DoodlePress
Prepared By: Ralph Francis Cue
MBA in EntrepreneurshipResearch Methodology
www.doodlepressmedia.com
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
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
The selection of appropriate social media platform
may depend on the brand.
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
The selection of appropriate social media platform
may depend on the brand.
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)
Survey Questionnaire
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
Survey Questionnaire
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
Survey Questionnaire
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/
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Thank you!Please visit my site doodlepressmedia.com
Prepared By: Ralph Francis Cue
MBA in EntrepreneurshipResearch Methodology
www.doodlepressmedia.com