Consumer Perceptions of Social Enterprises PDF

ST. SCHOLASTICA’S COLLEGE Consumer Perceptions of Social Enterprises: Basis for Creating Innovative Marketing Strategies Thesis Paper Presented to the Faculty of Business Department, School of Business and Accountancy St. Scholastica’s College Manila In partial fulfillment of the course requirements for the degree Bachelor of Science in Business Administration Major in Marketing Management Abaya, Julianna Shermae B. Collado, Fionna X’elia December 2024 1 ST. SCHOLASTICA’S COLLEGE Acknowledgement First and foremost, we would like to thank God Almighty for giving us the strength, knowledge, and opportunity to undertake this research study and complete it satisfactorily. Without His blessings and guidance, this research would not have been successful and possible. This research study allowed us to realize the importance and true sense of “community.” For if it had not been for several people from the institution and other important people in our life, we would not have completed this research study. Our utmost gratitude to Ms. Evangeline Dominguez, for her help and guidance throughout the course of this research. Her expertise in the field gave us a different perspective and take on our topic. We would also like to extend our heartfelt thanks to the support of our Chairperson, Sir Christian Dino Dinoso, for always checking on us. To our friends Aldrick, Donna, Ate Camille, Citi, and Ck—thank you and God bless. Thank you also to our statistician, Sir Josh Cunanan, for his never-ending support and guidance. To our section, MM4A, who have always been a major source of support and enlightenment at times when we were discouraged and confused. Thank you for always being there and ready to help. Last but not least, we would like to acknowledge and dedicate this work to our family. They have always shown confidence and support from start to finish. Their emotional support and financial assistance throughout this study were greatly appreciated. 2 ST. SCHOLASTICA’S COLLEGE Abstract This paper delves into consumer perceptions about social enterprises in the Philippines, which will serve as a basis for innovative marketing strategies. Social enterprises operate on the premise of achieving financial sustainability amidst societal and environmental challenges, but they often face problems such as consumer awareness, branding, and balancing their social mission with profitability. A quantitative survey of 100 respondents in Manila was made to evaluate how branding strategies, emotional appeals, marketing channels, and promotional efforts affect the perception and purchase of a consumer. On average, results indicate that clearly stated communication of the mission and values of the social enterprise can increase trust and engagement among consumers. Branding strategies that reflect ethical practice and mission received good scores because they enhance the credibility of these, which also meet the preference of the respondents. The emotional appeals in the marketing involved empathy and optimism, which were proven to increase engagement and loyalty. Social media was the most impactful channel, followed by events and word-of-mouth, and this is the reason for integrated communication strategies. The promotions that tied with social causes and environmental initiatives further improved the positive perception of consumers. The study concludes that the social enterprises can really get the most impact in line with consumer expectations to bring purpose and profitability in order. These insights, in turn, pave a road map for social enterprises to innovate in their marketing approach by developing sustainable consumer engagement and advancing their missions. 3 ST. SCHOLASTICA’S COLLEGE TABLE OF CONTENTS Abstract....................................................................................................................................................................3 TABLE OF CONTENTS........................................................................................................................................... 4 CHAPTER I...............................................................................................................................................................5 Introduction and Background....................................................................................................................................... 5 Theoretical Framework................................................................................................................................................... 7 Conceptual Framework....................................................................................................................................................8 Statement of the Problem.............................................................................................................................................10 Hypotheses:........................................................................................................................................................................ 11 Significance and Importance of the Study.............................................................................................................11 Definition of Terms..........................................................................................................................................................13 CHAPTER II...........................................................................................................................................................15 Review of Related Literature and Studies..................................................................................................15 Synthesis:.............................................................................................................................................................................26 CHAPTER III......................................................................................................................................................... 28 Research Design and Methodology.......................................................................................................................... 28 Method of Research.........................................................................................................................................................28 Data Identification...........................................................................................................................................................28 Data Sourcing.....................................................................................................................................................................29 Data Analysis......................................................................................................................................................................29 CHAPTER IV..........................................................................................................................................................31 CHAPTER V........................................................................................................................................................... 49 Summary of Findings, Concussions, and Recommendations.............................................................. 49 Bibliography........................................................................................................................................................ 63 APPENDICES.........................................................................................................................................................66 Appendix A: Letter to Conduct Study...................................................................................................................... 66 Appendix B: Consent Form.......................................................................................................................................... 67 Appendix C: Questionnaire.......................................................................................................................................... 67 Appendix D: Endorsement...........................................................................................................................................82 Appendix E: IREC Form................................................................................................................................................. 84 Appendix F: Signed Questionnaire Validation Form.........................................................................................94 Appendix G: Curriculum Vitae....................................................................................................................................95 Appendix H: Grammarly Report............................................................................................................................. 