Social Media Marketing On Brand Awareness and Customer Loyalty: A Qualitative Study of Online Retail Business
Social Media Marketing On Brand Awareness and Customer Loyalty: A Qualitative Study of Online Retail Business
Agcaoili, Althea
Fernandez, Antoniette
Guillermo, Ara
Ventura, Jenifer
Rolando A. Vino
Research Adviser
A. Vino, who guided us throughout the writing of this research paper and was also patient and
Second, we would like to extend our thanks to the participants who generously gave their
time and shared their insights and perspectives for this study. Without their willingness to
Lastly, to our Almighty God, who gave us the strength, wisdom, and guidance that brought
All of our educational efforts and struggles, the researcher wholeheartedly dedicated this
study to all the people behind this and especially to the following:
To our subject teacher, Sir Roland Acoba Vino, who constantly guides and teaches us to
To all those who have been impacted by the subject of our research, with the hope that our
Moreover, this study is dedicated to our school, which provides opportunities for us
researchers to nurture and test our skills, as well as foster cooperation in building this study.
Lastly, we dedicate this research paper to the Almighty God, who grants us strength,
wisdom, guidance, the power of thinking, security, competence, understanding, and good health
This research investigates the strategies and impact of social media marketing on brand
awareness and customer loyalty within the online retail industry. Through qualitative methods
and a descriptive research design, the study examines how online retailers effectively use social
media platforms to promote their brands and engage with customers. The findings demonstrate
that employing tactics such as quality content, sponsored advertisements, and proactive live chat
allows online retailers to enhance brand visibility, recognition, and loyalty. Moreover, social
reputation enhancement, and competitive advantage. The study reveals a positive relationship
between social media marketing and customer loyalty. Ultimately, this research highlights the
significance of social media marketing as a powerful tool for online retail businesses to promote
INTRODUCTION
Millions of individuals throughout the world now use the internet, social media, and other digital
communications tools on a daily basis. According to recent statistics for January 2023, 5.16 billion
people are active internet users, which is 64.4 % of the global population (Ani Petrosyan, February
24, 2023). Social media has completely altered the marketing landscape, forcing business owners
to reconsider their awareness-raising tactics. If a company doesn't have a social media presence in
the modern era, it’s doing itself a huge disservice (Victoria Csiga, 2021). Social media marketing
boosts customer engagement and raises brand awareness, per a study. There is, however, little
research on its efficiency in boosting brand recognition and client loyalty for online retail
businesses.
Online retail businesses have significantly benefited from social media marketing, using social
networking sites to increase brand recognition, reach a wider audience, and foster customer loyalty
(Langer, A., et al., 2021). Businesses can use platforms like Facebook, Instagram, and Twitter to
engage with customers, share product information and promotions, and receive valuable feedback.
Despite ongoing debates among researchers and practitioners about the effectiveness of social
media marketing, it remains an essential tool for businesses looking to thrive in the digital age.
Digital and social media marketing enables businesses to accomplish their marketing goals at a
remarkably low cost. (Ajina, 2019). Facebook pages have more than 50 million registered
businesses and 20 million of them use this for advertising. (Lister, 2022). People spending more
time online to search for the information about goods, and services, as well as communicating with
other consumers about their experiences and engaging with companies. Marketers have responded
The status of social media marketing in the Philippines is very strong and rapidly growing. The
Philippines has one of the highest rates of social media usage in the world, with over 76 million
active social media users as of 2021, according to a report by Hootsuite and We Are Social. This
means that there are a lot of opportunities for business owners to promote their own brand in
different platforms. Most successful brands use social media marketing to further increase brand
awareness and stay in touch with the community. With the reach that social media has in this day
and age, and the significance it has in the country, any sort of enterprise that is looking to build a
strong online presence has much to gain from adding social media marketing to their digital
marketing strategy.
