The influence of social media marketing efforts towards brand perception of customers

https://doi.org/10.35912/joste.v4i3.2099
Published: Jun 26, 2024

Abstract:

Purpose: This study investigates the relationship between social media marketing efforts and brand perception among customers of clothing stores in Davao del Norte, the Philippines.

Research Methodology: A descriptive-correlational research design was employed, involving 200 respondents selected through stratified sampling. Adapted questionnaires were used to measure social media marketing efforts and brand perception, and statistical analysis was conducted to determine the correlation.

Results: The findings indicate a high level of social media marketing efforts, particularly in the areas of entertainment, interaction, trendiness, customization, and word-of-mouth. Functional perception has emerged as the most significant factor influencing brand perception. A significant correlation (p < 0.000, R = 0.784) was found between social media marketing efforts and brand perceptions.

Limitations: The study's generalizability is limited because of its focus on a specific region and sample demographics.

Contribution: This study underscores the critical role of social media marketing in fostering consumer trust and engagement in clothing stores. By leveraging user-generated content and entertainment elements, businesses can amplify brand visibility, deepen their emotional connections with customers, and foster loyalty and repeat purchases. Future research should delve deeper into the interplay between word-of-mouth marketing, affective perceptions, and brand identity to enrich our understanding of consumer behavior in the digital age.

Keywords:
1. Social Media Marketing Efforts
2. Brand Perception
3. Clothing Stores
Authors:
1 . Angelie R. Albutra
Sto. Tomas College of Agriculture Sciences and Technology, Philippines
2 . Natalia C Pornes
Sto. Tomas College of Agriculture Sciences and Technology, Philippines
3 . Ronald E. Almagro
Sto. Tomas College of Agriculture Sciences and Technology, Philippines
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How to Cite
Albutra, A. R., Pornes, N. C., & Almagro, R. E. (2024). The influence of social media marketing efforts towards brand perception of customers . Journal of Sustainable Tourism and Entrepreneurship, 4(3), 205–222. https://doi.org/10.35912/joste.v4i3.2099
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Issue & Section
Vol. 4 No. 3 (2023): May
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    References

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    Akoglu, H. (2018). User's guide to correlation coefficients. Turkish journal of emergency medicine, 18(3), 91-93.

    Al-Afridawi, M. A. K., & Rasool, H. A. A. (2022). The Effect Of Customer-Brand Identification On Brand Sacrifice: The Brand Love Mediating: An Applied Study Of Smartphone Brands In Iraq. Journal of Positive School Psychology, 6(9), 3304-3317.

    Andriuzzi, A., & Michel, G. (2021). Brand conversation: Linguistic practices on social media in the light of face-work theory. Recherche et Applications en Marketing (English Edition), 36(1), 44-64.

    Anggraeni, N. L. P. P., Jayendra, P. S., & Kuntariati, U. (2023). Pengaruh social media marketing instagram dan word of mouth terhadap minat berkunjung di savaya day club bali. Jurnal Ilmiah Pariwisata dan Bisnis, 2(1), 283-295.

    Aque, A. J. A., Madronero, I. M., Nabasca, R. B., Edig, M. M. N., & Buladaco, M. V. M. (2021). Relationship between Digital Marketing and Economic Stability of Online Sellers in Panabo City. International Journal of Scientific Research and Engineering Development, 4(1), 805-815.

    Atayev, A., & Janssen, M. (2023). Information acquisition and diffusion in markets. International economic review.

    Barajas-Portas, K. (2015). The impact of consumer interactions in social networking sites on brand perception. Journal of Internet and e-Business Studies, 2015, b1-8.

    Bhat, A., Abu, R., Jagadesan, S., Vellichirammal, N. N., Pendyala, V. V., Yu, L., . . . Kumar, V. (2023). Quantitative Proteomics Identifies Novel Nrf2-Mediated Adaptative Signaling Pathways in Skeletal Muscle following Exercise Training. Antioxidants, 12(1), 151.

    Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & management studies: an international journal, 6(1), 128-148.

    Castello-Martínez, A., & del Pino Romero, C. (2018). Los contenidos de marca: una propuesta taxonómica. Revista de Comunicación de la SEECI(47), 125-142.

    Changqi, H. (2022). Research on the Impact of Foreign Brand Perception on Corporate Consumer Purchasing Behavior. Journal of International Consumer Marketing.

    Choi, L., & Burnham, T. (2021). Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking. Journal of Product & Brand Management, 30(4), 565-578.

    Craig, D., & Cunningham, S. (2019). Social media entertainment: The new intersection of Hollywood and Silicon Valley: NYU Press.

