ASIA PACIFIC JOURNAL OF ADVANCED EDUCATION AND TECHNOLOGY
Exploring the Impact of Digital Marketing Strategies on Online Business Engagement And Customer Satisfaction in Quezon City
Lara Jane Velasco Austria, MBA1, Jay A. Sario, MPA, DBA, Ed.D2
0009-0006-1289-97211, 0000-0003-4755-35102
laravelascoaustria@gmail.com1, docjayasario@gmail.com2
University of Perpetual Help System DALTA, Las Piňas City, Philippines1-2
Philippine Christian University Malate, Manila, Philippines2
DOI: https://doi.org/10.54476/apjaet/
Abstract
This research explores the impact of digital marketing strategies on online business engagement and customer satisfaction in Quezon City. The study aimed to assess the extent of digital marketing implementation, key strategies affecting engagement, and the challenges businesses encounter. A survey method was utilized, targeting various online businesses. Data were collected from 150 respondents using a structured questionnaire, and statistical analyses, including weighted mean and ANOVA, were applied to evaluate differences based on respondent profiles. The findings indicate that social media marketing, personalized content, and data-driven decision-making significantly impact customer engagement and satisfaction. Most businesses actively implement these strategies, but challenges such as limited technical expertise, budget constraints, and rapid digital tool evolution hinder their effectiveness. Furthermore, businesses that have been in operation longer or have more experienced management report higher success rates in digital marketing efforts. The ANOVA test results confirmed significant differences in the impact of digital strategies based on professional experience and business type. In conclusion, digital marketing strategies contribute positively to engagement and satisfaction; however, businesses need to continuously adapt to new technologies and invest in training to overcome existing challenges. The study recommends increased budget allocation for digital marketing, greater use of data analytics, and the exploration of partnerships with social media influencers to enhance marketing outcomes.
Keywords: digital marketing, customer engagement, customer satisfaction, online business, Quezon City