Social Media Marketing and Perceived Customer Value Proposition of Selected Private Higher Educational Institutions in the National Capital Region, Philippines

Abstract

This research examines the direct effects of social media marketing on the customer value proposition of private higher educational institutions in the Philippines' National Capital Region. The parameter of the exogenous variables under social media marketing were informational accessibility, contents/campaign in social media, interaction, and influence, while the parameters of endogenous variables under customer value proposition is functional, emotional, economic, and symbolic values. PLS-SEM was used to assess the direct effects of social media marketing on customer value proposition. The study revealed that informational accessibility, content/campaigns in social media, and influence have a positive and direct effects to the four dimensions of customer value proposition, while interaction have a positive and direct effects to functional, economic, and emotional values. This means that enhanced Social Media Marketing strategies can bring higher value to customers. The researcher strongly recommends to focus and invest to social media marketing to increase social media presence and uses the three most important components; virability, innovation and information. As the present research only focuses on the direct effects of the said variables, other scholars may want to identify other measurement as intervention and control to test other indirect effects on customer value propositions.