Vignettes: Social Media Practices of Selected Social Enterprises in the Philippines

Social media enable firms to engage their consumers at a lower cost and at a higher level of efficiency than traditional communication tools. Using the typology for social media marketing of Coursaris et al (2013), we illustrate how two Philippine social enterprises, namely Human Nature and HOPE, ut...

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Main Authors: Habaradas, Raymund B., Mia, Ian Benedict R.
Format: text
Published: Animo Repository 2022
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Online Access:https://animorepository.dlsu.edu.ph/res_cbrd/11
https://animorepository.dlsu.edu.ph/context/res_cbrd/article/1012/viewcontent/business_notes_and_briefings_v10n4.pdf
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Institution: De La Salle University
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spelling oai:animorepository.dlsu.edu.ph:res_cbrd-10122023-09-27T03:47:55Z Vignettes: Social Media Practices of Selected Social Enterprises in the Philippines Habaradas, Raymund B. Mia, Ian Benedict R. Social media enable firms to engage their consumers at a lower cost and at a higher level of efficiency than traditional communication tools. Using the typology for social media marketing of Coursaris et al (2013), we illustrate how two Philippine social enterprises, namely Human Nature and HOPE, utilize social media, specifically their Facebook brand pages, to promote their social and economic objectives. Our exploratory study shows that social enterprises adopt different approaches in crafting the messages they release on social media. Their choice of highlighting either their products or their advocacies are influenced by the nature of their products and services and also by how the messaging in one platform such as Facebook fits into the overall communication strategy. Our findings also reveal that social enterprises can be either product-driven or advocacy-driven in their social media posts; that they can formulate single-layered or multi-layered messages; and that they have the option of occasionally highlighting their partners’ advocacies on top of their own. Given the skillful crafting of social media messages, it is possible for social enterprises to support both economic and social objectives, especially if they choose to utilize multi-layered communication that send both explicit and subtle messages. We conclude that social media platforms offer social enterprises a level playing field in the competitive business landscape. By taking advantage of social media, social enterprises can build brand equity, gain a larger consumer base, and achieve social, economic, and environmental objectives. 2022-10-01T07:00:00Z text application/pdf https://animorepository.dlsu.edu.ph/res_cbrd/11 https://animorepository.dlsu.edu.ph/context/res_cbrd/article/1012/viewcontent/business_notes_and_briefings_v10n4.pdf Center for Business Research and Development Animo Repository social media social enterprise brand equity Advertising and Promotion Management Marketing
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
topic social media
social enterprise
brand equity
Advertising and Promotion Management
Marketing
spellingShingle social media
social enterprise
brand equity
Advertising and Promotion Management
Marketing
Habaradas, Raymund B.
Mia, Ian Benedict R.
Vignettes: Social Media Practices of Selected Social Enterprises in the Philippines
description Social media enable firms to engage their consumers at a lower cost and at a higher level of efficiency than traditional communication tools. Using the typology for social media marketing of Coursaris et al (2013), we illustrate how two Philippine social enterprises, namely Human Nature and HOPE, utilize social media, specifically their Facebook brand pages, to promote their social and economic objectives. Our exploratory study shows that social enterprises adopt different approaches in crafting the messages they release on social media. Their choice of highlighting either their products or their advocacies are influenced by the nature of their products and services and also by how the messaging in one platform such as Facebook fits into the overall communication strategy. Our findings also reveal that social enterprises can be either product-driven or advocacy-driven in their social media posts; that they can formulate single-layered or multi-layered messages; and that they have the option of occasionally highlighting their partners’ advocacies on top of their own. Given the skillful crafting of social media messages, it is possible for social enterprises to support both economic and social objectives, especially if they choose to utilize multi-layered communication that send both explicit and subtle messages. We conclude that social media platforms offer social enterprises a level playing field in the competitive business landscape. By taking advantage of social media, social enterprises can build brand equity, gain a larger consumer base, and achieve social, economic, and environmental objectives.
format text
author Habaradas, Raymund B.
Mia, Ian Benedict R.
author_facet Habaradas, Raymund B.
Mia, Ian Benedict R.
author_sort Habaradas, Raymund B.
title Vignettes: Social Media Practices of Selected Social Enterprises in the Philippines
title_short Vignettes: Social Media Practices of Selected Social Enterprises in the Philippines
title_full Vignettes: Social Media Practices of Selected Social Enterprises in the Philippines
title_fullStr Vignettes: Social Media Practices of Selected Social Enterprises in the Philippines
title_full_unstemmed Vignettes: Social Media Practices of Selected Social Enterprises in the Philippines
title_sort vignettes: social media practices of selected social enterprises in the philippines
publisher Animo Repository
publishDate 2022
url https://animorepository.dlsu.edu.ph/res_cbrd/11
https://animorepository.dlsu.edu.ph/context/res_cbrd/article/1012/viewcontent/business_notes_and_briefings_v10n4.pdf
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