Social Media as a Marketing Plan Tool of the Apparel Industry

Abstract

The purpose of the study is to examine the effectiveness of social media as a marketing plan tool of the apparel industry in the aspects of Identifying business goals, set marketing objectives, identify ideal customers, research your competition, choose channels and tactics, create content strategy, allocate budget and resources, and assign roles. The respondents were individual social media online users. The statistical tools utilized in the study were frequency and percentage, weighted mean, and t-test one way ANOVA. The researcher decided to use the sampling technique by selecting at least 1,000 individual consumers as respondents. The respondents’ profile are the following: age, gender, civil status, highest educational attainment, average monthly income, frequency of the use of social media tools in buying the product, and number of years as online users. This is designed to have the general description of the effectiveness of social media as a marketing plan tool of the apparel industry. The researcher used the systematic random sampling to individuals who were social media users and use social media tools in buying the products. In this study, a researcher made questionnaire was used to gather the primary data. The survey questionnaire was formulated based on the related literature gathered. This instrument was divided into three (3) parts. The first part, aimsto survey the profile of the respondents. The second part, is knowing the aspects of social media as a marketing plan tools, and the third part, is the significant difference on the respondents’ assessment on social media as a marketing plan tool when they group according to profile. After the data gathered, they were complied, sorted out and tabulated. They were subjected to statistical treatment in order to answer the questions proposed in this study.