user engagement and social media philippines

DoodlePress

Prepared By: Ralph Francis Cue

MBA in EntrepreneurshipResearch Methodology

www.doodlepressmedia.com

[email protected]

User Engagement Factors

on a Social Media Website in the Philippines

Topic

Abstract

Social media usage in the Philippines is one of the

highest in the world.

Abstract

To analyze and highlight the key factors on how

brands successfully engage their customers through

the use of the ff. social media platforms

The research investigates the profile and behavior of

users through Primary Research Method or Survey

Questionnaire among 500 respondents (general

public) in Metro Manila using online and offline

questionnaire; face-to-face interview.

Introduction

Active social media users has an annual +20% growth

rate.

Introduction

Filipinos are using social media platforms for an

average of 53 hours a week.

Introduction

The selection of appropriate social media platform

may depend on the brand.

For many, due to its popularity,

having a Facebook account is

now an expected part of being

online, much like having your own

email address.

Introduction



Filters is a reason people like

using Instagram. When you take

a photo, you can quickly apply

a filter to give the photo a

unique look.

Introduction



Many businesses use LinkedIn

to screen and recruit potential

employees or connect to business

individuals.

Objective of the Study

• Analyze and highlight the factors on how brands

engage their customers.

• Provide insights on how to effectively increase

conversion rate.

• Facilitate the selection of the most appropriate social

media platform for engaging customers to a brand.

Hypothesis

• Filipinos tend to connect based on popularity. To

better engage with customers, brands will need to

develop emotional connection.

• Facebook is the most preferred social media platform

of Filipinos. They are most likely to engage on

Facebook because of popularity.

Problem Rationale

• Filipinos use social media primarily to communicate

with friends and relatives.

• Only 29% of the population are using social media

platforms to search and purchase products and

services.

• To Filipinos, social media has become the modern

method of communication but not a major way to

connect with brands.

• Entrepreneurs, Marketing Professionals and Brand

Managers sometimes lack digital marketing

knowledge.

Significance of the Study

By studying the User Engagement

Factors on Social Media in the

Philippines, entrepreneurs, marketing

professionals and business managers

can increase the interaction

between brands and consumers.

Ultimately, helping businesses,

consumers and economy.

Theoretical Framework

Evaluating User Engagement Theory authored by Jennefer Hart, Allstair G.

Sutcliffe and Antonella di Angeli discusses and presents a model to explain

how users` judge quality according to criteria such as aesthetics, usability

and engagement

Theoretical Framework

Conceptual Framework

The research proposes a conceptual framework that will represent the

model of engagement and its attributes.

GENERATING

NEEDUSER ENGAGEMENT PROCESS

DISENGAGEMENT

ENGAGEMENT

Conceptual Framework

Generating Need

• Aesthetics

• Interest

• Motivation

• Specific or

experiential goal

User Engagement

Process

• Attention

• Awareness

• Control

• Interactivity

• Feedback

• Interest

• Positive Affect

Disengagement

• Usability

• Challenge

• Positive Affect

• Negative Affect

• Perceived Time

• Interruptions

The research proposes a conceptual framework that will represent the

model of engagement and its attributes.

Research Design

A descriptive research design will be used in applying

both qualitative and quantitative research methods. By

using descriptive research, data gathered will be

organized, and tabulated. Visual aids and graphical

charts will be used to help readers understand the data

collected.

Data Measure

The researcher will target 500 respondents from the

Philippines with a social media account. At least 25 to

30 participants will be invited to complete the offline

and face-to-face interviews.

Statistical Treatment of Data

To interpret the data effectively, the researcher will

employ the following statistical treatment. The

percentage and T-test.

