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© 2025 by the authors; licensee Eastern Centre of Science and Education, USA 

 

Asian Business Research Journal 
Vol. 10, No. 2, 1-9, 2025 
ISSN: 2576-6759 
DOI: 10.55220/25766759.267 
© 2025 by the authors; licensee Eastern Centre of Science and Education, USA 

 
 

 

 
Social Media Marketing and Perceived Customer Value Proposition of Selected 
Private Higher Educational Institutions in the National Capital Region, Philippines 

 
Eivin B. Tolentino1,2


 

Rock Bryan B. Matias3,4 
 

 
 
 

1,2College of Business Administration – Graduate Studies, Doctor in Business Administration Program, 
Polytechnic University of the Philippines; School of Business Management, Manila Central University, 
Philippines. 
3,4Department of Tourism, and Transportation Management, College of Tourism, Hospitality, and 
Transportation Management; Institutional Quality Management System Office, Office of the Vice President for 
Research, Extension, and Development, Polytechnic University of the Philippines. 
Email: tolentinoeivin@gmail.com  
Email: rbbmatias@pup.edu.ph  
( Corresponding Author) 
 

 
Abstract 

This research examines the direct effects of social media marketing on the customer value 
proposition of private higher educational institutions in the Philippines' National Capital Region. 
The parameter of the exogenous variables under social media marketing were informational 
accessibility, contents/campaign in social media, interaction, and influence, while the parameters 
of endogenous variables under customer value proposition is functional, emotional, economic, and 
symbolic values. PLS-SEM was used to assess the direct effects of social media marketing on 
customer value proposition. The study revealed that informational accessibility, 
content/campaigns in social media, and influence have a positive and direct effects to the four 
dimensions of customer value proposition, while interaction have a positive and direct effects to 
functional, economic, and emotional values. This means that enhanced Social Media Marketing 
strategies can bring higher value to customers. The researcher strongly recommends to focus and 
invest to social media marketing to increase social media presence and uses the three most 
important components; virability, innovation and information. As the present research only 
focuses on the direct effects of the said variables, other scholars may want to identify other 
measurement as intervention and control to test other indirect effects on customer value 
propositions. 

 
Keywords: Customer Value Proposition, PHEIs, PLS-SEM, Private Higher Educational Institutions, Social Media Marketing.  

 
1. Introduction 

Technological advancement helps every industry to be efficient and increase productivity. It also changes the 
landscape on how the business works. One particular facets of business that is greatly modified is Marketing.  The 
innovation in technology helps us reach and engage more to our clients and easily distinguish their perception to 
our products or service offering. It also gives our clients a power to determine which companies, products or 
services will survive. In these modern times, marketing was deeply changing its process, omitted obsolete and old 
traditional practices and replaced it with new and non-conventional ways to promote and reach its consumer. It 
also deleted all the barriers when it comes to trade and commerce. With one fingertip and with the presence of a 
technologically advanced device, you can easily connect with the world through the internet.  This is known as 
technological globalization. accelerated by technological diffusion and cross-border technology transfer (Lumen 
Learning). 

One of the benefits of the above-mentioned phenomenon is companies regardless of its size can easily connect 
with the consumer. One breakthrough is the emergence of social media as a powerful marketing channel.  Social 
media has changed how consumers discover and receive information before and during purchase choices (Paquette 
2013). It is also a consolidation of software based digital technologies presented as applications and through 
websites. This provides social network users to send and or receive and analyze digital content or information. The 
rise of social media, its customs which has impacted the consumer behavior and marketing protocols are driven by 
social network platforms (e.g., Facebook, twitter, Instagram). These network platforms have been easily adopted as 
marketers consider these as an efficient way to communicate to our consumers through advertising and an online 
word of mouth (OWOM) (Appel, et.al 2019). 

According to a Hootsuite analysis published by CNN Philippines, Filipinos spend an average of ten hours and 
two minutes every day on the internet. Seventy-Nine Million (79,000,000) Filipinos aged thirteen (13) and up are 
into the social media. Adult (18 years old and above) population comprises the highest percentage of Forty Five 
Percent (45%) who uses social media specifically Facebook (SWS). With these data, online presence of brands is 
necessary for market recognition. Creating an online presence, answering queries about the product and services 

mailto:tolentinoeivin@gmail.com
mailto:rbbmatias@pup.edu.ph
https://doi.org/10.55220/25766759.267


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being offered are the ways of marketers to win the brand recognition battle and gain customer satisfaction in the 
internet. According to sprout social, 89 percent of marketers utilize Facebook for brand marketing, and 45 billion 
monthly active Facebook users worldwide in Q3 2019. 