Despite the potential benefits of social media marketing for online retail businesses, there is
limited research on the effectiveness of these strategies in the Philippines. The researchers decided
to conduct this study to address this gap by investigating the different strategies and impact of
social media marketing on brand awareness and customer loyalty for online retail businesses in
the Philippines. This study is important because it seeks to contribute to the understanding of the
role of social media marketing in the context of online retail in the Philippines. The findings of
this study can help businesses enhance their social media marketing strategies, as well as provide
useful insights for researchers and academics interested in the relationship of social media and
online retail.
Statement of the Problem
Due to pandemic social media has become an essential marketing tool for businesses,
especially for online retailers to increase brand awareness and customer loyalty. This aims to
identify the most effective social media marketing strategies for building brand awareness and
customer loyalty. This study aims to provide insights that can help online retail businesses improve
their marketing strategies and enhance their competitiveness in the online marketplace.
a) How do online retail businesses use social media platforms to promote their brands and
b) In what effective ways does social media marketing help online retailers improve their
brands?
c) How does social media marketing impact customer loyalty for online retail businesses?
This study was carried out to assist online shops in strengthening their social media marketing
abilities. This research explores a range of innovative approaches and concepts for using social
media to advertise or promote a brand or product. This study aims to demonstrate the value of
social media for the commercial sector. In addition to instructing new business owners how to
swiftly publicize the items they are pushing via social media; the study's findings are highly
The Business owner. This serves as a manual for people who want to properly market their
products online.
Future researchers. This study contributes to the corpus of information that other researchers
may use as a guide to determine where there are gaps in the literature for future research on
pertinent themes.
The general focus of this study is to help businesses to develop more effective strategies
for building brand awareness and customer loyalty through the use of social media platforms. This
study will only cover topics which are related to the impact of social media marketing on brand
awareness and customer loyalty. Considering the viewpoints of business owners about the
The primary subjects of this research study will consist of business owners around Alicia,
Isabela as of May 2023. The respondents are limited to 10 business owners which has active social
media accounts.
Definition of Terms
The following terms used in this study are operationally defined for further understanding
and clarification:
Brand awareness- a marketing term for the degree to which consumers recognize a product by its
name. Ideally, consumers' awareness of the brand may include positive perceptions of the qualities
that distinguish the product from its competition. (CAROL M. KOPP, 2022)
Customer engagement- the way a company creates a relationship with its customer base to foster
brand loyalty and awareness. This can be accomplished via marketing campaigns and web content
as well as outreach using social media, mobile devices and wearable devices. (Nick Barney)
Disservice-an unhelpful, unkind, or harmful act. The Forest Service has argued that a prohibition
on discharges of retardant into water would impair its firefighting capabilities and jeopardize
Efficiency-the quality or degree of being efficient. Per Bart Torvik, the Bluejays are 10th
Insights-the act or result of apprehending the inner nature of things or of seeing intuitively. I had
a big insight and a little insight about the book. (Rust Hills, 1973)
Publicize-to bring to the attention of the public. But the lawmakers did not publicize their judicial
Semiconductor plants propel Sherman into a high-tech future Applicants will face additional
requirements regarding their dealings with other countries of particular concern from a national
This chapter highlights some review of literature related with the influence of social media
marketing on business owners, brand awareness, and customer loyalty. It contains different sources
that the researchers gain from journals, blogs, articles, websites, and other electronic sources.
Social media marketing (SMM) 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. (Adam Hayes,2022). In other words, social media marketing refers to the act of
marketing a company's products and services through social networks, websites and social media
platforms. All forms of advertising done on the internet using social techniques and applications
to attract clients is SMM. Social media marketing is also called digital marketing or e-marketing.
It entails the use of social networks to increase the exposure of a brand and attract new customers.
