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eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in March 2026 (Volume 29, Issue 3) Submit manuscript

Influence of social media marketing on the brand performance of the students’ small online businesses

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  • Influence of social media marketing on the brand performance of the students’ small online businesses

Norleen Rose Servan Aguilar *, Chelsea May Manalon Ongon, Hans Gio Samulde, Bea Marie Sibayan Cleofe, Aldrin Evangelista Gerpacio and Maria Cristina Flores Melo

School of Business, Hospitality and Tourism Management, Divine Word College of Calapan, Oriental Mindoro, Philippines.
 
Research Article
World Journal of Advanced Research and Reviews, 2022, 16(02), 876-886
Article DOI: 10.30574/wjarr.2022.16.2.1265
DOI url: https://doi.org/10.30574/wjarr.2022.16.2.1265
 
Received on 14 November 2022; revised on 20 November 2022; accepted on 22 November 2022
 
Social media marketing is a type of marketing that used social media platforms to promote its products and brand. Facebook is one of the social media platforms that is used by students’ small online businesses to inform and attract their customers. This study aims to analyze the influence of social media marketing on the brand performance of the student’s small online businesses. The study used a correlation quantitative research design with the random sampling technique. The respondents were composed of 100 customers of the students’ small online businesses who have given their evaluation about their perception of social media marketing in terms of entertainment, interaction, trendiness, advertisement, and customization. And their perception of brand performance in terms of brand awareness and brand loyalty. The results show that social media marketing has a significant influence on the brand performance of the students’ small online businesses. All variables of entertainment, interaction, trendiness, advertisement, and customization moderately influenced brand awareness and brand loyalty.
 
Social Media Marketing; Brand Performance; Students’ small online businesses; Philippines
 
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2022-1265.pdf

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Norleen Rose Servan Aguilar, Chelsea May Manalon Ongon, Hans Gio Samulde, Bea Marie Sibayan Cleofe, Aldrin Evangelista Gerpacio and Maria Cristina Flores Melo. Influence of social media marketing on the brand performance of the students’ small online businesses. World Journal of Advanced Research and Reviews, 2022, 16(2), 876-886. Article DOI: https://doi.org/10.30574/wjarr.2022.16.2.1265

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