100 4 ST. SCHOLASTICA’S COLLEGE CHAPTER I Introduction and Background Social enterprises have been around for many centuries and gained significant recognition in Western economies during the 1970s (Poon, 2011). According to Ballesteros and Gilberto (2017), social enterprises have become more popular internationally because of their effectiveness in promoting inclusive and sustainable growth. Compared to other businesses, they focus on community well-being and human development and address social challenges. Here in the Philippines, the current policies need to support the growth of social enterprises adequately. To better support their development, the government should offer incentives for mixed financing, enhance access to grants and international aid, and acknowledge the longer incubation periods that social enterprises typically require. Competing with traditional businesses can be tough, especially when it comes to understanding and reaching a diverse target audience. Many social enterprises in the Philippines face different problems and need to have an innovative marketing strategy in order for them to achieve their mission, such as Gawad Kalinga. It is a Philippine-based movement that began in 2003 and aimed at creating jobs and uplifting communities, focusing on empowering individuals through giving education to enhance their skills in entrepreneurship, according to their website. Gawad Kalinga's Executive Director, Dan Bercasio, emphasizes that "walang iwanan" (leave no one behind) represents their commitment to the underprivileged. This principle serves as a testament to patriotism inspired by faith and reflects an expression of faith strengthened by patriotism. He believes that Insha'allah (God willing), poverty will be eradicated within their lifetime. As a result, their extensive network of partners and on-ground volunteers enables them to offer support precisely where and when it is most needed. While their purpose is to give job opportunities and help communities, they face the challenge of achieving profitability, which is very important in achieving their goal. They are still continuously assessing its business models to find the right balance between social goals and financial viability. Another social enterprise in the Philippines is Bambike. Based on their website, Bambike is a socio-ecological enterprise in the Philippines that was started in 2012 by Bam Gonzales. They craft handmade bamboo bicycles using fair-trade labor and sustainable building practices. Their workers craft them called "Bambuilders" from Gawad Kalinga. They also provide scholarship programs, sponsor preschool teachers, do weekly feeding programs for children, and have bamboo nurseries 5 ST. SCHOLASTICA’S COLLEGE for reforestation. Bambike supports humans and the environment, portraying a social and environmental consciousness. However, the major weakness is that consumers prefer purchasing traditional bikes because of the familiarity and trust associated with this product. Famous brands gain customer trust through their history in the market (Keller, 2001). In addition, traditional bike companies normally have extensive marketing budgets, which would enable them to spend on several campaigns that increase consumer awareness. According to Kotler and Keller (2016), strong marketing efforts play a key in shaping consumer preferences. Bambikes can be purchased on their official website, their physical stores in Makati, Online marketplaces like Lazada and Shopee, and from Local retailers. Another social enterprise here in the Philippines is Messy Bessy. It is a social enterprise that produces all-natural cleaning products. Krie Lopez, the founder of Messy Bessy, started in 2007, is committed to both environmental sustainability and social responsibility, empowering sexually abused girls by providing them with education. According to their website, they have successfully supported 132 young adults, provided SGD 15,000 in scholarships, and assisted 50 college scholars. In 2012, Messy Bessy partnered with Manila Business College to further its education initiative. In 2016, the company extended the great impact it had already achieved with the spin-off non-profit organization called HOUSE. Their products can be purchased on their official website, online marketplaces like Lazada and Shopee, physical stores, and community events and bazaars. Even though they achieved their goals, they need help to raise awareness about their unique value proposition, such as their eco-friendly and socially responsible products. They also need help to compete for attention in a busy digital landscape. Social enterprises in the Philippines often require support to raise awareness, lack much-needed resources, and face difficulty in balancing profit with their purpose. It is within these parameters that the researchers conducted this study on Consumer Perceptions of Social Enterprises: Basis for Creating Innovative Marketing Strategies. 6 ST. SCHOLASTICA’S COLLEGE Objectives of the study Specifically, it has the following objectives: 1. To identify the demographic characteristics of respondents such as age and highest educational attainment. 2. To determine the influence of branding strategies that social enterprises use on consumer perception. 3. To examine how consumer awareness of a social enterprise's social mission impacts their level of engagement and purchasing behavior. 4. To investigate how emotional appeals in marketing affect respondents' engagement and purchasing decisions from social enterprises. 5. To identify which marketing channels are most effective in shaping positive consumer perceptions of social enterprises. 6. To assess which marketing promotions are most effective in fostering positive consumer perceptions of social enterprises. 7. To analyze the study findings and identify innovative marketing strategies that can be employed by social enterprises. Theoretical Framework Figure 2. Theoretical framework to study the Consumer Perceptions of Social Enterprises: Basis for Creating Innovative Marketing Strategies. The Perception Process model by Nnamdi O. Madichie This model outlines a sequential approach to how individuals perceive and interact with social enterprises, encompassing several key stages. Exposure - refers to the first time people come across social enterprises. This can happen through different avenues, such as social media, recommendations from friends, or attending community 7 ST. SCHOLASTICA’S COLLEGE events. This initial awareness is important because it lays the groundwork for deeper involvement later on. Attention - This stage would entice people when they first look at or think about social enterprise. This could include the vision and mission of the organization, which often highlights its social impact, community involvement, or its take on the environment. The stand-out features are crucial, as they influence whether people want to learn more or support the enterprise. Interpretation - This stage looks at how people understand the role of social enterprises compared to regular businesses. It is important because it allows consumers to understand the unique advantages that social enterprises offer, such as their dedication to ethical practices, social responsibility, and community engagement. Using Madichie's perception process model, researchers and professionals can better understand the stages of how consumers perceive social enterprises. Studying how exposure, attention, and interpretation influence public perception can help social enterprises come up with useful marketing strategies that attract and keep customers. These stages can, therefore increase the visibility and branding of social enterprises to meet their targets more sustainably. Conceptual Framework Figure 3. Conceptual Framework 8 ST. SCHOLASTICA’S COLLEGE Respondents Demographic Profile: Age: Age is categorized into generations to determine how young people and older generations understand and recognize social enterprises. For instance, younger consumers prioritize sustainability, while older generations tend to be more practical and traditional. Knowing the age demographic makes evolving appropriate communication and marketing approaches easier. Highest Educational Attainment: Educational levels influence how well consumers understand the goals and impact of social enterprises. Highly educated generations are more likely to value social and environmental advocacy. Branding Strategies: Branding strategies show the aspect of how social enterprises communicate their values and create a memorable and appealing image for the consumers. Consumer Awareness: Consumer awareness measures the degree of public understanding with social enterprises and their mission. This will establish if higher efforts are required to enhance public awareness. Emotional Appeal: Emotional appeal connects consumers to the brand, inspiring stories, and impact campaigns to connect customers emotionally. People tend to be more inspired and motivated to support social causes. Marketing Channels: With marketing channels, social enterprises reach out to their audience, whether through social media, events, or traditional advertisement. The message will always go to the right people through the right channel. 9 ST. SCHOLASTICA’S COLLEGE Marketing Promotions: Deals with the programs, such as discounts or other promos, that promote people to embrace the business or enterprise. Promotions create and attract attention and provide customers loyalty. Descriptive Research Method: The descriptive research method describes consumer demographics, perceptions, and preferences. It relies on patterns and behavior to correlate input variables to the desired outcomes. Being based on real-life facts, this method ensures insights acquired through its application to be relevant, workable, and useful for actual cases. Innovative in Marketing Strategies: Innovative in Marketing Strategies involves creating new and data-driven solutions to improve consumer demands and preferences satisfaction. Approaches include targeted campaigns, highlighting enterprises' social impacts. The Innovative in Marketing Strategies will enhance the consumer perception and trigger or activate people's engagement with social enterprises. Sustainable Consumer Engagement: Sustainable consumer engagement unites consumers in the long term by creating effective communication over repeated meaningful contacts. Rewards like environmentally friendly items and community partnership encourages loyalty in social enterprise. Statement of the Problem This study is being conducted to examine Consumer Perceptions of Social Enterprises for our Basis in Creating Innovative Marketing Strategies. With that in mind, this study would like to answer the following questions: 1. What is the demographic profile of the respondents in terms of age and highest educational attainment? 2. How do branding strategies of social enterprises influence consumer perceptions? 3. How does consumer awareness of a social enterprise's social mission influence their level of engagement and purchase? 4. In what ways do emotional appeals in marketing affect the respondent's level of engagement and purchase from social enterprises? 10 ST. SCHOLASTICA’S COLLEGE 5. Which marketing channels are most effective in shaping positive consumer perceptions of social enterprises? 6. Which marketing promotions are most effective in shaping positive consumer perceptions of social enterprises? 7. Based on the findings of the study, what innovative marketing strategies can be used by social enterprises? Hypotheses: Ho1: Branding strategies of social enterprises do not influence consumer perceptions. Ha1: Branding strategies of social enterprises influence consumer perceptions. Ho2: Consumer awareness of a social enterprise's social mission does not influence their level of engagement and purchase. Ha2: Consumer awareness of a social enterprise's social mission influences their level of engagement and purchase. Ho3: Emotional appeals in marketing do not affect the respondent's level of engagement and purchase from social enterprises. Ha3: Emotional appeals in marketing affect the respondent's level of engagement and purchase from social enterprises. Significance and Importance of the Study The outcome of the study will yield significant advantages for the following: Social Enterprises The findings of study will help social enterprises understand how to enhance consumer understanding, emotional connections, and community engagement, ultimately making their brand more recognizable, gaining consumer loyalty, and achieving their mission, among other benefits. 11 ST. SCHOLASTICA’S COLLEGE Marketers and Advertisers This study will help marketers and advertisers develop innovative campaigns that resonate with consumers and leverage insights on social impact. The marketing agency LYFE Marketing would enable them to craft more targeted, authentic campaigns that resonate with ethically-minded consumers, enhancing brand positioning and engagement for their clients in the social impact space. Other Businesses/Companies This will encourage other businesses/companies to run their campaigns regarding their business models, focusing on solving the problems in society, and make people understand that social responsibility is an important aspect in today's world. Big companies like Apple, Coca-Cola, or McDonald's are powerful examples of how corporate social responsibility (CSR) can be leveraged not only to improve brand image but also make a tangible impact on communities and the environment. Aspiring Social Entrepreneur The study will give aspiring social entrepreneurs a deeper understanding of consumer perceptions and preferences toward social enterprises. This would help them tailor their products, messaging, and marketing strategies to align with what consumers value, while also building trust and loyalty for their enterprise. Future researchers. The result of the study will provide enough information on effective strategies to implement in social enterprises. This will also help them realize that doing innovative marketing strategy will help companies improve brand awareness and can attract new customers, gain loyalty from customers and help companies achieve its mission in helping the society. Scope and Limitation of the Study: The study focuses on determining the consumer perceptions of social enterprise, which can be utilized to design innovative marketing strategies. While pricing can significantly influence consumer perceptions and purchasing decisions, this research will not include it as a variable and concentrate solely on the basis of other factors that include consumer perception, social enterprise, 12 ST. SCHOLASTICA’S COLLEGE innovative marketing strategy, consumer awareness, emotional appeals, marketing promotions, and consumer buying behavior. The main target population of this research study will be the consumers aged between 18 and above and residing in the Manila area. The sample size of this research study is only 100 respondents. Definition of Terms In this section, key terms used in the study are defined either operationally or conceptually to provide clarity and understanding. The defined terms include: 1. Consumer perception: This refers to how consumers interpret and form opinions about a social enterprise based on their personal experiences, interactions, and the information they receive. It encompasses the thoughts, feelings, and attitude consumers hold towards the enterprise, shaping their overall impression and likelihood to support it. 2. Social enterprises: These organizations or businesses that aim to address social or environmental challenges while also being financially sustainable. They operate with the dual purpose of creating positive social impact and generating profit, blending business strategies with a mission to improve society or the environment. 3. Innovative marketing strategy: This involves the use of creative, forward-thinking approaches to promote products or services, allowing social enterprises to stand out in the market. It includes strategies that may incorporate new technologie, unique messaging, or different methods of engaging with consumers, with the goal of aligning the social mission with consumer interest and market trends. 4. Consumer awareness: This is about how well people know and understand a social enterprise, including what it does and the products or services it offers. If consumer awareness is high, people recognize 13 ST. SCHOLASTICA’S COLLEGE the business and its benefits; if it's low, the enterprise may need more exposure and education. 5. Emotional appeals: These are marketing techniques that focus on making people feel certain emotions, like empathy, happiness, or concern. Social enterprises use emotional appeals to show the good their products or services do, encouraging people to care and support their mission. 6. Marketing promotions: These are short term activities or campaigns that aim to get people interested in a product, boost sales, or increase awareness. These can include discounts, special offers, limited-time deals, or collaborations designed to attract attention and encourage consumers to engage with the social enterprise. 14 ST. SCHOLASTICA’S COLLEGE CHAPTER II Review of Related Literature and Studies Consumer Perception According to Keller, (2003) Consumer perceptions are at the heart of the brand equity process, influencing how consumers interpret marketing communications and ultimately their purchasing behavior. Perceptions are formed through individual experiences, beliefs, and interactions. This understanding highlights the importance of marketing communications in shaping how consumers view social enterprises, prompting an exploration of how these entities convey their values and impact. Additionally, factors such as personal experiences, social influences, and cultural contexts play a crucial role in shaping consumer attitudes, which can inform how social enterprises tailor their marketing strategies. Consumer perception functions as a filter that influences the interpretation of marketing messages and their resonance with consumers (Solomon, 1996). When consumers hold positive perceptions of a brand, they are more likely to respond favorably to its marketing efforts; conversely, negative perceptions can lead to message rejection. Brands and marketers must hence make their messages relevant to the values and beliefs of their target markets using the insights acquired from comprehensive market research. Besides individual factors, external influences also determine consumer perceptions in terms of cultural context and social dynamics. Marketing messages therefore have to be clear and positively perceived by consumers. The other reason for social enterprises is the dynamic consumer perception that necessitates constant alterations in their marketing approach. As society's standards and values keep on changing so do the messages organizations have. When an organization sends a truthful message, chances are consumers will trust such an organization and remain loyal to it. In due course of time, this ensures a positive perception. Listening to the consumers and culture keeps social enterprises better positioned for target markets. In essence, the effect of marketing communications depends on an understanding and influence on consumer perception. Such an understanding adds to brand equity and makes it possible for social enterprises to achieve their missions. 15 ST. SCHOLASTICA’S COLLEGE Social enterprises: The agricultural social enterprises in the Philippines also significantly contribute to alleviating poverty by supporting marginalized communities and promoting self-reliance" (Hansen, 2012). They are more specialized enterprises that deal with fair trade, organic, and more. Not only is environmental sustainability a big part of it, but it also emphasizes the livelihood of the small farmer. Even with land reform, the recipients still need to work because they need more capital, any management who knows how, and any markets. Dacanay (2005) emphasizes that social enterprises can open opportunities for the poor by involving them in the value chain. This translates to agricultural social enterprises in the Philippines as making small-scale farming profitable by taking advantage of the potential markets for organic and fair trade products. These markets provide these enterprises with consumers who are concerned about ethical practices or cleanliness, enabling them to compete in the global market while still growing a social enterprise. Emerson (2003) provides a more comprehensive perspective by encompassing profit-making along with the social mission, and defines social enterprises together with the idea of social entrepreneurships as organizations which are doing business with a focus on profitability throughout their ventures. Yet this balance is challenging since they need to compete in the marketplace but remain true to their mission. The power of the enterprises, he contends, is their capacity to address some societal problem with a business model that integrates social and environmental objectives into its central strategy. Serrano (2012) highlights this problem in the Philippine context, wherein agricultural social enterprises are unable to tap into global niche markets because of weak infrastructure and insufficient funding, coupled with stiff competition from big agribusinesses. But they can place themselves beyond the line by participating in fair trade agreements and directing on keratin goods. Hansen (2012) also writes about the historical problems of Philippine agriculture like hacienda systems and unfinished land reforms that have contributed to small farmer poverty. Through collateralizing farmers, aggregating resources and providing training to increase productivity and access to market a social enterprise can address these challenges. In targeting niche markets, agricultural SEs reduce poverty and promote sustainability—two global issues in food security and environmental sustainability. 16 ST. SCHOLASTICA’S COLLEGE In addition to Gawad Kalinga, Bambike and Messy Bessy, several other social enterprises in the Philippines include: Plush and Play. It was founded by Fabien Courteille in 2013. Plush and Play is a toy maker focused on safety and social impact. They create safe toys while providing jobs and skills for underprivileged women and advocate for children's rights. ANTHILL Fabric Gallery (Alternative Nest and Trading Hub for Ingenious Little Livelihood Seekers) was founded by Annie Tan Lim in 2010. It promotes Filipino culture through high-quality textiles. They support rural communities by preserving traditional weaving and ensuring fair wages for artisans. Taclob was founded by Jourdan Sebastian in 2013. It creates utilitarian backpacks from upcycled materials made by survivors of Typhoon Yolanda. For each backpack sold, they donate a school supply-filled floating backpack to a child affected by the typhoon. Theo & Philo was founded by Philo chua in 2010. It crafts chocolate using local cacao and sugar, benefiting farmers. They employ skilled workers in a small factory to ensure quality chocolate. Bayani Brew was founded by Ron Dizon, Shanon Khadka, and Xilca Alvarez-Protacio in 2012. It creates all-natural iced tea using local ingredients from the Philippines. They employ mothers in Bulacan, promoting sustainable living and supporting local communities while celebrating Filipino flavors like lemongrass and pandan. Kawil Tours was co-founded by Jun Tibi in 2011. It provides a unique travel experience in Culion, a former leper colony, focusing on eco-friendly activities like historical tours and community engagement. Visitors can enjoy nature while participating in projects like mangrove planting, helping to revitalize the area and support local residents. The Paper Project was founded by Benjamin Aritao in 1999. It provides employment for women escaping prostitution by making eco-friendly paper crafts. They also offer training in self-esteem and financial literacy. Loudbasstard was launched in 2013 and founded by Koh Martinez Onozawa. It produces stylish, electricity-free sound amplifiers from bamboo and rattan. They support local artisans and provide musical instruments to underprivileged children. Innovative Marketing Strategy: According to Haghighinasab et al., 2013, Organizations and companies have realized that innovative marketing strategies are really effective when aiming for growth, improvement and sustainability. By using unique and effective marketing strategies, organizations can help improve their reputation and ratings which can result to attracting and retaining customers. 17 ST. SCHOLASTICA’S COLLEGE Being innovative helps businesses overcome obstacles such as lack of brand awareness, lack of resources, unstable financial situation and improve their overall performance by being unique compared to other businesses (Thornhill 2006). Furthermore, market orientation and entrepreneurial orientation positively influence a firm’s innovativeness through a learning orientation (Rhee et al., 2010). Therefore, business performance depends on the innovativeness of the business. Effective marketing is crucial in business performance, while innovation helps shape the overall business strategy. Innovation is an effective marketing strategy for gaining competitive advantage which will result in improved performance. According to Klomp and Van Leewuwen (2001), Innovation positively affects business performance, but strong overall performance also has a reinforcing effect on innovative activities. When a business performs well, it can manifest to even more innovative strategies. Innovative ventures that innovate either in product or in technology have high cash generation. Overall, it serves a known target market that can command a position more than other competitors selling them in the market. Whereas exploiting old strategy or customary form of marketing may be satisfactory only at best for its users as consumers become willing to settle for anything modern rather than familiarity (Wiklund & Shepherd, 2003). It just shows the trend about which consumers tend to, that business should innovate, which they ought to introduce innovation to their mode of marketing. Overall, companies that have innovative marketing strategies- especially those which reflect products and campaigns- would offer huge competitive advantages. Besides staying ahead of the curve, businesses would adapt constantly while maintaining their marketing practices; such businesses can both become noticed and reach more customers and most importantly, gain success in the long run. The capacity to innovate and implement new marketing strategies is not only helpful but necessary in the rapidly changing business landscape for long-term growth and survival in the marketplace. Innovation in the company allows it not only to respond to what the consumer wants today but also to predict what will be in demand tomorrow and to be ahead of their game. Consumer Awareness: According to Buerke et al. (2016) argue that consumers' consciousness is broadly influencing responsible consumer conduct particularly for the dimension of sustainability. The study asserts that both consumer consciousness and value orientation based on sustainability are 18 ST. SCHOLASTICA’S COLLEGE strongly affecting the dimensions of responsible consumption practices. The study explains that the responsible consumer conduct is being conceptually divided into two key elements as encompassing societal responsibilities such as a positive contribution to the community and individual responsibilities focusing on personal well-being. The results suggest that increased consumer awareness inspires people to participate in responsible consumption and also mediates between the sustainability-oriented values of customers and actual consumption behaviors. This facet underlines the importance of organizations using effective and efficient communication strategies to enhance consumer awareness, resulting in more sustainable purchasing decisions. Based on the integration of these understandings, it is evident that consumer awareness must be built upon as a basis for boosting effective consumer behavior and developing an environment where the market advocates and celebrates sustainability. However, this remains the challenge complicated because it encompasses many elements that firms need to work through. Consumer awareness is very fundamental in building effective consumer behavior, which refers to an individual's ability to have more informed choices and take appropriate actions at a given stage of market transaction. According to Ishak and Zabil (2012) reveals the relationship between consumer awareness and effective consumer behavior. The study covered Malaysian consumers. It was established that individuals who had knowledge regarding their rights were, indeed, better placed to fight sellers from being exploited. It also established that awareness among consumers is necessary for effective consumer behavior. Uninformed consumers are confused and unable to protect their rights, which increases their vulnerability to exploitation from unscrupulous operators in the market. According to Ishak and Zabil (2012), ignorance coupled with a lack of information on the legislation that protects consumers and the procedures for lodging complaints weakens the capacity of consumers to challenge unfair trade practices. The problem is acute in developing countries with nascent mechanisms for consumer protection, such as Malaysia. However, it must be mentioned that awareness among consumers might be a great enabler, as it would better equip people to deal with the marketplace. Moreover, the study analyzed certain demographic factors such as gender, location and education and found major gaps in the area of awareness. Interestingly, it was found here that urban dwellers are lesser aware compared to their less urbanized friends; this strongly 19 ST. SCHOLASTICA’S COLLEGE debunks the general sentiment that it is more knowledgeable to dwell in the city. Although this research is replicable with Azrina et al. (2011) and Sakina et al. (2012), it does indicate a greater need for education towards better consumers and especially to be vigilant in their participation of consumer protection initiatives. The protection of rights of consumers can considerably rely on a combined effort by the government, the private sector, and consumers themselves. However, the system would not protect consumers against market exploitation without that participation. Effective consumer behavior would thus require knowledge about consumers among themselves and the other stakeholders. As suggested by Ishak and Zambil in 2012, consumers who have knowledge of their rights are far better placed to exercise the marketplace with confidence. This explains why consumer education is imperative in allowing consumers to take up their rights and to resist the machinations of the market. Emotional appeals According to Yilmaz and Ozturk (2013), One of the effective methods for raising awareness about social campaigns is Advertising. Advertisements that use social dimensions represent the initial communication efforts aimed at informing the society about different social issues and with that it changes the beliefs and attitude of the public. Most non-governmental organizations in Turkey have related their organizational goals with activities that would draw attention to the public, with that it contributed to potential solutions for different social issues. According to Belch & Belch (1995) Appeals as a strategy used in attracting attention or affecting emotions of consumers about certain products, campaigns, events or services. According to Davies (1993), Wells, Burnet & Moriarty (2000), Lane & Russell (2005) and Moriarty (1991), appeals that are used in marketing are a strategy used to attract consumers. It has two major components: rational appeals and emotional appeals. Rational appeals talk about the product or service, while emotional appeals focus on the emotions or feelings of the target market (Broach & Manrai, 1992). According to Beetinghaus & Cody (1987), appeals aim to target specific feelings to the audience, such as happiness, love, excitement, fear, anger, warmth, nostalgia, etc. Based on the study of Yilmaz and Ozturk (2013), other companies choose to partner with non-governmental organizations because they give back to society through services, which can lead to business success. Through such research, it shows how social marketing often deals with important themes like environmentalism and issues of street 20 ST. SCHOLASTICA’S COLLEGE children, suggesting that corporate sectors that desire to rebuild the reputation of their organization and which want to work as good social players ought to deal with such sensitive issues. The role of emotions in social advertisement as used for fear and guilty feelings. Such feelings, studies suggest, are sometimes far more effective in changing the behavior of people and enlightening them about social evils than positive emotions. It is not uncommon for a few ads to use fear or guilt to attract people just so that they may pause and think twice before committing to an action and switching to a more socially acceptable alternative. One of the notable uses of social advertisement is emotive appeals including fear and guilt. Investigations have shown that negative emotions - in the case of using fear and guilt - will be more effective than positive in making one change and getting to take heed of dire issues facing mankind. There are even fears and guilty ads; such ads can trigger a series of changes about ways of action. Although nostalgia is occasionally invoked, not much humour is employed for serious causes in Turkey. This may be due to the seriousness surrounding issues, which does not allow much emotional appeal in social adverts. Furthermore, calls to warmth, which would satisfactorily respond to big issues such as mother or child health or that involving animals, are hardly pursued in current marketing. This holds extensive potential for a more sensitive approach in social advertising. Brands that are able to put across emotional appeals that would link to compassion and empathies will connect with consumers at a more profound level. Marketing promotions: According to Karanjkar (2016), marketing promotion has totally changed with time, especially due to rapid technological advancement. In fact, promotional activities on the part of marketers are based mainly on human senses of sight and hearing; however, using emerging technologies may add other senses such as touch, taste, and smell to the activity of promotion. This change mirrors the need for marketers to grasp the human decision-making process, as customers now relate with promotions more in individual or personalized manners. Karanjkar also emphasizes that there is no single strategy for promotion that can guarantee success and that each product or service must work out its own promotional plan, both depending on the segment of the market, type of industry, and customers in a given area. Marketing promotion, then becomes still more diversified in the face of today when it is no longer specific to advertisement or personal selling. 21 ST. SCHOLASTICA’S COLLEGE Now it has composed a mix of direct marketing, sales promotion, and publicity. It now requires customer orientation more than ever. Here, based on big data and social media analysis, firms are more likely to get insights into consumer behavior. These approaches give companies control over the speedy changes in consumer preferences. Therefore, companies will have a grip over their effectiveness in the marketplace through constantly evolving marketing strategies. According to Balarbe (2024), new technology has stretched marketing and sales promotion, therefore making brands push even harder to create a multi-channel approach. This convergence between digital platforms and traditional marketing channels thus indeed offers seamless consumer experience and a more engaging brand experience. This agrees with Karanjkar's assertion that the marketing landscape has indeed shifted towards personalization with consumers demanding increasingly more promises that assure them exactly what they want to be represented to them. In addition, for Balarabe, an understanding of consumer behavior is an important challenge for the building of effective promotional measures. That is to say that businesses could employ data analytics to analyze trend and preference patterns in order to guide their marketing decisions. This relationship with Karanjkar's results brings forth a point concerning the use of innovative types of promotional methods where interest awakened would be carried on to long-term customer loyalty in a competitive marketplace. Karanjkar, in 2016 concludes that marketing promotions need to work according to the change in consumer behavior. Consumers these days ask for more personalized experience and technological advancement. With that Balarabe (2024), who argues that those businesses that have wholly adopted the new technologies and, at the same time, are customer-focused will thrive well in the market. The high speed of change that is happening in the marketing environment will determine a company's success with innovation in response to such changes through innovative promotional strategies. 22 ST. SCHOLASTICA’S COLLEGE Marketing Channels: According to Zhou et al. (2022), marketing channels have transformed significantly in light of this digitalization and increased social media assimilation in business planning. Now these channels embody not only the old intermediaries such as wholesalers and retailers, but also the digital platform to directly contact consumers by businesses. In particular, social media has emerged as a significant part of the channel in marketing. Social media companies have dual roles: it is a platform to offer their products and an enabler that can help customers purchase it through these platforms. Businesses can display their offerings and customers can conveniently make transactions directly through these channels. It is an auxiliary promotional channel and can also facilitate the real transaction. According to Zhou et al. (2022), social media networks enhance the effectiveness of marketing channels through real-time communication, increased consumer interaction, and streamlining processes involved in product and services delivery. This way, social media has created opportunities for the closer relationship between producers and customers by making them share information closer to one another. Through social media, businesses will respond to customer needs, build stronger relationships with a brand, and increase the reach of the market. However, it also found that managing social media as a marketing channel has associated challenges with it. According to Zhou et al. (2022), technological advancement at breakneck speeds and shifting consumer behavior call for the business house to update strategies on an ongoing basis. With that, the message must remain relatively similar in traditional and digital channels of communication lest confusion be invited. Marketing channels, also known as distribution channels, are the methods and platforms used by businesses to communicate with and reach their target customers. These channels are crucial for building customer relationships, driving sales, and facilitating the delivery of products or services. Traditional and digital marketing channels are two very important ways in which businesses communicate with their audiences, and the strategic selection of these channels can have a profound impact on a company's overall marketing success. According to Mailchimp (n.d.), marketing channels are the different platforms and means that businesses use to connect with customers. These channels are further divided into two main categories: digital and traditional types. The right channel choice is important since it impacts how businesses connect with their target market and sales outcome. According to Mailchimp 23 ST. SCHOLASTICA’S COLLEGE (n.d.), many vital marketing channels are either traditionally or digitally used, including a few of the most often applied ones: email marketing, social media marketing, content marketing, SEO and paid ads, e-commerce platforms, and affiliate/influencer marketing. With email marketing, firms can reach customers through directly addressed messages, promotion products, and newsletters; some advantages of this type include segmentation of the target audience and tracking of the results. This encompasses social media marketing, a process of using Facebook, Instagram, Twitter, or LinkedIn to create customer relations, build brand communities, or increase brand awareness. Then comes content marketing, which pertains to creating and sharing value content such as blogs, videos, and podcasts. SEO and paid ads enhance the visibility of a website through organic search results (SEO) or targeted paid ads on platforms like Google and Facebook, which helps businesses reach specific audiences. E-commerce platforms such as Shopify, Etsy, and Amazon allow businesses to sell directly to consumers online while also providing marketing and customer relationship tools. Lastly, affiliates and influencer marketing uses the influencer's personal brand to reach new audiences and to generate sales: organizing partnerships with affiliates or influencers to advertise products. According to Mailchimp (n.d.), market channels should be aligned and related to the needs and expectations of the target market; other factors that determine their use include demographics, locations, and the nature of products or services. Sometimes the best approach is multiple-channel integration, known as either an omnichannel** or a multi-channel approach because it maximizes every avenue and ensures consistency among a variety of platforms. In a nutshell, Mailchimp (n.d.) points out the vast forms of marketing channels through which businesses can reach today. These include email marketing, social media, content marketing, SEO, and so much more. Deciding on the channels is essential, considering the goals of the business, its target audience, and what products it offers. The integrated approach will help the business reach more people and have a better connection with them, leading to greater engagement and sales. 24 ST. SCHOLASTICA’S COLLEGE Consumer Buying Behavior According to Zain-Ul-Abideen and Saleem, "advertising has been considered one of the significant drivers for consumer buying behavior in particular in relation to its potential to create an emotional response." Their research points out that though various factors such as environmental and social influences contribute towards the consumer behavior, yet the most significant association to buying power is derived from the emotional response resulting from the advertisement. This emotional affinity frequently leads consumers to buy and habitually favor those brands which emotionally appeal to them. In their study on telecommunication services in Pakistan, they observed that the purchase behavior is more than likely supported by the fact that consumers chose to buy the products that appealed to them emotionally enough, reflecting the strength of emotional attachment in consumer loyalty. The findings by Zain-Ul-Abideen and Saleem are consistent with broader theories of advertising. Their argument is that the strength of advertising is grounded in its ability to change consumers' consciousness, attitudes, and action orientation. As they have pointed out, advertising is not only a transfer of information, but it serves as a tool for generating affective ties with a brand which can be stored in memory and can influence future purchasing behavior. An emotional advertisement enhances brand equity because it develops a positive attitude toward the brand, which is more likely to be remembered by the consumer and therefore probably bought. This is supported by other literature on consumer behavior that also shows that emotional responses to adverts enhance greater brand involvements. According to Zain-Ul-Abideen and Saleem, 2011, the processes that create such connections are not only instantaneous but also multiple exposures to ads that evoke feel-good responses such as happiness, delight, or elation. Such emotional triggers raise the likelihood of remembering the brand and relevance when a consumer is purchasing. Any advertisement that can achieve such responses catches consumers' attention and influences their longer-term preferences. Further, the power of such emotional appeal is not isolated but spreads to various forms of media, especially television, where it has been underscored as one of the most powerful advertising media because of the wide reach of the medium and its capability to deliver visual and auditory signals. The findings of Zain-Ul-Abideen and Saleem's study suggest that television advertising exerts long-term effects on consumer attitudes, behavior, and lifestyle through some single, spurious purchases as well as through the overall consumer culture. Since all consumers' behaviors are 25 ST. SCHOLASTICA’S COLLEGE encouraged by the emotional values of ads, such as stories, music, or characters with which everyone can identify, this question will be answered with a look at how Emirati consumers were affected by the emotional values of advertisements in encouraging them to adopt good, effective, and efficient family lifestyles. Emotional advertising creates a long-term effect on consumer purchasing behavior by engraining strong affective relationships between the consumer and brands. This also implies that the greater the emotional attachment a person to a brand, the more likely the consumers are to be loyal to the brand, visit the brand, and have a positive recall of the brand, thus informing marketers the need to develop advertisements that strike one's soul before the mind. As demonstrated by Zain-Ul-Abideen and Saleem, in an increasingly competitive marketplace, where functional attributes of products are often the same, it is the emotional connection fostered through advertising that provides the brand with a unique competitive edge in influencing consumer behavior. Synthesis: In our research study, "Consumer Perception of Social Enterprise as a Basis for Innovative Marketing Strategies," we find that how consumers perceive directly impacts the effectiveness of social enterprises (SEs) in developing brand equity, loyalty, and buying behaviors. Agricultural SEs in the Philippines need to focus on communicating their message about sustainability, social benefits, and fair trade as means of developing trust with and supporting the mission to help alleviate poverty. Additionally, appeal to emotions and innovative ways of marketing, such as through technology and multi-sensory approaches, form the basis of connecting deeper with consumers, long-term loyalty, and overcoming problems like weak infrastructure or reach into the market. Enhanced consumer awareness and personalized, emotive advertising by SEs can strengthen the bond with consumers to make better, more sustainable purchasing decisions aligned with both social and environmental goals. Marketing channels, particularly the digital ones, are nowadays considered very crucial to communicate with consumers and to create relationships. Social media, for instance, permits immediate communication, increases access to markets, and develops trust through more intimate relationships. Blending traditional and digital methods—such as email marketing, SEO, and influencer collaborations—helps SEs to reach maximum visibility and maintain consistent messaging. Integrated omnichannel approach facilitates connecting with various 26 ST. SCHOLASTICA’S COLLEGE audiences; marketing is then aligned according to consumer preference, increasing the chances of engagement and loyalty and eventually sustainable purchase. 27 ST. SCHOLASTICA’S COLLEGE CHAPTER III Research Design and Methodology This chapter reports the methods applied in collecting and analyzing data in this research. These include the study's research design, the sampling strategy adopted, the method of data collection, and statistical techniques applied for analysis. Method of Research This study used a quantitative research design to explore consumers' perceptions and attitudes toward social enterprises in Manila. The descriptive method was applied to analyze several key areas: (1) the demographic profile of respondents, (2) branding strategies, (3) consumer awareness, (4) emotional appeal, (5) marketing channels, and (6) marketing promotions. In this study, Consumer perception is identified as independent variables, while innovative marketing strategies are classified as dependent variables. The aim is to examine the effect of branding, awareness of a social mission, and emotional attachment on consumer behavior and decision-making processes. Data Identification The research in the study gathered both primary and secondary data to provide a stable and comprehensive analysis. It gathered the primary data by sending survey questionnaires to 100 economically active consumers aged 18 and above residing in Manila, which concentrated on the perception, engagement behaviors, and awareness of social enterprises that the respondents have. This quantifiable data, therefore, provided measurable consumer-related insights and attitudes; thus, the purpose of this research was satisfied by analyzing and interpreting the consumers' perceptions in an organized manner. This secondary data was gathered through existing relevant e-journals, articles, and studies of social enterprises and marketing strategies researchers. In relation to the more theoretical framework of the secondary data which has been presented in Chapter II, the literature of consumer perception, and the evolution and trend of social enterprise literature exist. 28 ST. SCHOLASTICA’S COLLEGE Data Sourcing The researchers used survey questionnaires as their primary instrument for data collection. The questionnaire targeted one hundred (100) consumers in Manila City and was designed to address the core objectives of the study. The survey was organized into sections that captured: (1) the demographic profile of respondents, including age and highest educational attainment; (2) consumer perceptions of branding strategies used by social enterprises; (3) the influence of consumer awareness of social missions on engagement and purchase behavior; (4) the effect of emotional appeals in marketing on engagement and purchasing decisions; (5) the effectiveness of various marketing channels in shaping positive perceptions; and (6) the impact of different marketing promotions on consumer perceptions of social enterprises. The researchers acquired credible sources for the secondary data, such as journals, articles, e-books, and international and local studies. Data Analysis The analysis used quantitative techniques, particularly descriptive statistics, to interpret the data. Descriptive Statistics Descriptive statistics was used to summarize the demographic characteristics of the participants and their responses. 1. Frequency and Simple Percentage. The demographic characteristics of the participants were analyzed through a straightforward percentage calculation. 2. Correlation Analysis Correlation analysis was performed to check the correlation of important variables such as branding strategies, emotional appeal, and consumer engagement with social enterprises. 3. Pearson's Correlation Coefficient This could also measure the strength and the direction of the relationship between continuous variables, such as the influence of branding on engagement level and emotional appeal in the process. 29 ST. SCHOLASTICA’S COLLEGE 4. Regression Analysis Regression analysis is a statistical method for exploring the relationship between variables. It provides information on how changes in independent variables affect a dependent variable. The regression analysis predicts the dependent variable based on independent variables by fitting a best-fit line or curve through the data points. Regression analysis is used in economics, social sciences, and health sciences to model complex relationships. 5. Multiple Regression This is a means of calculating how one dependent variable may relate to two or more independent variables. The significance of multiple regression arises in terms of knowledge for understanding the variations that occur due to the independent variables by correlation to the dependent variable so as to get insights to understand complex relations in data. 30 ST. SCHOLASTICA’S COLLEGE CHAPTER IV Presentation, Analysis, and Interpretation Of Data This chapter presents in detail the data collected during the study and the analyses and interpretations that followed. Demographics Age Frequency Percentage 18 - 24 years old 76 76% 25-34 years old 10 10% 35-44 years old 8 8% 45-54 years old 5 5% 55 and above 1 1% Missing 0 0% TOTAL 100 100% Table 3. Age Figure 3. Percentage of Respondents by Age 31 ST. SCHOLASTICA’S COLLEGE Table 3 shows the frequency of the respondents' age. As presented, 76 (76%) are in the age range of 18-24 years old. 10 (10%) are aged 25- 34 years old, 8 (8%) are aged 35-44 years old, 5 (5%) are aged 45 – 54 years old, and 1 (1%) respondent is 55 years old and above. Highest Educational Frequency Percentage Attainment High School Graduate or Less 10 10% College Level 62 62% College Graduate 22 22% Master’s Degree or Higher 6 6% Missing 0 0% TOTAL 100 100% Table 4. Highest Educational Attainment Figure 4. Percentage of respondents by Highest Educational Attainment 32 ST. SCHOLASTICA’S COLLEGE Table 4 presents the frequency of the respondents' educational attainment. As shown, 62 (62%) of them attained College level. On the other hand, 22 (22%) are college graduates, 10 (10%) have accomplished high school or less, and 6 (6%) respondents have master's degrees and higher. Social Enterprises Frequency Precent Bambikes 9 9% Bayani Brew 1 1% Gawad Kalinga 74 74% Messy Bessy 2 2% None 5 5% Plush and Play 3 3% The Paper Project 6 6% Missing 0 0% TOTAL: 100 100% Table 5. Social enterprises that the respondents are aware of 33 ST. SCHOLASTICA’S COLLEGE Figure 5. Social enterprises that the respondents are aware of Table 5 presents the respondents' frequency of their most aware social enterprise. As can be derived below, 74 (74%) are aware of Gawad Kalinga. 9 (9%) of respondents are mainly aware of Bambikes, 6 (6%) are familiar with Paper Project, 5 (5%) were indicated not to know a single social enterprise, 3 (3%) respondents know of Plush and Play, 2 (2%) knows Messy Bessy and only 1 (1%) is aware of Bayani Brew. Branding Strategies Mean Std. Interpretation Deviation The branding of a social enterprise influences my 3.47 0.50 Agree perception of their credibility and trustworthiness I tend to support social enterprises that have a 3.48 0.56 Agree strong and recognizable brand identity The branding of social enterprises should clearly 3.67 0.49 Strongly Agree reflect their mission and values. 34 ST. SCHOLASTICA’S COLLEGE Social enterprises with a consistent brand image 3.56 0.56 Strongly Agree across various platforms are more appealing to me. The logos and visual designs of social enterprises 3.55 0.54 Strongly Agree should be appealing and memorable The brand names of social enterprises should 3.55 0.54 Strongly Agree resonate with their target audience and cause The transparency of social enterprises 3.63 0.54 Strongly Agree strengthen their brand reputation The ethical practices of social enterprises 3.63 0.49 Strongly Agree positively impact their brand credibility The brand of a social enterprise is an important 3.53 0.52 Strongly Agree factor in my decision to support or purchase from them. Overall Mean 3.56 0.53 Strongly Agree Table 6. Branding Strategies of Social Enterprises that influence Consumer Perceptions 35 ST. SCHOLASTICA’S COLLEGE Figure 6. Branding Strategies of Social Enterprises that influence Consumer Perceptions Social Enterprises Table 6 Consumer Perceptions about Branding of Social Enterprises Influencing Perception Table 6 shows branding strategies of social enterprises that affect consumer perception. As above, the item "The branding of social enterprises should clearly reflect their mission and values" received the highest mean of 3.67 (SD = 0.49), interpreted as strongly agree. The item "The branding of a social enterprise influences my perception of their credibility and trustworthiness" received the lowest mean of 3.47 (SD = 0.50), interpreted as agree. Overall, items received a mean of 3.56 (SD = 0.53), which is interpreted as strongly agreeing. This indicates that most respondents are confident that branding strategies such as brand names relatively influence consumer perceptions. Frequencies for Branding Importance Branding Importance Frequency Percentage Brand Communication 2 2% Brand Personality 11 11% Brand Positioning 7 7% Brand Promise 15 15% 36 ST. SCHOLASTICA’S COLLEGE Frequencies for Branding Importance Brand Reputation 1 1% Brand Identity 64 64% Missing 0 0% TOTAL 100 100% Figure 7. Frequency of the most important branding when choosing a social enterprise as per the respondent Table 7 depicts the frequency of the most important branding when choosing a social enterprise as per the respondent. As shown above, most of them believe that Brand Identity is the most important, having a frequency of 64 (64%). Whereby 15 (15%) believe it is the Brand Promise, 11 (11%) agreed it is the Brand Personality, 7 (7%) believed Brand Positioning, 2 (2%) perceived that Brand Communication is the most crucial, and 1 (1%) respondent pointed that it is Brand Reputation. 37 ST. SCHOLASTICA’S COLLEGE Consumer Awareness Mean Std. Interpretation Deviation I am more likely to purchase from a social enterprise if 3.51 0.54 Strongly Agree I am aware of their social mission I believe that the social enterprise's work positively 3.47 0.52 Agree affects the community's emotional well-being. When I learn about a social enterprise’s social 3.49 0.59 Agree mission, I am more likely to share their content or products with others I feel more confident purchasing from a social 3.58 0.54 Strongly Agree enterprise that clearly communicates its social mission I believe the social enterprise is transparent about its 3.51 0.54 Strongly Agree impact on people’s lives I am aware of the specific beneficiaries or 3.36 0.63 Agree communities that benefit from this social enterprise's I am likely to participate in campaigns or events 3.29 0.66 Agree organized by this social enterprise due to my awareness of its mission I actively seek out information about social 3.41 0.64 Agree enterprises before making a purchase or donation Overall Mean 3.45 0.59 Agree Table 8. Consumer Awareness of Respondents Towards Social Enterprises 38 ST. SCHOLASTICA’S COLLEGE Figure 8. Consumer Awareness of Respondents Towards Social Enterprises Table 8. Consumer awareness of the respondents toward social enterprises: As presented, the item "I feel more confident purchasing from a social enterprise that clearly communicates its social mission" obtained the highest mean of 3.58 (SD = 0.54), interpreted as strongly agree. Meanwhile, "I am likely to participate in campaigns or events organized by this social enterprise due to my awareness of its mission" obtained the lowest mean of 3.29 (SD = 0.66), interpreted as agree. Overall, the items scored a mean of 3.45 (SD = 0.59), which is interpreted as agreement. This indicates that most of the respondents are cognizant of social enterprise, such as its social mission, beneficiaries, etc. Emotional Appeals Mean Std. Deviation Interpretation Marketing campaigns that use emotional appeals 3.33 0.57 Agree make me more likely to engage with the social enterprise The messaging of social enterprise makes me 3.37 0.49 Agree feel empathetic towards its beneficiaries I would be willing to pay more for 3.27 0.69 Agree products/services from social enterprise because of the emotional connection I feel. 39 ST. SCHOLASTICA’S COLLEGE I am more likely to recommend this social 3.32 0.63 Agree enterprise to others because of how it makes me feel The emotional appeal of social enterprise makes 3.38 0.58 Agree me feel hopeful about the future I feel a sense of urgency or responsibility after 3.11 0.68 Agree being exposed to the emotional appeals of this social enterprise. I feel proud to support social enterprise because 3.36 0.58 Agree of its emotional appeal The emotional appeal of social enterprise feels 3.01 0.77 Agree manipulative Overall Mean 3.27 0.64 Agree Table 9 Emotional Appeals in Marketing that affect Respondents’ Engagement and Purchasing Decisions from Social Enterprises 40 ST. SCHOLASTICA’S COLLEGE Figure 9. Emotional Appeals in Marketing that affect Respondents’ Engagement and Purchasing Decisions from Social Enterprises Table 9 highlights the emotional appeals in marketing that influence respondents' engagement and purchasing from social enterprises. As shown, the item "The emotional appeal of social enterprise makes me feel hopeful about the future" achieved the highest mean of 3.38 (SD = 0.58), which is interpreted as agreement. The lowest mean was for the item "The emotional appeal of social enterprise feels manipulative," which is 3.01 (SD = 0.77), interpreted as agreement. In general, items have a mean of 3.27 (SD = 0.64), which is interpreted as agreement. This means that most respondents believe that emotional appeals, such as in marketing, really influence their purchase decisions. 