
Engagement
advertisement
2. LITERATURE REVIEW
According to Sharmila (2017), the growing importance of social media marketing among businesses is very clear. So, the
question is no longer if you must use the social media tool in your marketing activities, but how to do it better. Business
owners should pay attention to which social platforms help them reach their goals with relevant audiences, whether that is
generating sales or greater visibility.
Appel, Hadi, Grewal, and Stephen (2020) found all these use cases are essentially WOM (Word of Mouth) in one form or
another. This, at least, is how marketing scholars have mainly characterized social media, as discussed by (Lamberton &
Stephen 2016). Indeed, online WOM has been—and we contend, will continue to be—important in marketing (e.g., in the
meta-analysis by Babić Rosario et al. 2016 the authors found, on average, a positive correlation between online WOM and
sales).
On the one hand, some articles have adopted a rather narrow definition of advertising as ―persuasive and planned
communication by advertising professionals deliberately placed on third-party websites‖ (Knoll, 2016, p. 267), thus
neglecting many forms of brand communication in social media, such as owned brand pages, and stimulating or reacting
to user-generated content (UGC). On the other hand, some other articles have been too all-encompassing, investigating
digital media, social media, and mobile marketing together (e.g., Lamberton and Stephen 2016); the latter articles lack
concrete guidance for future research on brand communication in social media (Voorveld,2019).
Content marketing has become a leading marketing technique in digital marketing communication and uses the point of
view of consumers to build relationships by creating and sharing engaging content in social media that enhance their daily
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Research Publish Journals
International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online)
Vol. 9, Issue 2, pp: (612-620), Month: October 2021 - March 2022, Available at: www.researchpublish.com
lives. Existing research on social media communities has focused mainly on social media marketing and virtual brand
community perspectives while content marketing’s valuable and unobtrusive role in social media content communities
has largely been overlooked. (Plessis, 2017).
Choice of Network
By the beginning of 2019, the most popular social media worldwide are Facebook, YouTube, WhatsApp, Facebook
Messenger, WeChat, and Instagram (Statista, 2019).
Brand communication in social media is defined as any piece of brand-related communication ―distributed via social
media that enables internet users to access, share, engage with, add to, and co-create‖ (Alhabash, Mundel, and Hussain
2017, p. 286, also see the broader definition by Dahlen and Rosengren 2016). This definition diverges from the chosen
angle in recent articles that provide a review and research agenda on social media. The study conducted by Akbar and
Özgül (2018) in Izmir on young consumers detected that social media could have a meaningful impact on brand
awareness. This study concluded that Facebook that is among social media channels has a significant level of impact on
increasing brand awareness. Another study concluded that social media marketing activities significantly affect levels of
brand awareness. Social media has exclusive superiority in creating awareness thanks to especially online communities,
interaction, content sharing, easy access, and confidentiality (Elaydi, 2018).
Communication
According to Cho and Park (2019), as the development of digital technologies creates new opportunities and challenges
for marketers, digital advertising has made consumers more engaged with loyal to brands by using creative and innovative
new technologies such as social media, augmented reality/virtual reality (AR/VR), big data analytic tools, and much
more. Social media advertising has become a more important communication tool for marketers to create authentic brand
conversation and build long-lasting relationship with customers.
Social Media Advertisement Trend
Interactive marketing has recently emerged as a crucial technique for businesses looking to strengthen their brands and
attract more customers. Social media is an internet-based program that allows users to contribute their thoughts,
knowledge, and past experiences through social networking sites, content sections, and blogs. To put it another way,
social media refers to a variety of online tools and platforms that are designed to make interactions, assistance, and
information transmission easier. Weblogs, wikis, social blogs, podcasts, micro blogging, rating, photos, video, and social
bookmarking are examples of such media advertisements. The primary goal of social media is to enable customers to
publicly express their opinions about a company's products or services. Many customers believe that by using social
media, they may communicate their opinions and perspectives with a large number of people in a short amount of time,
indicating that consumers are becoming more accustomed to receiving news quickly rather than searching for it. Social
media has arisen as a new avenue for brands to communicate with their customers and vice versa (Hanaysha,2016).
Making their communications interactive by obtaining client feedback on a variety of topics, instead of just sharing
information about a company's products or services, share newsworthy facts, rather than the other way around, liking and
sharing some of their postings, they are being asked to connect directly with company posts via "likes" and
"shares"(Newlands, 2017). Further research could investigate the long-term positive and negative consequences of social
media marketing on a small business. Small businesses have a lesser budget and fewer limits, but they provide more
personalized service, therefore a study that looks at how these factors play into a small store's social media methods might
be valuable.
