SOCIAL MEDIA SPONSORED CONTENT MARKETING TOWARDS BEAUTY SOAP PRODUCTS REPURCHASE INTENTION OF WORKING MILLENNIALS

Authors: Mechille God A. Magdaluyo, Christel Mae R. Padrigo, Ma. Cristine G. Tulin, John F. Carbonel, Rhea C. Mahilum, Rebecca Paco & Ritch M. Banate

ABSTRACT

The study determined how social media sponsored content marketing influences the repeat buying intention of beauty soap products among working millennials. Specifically, it determined the relationship between socio-demographic factors, participants’ perceptions of social media marketing, and their repurchase behavior. Key factors considered include content authenticity, disclosure transparency, credibility, audience engagement, content dilemma, value proposition, content personalization, brand awareness, interaction, credibility and trust, and promotion and offers. The study also examined the socio-demographic profile of participants, including age, sex, civil status, monthly income, types of soap products purchased, and frequency of use. The study used a descriptive research design, where the data was collected through a survey handed physically to the participants. The participants were 150 working millennials from Tanza, Cavite, selected using purposive, quota, and convenience sampling techniques. Further, the results showed that social media sponsored content significantly impacted participants’ emotional connection to beauty soap products and their intention to repurchase. Most participants were young, working female millennials, single, minimum-wage earners, using beauty soap products twice daily. They found social media marketing effective in influencing repurchase decisions, especially considering their busy lifestyles. Factors such as sex, frequency of social media exposure, and brand preferences were significant in shaping repurchase intentions. The study concluded that beauty soap brands should prioritize authentic, engaging, and transparent content that addresses customer concerns and highlights product quality. Future research could explore the role of audience engagement and trust in repurchase intentions across different demographics. Businesses can apply these insights to refine their digital marketing strategies. Furthermore, collaborating with influencers aligned with the target audience can help the enhancement of brand credibility and extend the reach of sponsored content. Moreover, studies could investigate the effects of different social media platforms on consumer behavior, providing insights for more targeted marketing strategies.

Keywords: Social media, sponsored content marketing, beauty soap products, repurchase intention, working millennials

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