    Fayyaz, A. (2022). Latest Trends in Social Marketing.

    Ferencová, M., Jele?ová, I., & Kakalej?ík, L. (2015). Social media usage in product information searching. Applied Mechanics and Materials, 795, 69-76.

    Gelici, A. (2020). Successful brands in E-commerce from a costumer point of view. University of Twente.

    Guellec, L. (2013). Brand (ed) content ou la stratégie du contenu: cadrage pour l’analyse des nouveaux dispositifs publicitaires. Semen. Revue de sémio-linguistique des textes et discours(36).

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    Hennink, M., & Kaiser, B. N. (2022). Sample sizes for saturation in qualitative research: A systematic review of empirical tests. Social science & medicine, 292, 114523.

    Hogg, M. A. (2016). Social identity theory: Springer.

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    Kervyn, N., Fiske, S. T., & Malone, C. (2012). Brands as intentional agents framework: How perceived intentions and ability can map brand perception. Journal of Consumer Psychology, 22(2), 166-176.

    Koschembahr-?yskowska, D. (2018). Love mark–how emotions and feelings influence the perception of the brand. Media-Biznes-Kultura. Dziennikarstwo i komunikacja spo?eczna(4), 129-140.

    Kral, P., & Janoskova, K. (2020). Consumer perception of global branded products quality. Paper presented at the SHS Web of Conferences.

    Lopez, A., Guerra, E., Gonzalez, B., & Madero, S. (2020). Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth. Journal of Marketing Analytics, 8, 203-223.

    Martini, E., Shidqi, M. N., Hurriyati, R., & Widjajanta, B. (2022). The Impact of Brand Experience on Consumer Engagement. Paper presented at the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021).

    Nagarkar, P., Amarnani, L., & Doshi, D. (2021). Social Media Intelligence for Brand Analysis. Paper presented at the 2021 12th International Conference on Computing Communication and Networking Technologies (ICCCNT).

    Nomalisa, N. E., & Wisni, A. (2022). The Effect of Change Perceptions in Price, Service Quality and Brand Image on Consumer Shopping Behavior During the COVID-19 Pandemic. Journal Research of Social Science, Economics, and Management, 1(10), 1552–1557-1552–1557.

    Nurmala, N. (2022). Content of Advertising Increase Sales of Advertising Products on Social Media? Evidence from Journal Marketing. nternational journal of business economics & management, 5(4), 488-495.

    Prce, A. (2018). Korištenje društvenih mreža u procesu brendiranja. University of Zadar. Department of Economics.

    Raeesi Vanani, I. (2019). Text analytics of customers on twitter: Brand sentiments in customer support. Journal of Information Technology Management, 11(2), 43-58.

    Robul, Y., Hrinchenko, Y., & Zalubinska, L. (2019). Social media marketing influence on brand equity and impact on intention to buy in fashion marketing. Economic innovations, 21(1 (70)), 146-159.

    Saluwadana, R., Hemachandra, K., Jayasinghe, L., Hassanar, A., & Gamage, M. (2019). A Mobile App for Location Based Customer Notifications About Sales Offers. Paper presented at the 2019 International Conference on Advancements in Computing (ICAC).

    Shah, G. L., DeWolf, S., Lee, Y. J., Tamari, R., Dahi, P. B., Lavery, J. A., . . . Peled, J. U. (2020). Favorable outcomes of COVID-19 in recipients of hematopoietic cell transplantation. The Journal of clinical investigation, 130(12), 6656-6667.

    Soni, P. (2022). IMPACT OF POSITIVE WORD OF MOUTH ON BUYING BEHAVIOR OF CUSTOMERS IN RESTAURANT INDUSTRY. Neuroquantology, 20(8), 10764.

    Štreimikien?, D., Mikalauskien?, A., Sturien?, U., & Kyriakopoulos, G. L. (2021). The impact of social media on sales promotion in entertainment companies.

    Sykes, L. M., & Gani, F. (2016). Statistical terms Part 1: the meaning of the MEAN, and other statistical terms commonly used in medical research: communication. South African Dental Journal, 71(6), 274-278.

    Tajfel, H., Turner, J. C., Austin, W. G., & Worchel, S. (1979). An integrative theory of intergroup conflict. Organizational identity: A reader, 56(65), 9780203505984-9780203505916.

    Uyar, K., Ozyirmidokuz, E. K., & Stoica, E. A. (2018). Brand Unhappiness on Social Media. Paper presented at the Emerging Issues in the Global Economy: 2017 International Economics Conference in Sibiu (IECS).

