THE CLICKS ON KICKS: EXAMINING THE IMPACT OF SOCIAL MEDIA ON SHOE RESELLERS’ MARKETING STRATEGIES IN QUEZON CITY

Abstract

Social media has emerged as an essential platform for shoe resellers to promote their products and engage potential customers. While it provides significant opportunities for business growth, effectively managing social media accounts poses several challenges. Resellers utilize a range of marketing strategies including consistent posting, creative content development, influencer partnerships, and direct customer engagement, to navigate the competitive landscape. This study examines the various social media approaches adopted by shoe resellers and analyzes how these strategies influence their decision-making processes and overall business performance. This qualitative study examines the influence of social media on the marketing strategies of shoe resellers, conducted through face-to-face interviews, with Messenger serving as a supplementary tool for scheduling. Convenience sampling was employed to select three resellers based in Quezon City, two operating solely online and one with a physical store, based on their accessibility and existing familiarity with the researchers. Interviews with three shoe resellers in Quezon City revealed that social media plays a pivotal role in their marketing strategies, offering key advantages over traditional physical stores in terms of accessibility, cost-efficiency, and customer engagement. The resellers emphasized that platforms such as Facebook and Instagram provide cost-effective means to showcase products without the overhead expenses associated with maintaining a physical storefront. They also noted social media’s capacity to reach wider audiences, rival traditional marketing approaches, and boost brand visibility through engaging content and targeted promotions. Furthermore, social media enables resellers to monitor competitors and analyze consumer preferences, allowing them to adapt their strategies accordingly. These findings underscore the growing dependence of shoe resellers on social media as an essential tool for sustaining and expanding their businesses. These findings highlight the significant role of social media in the marketing strategies of shoe resellers, emphasizing its convenience, cost-effectiveness, and broad audience reach. Resellers use social media to showcase products, engage with customers, and stay competitive from competitors. The study identified three key themes: the dependence on social media over physical stores, its effectiveness in reaching wider audiences compared to traditional marketing, and its role in learning from competitors. Resellers also face challenges such as scams, and the need to keep up with constantly changing market trends. To address these challenges, recommendations include utilizing customer feedback, exercising caution in transactions, and staying updated with trends.