Social Media and its Role in the Intention of Customer and Non-Customers of halp-U

Abstract

The main objective of the study is determine the role of social media in the behavior intention of customers and non-customers of halpU, where social media is perceived in terms of customer perceptions and behavior intention is considered in terms of retention and gain of customers. The study used a sequential explanatory approach, a mixed methods design where the researchers collected quantitative data through the survey method before collecting qualitative data through the interview method. The respondents for the survey are likers of the Facebook page of halpU, while participants for the interview are among those who answered the survey. The instruments used in gathering the data are the questionnaires. After the data collection, findings reveal that there were respondents who like halpU and there are those who do not. It was also found that the behavior intention of the respondents were high. As a conclusion, customer perceptions of the respondents are positive towards halpU. Behavior intentions of the customers and non-customers are high. With positive perception toward entertainment, interaction, trendiness, and satisfaction factors of halpU’s social media, the behavior intention is also high. Through other data collected in the study, it is found that the most appropriate course of action for halpU is to focus on and improve upon its social media marketing; posting frequently and creating videos of real life experiences of customers. With the study being time-constrained, it is recommended to those who want to pursue the study to increase number of respondents and participants. It is also recommended to find a statistical treatment that would compute the role of one variable in the other.