Nowadays, companies leverage social media marketing to drive business growth and profit. They
promote their business, engage existing customers and widen their customer reach using social
In the manner of Pentina and Koh (2012), SMM triggers viral communications amongst
consumers across online communities, brand and fan pages, and promotion-related content
Social media platforms like Facebook and Twitter are platforms that we use every day and
spend much of our time on them. Therefore, it is necessary to know the basic information about
the advantages and disadvantages of using social media. Our everyday lives now include social
media, a distinct and dynamic medium. As of 2022, Internet users worldwide spent an average of
147 minutes a day on social media, and the country with the most time spent on social media per
day is the Philippines (Dixon, 2022). According to 90% of marketers, their SSM efforts have
increased the exposure of their business (Boshnjakoska, 2023). According to Muhammad Adil
(2022), social media helps a lot in promotion and advertisements. Due to global connectivity and
the use of social media, people can connect with the right audience to share their goods and services
with the entire world. It can be relied upon for fast action and results that once an owner published
on social media platform, it is immediately visible to the audience all across the world (Oza, 2018).
However, SMM also have disadvantages. According to social media marketing data, 5.8% of
advertisers stated that social media stories were "somewhat ineffective, while 1.9% found them to
be" very ineffective" (Dimitrievski, 2023). According to (Owen, 2023), many businesses,
especially the new ones, do not have enough awareness about this type of marketing. When using
social media platforms for advertising, all of the information, both public and personal are needed
to get the most out of marketing effort. Your information and data will never be secure given that
social media platforms are a frequent target for hackers or unethical people. Jonas (2023), stated
that the process of social media advertising requires a lot of consistency for the company to be
known, and it is a financial risk that must be willingly to accept if the owner wants to increase their
social media ads. Social media platforms like Facebook, Instagram, LinkedIn, Twitter allow
people to post their views, which can lead to both positive and negative comments. Negative
(Curvearro, 2020). As a result, social media marketing is essential and useful in many businesses.
However, business owners should consider the consequences of marketing through social media.
Now, you may have started to wonder which of the various social media channels is the
best for marketing your company. Here is the list of social media marketing platforms that you can
consider marketing your brand on: Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest,
Reddit, Snapchat, Tumblr, TikTok. You may want to use all of them, but the fact is that some
social media platforms are more suitable for marketing than others. It means that you need to
ensure that you’re using the right social media platform depending on the target audience for your
business. This way, your marketing campaigns will be more effective in terms of reach,
conversions, and the amount of revenue that your business will generate (Nicholas Samuel, 2020).
Facebook continues to be the reigning champ of social media sites, as the #1 spot where
friends connect and share online (Megan Marrs, 2022). More than just a meeting place for friends,
Facebook has grown into a venue for businesses to market themselves through interaction with
YouTube: You may not think of YouTube as a social media marketing channel, but it fits
the bill: you can post videos to your channel; share, comment on, and like other videos, and follow
other accounts you like. YouTube has always been a source of entertaining content, but it’s also
staking its claim as an essential tool for marketers. In fact, more than half of all marketers
(55%) use YouTube as part of their marketing strategy (Basha Coleman, 2023). YouTube offers a
variety of advertising options, including video ads, display ads, and overlay ads.
With over 2 billion monthly active users as of Q4 2021 (up 200% from 2018) Instagram is
both the O.G. and trendsetter of social media marketing. Instagram has shaped the landscape of
social commerce, the creator economy, and how brands use social media for over a decade
(Michelle Martin, 2022). Instagram offers various advertising options, including photo and video
Twitter boasts more than 217 million active daily users making the social media platform
an important piece of your marketing strategy (Claire Beveridge, 2022). Brands leverage the power
of Twitter marketing to grow their business, engage their audience, build community, and deliver
spectacular customer service. Twitter offers a range of advertising options, including promoted
Brand Awareness
Brand awareness is a term that indicates how popular your brand is amongst your target
audience and how well they remember your brand. And awareness is not just about people being
able to recognize your branding. People should also be able to remember what the brand does, its
values, its reputation, and how they feel about the brand. (Jyothiikaa Moorthy, 2023)
Brand awareness among your audience and the general public doesn’t happen overnight. It
also doesn’t happen from a simple advertisement or marketing campaign. Strong brand awareness
is a result of multiple simultaneous efforts that extend beyond trying to get paying customers. If
you expect to raise awareness of your brand by running a few product advertisements on Facebook,
you won’t get very far. Not only will the consumer be focused on the product (not the brand), but
the ad will also lack impact beyond a simple sale. (Allie Decker, 2022)
The importance of brand awareness extends beyond getting a new customer to buy your
product or service. Awareness of your brand is also an important component for developing brand
equity, which is the perceived value of a product, service, or company. Brand equity hinges not so
much on the actual specifications of a product, but rather on the perceived quality of that product.
