The Effects of Social Media Marketing on Customer Engagement

Abstract

In today's business world, people increasingly interact on social media platforms such as Facebook, Instagram, LinkedIn, and Twitter, which have become fundamental to daily life. This study examines the effects of social media marketing on customer engagement. This study is a causal form of research. The study used an actual survey to gather information to ensure the accuracy of the data. Random sampling was used for the customers from Barangay Imbatug, Baungon, Bukidnon, using the simple random sampling with a total sample size of 80 respondents. Data were analyzed through descriptive and inferential statistics using mean and standard deviation, t-test, and ANOVA in determining the significant difference. Pearson's R was used to test the significant relationship. Results revealed that the overall mean of social media marketing was generally perceived as involved, while customer engagement was viewed as satisfactory. The outcomes indicated a clear difference in customer engagement when grouped according to their profile. The data show that there is a significant relationship between social media marketing and customer engagement. Based on these results, it is recommended that businesses implement programs and strategies that can increase customer engagement. One way to achieve this is by using creative marketing techniques to capture the attention of potential customers. When businesses or companies make a strategy that could gain the attention of their target customers, it is when they are promoting their products in a creative manner. For instance, they can have activities like a Q & portion about their products, explaining what benefits one could get from a specific product, and many more. Providing discounts on a certain product to the target customers would definitely help to make them decide to buy the product, and is one way of promoting to enhance the level of customers’ engagement. These strategies not only promote the product but also foster stronger connections between businesses and their customers. When customers feel more involved and valued, they are more likely to engage consistently with the brand. This study highlights the importance of social media as a marketing tool and encourages businesses to continue improving their online presence to build lasting relationships with customers.