Survey Questionnaire

1. Which of the following social networking websites do you currently have

an account with? (Select all that apply)

a. Facebook

b. Instagram

c. LinkedIn

d. None

2. In a typical week, which of the following social networking websites do

you use most often?

a. Facebook

b. Instagram

c. LinkedIn

3. How do you access your social network account? (Select all that apply)

a. Laptop Computer

b. Desktop Computer

c. Smart Phone

d. Tablet

e. Other (please specify)


4. On a typical day, about how many hours do you spend browsing

Social Media Sites?

a. 0-1

b. 2-3

c. 4-5

d. 6-7

e. More than 7

5. On a typical day, what time do you usually login to your social media

account?

a. 8am to 11am

b. 11am to 2pm

c. 2pm to 5pm

d. 5pm to 8pm

e. Other (please specify)

6. How often do you use social media to obtain information about

products and services?

a. Frequently

b. Sometimes

c. Rarely

d. Never


7. Do you use social media account primarily to post information you

want to share, or to see what others are posting?

a. I use it mostly to post information

b. I use it mostly to see what others are saying

c. Equal on both

8. On a typical day, about how often do you comment on other users`

activities (photos, posts, etc.)?

a. Extremely often

b. Very often

c. Moderately often

d. Slightly often

e. Not at all

9. What causes you to “like” a company/brand/product? (Select all that

apply)

a. To find information

b. To make professional and business contacts

c. To shop/purchase a product or service

d. My friends like it

e. I work there or know someone who does


10. How likely are you to respond to an offer from a brand on a social

networking site?

a. A “repost” from a friend

b. The brands page on the social network

c. News feed

d. An advertisement on the social network

11. Which of the following media content do you think is effective in

encouraging engagement with company or brand on social media?

a. Pictures

b. Status updates

c. Videos

d. Jokes/cartoons/memes

e. Links to articles

12. When you post on social networking site, how quickly do you expect

people to respond? (e.g. comment, like, share)?

a. Within an hour

b. One to six hours

c. More than six hours

d. I don’t expect a response

Limitations and further research

• Study can include other social media platforms.

• It would be helpful to categorize user engagement by device to analyze and differentiate mobile from desktop users.

• There might be important factors that can affect user engagement if the research can categorize surveys by location.

• Survey focuses on the users, it would be beneficial if the researcher will incorporate research of existing brands that has successfully engaged with customers through social media.

• Lastly, the study does not discuss a specific industry. There might be differences on how users interact with brands depending on the industry.

• https://www.weforum.org/agenda/2015/08/which-country-is-most-active-on-

social-media/

• http://isupportworldwide.com/blog/archive/socialmediaphilippines/

• https://openlab.ncl.ac.uk/uxtheory/files/2011/11/5_Hart.pdf

• https://www.researchgate.net/publication/220435443_What_is_User_Engagem

ent_A_Conceptual_Framework_for_Defining_User_Engagement_with_Technolo

gy

• https://www.surveymonkey.com/mp/social-media-surveys/

• http://www.rappler.com/brandrap/profile-internet-users-ph

• http://fleirecastro.com/guides/social-media-and-digital-stats-in-the-

philippines-2016-wearesocial-data/

• https://www.salesforce.com/blog/2014/04/new-social-customer-engagement-

stats-gp.html

• http://coschedule.com/blog/social-media-engagement-tactics/

• https://blog.bufferapp.com/how-to-choose-a-social-network

• https://vulcanpost.com/12971/research-philippines-social-media/

References

1. User experience with web browsing on small screens: Experimental investigations of mobile-

page interface design and homepage design for news websites

http://0-www.sciencedirect.com.ustlib.ust.edu.ph/science/article/pii/S0020025515004363

2. An examination of retail website design and conversion rate

http://0-www.sciencedirect.com.ustlib.ust.edu.ph/science/article/pii/S014829631630203X

3. Exploring the design criteria of website interfaces for gender


4. Understanding consumer motivations to interact on brand websites in the international

marketplace: Evidence from the U.S., China, and South Korea


5. Website design quality and usage behavior: Unified Theory of Acceptance and Use of

Technology


6. Symmetry and aesthetics in website design: It’s a man’s business


7. WISDOM: A website design method based on reusing design and software solutions

http://0-www.sciencedirect.com.ustlib.ust.edu.ph/science/article/pii/S095058491000128X

8. Key website factors in e-business strategy


9. Colour appeal in website design within and across cultures: A multi-method evaluation


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Thank you!Please visit my site doodlepressmedia.com

Prepared By: Ralph Francis Cue

MBA in EntrepreneurshipResearch Methodology

www.doodlepressmedia.com

[email protected]

user engagement and social media philippines

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