Many consumers may choose a known brand over one they do not recognize. Better brand
awareness efforts can lead to increased sales and higher profits, due to increased customer loyalty.
(MasterClass, 2021)
Brand awareness is important because it is the very first step in the marketing funnel, and
a crucial foundation to eventually acquire customers. Brand awareness refers to people’s ability to
recall and recognize your business. There are several reasons why it is important to build and
increase brand awareness. To start, brand awareness helps keep your brand top-of-mind with your
audience. If people know your brand, they can become familiar and comfortable with it. Then,
when faced with a decision to buy from you or your competitor, they are more likely to buy from
you. Brand awareness also helps you to achieve a range of business objectives and goals. It can
expand your audience, increase website traffic, build brand affinity, and cultivate leads. It will be
no surprise to learn that brand awareness lies at the top of the marketing funnel. Brand-awareness
campaigns cast a wide net. They let many people know about what you have to offer, and nurture
Brand awareness is critical to the success of your business. When people are aware of your
brand and its logo and other marketing, you will sell more. People are more likely to buy from a
brand they know or click a website from a brand they are aware of. In fact, brand awareness and
brand affinity increase click-through and conversion rates in online advertising by as much as three
times. It takes time to build brand awareness, but once you reach the point where people know
your brand well, you will have their trust, and that will lead to increased sales and loyalty from
Brand awareness is important when launching new products and services, and it drives
very important to businesses that are marketing proactively through social media sites. (Drew
Rhodes,2017)
Customer Loyalty
successful business as it reduces customer churn, improves customer lifetime value, and generates
Various factors contribute to customer loyalty, including product quality, customer service,
brand reputation, and emotional connections. A study by Deloitte found that companies that
prioritize emotional connections with their customers have a 32% higher revenue growth rate than
those that do not (Deloitte, 2021). This highlights the importance of building trust, empathy, and
Businesses can implement various strategies to build customer loyalty, such as loyalty
According to a study by Salesforce, 76% of customers say that a company's customer service is a
reflection of how much they value them as a customer (Salesforce, 2020). Therefore, investing in
customer service training and technologies that improve customer experiences can positively
market. By prioritizing emotional connections, delivering quality products and services, and
providing excellent customer service, businesses can increase customer retention and lifetime
While new customers will always be important, the immense value of loyal customers must not be
forgotten (Jane Garfinkel, 2019). Customer loyalty not only generates revenue but also helps build
a strong brand reputation, reduces marketing costs, gains valuable customer feedback, and
provides a competitive advantage. We will discuss in detail some of the importance of customer
loyalty for businesses and how it can contribute to success and growth.