    Wang, S., Liao, Y.-K., Wu, W.-Y., & Le, K. B. H. (2021). The role of corporate social responsibility perceptions in brand equity, brand credibility, brand reputation, and purchase intentions. Sustainability, 13(21), 11975.

    Zha, D., Foroudi, P., Melewar, T., & Jin, Z. (2022). Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences. Qualitative Market Research: An International Journal, 25(2), 205-232.

    Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. (2022). Untying the influence of advertisements on consumers buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality. Frontiers in Psychology, 12, 803348.

  1. References
  2. Ahmad, S. S., Zakaria, A., & Seman, M. A. M. (2022). PERCEPTIONS OF A BRAND’S SOCIAL MEDIA MARKETING ON CONSUMERS LOYALTY.
  3. Akoglu, H. (2018). User's guide to correlation coefficients. Turkish journal of emergency medicine, 18(3), 91-93.
  4. Al-Afridawi, M. A. K., & Rasool, H. A. A. (2022). The Effect Of Customer-Brand Identification On Brand Sacrifice: The Brand Love Mediating: An Applied Study Of Smartphone Brands In Iraq. Journal of Positive School Psychology, 6(9), 3304-3317.
  5. Andriuzzi, A., & Michel, G. (2021). Brand conversation: Linguistic practices on social media in the light of face-work theory. Recherche et Applications en Marketing (English Edition), 36(1), 44-64.
  6. Anggraeni, N. L. P. P., Jayendra, P. S., & Kuntariati, U. (2023). Pengaruh social media marketing instagram dan word of mouth terhadap minat berkunjung di savaya day club bali. Jurnal Ilmiah Pariwisata dan Bisnis, 2(1), 283-295.
  7. Aque, A. J. A., Madronero, I. M., Nabasca, R. B., Edig, M. M. N., & Buladaco, M. V. M. (2021). Relationship between Digital Marketing and Economic Stability of Online Sellers in Panabo City. International Journal of Scientific Research and Engineering Development, 4(1), 805-815.
  8. Atayev, A., & Janssen, M. (2023). Information acquisition and diffusion in markets. International economic review.
  9. Barajas-Portas, K. (2015). The impact of consumer interactions in social networking sites on brand perception. Journal of Internet and e-Business Studies, 2015, b1-8.
  10. Bhat, A., Abu, R., Jagadesan, S., Vellichirammal, N. N., Pendyala, V. V., Yu, L., . . . Kumar, V. (2023). Quantitative Proteomics Identifies Novel Nrf2-Mediated Adaptative Signaling Pathways in Skeletal Muscle following Exercise Training. Antioxidants, 12(1), 151.
  11. Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & management studies: an international journal, 6(1), 128-148.
  12. Castello-Martínez, A., & del Pino Romero, C. (2018). Los contenidos de marca: una propuesta taxonómica. Revista de Comunicación de la SEECI(47), 125-142.
  13. Changqi, H. (2022). Research on the Impact of Foreign Brand Perception on Corporate Consumer Purchasing Behavior. Journal of International Consumer Marketing.
  14. Choi, L., & Burnham, T. (2021). Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking. Journal of Product & Brand Management, 30(4), 565-578.
  15. Craig, D., & Cunningham, S. (2019). Social media entertainment: The new intersection of Hollywood and Silicon Valley: NYU Press.
  16. Fayyaz, A. (2022). Latest Trends in Social Marketing.
  17. Ferencová, M., Jele?ová, I., & Kakalej?ík, L. (2015). Social media usage in product information searching. Applied Mechanics and Materials, 795, 69-76.
  18. Gelici, A. (2020). Successful brands in E-commerce from a costumer point of view. University of Twente.
  19. Guellec, L. (2013). Brand (ed) content ou la stratégie du contenu: cadrage pour l’analyse des nouveaux dispositifs publicitaires. Semen. Revue de sémio-linguistique des textes et discours(36).
  20. Guliyev, S. (2023). The Impact of Brand Perception and Brand Image on Consumer Purchasing Behavior in Azerbaijan. Science, Education and Innovations in the context of modern problems, 6, 137-144.
  21. Hennink, M., & Kaiser, B. N. (2022). Sample sizes for saturation in qualitative research: A systematic review of empirical tests. Social science & medicine, 292, 114523.
  22. Hogg, M. A. (2016). Social identity theory: Springer.
  23. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.
  24. Jeon, S., Qi, J., & Wang, J. (2017). Do local consumers behave differently from visitors? An exploratory study in online group buying. Electronic Commerce Research and Applications, 25, 95-104.
  25. Jhonson, D., Smith, J., & Shehzadi, T. (2023). Digital Trust and Financial Transactions: Building Confidence in Internet Banking Systems.
