Advisers

Vinalyn L. Sarzata, MBA

Discipline

Marketing

Abstract

Social media has evolved from a communication tool into a strategic marketing platform associated with consumer engagement and loyalty. For service-oriented businesses like Noah’s Advertising Company, maintaining an online presence is essential to sustain visibility and competitiveness. Despite its well-regarded quality services, the company struggled in maintaining consistent social media activity and building a distinctive online identity. The purpose of this study is to help Noah’s Advertising Company enhance its brand recognition by assessing the effectiveness of its current social media strategies and identifying specific areas for improvement. The researchers employed a descriptive-correlational research design to examine the relationship between social media strategies and brand recognition. Thirty (30) respondents, consisting of existing and potential clients of Noah’s Advertising Company, participated in the study. The researchers utilized a purposive sampling technique to ensure that participants had knowledge of the company. Data were collected using a validated survey questionnaire where respondents rated statements through a Likert scale. Data were analyzed using various statistical tools such as weighted mean and Pearson correlation coefficient. The findings revealed that Noah’s Advertising Company’s social media strategy is generally perceived as effective. Content quality has a mean of 2.98, which is considered satisfactory. While visual appeal and relevance were rated at 3.03, creativity was the lowest with 2.80, suggesting a lack of uniqueness. Brand association was the highest at 3.17, while brand loyalty had a lower mean of 2.83, indicating low attachment despite the brand's perceived reliability. The Pearson correlation coefficient was 0.82 with a p-value of 0.0001, confirming that the relationship is not due to chance. Hence, the study rejects the null hypothesis and concludes that a significant relationship exists between social media strategy and brand recognition. In conclusion, an engagement-driven social media strategy is associated with greater visibility and a stronger professional image of Noah’s Advertising Company. While the company performs well, it lacks a cohesive brand voice that fosters emotional attachment. The current strategy is enough for maintaining awareness but may be inadequate for long-term loyalty and differentiation. To address these gaps, the researchers recommend the implementation of a comprehensive strategic action plan.

Keywords

brand loyalty, brand recognition, brand awareness, social media strategy, call-to-action, user interaction, content quality, perceived quality, advertising company