Developing a Marketing Strategy in Social Networking Sites: A Brand Management Framework

Abstract

The fast facets of life in modern days have a strong demand for people to adapt to digital technology. The boom of virtual/marketing on social networking sites such as Lazada, Shopee, Amazon.com, Alibaba and the like has to realize. Branding today was used to create an emotional attachment to products and companies. Thus, a successful brand can be seen as a combination of a distinctive product and value proposition. As such this study assessed the level of development of Marketing strategy in social networking sites using the Brand Management Framework of selected e-marketing companies in terms of Strategy, Reputation Management; Communication; Image; Positioning; Freshness; Vision; Analysis; Trust Reach, and CreativityDescriptive multi-faceted method (Dasmarinas, 2014) was applied in this research. The sample population was 100professionals and 100 students in Quezon City and Caloocan City who have experienced an e-marketing platform. A Highly developed Marketing Strategy in Social networking sites was manifested with a composite mean of 3. 69. The inevitable “Challenges” was also noted. It was found out there are “NO Significant differences” between the responses of the two groups of respondents using the test.