First and foremost, loyal customers are in a business relationship with your company. The
most important feature of a loyal customer is that they continue to spend money with you
(Catherine Heath, 2022). Loyal customers are more likely to make repeat purchases, resulting in a
stable revenue stream for the business. They also tend to spend more on each purchase, leading to
Secondly, customer loyalty helps companies grow. Loyal customers also make
brand advocacy (Max Freedman, 2023). People trust their families and friends and because of this,
Thirdly, customer loyalty leads to valuable customer feedback. A business can only
improve its offerings if they collect valuable feedback from customers to find out what they’re
doing well, and uncover the things that are not so good (Catherine H., 2022). Loyal customers are
also more forgiving of mistakes, allowing businesses to learn from their mistakes and improve
are among the highest expenses for eCommerce businesses, and it’s even higher for retailers with
physical locations (Matt Kenyon, 2022). Loyal customers are more likely to purchase from the
Since it has so many benefits for businesses, customer loyalty is the primary goal of strategic
marketing strategy. As a result, it is crucial to understand what impacts consumer loyalty. The
business owner will benefit from knowing these aspects. Customer satisfaction and loyalty to the
items we offer are two extremely important characteristics that might assist the success of business
organizations. The firm will make more money the more satisfied its customers are and the more
valuable its customers are to it. However, consumer attitudes and behavior also have a significant
impact on customer satisfaction. According to the findings of studies by Fullerton & Taylor,
Caruana,According to Jahanshahi et al., Dimyati, and Bei & Chiao, customer loyalty can result
from a variety of variables, including satisfying product quality, competitive pricing, and high
service quality.
To conclude, social media marketing is the act of marketing a company's products and services
through social networks, websites and social media platforms. Brand awareness indicates how
popular your brand is amongst your target audience and how well they remember your brand. In
agreement with (Oliver, 2017), customer loyalty refers to the degree of a customer's commitment
studies will help with the investigation on the effectiveness of social media marketing on brand
RESEARCH METHODOLOGY
This chapter describes the method of research design, the respondents of the study, the
Research Design
The study focused on identifying the most effective social media marketing strategies for
building brand awareness and customer loyalty. Thus, the researchers used the qualitative method
and descriptive research design. The qualitative research method and descriptive research design
were chosen for this study to gain a deeper understanding of how online retail businesses used
social media platforms for brand promotion and customer engagement. Qualitative research
allowed for an in-depth exploration of the experiences, perspectives, and behaviors of online retail
businesses in their use of social media marketing. A descriptive research design was used as it
focused on describing and analyzing the current state of social media marketing practices in online
retail businesses. Additionally, this approach was appropriate for gaining an understanding of the
social media marketing practices in the local context and generating insights that were relevant to
Brand
Awareness
Social Media
Marketing
Customer
Loyalty
Figure 1 presents the conceptual framework of the study. It consists of three variables, social
media marketing as an independent variable while brand awareness and customer loyalty are the
dependent variables.
In Figure 1, social media marketing as independent variable is defined by Adam Hayes (2023)
as 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. In connection
with that, brand awareness is the second variable defined as a marketing term for the degree to
Moreover, customer loyalty as the third variable describes an ongoing emotional relationship
between you and your customer, manifesting itself by how willing a customer is to engage with
and repeatedly purchase from you versus your competitors (Oracle, n.d.). It’s a measure of a
This study is conducted through the use of quota sampling. We selected ten (10) business
owners as our respondents from Alicia, Isabela who takes advantage of social media platforms for
Instruments
For this research, data was collected using questionnaires that were open-ended. Open-
ended questionnaires allowed respondents to freely express their thoughts and opinions on the
given subject. These physical questionnaires were distributed to participants in person, ensuring
that participants had ample time to complete the questionnaires. The questionnaires were created
in a clear and straightforward format, ensuring that the questions were easy to understand. The
questionnaire was composed of 7 open-ended questions. The data collected from these physical
Procedure
A letter was provided to the business owners as a formal consent utilized to obtain
permission from the chosen participants of the study. Business owners who agreed to participate
in the study, was asked to answer the questionnaire provided by the researchers. The researchers
then took all the information with highest confidentiality. After gathering data from the
participants, the researchers collated and compared the responses for data analysis. The researchers
used thematic analysis approach for data analysis to identify, analyze and report patterns within
the data.
