Effectiveness of Social Media Use Towards the Interaction of Young Adults to Local Businesses

Marketing management

This paper aims to study the effectiveness of social media use for the interaction between the young consumers and local businesses. Social media has become more prevalent as a marketing tool used by businesses to promote their products or services effectively and inexpensive as possible. Moreover, people nowadays use social media to gain information about the products they want to purchase. Businesses use this opportunity to maximize their profit by engaging with their customers through social media platforms like Facebook, Instagram, Twitter, Pinterest, and Snapchat. The study took place at Polytechnic University of the Philippines under the College of Business Administration in Sta. Mesa, Manila. The researchers used the questionnaire prepared by Bitner and Albinsson (2016) in the thesis entitled Targeting Young Adults: The Effectiveness of Social Media Use for Local Businesses. The respondents are young adults which aged 17-25 years old with a sample size of 337 participants. The researchers found out in this study that Facebook and Youtube are used most often by young adults. Moreover, young adults report that using social media mainly gain information about sales and promotion frequently, and rarely to take surveys, giving feedback, or ask questions. Furthermore, local businesses must actively be posting their products or services, creating giveaway posts, and proving information about sales and promotions to increase engagement, purchase intentions, and access of the consumers on the relevant data. Building a stronger relationship with customers can be attained by providing them surveys to gain information about improvements and new trends.

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