Social Media Marketing Strategies and Brand
Engagement
Abstract:
This study explores the relationship between social media marketing
strategies and brand engagement. It examines how distinct social media
marketing strategies employed on platforms like Facebook, TikTok, YouTube,
and Instagram influence various dimensions of brand engagement. The
research uses a descriptive-correlational design, employing a self-made
questionnaire to gather data from 37 respondents who have experience
purchasing products online through social media. The study analyzes the
data using weighted mean and Pearson R to determine the significance of
the relationship between social media marketing strategies and brand
engagement. The findings reveal a significant positive correlation between
these factors, suggesting that effective social media marketing strategies
contribute to higher levels of brand engagement. The study provides insights
for businesses and marketers seeking to leverage social media to build
strong customer relationships and enhance brand awareness in the
Philippine market.
Keywords: Social media marketing, brand engagement, consumer behavior,
Facebook, TikTok, YouTube, Instagram.
1. Introduction
The Problem and its Setting: The research begins by establishing
the context of the study, highlighting the growing importance of social
media marketing in today's business environment. The study
emphasizes the need to understand how social media marketing
strategies impact brand engagement, particularly in the Philippines,
where online shopping is rapidly gaining popularity.
Theoretical Framework: The study introduces Chaffey's social media
marketing strategies and Garcia's social media integration theory
model as the theoretical frameworks guiding the research. These
frameworks provide a foundation for understanding the key concepts
and principles underlying social media marketing and brand
engagement.
Conceptual Framework: The study presents a visual representation
of its conceptual framework (Figure 1), illustrating the relationship
between social media marketing strategies, brand engagement, and
the potential outcomes of effective engagement.
Statement of the Problem: The research clearly defines its research
questions, which aim to investigate the respondents' level of social
media marketing strategies and brand engagement, the significance of
the relationship between these factors, and the potential action plan to
improve both.
Hypothesis: The study states its null hypothesis, which posits that
there is no significant relationship between the respondents'
experiences on social media marketing strategies and brand
engagement.
Scope and Delimitation: The research outlines its specific focus,
including the platforms studied (Facebook, TikTok, YouTube, and
Instagram), the target population (individuals who have purchased
products online through social media), and the time period of the study
(Academic Year 2023-2024).
Significance of the Study: The study identifies the potential benefits
of its findings for various stakeholders, including business owners,
entrepreneurs, customers, researchers, and future researchers.
Definition of Terms: The study provides clear and concise definitions
of key terms, including social media marketing, brand engagement,
and related concepts, ensuring a common understanding of the
research.
2. Review of Related Literature and Studies
Social Media Marketing: This section provides a comprehensive
overview of the role of social media marketing in today's business
environment, citing relevant sources and highlighting its impact on
consumer behavior. It discusses the various strategies employed by
businesses to leverage social media platforms for marketing purposes.
Brand Engagement: This section explores the concept of brand
engagement and its significance in building customer loyalty and trust.
It examines how brands can foster meaningful interactions with their
target audience through social media.
Local Literatures: This section includes relevant research conducted
in the Philippines, focusing on the increasing trend of online shopping
and its impact on consumer behavior. It highlights the unique
characteristics of the Philippine market and its relevance to the study.
Related Studies: This section presents a variety of studies that have
examined different aspects of social media marketing and brand
engagement, providing a strong foundation for the research. It
highlights key findings and insights from previous research.
Foreign Literatures: This section includes research from
international sources, offering a global perspective on social media
marketing strategies and brand engagement. It explores international
trends and best practices in the field.
Synthesis of the Study: This section summarizes the key findings
from the reviewed literature and studies, highlighting the gaps in
existing research that the current study aims to address. It identifies
areas where further investigation is needed to deepen the
understanding of social media marketing and brand engagement.
3. Research Methodology
Research Design: The study clearly outlines the descriptive-
correlational research design employed, explaining its suitability for
investigating the relationship between social media marketing
strategies and brand engagement.
Population and Sampling: The study identifies its target population
(individuals who have purchased products online through social media)
and the sampling technique used (stratified sampling), providing
information about the sample size (37 respondents) and how it was
determined.
Sources of Data: The study describes the primary and secondary
sources of data, including surveys and questionnaires. It explains how
the data was collected and the specific types of information gathered.
Respondents of the Study: The study identifies the specific group of
respondents who participated in the study, highlighting their
characteristics and relevance to the research.
Instrumentation and Validation: The study explains the
questionnaire used, including its structure, validation, and reliability
testing. It discusses the process of ensuring the questionnaire's validity
and reliability.
Data Gathering Procedure: The study outlines the steps taken to
collect the data, including obtaining consent, distributing
questionnaires, and retrieving completed questionnaires. It explains
the procedures used to ensure data quality and integrity.
Statistical Treatment of Data: The study lists the statistical tools
used to analyze the data, including weighted mean and Pearson R. It
explains how these tools were employed to examine the relationships
between variables.
4. Presentation, Analysis, and Interpretation of Data
Tables: The study includes tables to present the data, which will be
helpful for visualizing and understanding the findings. The tables
should be clearly labeled and formatted to enhance readability.
Analysis and Interpretation: This section delves into the meaning of
the data, explaining the relationships between social media marketing
strategies and brand engagement. It will include the following:
o Analyze the data: Use the statistical tools described to
examine the relationships between variables.
o Interpret the findings: Explain what the data means in the
context of the research questions and hypothesis.
o Draw conclusions: Based on the analysis, state whether the
hypothesis is supported or rejected.
5. Discussion
Summary of Findings: Briefly summarize the key findings of the
study.
Implications: Discuss the implications of the findings for businesses,
consumers, and future research.
Limitations: Acknowledge any limitations of the study, such as
sample size, specific platforms studied, or potential biases.
Recommendations: Based on the findings, provide recommendations
for businesses, consumers, or future researchers.
6. Conclusion
Restate the Purpose: Briefly restate the purpose and objectives of
the research.
Summarize Key Findings: Summarize the most important findings of
the study.
Contributions: Highlight the contributions of the research to the field
of social media marketing and brand engagement.
Future Research: Suggest areas for future research that build upon
the findings.
References:
Include a comprehensive list of all sources cited in the manuscript,
formatted according to the style guide used.
Appendices:
Include any supplementary materials, such as the questionnaire, data
tables, or figures, that support the research.