Data Analysis
Qualitative data analysis was the most suitable approach for this research because it
understanding of the experiences, perspectives, and behaviors of online retail businesses in relation
to social media marketing. It allowed researchers to examine the specific ways businesses used
social media platforms, understood contextual influences, and adapted data collection techniques
to delve deeper into areas of interest. The collected data was analyzed using a thematic analysis
approach. Thematic analysis is a method for identifying, analyzing, and reporting patterns (themes)
within data (Braun & Clarke, 2021). The researchers reviewed the survey responses to become
familiar with the data, and then they assigned codes to the data by highlighting words, phrases, or
sections that related to the research questions. The researchers then looked for patterns or themes
within the codes by grouping related codes together. The researchers examined the themes to
ensure they accurately reflected the data and were distinct from one another, and they presented
the themes in a coherent and meaningful way by weaving the findings into a narrative that
This section presents the analysis and interpretation of the study on the effectiveness of
social media marketing on brand awareness and customer loyalty. Following a qualitative
methodology, this chapter presents the data gathered from questionnaires distributed to ten
business owners who use social media for promoting their brand or products. Through open-ended
questions, respondents were able to freely express their thoughts and experiences related to social
media marketing practices. The content of this chapter focuses on the themes that emerged from
the analysis of the responses, providing insights into the social media marketing practices of online
retail businesses and contributing to the literature on effective social media marketing strategies.
With regards to the responses of the business owners in using social media platforms,
almost all of them mentioned that they were using Facebook as a social media platform to promote
their brands. However, P10 stated that: “Reels on facebook, messenger, Instagram & email” is
their tool to promote their brands. With the extraordinary number of users on the platform, a
business would be remiss to forsake digital marketing. Small businesses comprise the vast majority
of Facebook’s eight million advertisers. Facebook pulled in $28 billion in advertising revenue for
the first quarter of 2023. Facebook holds an inordinate amount of user data and is efficient at target
marketing. Broad-based ads aimed at men, women, or baby boomers have given way to a
customized approach. Facebook’s ubiquitous single sign-on boxes thread through third-party
websites, allowing marketers to track purchases and other meaningful interactions. (Thom Tracy,
2023).
QUESTION 2: Experience and results of social media advertising
Advertising through social media is a digital marketing strategy that can help businesses
promote their brands and can build relationships and establish trust with their audience. The results
shows that advertising through social media helped them gained more customers including outside
their area and it makes easy for them to promote their products or services. Social media
advertising is a fundamental part of every business marketing strategy. It helps in reaching the
right audience with relevant content at the right time. Social media platforms can be used as tools
for spreading the word about your product or service, building relationships with potential
customers, and generating leads you can convert into sales. Social media ads provide an
opportunity to reach the right audience for a specific business. (SociallyBuzz, 2023)
Social media engagement has become a vital part of any marketing strategy. Participants
shared their strategies on how they increase their engagement with their customers. The result
shows that they can engage with customers through offering promotions and more freebies, by
creating a quality content, and through regular posting and sharing of the fantastic outcome of the
product. Keeping people engaged throughout the customer journey allows companies to build
brand loyalty and improve critical sales metrics. Ultimately, an actively engaged customer will
buy a brand’s product more frequently and with greater longevity. Individual customers are just
the tip of the iceberg, however. Genuine customer engagement creates brand experts who can
attract new customers, rekindle lost relationships, and build upon existing ones. (Raven360, 2023)
Q4: Communication with customers through social media
Through the help of social media, businesses can easily reach out to their customers. The
result shows that social media makes it easier for businesses to connect with their audience. Social
media helped them address the customers problems quickly, and by using social media, businesses
can helped them create loyal customers. However, some participants noted that they were facing
a hard time to communicate with their customers who cannot come personally to the store. Posting
on social media is like shouting through a virtual megaphone to every one of your customers, or
potential customers. Social media offers businesses a unique way to connect with their customers.
