-
Title
-
THE EFFECT OF DEMOGRAPHIC PROFILE VARIABLES AND ATTITUDE AMONG RETIRED PROFESSIONALS TOWARD SOCIAL MEDIA MARKETING UTILIZATION
-
Author(s)
-
ELEN C. DICHOS
-
REZAMIE C. DITCHOSA
-
BEVERLY CHRISTINE R. PAER
-
Affiliation
-
College of Business and Management, Misamis University
-
Contributor
-
DR. RENZITELO ALF P. CARPIO
-
Year
-
2024-01
-
Abstract
-
Social media platforms have revolutionized marketing, creating novel opportunities for
organizations to connect with and engage their target demographics. This study
determined the effect of demographic profile variables and attitudes among retired
professionals toward social media marketing utilization in Misamis Occidental. The study
utilized a descriptive survey method to determine the effect of demographic profile
variables and attitudes among retired professionals toward social media marketing. One
hundred thirty respondents to the study were chosen through a purposive random
sampling technique. Adapted and modified instruments were used in gathering data such
as respondents' demographic profile/Profile Questionnaire and Attitude of Retired
Professionals toward social media marketing utilization. The statistical tools used in the
study were frequency and Percentage Distribution, Mean and Standard Deviation, Mann
Whitney U Test, and Kruskal Wallis H Test. Results revealed that the respondents had a
balanced gender distribution, diverse monthly pension amounts, and a majority of college
graduates with varied previous job occupations. Retired professionals displayed a
positive attitude towards social media marketing utilization, indicating favorable beliefs,
ease of use, and perceived effectiveness. Furthermore, the relationship between socio-
demographic factors and attitude showed that gender had no significant impact; higher
monthly pensions were associated with more positive attitudes. However, educational
attainment and previous job occupation did not significantly influence the extent of
attitude among retired professionals. The study results showed that views toward social
media marketing were positively correlated with greater monthly pensions. This financial
factor should be taken into account by marketers, who should create strategies that
emphasize how their goods and services may improve retirement and help financial
security.
-
Keywords
-
disposition perspective
-
online networking sites
-
population characteristics
