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All Journal Management and Economics Journal (MEC-J) International Journal of Social and Management Studies (IJOSMAS)
Etrata, Antonio E.
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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The Effects of Social Media Tools Towards Online Retail Businesses in the Consumer Electronics Industry Pre, Dave Matthew V; Tolentino, Julio Miguel C; Varuqez, Karlo Alexis B; Etrata, Antonio E.
MEC-J (Management and Economics Journal) Vol 6, No 1 (2022)
Publisher : Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/mec-j.v6i1.15146

Abstract

Businesses nowadays have been adapting to technological advancements since the 21st century to promote their products. The majo]rity of the global population has been exposed to the digital world, and retail businesses have engaged themselves in the online environment. Social media tools have become a significant factor in advertising products and have taken big steps to create innovations in their platforms. Using social media has given online businesses options on managing their performance towards their brand and how to interact with consumers. These digital enhancements toward flourishing online retail businesses have boosted the consumer electronics industry. The study's objective was to provide extensive knowledge of how the different social media platforms and tools significantly affected the performance of online retail businesses belonging to the consumer electronics industry. A quantitative research approach was utilized in this study. The researchers conducted online survey questionnaires and were distributed to 185 respondents. Lastly, the study aims to benefit retail businesses, consumers, and future researchers, who engage in online businesses and how they can stand out from prospective competitors.
Consumer Perception on Influencer Marketing Efforts of Brands in the Beauty and Cosmetics Industry Abraham, John Simon E; Floreto, Sophia Justine L.; Pagkalinawan, Margaux Isabella B.; Etrata, Antonio E.
International Journal of Social and Management Studies Vol. 3 No. 2 (2022): International Journal of Social and Management Studies (IJOSMAS)
Publisher : IJOSMAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1242.505 KB) | DOI: 10.5555/ijosmas.v3i2.122

Abstract

The study targets to address the gaps on insufficient research on the shift from traditional marketing trends and current marketing trends in the Philippines, specifically influencer marketing on various digital media platforms present today. For the benefit of cosmetic companies, marketing agencies, and future researchers as a basis for future campaigns or research in line with influencer marketing, this research aims to determine significant factors affecting the perception (purchase intention and recommendation) of consumers in the beauty and cosmetics industry, specifically the following: sponsorship disclosure labels, platforms used, type of post, and credibility of influencers. Following a descriptive-correlational approach, a pool of two hundred twenty-six (226) respondents were surveyed. A Structural Equation Model (SEM) was used to measure their perception towards influencer marketing along with their overall sentiments towards the identified factors. The results of the study revealed that type of post plays a major factor in perception towards and interest in brands. Aside from the type of post, the influencers themselves play a major role in determining the purchase intention and recommendation that respondents have towards brands. However, for type of post and sponsorship disclosure labels, results show that these do not have a significance on the perceptions of consumers in terms of purchase intention and recommendation.
Co-Authors Abraham, John Simon E Floreto, Sophia Justine L. Pagkalinawan, Margaux Isabella B. Pre, Dave Matthew V Tolentino, Julio Miguel C Varuqez, Karlo Alexis B