Sure, you can use it to communicate with customers about issues and concerns, but you can also
use it to tell your company’s story. Through channels like Facebook or Messenger, your company
can increase its brand awareness, personalize conversations, and even give customers a sneak peek
and purchase from one business. The result shows that participants use posting a quiz on Facebook
and the one who answered it correctly gets the price. Some participants also mentioned that they
are posting products on sale or discount. A customer incentive program will help your customers
to feel more appreciated, and connect emotionally with your brand. They will also help make your
brand more memorable, helping with brand recall. If a new customer is still on the fence about
whether to buy from you or a competitor, enticing customer incentives on your end often make all
the difference, because they add value to your own product. (Jessica Huhn, 2023)
Q6: Benefits of social media marketing for online retailers
There are many advantages of using social media platforms for a business. The participants
shared the benefits of using social media for their business. The result shows that with the use of
social media, the information about their products or services can easily spread. It is also
convenient for them to promote and gain more customers. However, one of the participants said
that it is not applicable. Using social media for marketing has a lot of benefits, including extending
your marketing to new channels, growing an engaged audience, distributing valuable content and
promotions to your target market, interacting with customers and prospects, and driving new sales.
Q7: Advice for online retailers who starting with social media marketing
Nowadays, many businesses invested in social media marketing because it is way more
easy. Participants suggested that in order for a business to be known, it is necessary to have a
confidence to post and share the products or services even if the sales is low. Some also said that
online retailers should use the right social media platform, create quality content, and be patient
and keep pushing. It doesn’t matter if you run a small local shop or a big national company. Social
media is more than just a trend. It is an essential piece of your business marketing strategy. (Giana
Reno, 2018). Even if the sales is low, it is not a reason to not post products on social media,
especially when there are more advantages and benefits. Content marketing is a gradual game that,
when done right, should build slowly and then start to take off quickly. You must be patient for
each action that you execute to take effect. Once you have committed to the long run, you will be
in the best position to eventually dominate in content marketing. (Neil Patel, n.d.)
CHAPTER V
In this chapter, we will summarize the findings of our research on Social Media
Marketing on Brand Awareness and Customer Loyalty, draw conclusions based on those
Summary of Findings:
This qualitative study aimed to explore the strategies and impact of social media marketing
for building brand awareness and customer loyalty among online retail businesses. Based on the
data analysis from the responses of online retail business owners’, social media marketing is an
effective tool for promoting brands, engaging with customers, and improving customer loyalty.
The use of quality content, sponsored advertisements, and proactive live chat are some of the
strategies that online retailers use to promote their brands and engage with customers. Brand
promotion is also an essential factor in social media marketing as it helps online retailers improve
their brand awareness, recognition, and loyalty. Social media marketing helps online retailers
improve their brands by increasing awareness, expanding customer reach, fostering engagement,
competitive edge.
The findings also suggest that social media marketing positively impacts customer loyalty.
Through social media, online retailers can communicate with customers, answer their questions,
and receive feedback. This interaction builds trust and establishes a relationship with customers,
In conclusion, social media marketing is an effective tool for online retail businesses to
promote their brands, engage with customers, and improve customer loyalty. By using quality
content, sponsored advertisements, and proactive live chat, online retailers can effectively connect
with their target audience and improve their brand recognition and loyalty.
The findings also suggest that social media marketing can help online retailers build a
strong online presence, particularly for small businesses with limited budgets for traditional
advertising methods. By leveraging social media platforms, online retailers can reach their target
audience effectively, showcase their products and brand values, leading to increased sales and
customer retention.
Recommendations:
Based on the findings and conclusions of the study, the following recommendations are
suggested:
1. Online retail businesses should focus on creating quality content that is relevant, useful,
3. Proactive live chat should be implemented to provide quick and convenient customer
support.
4. Online retailers should consistently promote their brand through social media to build a
6. Online retail businesses should evaluate the effectiveness of their social media marketing
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