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Effectiveness of content marketing: basis for a proposed marketing strategy for micro enterprises/ Jay Mariz M. Jaramillo, Colby John M. Lepania, James Lourben A. Llaneta, Mark Steven O. Libaton, Nicolette G. Navarro, & Aljon Fred P. Sael.

By: Contributor(s): Material type: TextPublication details: Parañaque City: Olivarez College, 2022.Subject(s): DDC classification:
  • T 658 2022 0144
Dissertation note: Undergraduate thesis. Summary: This study deals with the perception and preference towards content marketing as a marketing strategy. It seeks the gains and challenges encountered when reading content from content marketing. The design used in this paper was a quantitative descriptive study to determine and measure the perception, preference of the respondents towards content marketing, and the significant difference between foreseen gains and challenges of the respondents when grouped according to profile. Three hundred seventy-seven respondents participated by answering the survey questionnaire to know their perception and preference towards content marketing and the foreseen gains and challenges they experience. The researchers chose to collect data and elicit responses from participants using survey questionnaires that they created themselves. Respondents were asked to sign a data policy agreement if they agreed to participate in the survey, which declares that they allow the poll{92}s sponsors permission to use and collect their personally identifiable information. After then, the participants were given poll questions to think over. After respondents consented to participate, the survey questions were addressed using a Google Form. The findings determined that there is a significant difference in the perception and preference of the respondents according to their gender and socio-economic status and the challenges experienced by the respondents according to age and gender. Thus, there is no significant difference in the perception and preference of the respondents according to age, challenges of the respondents according to socio-economic status, and the foreseen gains according to the demographic profile of the respondents. The researchers developed a basis for a proposed marketing strategy for micro-enterprises, the researchers were able to make a video infographic that shows the results and findings of the gathered data that the micro-enterprises can use as a basis for using content marketing as a marketing strategy.
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Theses/Dissertation General Reference And Serial Section Olivarez College Learning Resource Center T 658 2022 0144 (Browse shelf) Available

Undergraduate thesis.

This study deals with the perception and preference towards content marketing as a marketing strategy. It seeks the gains and challenges encountered when reading content from content marketing. The design used in this paper was a quantitative descriptive study to determine and measure the perception, preference of the respondents towards content marketing, and the significant difference between foreseen gains and challenges of the respondents when grouped according to profile. Three hundred seventy-seven respondents participated by answering the survey questionnaire to know their perception and preference towards content marketing and the foreseen gains and challenges they experience. The researchers chose to collect data and elicit responses from participants using survey questionnaires that they created themselves. Respondents were asked to sign a data policy agreement if they agreed to participate in the survey, which declares that they allow the poll{92}s sponsors permission to use and collect their personally identifiable information. After then, the participants were given poll questions to think over. After respondents consented to participate, the survey questions were addressed using a Google Form. The findings determined that there is a significant difference in the perception and preference of the respondents according to their gender and socio-economic status and the challenges experienced by the respondents according to age and gender. Thus, there is no significant difference in the perception and preference of the respondents according to age, challenges of the respondents according to socio-economic status, and the foreseen gains according to the demographic profile of the respondents. The researchers developed a basis for a proposed marketing strategy for micro-enterprises, the researchers were able to make a video infographic that shows the results and findings of the gathered data that the micro-enterprises can use as a basis for using content marketing as a marketing strategy.

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