According to Appel, Hadi, Grewal, and Stephen (2020), the platforms themselves have been primarily responsible for the
emergence of social media and the way it has influenced consumer behavior and marketing practice. Because social
media has become a major marketing and communications channel for enterprises, organizations, and institutions alike,
including those in the political realm, it is critical to assess the future of social media in the context of consumer behavior
and marketing. Furthermore, social media has become, for many, the major area in which individuals acquire large
amounts of information, share material and elements of their lives with others, and receive information about the world
around them, making it culturally significant (even though that information might be of questionable accuracy). Social
media, on the other hand, is always evolving. Social media as we know it today is not the same as it was even a year ago
(much alone a decade ago), and it will most certainly be different in a year. This is due to ongoing innovation in social
media, both on the technological side (e.g., major platforms adding new features and services) and on the user/consumer
side (e.g., people discovering new uses for social media).
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Research Publish Journals
International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online)
Vol. 9, Issue 2, pp: (612-620), Month: October 2021 - March 2022, Available at: www.researchpublish.com
Vinney (2019) found people utilize media to satiate specific wants and requirements, according to Vinney's 2019 Uses
and gratifications theory. Unlike many media theories that portray media users as passive consumers, uses and
gratifications sees them as active participants in their own media consumption. Scholars have highlighted that new media
has certain characteristics that were not present in previous types of media. Users have more control over what they
interact with, when they interact with it, and what they interact with, as well as more content options. This expands the
range of gratifications that new media can provide. Information seeking, aesthetic pleasure, monetary recompense,
diversion, personal status, relationship maintenance, and virtual community were identified as seven gratifications for
internet use in an early study published in the journal Cyberpsychology & Behavior. Because it has no analog in other
types of media, virtual community could be regarded a new satisfaction. Another study, published in the journal Decisions
Sciences, discovered three benefits of using the internet. Content and process gratifications have previously been
discovered in investigations of the uses and gratifications of television. However, a new form of social satisfaction
associated with internet use has been discovered. People use the internet to meet their social and communal needs,
according to these two studies. The suggested study integrates the Uses and Gratifications (U&G) Theory and the Theory
of Reasoned Action (TRA), as futuristic investigations necessitate a well-defined theoretical model (Ahmed & Raziq
,2018). Two (2) theories are relevant to understanding the key concepts behind this study: first is Uses and Gratifications
Theory (U&G), and the second one is Theory of Reasoned Action (TRA). The integration of two theories into a well-
integrated model contributes to the depth of knowledge about social media advertising by providing fresh theoretical
insights. The U&G hypothesis pinpoints the consumer's gratification-seeking beliefs and motivations when it comes to
social media advertising. The TRA aspect, on the other hand, gives a solid framework for assessing a consumer's
behavioral intentions after exposure to advertising mediums via social media. The suggested model combines
additional/unexplored consumer beliefs and motives in a holistic manner, providing practitioners and advertisers with
important and practical consumer insights when creating their social media campaigns.
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International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online)
Vol. 9, Issue 2, pp: (612-620), Month: October 2021 - March 2022, Available at: www.researchpublish.com
The review of related literature and studies gives various information and motivation to the researchers’ present study.
This may help them come out with good results about the social media advertisement toward customer engagement. It
also may keep this new research valid as a basis for developing strategies in using social media for advertising. This study
may also help future researchers in gathering information about the topic to be able to understand and have insights about
these social media advertising to engage customers.
3. METHODOLOGY
This chapter contains the discussion of the research design that will be used, the respondents of the study, the research
instrument, the data gathering procedure, and the statistical treatment of data. It also allows the reader to critically
evaluate a study's overall validity and reliability.
Research Design
The researchers used descriptive quantitative research design to study the social media advertisement has a huge impact
on the Fast-food restaurant in Dasmarinas, Cavite. As stated by Siedlecki (2020, cited in Versher 2020) descriptive
research designs involve observing and describing the phenomenon without influencing other variables. This research
design is used for gathering numerical data that describes the population and situation. The descriptive method of research
best fits the study to describe the variable in evaluating the social media advertisement towards community engagement
on the Fast-Food Restaurants in Dasmarinas, Cavite.
Research Locale
The study will be conducted at Dasmarinas City, Cavite. The respondents of the study are the customers from the fast-
food restaurants located in Dasmarinas. Due to the protocols implemented because of the danger posed by Covid -19, the
study will be conducted through online-electronic forms. Respondents will be provided a link of the Google form that will
direct them to the survey questionnaire that will supply the study with the necessary data. The researchers chose the place
because it is easy to access and has enough respondents that can provide valid information. Moreover, due to time-
constrained and the limited possibilities due to the pandemic to look for other locales, therefore researchers chose this
locale for the research study. The research survey will be conducted in the second semester of the academic year 2020–
2021.
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International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online)
Vol. 9, Issue 2, pp: (612-620), Month: October 2021 - March 2022, Available at: www.researchpublish.com
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