  26. Kabera, L. (2009). The use of accounting ratios in decision making. Retrieved July, 16, 2019.
  27. Katzukov, Y. (2020). What is a descriptive correlational study design. Retrieved on June, 21, 2021.
  28. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
  29. Kervyn, N., Fiske, S. T., & Malone, C. (2012). Brands as intentional agents framework: How perceived intentions and ability can map brand perception. Journal of Consumer Psychology, 22(2), 166-176.
  30. Koschembahr-?yskowska, D. (2018). Love mark–how emotions and feelings influence the perception of the brand. Media-Biznes-Kultura. Dziennikarstwo i komunikacja spo?eczna(4), 129-140.
  31. Kral, P., & Janoskova, K. (2020). Consumer perception of global branded products quality. Paper presented at the SHS Web of Conferences.
  32. Lopez, A., Guerra, E., Gonzalez, B., & Madero, S. (2020). Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth. Journal of Marketing Analytics, 8, 203-223.
  33. Martini, E., Shidqi, M. N., Hurriyati, R., & Widjajanta, B. (2022). The Impact of Brand Experience on Consumer Engagement. Paper presented at the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021).
  34. Nagarkar, P., Amarnani, L., & Doshi, D. (2021). Social Media Intelligence for Brand Analysis. Paper presented at the 2021 12th International Conference on Computing Communication and Networking Technologies (ICCCNT).
  35. Nomalisa, N. E., & Wisni, A. (2022). The Effect of Change Perceptions in Price, Service Quality and Brand Image on Consumer Shopping Behavior During the COVID-19 Pandemic. Journal Research of Social Science, Economics, and Management, 1(10), 1552–1557-1552–1557.
  36. Nurmala, N. (2022). Content of Advertising Increase Sales of Advertising Products on Social Media? Evidence from Journal Marketing. nternational journal of business economics & management, 5(4), 488-495.
  37. Prce, A. (2018). Korištenje društvenih mreža u procesu brendiranja. University of Zadar. Department of Economics.
  38. Raeesi Vanani, I. (2019). Text analytics of customers on twitter: Brand sentiments in customer support. Journal of Information Technology Management, 11(2), 43-58.
  39. Robul, Y., Hrinchenko, Y., & Zalubinska, L. (2019). Social media marketing influence on brand equity and impact on intention to buy in fashion marketing. Economic innovations, 21(1 (70)), 146-159.
  40. Saluwadana, R., Hemachandra, K., Jayasinghe, L., Hassanar, A., & Gamage, M. (2019). A Mobile App for Location Based Customer Notifications About Sales Offers. Paper presented at the 2019 International Conference on Advancements in Computing (ICAC).
  41. Shah, G. L., DeWolf, S., Lee, Y. J., Tamari, R., Dahi, P. B., Lavery, J. A., . . . Peled, J. U. (2020). Favorable outcomes of COVID-19 in recipients of hematopoietic cell transplantation. The Journal of clinical investigation, 130(12), 6656-6667.
  42. Soni, P. (2022). IMPACT OF POSITIVE WORD OF MOUTH ON BUYING BEHAVIOR OF CUSTOMERS IN RESTAURANT INDUSTRY. Neuroquantology, 20(8), 10764.
  43. Štreimikien?, D., Mikalauskien?, A., Sturien?, U., & Kyriakopoulos, G. L. (2021). The impact of social media on sales promotion in entertainment companies.
  44. Sykes, L. M., & Gani, F. (2016). Statistical terms Part 1: the meaning of the MEAN, and other statistical terms commonly used in medical research: communication. South African Dental Journal, 71(6), 274-278.
  45. Tajfel, H., Turner, J. C., Austin, W. G., & Worchel, S. (1979). An integrative theory of intergroup conflict. Organizational identity: A reader, 56(65), 9780203505984-9780203505916.
  46. Uyar, K., Ozyirmidokuz, E. K., & Stoica, E. A. (2018). Brand Unhappiness on Social Media. Paper presented at the Emerging Issues in the Global Economy: 2017 International Economics Conference in Sibiu (IECS).
  47. Wang, S., Liao, Y.-K., Wu, W.-Y., & Le, K. B. H. (2021). The role of corporate social responsibility perceptions in brand equity, brand credibility, brand reputation, and purchase intentions. Sustainability, 13(21), 11975.
  48. Zha, D., Foroudi, P., Melewar, T., & Jin, Z. (2022). Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences. Qualitative Market Research: An International Journal, 25(2), 205-232.
  49. Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. (2022). Untying the influence of advertisements on consumers buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality. Frontiers in Psychology, 12, 803348.