Academic industry specifically the Private Higher Educational Institutions in the Philippines for the longest 
time is using traditional marketing strategies to invite and attract enrolment. Currently as of Academic Year 2018-
2019 there are One Thousand Seven Hundred Twenty-One (1,721) active and operating Private College and 
Universities in the country with One Million Six Hundred Ninety-Three and Thirty (1,693,030) students enrolled 
(CHED Higher Education Indicators). Most of the PHEIs are in the National Capital Region (NCR) with a total of 
Three Hundred Eleven (311) and a total of Four Hundred Fifty-Five Thousand Nine Hundred Seventy-One 
(455,971) students enrolled in the Private Higher Educational Institution both Sectarian and Non-Sectarian that is 
operating (CHED-OPRKM-Knowledge Management Division). Based on the data above, competition in the 
academe is very stiff and PHEIs should have concrete and innovative plans to attract students to enroll to their 
institution. Recently, Republic Act No. 10931 or the Universal Access to Quality Tertiary Education Act of 2017 
was passed and implemented which give subsidies for college education to qualified Filipino students amounting to 
maximum of Sixty Thousand Pesos per academic year. This heavily impacted the small PHEI operators due to the 
said grants, students opt to enroll to a bigger and established College and Universities. PHEIs have been utilizing 
the use of social media to reach their audience especially for special announcements, information dissemination and 
other relevant activities that the internet can be used as a medium.  Colleges and Universities compete for the 
brand recognition and preference of the student who will enroll and to the parents or guardian who will choose to 
invest their hard-earned money for the Higher education of their child.  

Due to the widespread usage of social media, this study seeks to determine how PHEIs' social media marketing 
operations affect perceived customer value. 

 

2. Review of Literature and Hypotheses 
2.1. The Perceived Effects of Social Media to Customer 

"Social Media Marketing (SMM)," "digital marketing," and "e-marketing" these words refer to using social 
media platforms and networks to promote a company's products and services. With this form of social media 
marketing, businesses may reach new customers, engage with existing ones, and promote their brand culture. Also, 
provide data analytics tools to help marketers track their campaigns' success (Kenton, 2018). SMM can help a 
school or institution look and reach a broader audience. It makes it simple for parents and students to access the 
school's social media profiles by adding links to the main navigation of the website or by developing a social media 
directory that collects them all in one place. Many parents and potential students initially look at a school's website 
to see if they're interested and whether they have ways to follow the school in a unique way (West, 2019). 
According to Thompson (2011), the evolution of social media led to the creation of social media content 
communities where people consume, create, and share multimedia content on blogs, social bookmarking sites, and 
photo and video sharing sites. These include social networking sites, blogs, microblogs, content sharing sites, 
wikis, social bookmarking sites, podcasts, and forums. (2013, N Gizem, Secil, and Evrin) According to Du Plessis 
(2017), social media has become essential for branding since it allows brands to connect with customers in a more 
engaging and personalized way. As argued by Mangold and Faulds (2009), social media is a group of new online 
information sources that people use to tell each other about products, companies, services, personalities, and other 
things they care about. Because of the advantages of social media in connecting businesses with customers quickly 
and cheaply, in changing customer behavior, and in bringing together people from all walks of life who share a 
common goal. It has piqued the interest of many businesses. It's been said by experts in the field that businesses 
must use social networking sites in order to compete in the online world because social media is more effective than 
traditional communication methods (Laroche). Because social networks are mostly built on user interaction, it was 
logical to think that businesses would use social media to get people to do things together (Tiago & Verissimo 
2013). 

The internet and social media provide excellent tools for colleges to better engage with their target audiences 
or consumers. It has been shown to be beneficial to be closer to existing and potential students and to project a 
more open and flexible image (Alexa et. al., 2012). Because of its low cost, immediacy, and widespread use, it is seen 
as a suitable tool for university communicators. This is utilized at Higher Education Institutions to engage with a 
well-versed audience via new media channels. It has a lot of promise as one of the most successful methods for 
engaging students, increasing enrolment and retention, and laying the groundwork for good alumni ties (Hall, 
2014). Persons with disabilities can do what they can do in the same amount of time and effort as people who do 
not have disabilities (Duggin, 2016). It comprises the use of language and pictures, as well as document design, to 
make information accessible. Furthermore, its significance is acknowledged, but how it is defined remains a point of 
controversy (McVilly, 2017). Accessible information in education makes educational environments more friendly to 
disabled students, parents, and professionals. Educational materials must be available in accessible formats under 
the requirements (Thomson, 2019). The researchers propose the following possibilities based on their review of the 
literature. 

H1a: Social Media Marketing Information Accessibility has a significant and positive effects to customer value proposition 
in terms of functional value. 

H1b: Social Media Marketing Information Accessibility has a significant and positive effects to customer value proposition 
in terms of emotional value. 

H1c: Social Media Marketing Information Accessibility has a significant and positive effects to customer value proposition 
in terms of Economic value. 

H1d: Social Media Marketing Information Accessibility has a significant and positive effects to customer value proposition 
in terms of symbolic value. 
 
 
 



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2.2. Contents and Campaigns in social media and Value Proposition 
A social media marketing campaign is the execution of a planned social media advertising strategy to increase 

brand awareness, social media user involvement, business goals or KPIs (key performance indicators), and sales 
revenue outcomes. It is a set of marketing initiatives that use one or more social media networks to establish or 
promote a certain company aim. As argued by Baker (2019) the platform inspires your social media followers to feel 
or act in a certain manner with these strategic campaigns. An effective marketing campaign promotes a company's 
goal, such as raising awareness of a new product or obtaining feedback (Decker, 2018). Also, a well-thought-out 
plan of action designed to achieve a company's marketing objective. This purpose could be to inform the target 
audience about a new or existing product, reaffirm the brand promise and positioning, and gain more consumers in 
order to increase revenue (Pahwa, 2019). Listening to students, being honest, going against marketing instincts, 
and engaging with the audience are all creative approaches for colleges to attract students and promote their brand 
(Inge, 2018). The content can be creative and original, but it must also be relatable and user-friendly to generate 
interest and enrollments. Intricate multichannel efforts that engage prospective students and parents throughout 
the college application process, or smaller-scale social media campaigns that foster a more personal relationship 
(Cavill, 2019). 

Users follow businesses and interact with their social media pages because the material and information in 
these campaigns are valuable to them. The content that is shared on social media contributes to the brand's 
personality and helps to demonstrate the brand's voice (Smith, 2019). 

The goal of content marketing is to attract and maintain a specific and defined audience by developing and 
delivering valuable, relevant, and consistent information. It enables buyers/consumers to make more informed 
decisions (Content Marketing Institute). As a result, the researchers propose the following hypothesis: 

H2a: Social Media Marketing Contents and Campaigns has a significant and positive effects to customer value proposition 
in terms of functional value. 

H2b: Social Media Marketing Contents and Campaigns has a significant and positive effects to customer value proposition 
in terms of emotional value. 

H2c: Social Media Marketing Contents and Campaigns has a significant and positive effects to customer value proposition 
in terms of economic value. 

H2d: Social Media Marketing Contents and Campaigns has a significant and positive effects to customer value proposition 
in terms of symbolic value. 
 
2.3. Interaction as Part of Customer Satisfaction 

 Involvement via social media is about going out there and finding people in your target audience and 
connecting with them, not only reacting to individuals who have entered a competition to run or only monitoring 
complaints or as passive interaction. This active social media connection can have a significant impact on how a 
company produces leads and influences the purchasing decisions of their target market (Cook, 2015). Brands can 
use social media interaction to accomplish a variety of marketing objectives. For example, when it comes to finding 
and contacting people, Twitter clearly outperforms the other main social networking platforms 
(jcsocialmedia.com). People use social media on a daily basis, and practically every social media user, in addition to 
connecting with others, posts content. People can connect with others who share their likes and interests in this 
way (Herhold, 2019). Industrial (B2B) markets, which differ in a number of ways from traditional (B2C) consumer 
goods marketplaces, have long embraced the interaction marketing concept. It's regarded as a long and ongoing 
exchange between vendors and purchasers (Rudenko, 2012). The public perspective of social interaction is shifting 
to private settings. It suggests that people are becoming more cautious, preferring to talk in small groups rather 
than publicizing everything. While it's nice to be able to share with anyone, most conversations are better held 
among a smaller group of friends and contacts (Hutchinson, 2017). 

Interacting with the community, attracting new students, and keeping parents informed are all time-
consuming tasks, but social media methods can help educational institutions succeed. Marketing to new students, 
collaborating with student influencers, keeping current students engaged through Facebook groups where they can 
interact with one another, send out polls, and share content, and keeping parents informed through a blog that 
discusses teaching and learning with the goal of sharing knowledge with parents are just a few of the strategies (In, 
2019). Teachers can utilize or consider using social media in the classroom for the improvement of the class. 
Facebook, Twitter, and Instagram are just a few examples. Users can interact with one another and share stuff. 
Blogs, YouTube, digital schools, and even Google Drives are all examples of simple social networking sites. 
Students will be able to communicate more successfully in real time if they use social contact for educational goals 
(Brandt, 2018). 

H3a: Social Media Marketing Interaction has a significant and positive effects to customer value proposition in terms of 
functional value. 

H3b: Social Media Marketing Interaction has a significant and positive effects to customer value proposition in terms of 
emotional value. 

H3c: Social Media Marketing Interaction has a significant and positive effects to customer value proposition in terms of 
economic value. 

H3d: Social Media Marketing Interaction has a significant and positive effects to customer value proposition in terms of 
symbolic value. 
 

2.4. Influence of Social Media in Customer Decision 
 Social media influence is a marketing word that refers to one's power to influence others' thoughts. For 

corporations or other persons wanting to promote an idea or sell a product, influence increases (Rouse, 2019). 
Influence offers a multitude of advantages, but it is especially valuable in the business sector. Influence is a skill 
that takes time and effort to master (Demers, 2015). It is defined as the capacity or power to influence someone's 
views or behaviors, a person or item with such ability or power, power derived from status, contacts, or wealth, and 
the ability to cause physical change (Cohn, 2011). A person or thing that influences, according to dictionary.com, is 



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someone or something that has the power to influence a large number of people, such as through social media or 
traditional media. 

Various components, such as one's sentiment, judgment, or acts, reflected social influences. Social influences are 
primarily attracted to or influenced by people who are close to them. People who are close to students and have a 
social contact with them are also from universities. Families, teachers, friends, and peers all played a role in 
influencing enrollment decisions. It also implies that it is the result of graduate recommendations and teacher 
influence (Haron, Hamid, Jamaludin, & Azan, 2017). Furthermore, it is a broad phrase that refers to changes in 
behavior, feelings, or opinions as a result of people in one's external environment. Individuals seek acceptance, or 
evaluation, of their own beliefs, likes, and dislikes from outside reference groups, according to the principle of social 
comparison. Reference groups have two effects on behavior: they can affect a specific desire or define approbation 
while also building a frame of reference. Utilitarian influence, value-expressive impact, and informational influence 
are the three types of influence exerted by reference groups. These types of influence are related to social power 
(Krezel, J., & Krezel, Z. A, 2017). 

Consumers can seek out the opinions of other consumers regarding certain products by using online social 
networking. Consumers prefer peer evaluations over company promotions, showing a shift in persuasive power 
(Berthon et al., 2012). The future keys to success will be identifying methods to improve the user experience, 
addressing the information demands of customers, and assisting customers in being successful – a strategy known 
as customer advocacy (Constantinides & Fountain 2008). Consumers are actively using social media sites to 
validate buying decisions, according to Brindha and Parameswaran (2016). He went on to say that customers are 
quite picky, particularly when it comes to examining information before making a purchase. As a result, marketers 
must be aware of how social media influences consumer behavior. As a result, the scientists propose the following 
hypothesis: 

H4a: Social Media Marketing Influence has a significant and positive effects to customer value proposition in terms of 
functional value. 

H4b: Social Media Marketing Influence has a significant and positive effects to customer value proposition in terms of 
emotional value. 

H4c: Social Media Marketing Influence has a significant and positive effects to customer value proposition in terms of 
economic value. 

H4d: Social Media Marketing Influence has a significant and positive effects to customer value proposition in terms of 
symbolic value. 
 
The following research paradigm is depicted in Figure 1 based on the researchers' hypotheses. 
 

 
Figure 1. The constructed model. 

 

3. Research Method 
To ascertain the direct effects of social media marketing's exogenous variables (information accessibility, 

contents/campaigns, interaction, and influence) on the endogenous variables of customer value proposition 
(functional, economic, emotional, and symbolic values)., Partial Least Squares – Structural Equation Modeling 
(PLS-SEM) was used by the researchers. Structural Equation Modeling allows the researchers to the direct 
dependencies among various variables through a path analysis. Further, it is used to determine structural 
relationship with the use of factor analysis and multiple regression methods (Lacap, 2021). Due to the large number 
of students enrolled number in the private higher educational institution the researchers determine its sample 
respondents through the use of Cochran’s formula: 

𝑛0 =
𝑍2𝑝𝑞

𝑒2
 

𝑛 =
𝑛0

1 +  
𝑛0−1

𝑁

 

Where: 
n = sample proportions 
p = is the proportion of the population to which the query is assigned. 



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N = Universe 
e = margin of error at .05 
q = is 1 – p 

Computation: 

n0 =
(1.962(0.5)(0.5))

(0.05)2
= 385 

The provided sample size was 385 but the researchers able to gather 400 participants in the study. 
 

Table 1. Profile of the respondents. 

Social media platform used Frequency Percent Academic strand in senior high school Frequency Percent 

Facebook 244 61 General academic strand (GAS) 48 12 

Twitter 14 3.5 
Humanities and social sciences 
(HUMSS) 

24 6 

Instagram 10 2.5 
Sciences, technology, engineering, and 
mathematics (STEM) 

46 11.5 

YouTube 9 2.25 
Accountancy, business and management 
(ABM) 

248 62 

Facebook and Twitter 3 0.75 Technical-vocational-livelihood (TVL) 34 8.5 

Facebook and Instagram 2 0.5 Total 400 100 

Facebook and YouTube 21 5.25 Classification of basic education degree earned 

Facebook, Twitter, 
Instagram and YouTube 

59 14.75 High school (Old Curriculum) 26 6.5 

Facebook, twitter and 
Instagram 

5 1.25 Senior high school (New Curriculum) 372 93 

Facebook, Twitter and 
YouTube 

2 0.5 
Alternative learning system (ALS)/ 
philippine educational placement test 
(PEPT) 

2 0.5 

Facebook, Instagram and 
Youtube 

10 2.5 Total 400 100 

Twitter and Instagram 1 0.25 Sector of private college or university enrolled 

Facebook, Twitter, 
Instagram, Youtube and 
others 

16 4 Sectarian 103 25.75 

Others 4 1 Non-sectarian 297 74.25 

Total 400 100 Total 400 100 

Classification of high school graduated  

Public 149 37.25 
 Private 251 62.75 

Total 400 100 

  
Table 1 demonstrations the Frequency and Percentage of Respondents in terms of Social Media Platform 

Used. According to the survey result, 244 or 61% of total respondents are using Facebook solely for their social 
media activities; 3.50% are Twitter users followed by Instagram and YouTube with 2.50% and 2.25% respectively. 

Elaborating this, most of the respondents are using different social media networking sites and with active 
accounts simultaneously; 59 or 14.75% of the respondents are using 4 social media platforms (Facebook, Twitter, 
Instagram and YouTube) at the same time; 16 or 4% of the total respondents are using 5 or more social media 
platforms (Facebook, Twitter, Instagram, YouTube and others) actively. Most of the respondents were dominated 
by students graduated in a private high school with a frequency of 251 or 62.75%, while there are one 149 or 
37.25%. It also displays that most of the respondents are under Accountancy, Business and Management (ABM) 
strand has 248 or 62%; General Academic Strand (GAS) has 48 or 12% followed by Sciences, Technology, 
Engineering, and Mathematics (STEM) with 46 or 11.5%; 34 or 8.50% belongs to the Technical-Vocational-
Livelihood (TVL) strand and; fewer respondents are under the Humanities and Social Sciences (HUMSS) with 24 
or 6.0% participated to the survey.  Further, most of the respondents’ classification of basic education degree 
received are under the Senior high school (New Curriculum) which is composed of 372 or a total of 93% compared 
to the rest: High school (Old curriculum) has 26 or 6.50% and the smallest respondents’ group is in the 
“Alternative Learning System/Philippine Educational Placement Test (PEPT)” with 2 or 0.50%. Majority of the 
respondents are currently enrolled PHEIs’ sector are Non-sectarian with seventy-two hundred ninety-seven (297) 
or seventy-four-point twenty five percent (74.25%) and the Sectarian with one hundred three (103) or twenty-five-
point seventy five percent (25.75%). 

Parts 2 and 3 of the research instruments pertains to the assessment of the respondents on the social media 
marketing and customer value proposition. To answer the survey instrument, the researchers made use a five-point 
likert scales. To assess the social media marketing the 5-point likert scale were 5=Very Effective, 4=Effective, 
3=Somewhat Effective, 2=Less Effective, 1=Not Effective, while for the assessment of the perceived customer 
value proposition the 5-point likert scale were 5=Very Satisfied, 4=Satisfied, 3=Somewhat Satisfied, 2=Less 
Satisfied, 1=Not Satisfied. 
 
 
 
 
 
 
 



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Table 2. Indicator loading, AVE, and reliability measures. 

Constructs / Items Indicator loading VIF 
Constructs  
/ Item 

Indicator loading VIF 

Information Accessibility AVE= 0.544; CR= 0.856; CA=0.790 Functional Value 
AVE= 0.642; CR= 0.900; 
CA=0.861 

IA1 0.737 1.547 FV1 0.797 1.920 
IA2 0.772 1.649 FV2 0.819 2.040 
IA3 0.723 1.449 FV3 0.778 1.758 
IA4 0.733 1.476 FV4 0.812 1.965 
IA5 0.721 1.442 FV5 0.800 1.878 

Contents/ Campaign AVE= 0.687; CR= 0.916; CA=0.886 Emotional Value 
AVE= 0.643; CR= 0.900; 
CA=0.860 

C1 0.756 1.713 EMV1 0.801 1.876 
C2 0.858 2.46 EMV2 0.736 1.592 
C3 0.858 2.595 EMV3 0.830 2.193 
C4 0.835 2.330 EMV4 0.825 2.126 
C5 0.835 2.185 EMV5 0.813 1.955 

Interaction AVE= 0.682; CR= 0.915; CA=0.883 
Economical 
Value 

AVE= 0.713; CR= 0.925; 
CA=0.899 

INT1 0.821 2.267 ECV1 0.850 2.534 
INT2 0.830 2.343 ECV2 0.861 2.677 
INT3 0.802 2.034 ECV3 0.860 2.622 

INT4 0.864 2.482 ECV4 0.854 2.580 
INT5 0.811 2.073 ECV5 0.796 1.948 

Influence AVE= 0.700; CR= 0.921; CA=0.893 Symbolic Value 
AVE= 0.653; CR= 0.903; 
CA=0.866 

INF1 0.86 2.556 SV1 0.800 1.942 
INF2 0.830 2.314 SV2 0.733 1.656 
INF3 0.869 2.653 SV3 0.792 1.962 
INF4 0.834 2.298 SV4 0.843 2.322 
INF5 0.789 1.906 SV5 0.864 2.486 

 
Table 2 shows the indicator loading of the constructs / items in the survey instrument, and the AVE, 

composite, and Crobanch's alpha reliability tests, which was utilized to quantify the items' internal consistency. 
Convergent validity is a term to describe when the validity of constructs is being tested. It means that both the 
questionnaire designer and the respondents have the same understanding of the questions in the instrument (Kock, 
2017; Lacap, 2021). Convergent validity uses average variance extracted (AVE) to test its validity. If the value of 
the AVE is 0.70 it is said to be very good while 0.50 is acceptable (Kock, 2017). In the study, the AVE is ranging 
from 0.70 and higher which denotes a good validity of questions. The internal consistency of the latent 
variable's constructs was determined using composite reliability. Composite dependability, unlike Cronbach's alpha, 
uses indicator loading to evaluate internal consistency (Kock, 2017). Both reliability test coefficient must reflect 
0.70 values to reflect high consistency of the items (Fornell and Larcker, 1981; Lacap, 2021). The VIFs values 
allows the researcher to check whether there are multicollinearity exists with lateral and vertical collinearity. The 
values of VIFs must be less than or equal to 3.3 (Kock and Lynn, 2012).  
 

Table 3. AVE coefficients and correlation coefficients' square roots. 

  Information 
Content/ 
Campaign Interaction Influence Functional Emotional Economical Symbolic 

Information 0.738        

Content/ 
Campaign 

0.696 0.829       

Interaction 0.611 0.702 0.826      

Influence 0.675 0.746 0.706 0.837     

Functional 0.627 0.624 0.661 0.653 0.801    

Emotional 0.570 0.65 0.627 0.695 0.771 0.809   

Economical 0.581 0.616 0.612 0.684 0.790 0.807 0.844  

Symbolic 0.527 0.582 0.513 0.576 0.676 0.706 0.754 0.808 
Note:  Off-diagonal elements represent the relationship between constructs, while diagonal elements are the AVE’s square root of constructions. 

 
To assess the discriminant validity, the square roots of the average variance were extracted from the latent 

variables in Table 3. When it came to answering the questionnaire, discriminant validity was used to see if there 
were any respondents who were confused. It also determines whether any other variables are linked to any 
ambiguous statements. (Kock et al., 2017; Lacap, 2021). And per the Fornell-Larcker criterion, the AVE 
coefficient's square roots must be greater than the correlation value of the latent constructs. As shown in Table III, 
the square roots of AVE coefficients from various constructs in off-diagonal elements are greater than the value of 
other latent constructs. As a result, the study instrument is discriminantly valid. 
 

4. Results 
The following conclusions were reached after examining the data gathered. The researchers tested the direct 

effects of both variables. 
 



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Figure 2. The Path Coefficients of the PLS Model. 

 
Figure 2 illustrates the path Coefficients of the PLS model. It depicts that social media marketing relates to 

information accessibility (β=0.29; p=<0.01) is significantly and certainly affecting functional value of customer 

value proposition. Further, it is also noted a positive and significant effects to emotional value (β=0.12; p<0.01), 

economic value (β=0.19; p<0.01), and symbolic value (β=0.17; p<0.01). Moreover, Contents/Campaigns shows a 

significant and positive effects to functional value ((β=0.11; p=.012), emotional value (β=0.19; p<0.01), economic 

value (β=0.11; p=.016), and symbolic values (β=0.25; p<0.01). It is further depicting positive and significant effects 

of interaction with functional value (β=0.28; p<0.01), emotional value (β=0.16; p<0.01), and economic value 

(β=0.29; p<0.01), while it does not show positive and significant effects to symbolic value (β=0.04; p<0.01). Lastly, 

influence shows a significant and positive effects to functional value (β=0.21; p<0.01), emotional value (β=0.41; 

p<0.01), economic value (β=0.40; p<0.01), and symbolic value (β=0.33; p<0.01). 
The data support the theories H1a, H1b, H1c, H1d, H2a, H2b, H2c, H2d, H3a, H3b, H3c, H4a, H4b, H4c, and 

H4d. H3c, were not supported. Based on the route model of the PLS depicts that four exogenous variables of social 
media marketing can predict customer value proposition in terms of functional value of at least 61%, emotional 
value of at least 62%, economic value of 60%, and symbolic value of at least 49%. 

 
Table 4. The PLS model's direct effect. 

Direct effects β SE p-value  
H1a. Inform -> Functional 0.295 0.048 <0.001 0.200 
H1b. Inform -> Emotional 0.116 0.049 0.009 0.072 
H1c. Inform -> Economical 0.194 0.049 <0.001 0.124 
H1d. Inform -> Symbolic 0.170 0.049 <0.001 0.098 
H2a. Content -> Functional 0.112 0.049 0.012 0.074 
H2b. Content -> Emotional 0.192 0.049 <0.001 0.132 
H2c. Content -> Economical 0.106 0.049 0.016 0.070 
H2d. Content -> Symbolic 0.250 0.048 <0.001 0.157 
H3a. Interaction -> Functional 0.285 0.048 <0.001 0.194 
H3b. Interaction -> Emotional 0.163 0.049 <0.001 0.106 
H3c. Interaction -> Economical 0.181 0.049 <0.001 0.116 
H3d. Interaction -> Symbolic 0.048 0.050 0.165 0.026 
H4a. Influence -> Functional 0.213 0.049 <0.001 0.145 
H4b. Influence -> Emotional 0.415 0.047 <0.001 0.308 
H4c. Influence -> Economical 0.400 0.047 <0.001 0.291 

H4d. Influence -> Symbolic 0.329 0.048 <0.001 0.210 
Note:  f2 is the Cohen’s (1988) effect size: 0.02 = small, 0.15 = medium, 0.35 = large; SE = standard error; β = standardized path 

coefficient. 

 
Table 4 shows the direct effects of the PLS Model. The findings suggested, eleven hypotheses were established. 

H1a (β=0.295; p=<0.001, SE=0.048, 𝑓2 =0.200), H1b (β=0.116; p=0.009, SE=0.049, 𝑓2 =0.072), H1c (β=0.194; 

p=<0.01, SE=0.049, 𝑓2 =0.124), H1d (β=0.170; p=<0.01, SE=0.49, 𝑓2 =0.098), H2a (β=0.112; p=0.012, SE=0.49, 

𝑓2 =0.074), H2b (β=0.192; p=<0.01, SE=0.49, 𝑓2 =0.132), H2c (β=0.106; p=<0.016, SE=0.49, 𝑓2 =0.070), H2d 

(β=0.250; p=<0.01, SE=0.48, 𝑓2 =0.157), H3a (β=0.285; p=<0.01, SE=0.48, 𝑓2 =0.194), H3b (β=0.163; p=<0.01, 

SE=0.049, 𝑓2 =0.106), H3c (β=0.181; p=<0.01, SE=0.49, 𝑓2 =0.116), H4a (β=0.213; p=<0.01, SE=0.49, 𝑓2 =0.145), 

H4b (β=0.415; p=<0.01, SE=0.47, 𝑓2 =0.308), H4c (β=0.400; p=<0.01, SE=0.47, 𝑓2 =0.291), H4d (β=0.329; 

p=<0.01, SE=0.48, 𝑓2 =0.210).  The eleven hypotheses have small to medium impact sizes, according to Cohen's 
effect size. 
 

 
 



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Table 5. Model fit and quality. 

Index Coefficient 

APC 0.217, P=<0.001 
ARS 0.581, P=<0.001 
AARS 0.577, P=<0.001 
AVIF 2.427, suitable if <= 5, ideally <= 3.3 
AFVIF 3.175, suitable if <= 5, ideally <= 3.3 
Tenenhaus GoF 0.618, small >= 0.1, medium >= 0.25, large >= 0.36 

Note: APC stands for "Average Path Coefficient." AARS stands for Average Adjusted R-Squared, AVIF stands 
for Average Block Variance Inflation Factor, and AFVIF stands for Average Full Collinearity VIF. 

 
The model fit and quality metrics are shown in Table 5. APC = 0.217 (p=0.002), ARS =0.581 (p < .001), and 

AARS = 0.577 (p < 0.01) are depicted. As argued by Kock (2011), to achieve a decent quality fit, APC, ARS, and 
AARS p-values must be less than 0.05. The AVIF and AFVIF scores were 2.427 and 3.175, respectively, which 
were lower than the ideal suitable score of 3.3. It means no overriding latent variables found in the model. As a 
result, the model predicts latent variables in a more complete and explanatory manner Lacap (2021). Further, 
Tenenhaus Good of Fit (GoF) valued at 0.618, which indicates that it has more explanatory power because it is 
higher than the criterion of 0.36. 
 

5. Discussion 
According to the results of this study, information accessibility and content/campaigns have a positive and 

significant impact on four elements of the consumer value proposition. According to Vrontis, D., El Nemar, S., 
Ouwaida, A., & Shams, S. M. R. (2018) and Hu, T., Kettinger, W. J., & Poston, R. S. (2015), relational and 
informational benefits represent the functionality which users derive from providing and receiving content for 
social purposes via the maintenance and nurturing of existing systems, and also collaborative learning regarding 
individuals and actions in existing or new networks. Furthermore, traditional methods of information 
dissemination must be supplemented with the usage of social media, as technological innovation has been shown to 
be critical in attracting students to attend university. 

On the other hand, interaction has a positive and significant influence on the three dimensions of the customer 
value proposition, as demonstrated by Goh, K.-Y., Heng, C.-S., and Lin, Z. (2013), who discovered several 
noteworthy findings regarding the use of social media brand community contents on consumer purchase behavior. 
For starters, there is actual proof that participating in a social media brand community increases consumer 
purchases significantly. Second, an in-depth assessment of community contents (both user and marketer contents) 
confirms that brand community contents influence customer purchasing behavior via embedded information and 
persuasion. The study also discovered that the influence has something to do with customer value proposition, 
since it affects the four aspects of CPV significantly and favorably. According to Berthon et al., (2012) consumers 
can seek out other consumers' opinions on certain products. Consumers were shown to appreciate their peer group' 
viewpoints more than enterprises' promotional offers, implying a shift in the determinant of positive influence. 
Laroche et al. (2012) assert that social media adversely affected consumer preferences from information exchange 
to post-purchase actions such as discontentment statements of attitude. As can be seen, social media marketing 
became affluent on how the customer perceived value to some services offered by the Private Higher Educational 
Institutions (PHEIs). Due to the growing numbers of PHEIs, the competition is getting tougher. As a result, the 
researchers recommends that PHEIs must further utilized social media marketing to increase its social media 
presence to further attracts customers. 
 

6. Conclusion 
The researchers found out that social media marketing, in terms of characteristics such information 

accessibility, contents/campaigns, engagement, and influence, had a favorable and significant impact on how 
customers evaluated value, notably functional, emotional, economic, and symbolic aspects. This means that Social 
Media Marketing Administrator is highly encouraged to create a social media marketing plan including to have the 
concreate strategy in positioning their social media accounts to attract new and potential enrollees. Further, it is 
highly encouraged the PHEIs should have a Quality Assurance that can filter and monitor contents prior to the 
implementation to social media accounts. This is to maintain the integrity and credibility of the academic 
institution despite using a more colloquial terminologies and languages. 
 

Acknowledgements: 
The researchers would like to extent its gratitude to those who took part on this paper. Also, would like to extent 
its thanks to Polytechnic University of the Philippine who supported for the completion of this paper. 
 

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