International Journal of Marketing and Digital Creative

Social Media Utilization of Microbusinesses in A Component City in Northern Philippines

Audrei Ceazar E. Binuluan — 2024-10-03

Social media has become an essential marketing and communication tool for businesses of all sizes, offering opportunities to engage with customers and promote products in a cost-effective manner. This study explored the use of social media by microbusinesses in a component city in the Northern Philippines, focusing on the platforms used, reasons for adoption, benefits gained, and challenges encountered. A qualitative approach was employed, and 30 microbusiness owners from the service, merchandizing, and manufacturing sectors were selected through quota sampling. Data were collected using an interview guide and analyzed using Braun and Clarke’s Thematic Analysis. The results show that Facebook was the most widely used platform, followed by Instagram and TikTok. The primary reason for using social media was to promote products and services. Benefits include wider market reach, increased sales, and improved communication. However, challenges such as market competition and time management difficulties were identified. Despite these hurdles, social media has proved to be a vital tool for business continuity, particularly during a pandemic. The study highlighted the critical role of social media in supporting the growth and sustainability of microbusinesses and recommended further research to explore other social media platforms and business sizes.

Marketing Practices of a Private Higher Education Institution in the Philippines

Jojie R. De Ramos — 2024-10-03

In the competitive landscape of higher education, effective marketing practices are essential for institutions aiming to enhance student satisfaction, attract and retain students and secure long-term sustainability. This study evaluated the marketing practices of a private higher education institution in the Philippines, focusing on the perspectives of its personnel and students. Using the Segmentation, Targeting, and Positioning (STP) model, the research assessed various areas of marketing practices, such as target markets, marketing goals, promotions, and marketing initiatives. Using descriptive-quantitative design utilizing a researcher-structured questionnaire, the study involved a sample of 140 students and 22 personnel. The findings highlight a moderate extent of effective market targeting, strategic alignment of marketing goals and promotions, and relevant employment of marketing initiatives, with the perceptions of personnel and students having no significant differences. Key areas identified for improvement include enhancing personalized marketing approaches, strengthening integrated planning and communication, and refining promotional efforts to better align with students’ needs and expectations. Based on these findings, the study suggests comprehensive marketing strategies to improve current practices. This provides actionable insights for educational institutions seeking to optimize their marketing strategies in a rapidly evolving educational environment.

The Impact of Student Attachment on University Reputation: An Analysis of Perceived Quality and Perceived Value

Efi Fitriani — 2024-10-03

Many studies have referred to campus reputation but have not used the mediating variable of student attachment. This study aims to examine the impact of perceived quality and value on students and analyze how perceived quality and value affect university reputation through student attachment. The statistical population comprised students at campus X. The sampling technique used was simple random sampling on 212 students from Campus X in Bandung, Indonesia. The results show that value perception is positively and significantly influenced by perceived quality. Perceived quality and perceived value have a positive and significant impact on student attachment, student attachment has a positive and significant impact on university reputation, perceived quality has a positive and significant impact on university reputation through student attachment, and perceived quality has a positive and significant impact on perceived value through perception of quality. In the literature on consumer behavior, there are several studies that examine perceived quality on perceived value, perceived quality on student attachment, perceived value on student attachment, and student attachment on university reputation. The primary contribution of this research is to examine perceived quality and value of university reputation through student attachment. This research adds value to the consumer behavior literature by providing new insights into the determinants of university reputation in a private university.

Comparative Analysis of Tiktok Marketing based on Buyer and Seller Perceptions

Heppy Agustiana Vidyastuti — 2024-10-03

The purpose of this study was to examine the perceptions of buyers and sellers in Bandung regarding the use of TikTok for marketing. This study used a quantitative approach with descriptive methodology, involving 100 buyers and 100 sellers as respondents. The questionnaire was used as a research instrument and accidental sampling technique. The findings of this study: 1. Sellers showed high enthusiasm for five of the six dimensions of benefits obtained from using TikTok marketing. 2. Sellers showed more enthusiasm than buyers for context, communication, collaboration, and connection. 3. Sellers’ perceptions of the benefits of TikTok marketing surpassed buyers. 4. In social media marketing, sellers showed a much higher level of enthusiasm than buyers. 5. Of the six dimensions of social media marketing content, sellers outperformed buyers. 6. The seller's perception of the dimensions that must be evaluated from TikTok's marketing content is superior to the Buyer's perception.

Distribution Personalization and Content Decentralization on Brand Recall

Josephine Diana S. Campos — 2024-10-03

Structural equation modeling examines the impact of distribution personalization and content decentralization on brand recall among Gen-Z consumers to analyze the causal relationship between these factors. The research used Covariance Based–Structural Equation Modeling (CB-SEM) and Partial Least Squares–Structural Equation Modeling (PLS-SEM) based on review of related literature. The 385 samples were Gen Z (age 12 to 27 as of year 2024 randomly from Region III, Philippines, comprising the provinces of Aurora, Bataan, Bulacan, Nueva Ecija, Pampanga, and Tarlac. Questionnaires with rating scales were used as research tools. Confirmatory factor analysis was used to analyze model fit, reliability, and validity. A structural model and path analysis were used to examine the links. Causal relationships were analyzed using PLS-SEM. The findings indicated that the model had a reasonable fit with empirical data and exhibited acceptable reliability and validity. The results demonstrate that distribution personalization has a direct positive effect on Gen Z’s ability to recall a brand. In addition, content decentralization acted as a partial mediator or indirect effect on the relationship between distribution personalization and Gen Z brand recall. Based on these results, sellers of clothing brands reliant on short-form video ads may consider employing advanced data analytics technologies to acquire insights into the preferences, behavior, and demographics of the audience and personalize video content to specific audience segments like Gen Z. Furthermore, it is advisable to optimize distribution channels, incorporate user-generated content into distribution strategies, and emphasize usercentric storytelling to create favorable associations with the brand. Future research should be qualitative or mixed methods to obtain a richer qualitative interpretation, and cohort or longitudinal research should be conducted to study these effects eventually.