Home⇛International Journal of Multidisciplinary: Applied Business and Education Research⇛vol. 4 no. 1 (2023)

Social Media as A Tool for Direct Selling Business in Dipolog City, Zamboanga Del Norte

Emerald A. Soledad

 

Abstract:

The presence of social media has disrupted the way people live, behave and interact. Philippines is ranked number one as active social media users with an average of 4.17 hours per day. Direct selling businesses in the country continue grow each year, and have introduced new products and expanded new customer reach. With this information presented, the right use of social media will help direct selling businesses reach a wellengaged community of buyers. The research aims to develop relevant marketing strategies to promote the use of social media in direct selling. Descriptive research was being utilized with two sets of researcher-made questionnaires. A pre-survey activity was performed prior to the actual data gathering to validate the reliability of the survey tool. There were one hundred twenty (120) total respondents: comprised of one-hundred (100) direct selling customers and twenty (20) direct sellers, who participated in the data gathering process. Furthermore, the study will use frequencies, percentages, and weighted means for the data treatment. The findings of the study show that Facebook, Twitter, Instagram, and YouTube are the most widely used channels among the respondents of the study. The extent of social media usage by the direct sellers is moderate and social networking site is the most preferred platform to use in doing direct selling-related activities to achieve convenience, productivity, product availability and market growth. Therefore, it can be concluded that social media can be a strategic tool for direct selling business in Dipolog City, Zamboanga del Norte, Philippines.



References:

  1. Odhiambo, C. A. (2012). Theseus. Retrieved February 25, 2017, from Theseus: https://www.theseus.fi/bitstream/handle/10024/44591/Christine.A.Odhiambo.pdf?sequence=1
  2. Hartonen, L. (2013). Social media in Hotel AVA's marketing communications. HAAGA-HELIA University fo Applied Sciences , 6.
  3. Digital Jugglers. (2017, March 20). Impact of Social Media Awareness. Retrieved April 25, 2017, from Digital Jugglers: https://digitaljugglers.com/2017/03/20/impact-social-media-awareness/
  4. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons , 52(4), 357-365.
  5. We Are Social. (2017). Digital in 2017 Global Overview: A collection of internet, social media, and mobile data from around the world. Retrieved January 29, 2017, from Slideshare: http://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview
  6. Euro Monitor. (2017). Direct Selling in the Philippines. Retrieved Jaanuar 12, 2017, from Euro Monitor: http://www.euromonitor.com/direct-selling-in-the-philippines/report
  7. Hyder, S. (2016). Social Media Marketing for Direct Selling Companies in the Digital Age. Retrieved March 30, 2017 from Forbes: https://www.forbes.com/sites/shamahyder/2016/12/29/social-media-marketing-for-direct-selling-companies-in-the-digital-age/2/#f2a34adee3f0
  8. Dann, S., & Dann, S. (2011). E-Marketing theory and application. New York. United States of America: Palgrave MacMillan.
  9. Oxford. (2017, February 20). Social Media. Retrieved from English Oxford Living Dictionary: https://en.oxforddictionaries.com/definition/social_media
  10. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons , 53(1), 59-68.
  11. Shodhganga. (2016, October 25). Shodhganga. Retrieved February 12, 2017, from Indian Electronic Theses and Dissertation: http://shodhganga.inflibnet.ac.in/bitstream/10603/12
  12. SEOPressor. (2017, January). The 6 Types of Social Media. Retrieved February 20, 2017, from SEOPressor: http://seopressor.com/social-media-marketing/types-of-social-media/
  13. Tessem, B., & Nyre, L. (2013). The Influence of Social Media Use on Willingness to Share Location Information. TrustBus: International Conference on Trust, Privacy and Security in Digital Business (pp. 161-172). Czech Republic: Lecture Notes in Computer Science.
  14. Turban, E., Strauss, J., & Lai, L. (2016). Social Commerce: Marketing, Technology and Management. USA: Springer.
  15. Privacy Rights Clearing House. (2016, February 1). Social Networking Privacy: How to be Safe, Secure and Social. Retrieved February 20, 2017, from Privacy Rights Clearing House: https://www.privacyrights.org/consumer-guides/social-networking-privacy-how-be-safe-secure-and-social
  16. Gonzalez, & Lopez, M. E. (2012). Social media in an integrated marketing communication strategy. Retrieved February 15, 2017, from Theseus: https://theseus.fi/bitstream/handle/10024/51614/Manuel%20E%20%20Lopez%20k0900353%20-%20Thesis%20-%20Final%20version%20-%2012-5-12.pdf?sequence=1
  17. Wikipedia. (2016). Social Media. Retrieved from Wikipedia: https://en.wikipedia.org/wiki/Social_media
  18. Umberson, D., & Montez, J. K. (2010). Social Relationships and Health: A Flashpoint for Health Policy. Journal of health and social behavior 51 , S54–S66.
  19. Ebner, M. (2008). Microblogging - more than fun?. Procceding of IADIS Mobile Learning Conference 2008, Inmaculada Arnedillo Sánchez and Pedro Isaías ed., Algarve, Portugal, 2008, p. 155-159.
  20. McFedries, P. (2007). All A-Twitter. IEEE Spectrum, October 2007, 84.
  21. Erkan, I. (2015). Electronic word of mouth on Instagram: customers’ engagements with brands in different sectors. International Journal of Management, Accounting and Economics, 2(12), 1435-1444.

Tools


Copyright © 2024  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic