International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2024 Volume 12 Issue 3
Available Online: 31 May 2024
Author/s:
Comilang, Alexene F.*
Divine Word College of San Jose, Philippines (alexeneflorescomilang@gmail.com)
Garcia, Cyvl Jyc A.
Divine Word College of San Jose, Philippines (cyvljyc.garcia03@gmail.com)
Ladao, Leslie Caneia O.
Divine Word College of San Jose, Philippines (cutieneyy@gmail.com)
Castronuevo, Jeff Clarence A.
Divine Word College of San Jose, Philippines (jeffclarence084@gmail.com)
Ordo, Engelbert E.
Divine Word College of San Jose, Philippines (ordoengelbert6020@gmail.com)
Patrimonio, Paul Jake L.
Divine Word College of San Jose, Philippines (pauljakep16@gmail.com)
Punan, Kriss Arvy J.
Divine Word College of San Jose, Philippines (krissarvypunan@gmail.com)
Limos-Galay, Jenny A.
Divine Word College of San Jose, Philippines (jennygalay05@gmail.com)
Abstract:
With the rise of social media as a platform for online activities, thrift stores have increasingly utilized social media marketing. Thus, this research determines the relationship between social media marketing and the sales performance of thrift stores in San Jose, Occidental Mindoro. This examines the impact of live selling, online advertising, and online shopping on thrift stores’ brand awareness and consumer engagement A descriptive correlational design was employed to measure the relationship between social media marketing and sales performance. Data was collected from 31 thrift store owners in San Jose, Occidental Mindoro, who have been using social media marketing strategies for over a year. The study utilized a 27-item modified-adapted questionnaire, including multiple-choice and Likert scale questions. The findings reveal that the majority of thrift stores are located near the highway and have been operating for 1–3 years. Thrift store owners perceive their performance in live selling, online advertising, and online shopping as effective. They also believe that their social media marketing strategies significantly influence their brand awareness and consumer engagement performance. The research found that there is a significant relationship between social media marketing and sales performance. However, there was no significant relationship between the profiles and sales performance. This study recommends that thrift store owners should develop strategic business plans, fully utilize social media marketing, maximize social media resources, stay updated with social media trends, and focus on dynamic marketing strategies. Future research can further explore the influence of social media marketing on thrift store sales performance.
Keywords: sales performance, social media marketing, online shopping, online advertising, thrift stores
DOI: https://doi.org/10.5861/ijrsm.2024.1052
Cite this article:
Comilang, A. F., Garcia, C. J. A., Ladao, L. C. O., Castronuevo, J. C. A., Ordo, E. E., Patrimonio, P. J. L., Punan, K. A. K., & Limos-Galay, J. A. (2024). Social media marketing and sales performance of thrift stores in San Jose, Occidental Mindoro. International Journal of Research Studies in Management, 12(3), 83-95. https://doi.org/10.5861/ijrsm.2024.1052
* Corresponding Author