ABM

Effects of Social Media Marketing on Consumer Purchase Behavior through Customer Engagement

Trisha Myles V. Magtangob, Jonas Ramirez , Andrea L. Tabo and Irish Keith Tayson 

Senior High School Department, Accountancy Business and Management, Catanduanes National High School, Virac, Catanduanes

The study aimed to identify the effects of social media marketing on seven thrift shop businesses in Virac, Catanduanes. The researchers utilized phenomenological research design. The researchers used data analysis through coding/themes to study the effects of social media marketing on thrift shop businesses in Virac, Catanduanes. The researchers conducted interviews and used a semi-structured questionnaire to gather information. The study involved one-on-one interviews and recorded the data. The researchers suggest that Thrift shop businesses should prioritize social media marketing to reach a wider audience. Thrift shop should Implement interactive content, quick responses, and sharing or endorsing products to encourage customer engagement. Thrift shop business should also Regularly post updates, promotions, and discounts to drive customer engagement and maintain a strong online presence.

The study concluded that the effects of social media marketing on the participants thrift shop business is it reached wider audience. The role of customer engagement in shaping the purchase behavior of their customers is to increase sales, and social media marketing strategies that most effectively drives customer engagement is the constant posting of the participants.

Keywords—Customer Engagement, Consumer Purchase Behaviour, Social Media Marketing, Facebook, Customer, Thrift Shop

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