41 ST. SCHOLASTICA’S COLLEGE Frequencies for Compelling Emotional Appeal Compelling Emotional Appeal Frequency Percent Fear 3 3.00 Guilt 9 9.00 Happiness 65 65.00 Hope 1 1.00 Nostalgia 3 3.00 Warmth 19 19.00 Missing 0 0.00 Total 100 100.00 Table 10. Frequency of The Most Compelling Emotional Appeal as per the Respondent Figure 10. Frequency of The Most Compelling Emotional Appeal as per the Respondent Table 10 represents the frequency of the most compelling emotional appeal as indicated by the respondent. As illustrated above, most of them considered Happiness to be the most compelling, with a frequency of 65 (65%). For the second option, 19 (19%) believed that it is the warmth and emotional appeal, 9 (9%) were convinced that it is guilt, 3 (3%) are fear, another 3 (3%) respondents indicated that it is nostalgia and only 1 (1%) said it is hope. 42 ST. SCHOLASTICA’S COLLEGE Marketing Channels Mean Std. Deviation Interpretation Social media platforms (such as Facebook, 3.62 0.53 Strongly Agree Instagram, and Twitter) are the most effective in shaping my perception of social enterprises I find that content on a social enterprise's 3.51 0.54 Strongly Agree website is an effective way to form a positive perception of them Email marketing campaigns by social 3.01 0.78 Agree enterprises help me feel more connected to their brand and mission Television and radio ads are effective in 3.28 0.60 Agree creating a positive image of social enterprises I trust information from social enterprises 3.19 0.65 Agree more when I encounter it through influencer marketing on social media. Overall Mean 3.32 0.66 Agree Table 11. Marketing channels that considered most effective in shaping positive consumer perceptions of social enterprises as per the respondents 43 ST. SCHOLASTICA’S COLLEGE Figure 11 Marketing channels that considered most effective in shaping positive consumer perceptions of social enterprises as per the respondents Table 11 presents the marketing channels most effective for social enterprises to shape positive perceptions by consumers, according to the respondents. As seen above, the item "Social media platforms (like Facebook, Instagram, and Twitter) are the most effective in shaping my perception of social enterprises" recorded the highest mean at 3.62 (SD = 0.53), interpreted as strongly agree. Meanwhile, "Email marketing campaigns by social enterprises help me feel more connected to their brand and mission" had the lowest mean of 3.01 (SD = 0.78), interpreted as agree. Items obtained a mean of 3.32 (SD = 0.66), interpreted as agree. This means that most respondents believe that the marketing channels mentioned above are effective in shaping positive consumer perceptions of social enterprises. Effective Marketing Channels Rank Social Media 1 Television 4 Print Media 5 Word of Mouth 3 Events/Community Engagement 2 Table 12. Ranking of respondents of effective marketing channels 44 ST. SCHOLASTICA’S COLLEGE Figure 12. Ranking of respondents of effective marketing channels Table 12 shows the ranking of respondents of effective marketing channels. As presented, most of them believed that social media is the number 1 effective marketing channel. Number 2 is Events/Community Engagement. 3 is word of mouth, Rank 4 is television, and number 5 for them is Print Media. Marketing Promotions Mean Std. Interpretation Deviation Promotions or discounts offered by social 3.52 0.58 Strongly Agree enterprises positively influence my perception of their products I am more likely to purchase from social 3.44 0.50 Agree enterprises that offer promotions linked to their social causes 45 ST. SCHOLASTICA’S COLLEGE Limited-time offers and special deals from social 3.21 0.70 Agree enterprises encourage me to engage more with their brand I perceive social enterprises more positively when 3.25 0.61 Agree they offer exclusive promotions to loyal customers Social enterprises should use diverse marketing 3.57 0.50 Strongly Agree channels (e.g., social media, print, events) to promote their initiatives The frequency of marketing efforts by social 3.49 0.59 Agree enterprises should be sufficient to maintain audience engagement Collaborations with influencers or partners help 3.39 0.62 Agree enhance the reach of social enterprises' promotions Offline marketing (e.g., events, flyers) contributes 3.32 0.60 Agree significantly to the visibility of social enterprises Overall Mean 3.40 0.60 Agree Table 13. marketing promotions that considered most effective in fostering positive consumer perceptions of social enterprises as per the respondents 46 ST. SCHOLASTICA’S COLLEGE Figure 13. Marketing Promotions That Considered Most Effective In Fostering Positive Consumer Perceptions of Social Enterprises as per the respondents Table 13 above indicates the marketing promotions that are deemed most effective in creating positive consumer perceptions of social enterprises, according to the respondents. As presented, the item "Social enterprises should use diverse marketing channels (e.g., social media, print, events) to promote their initiatives" received the highest mean of 3.57 (SD = 0.50), interpreted as strongly agree. Meanwhile, "Limited-time offers, and special deals from social enterprises encourage me to engage more with their brand" had the lowest mean of 3.21 (SD = 0.70), interpreted as agree. Overall, the items obtained a mean of 3.40 (SD = 0.60), which is interpreted as agreement. This means that most respondents believe that marketing promotions mentioned in the table are effective in molding positive perceptions of consumers towards social enterprise. Innovative Marketing Promotions Rank Cause Related Promotions 9 Limited Time Offer with Social Twist 7 Matching Donations 8 Loyalty Programs with Social Impact 6 Exclusive Social Impacts Events 3 Collaborations with Influencers or Belebrities 4 47 ST. SCHOLASTICA’S COLLEGE for a Social Cause Eco-friendly Packaging or Products 5 Social Media Giveaways with a Purpose 2 Seasonal Charity Drives 1 Table 14. Ranking of respondents of Effective Innovative Marketing Promotions Figure 14. Ranking of respondents of effective innovative marketing promotions Table 14 above ranks how respondents believe effective, innovative marketing promotion is done. As presented in the table, most people believe that a seasonal charity drive is the most effective, and then comes a Social Media Giveaway with a purpose, an Exclusive Social Impact Event followed by Collaboration with Influencers/Celebrities for a Social Cause, and Last but not least Eco-friendly Packaging/Product. Rank 6 will be Loyalty Programs with a Social Impact, followed by Limited Time offers with a Social Twist, Matching Donations, and the least Related Promotions. 48 ST. SCHOLASTICA’S COLLEGE CHAPTER V Summary of Findings, Concussions, and Recommendations This chapter presented the summary of findings, conclusions, and recommendations of the study. The purpose of the study is to gauge the consumer perceptions of social enterprise: the basis for innovative marketing strategies. The respondents were at least 18 years old and were currently living in Manila City. A descriptive research method was utilized, and a survey questionnaire was used as the major data-gathering instrument. Data collection methods included frequency and percentage distribution, weighted mean, correlation analysis, and Pearson'spearson's Co. 3.1 Demographic profile This section aims to give vivid descriptions of the demographic profile of the respondents, covering age and highest educational attainment. For age, mostly, the respondents range between eighteen (18) to twenty-four (24). For the highest educational attainment, most of the respondents are within College Level. This kind of demographic distribution gives excellent insights into the characteristics of the sample population, very useful in understanding their perception of social enterprises. 5. 1. Awareness of Social Enterprises Seventy-four respondents, or 74%, are of Gawad Kalinga, which is most of the respondents. Other social enterprises that the respondents are familiar with are Bambikes, at nine respondents, or 9%; the Paper Project, six respondents, or 6%, and five respondents, or 5%, indicated that they need to be made aware of social enterprises. Additionally, three respondents, or 3%, are aware of Plush and Play, two respondents, or 2%, know Messy Bessy, and one respondent, or 1%, know Bayani Brew. The statement, "I feel more confident purchasing from a social enterprise that clearly communicates its social mission", had the highest mean score of 3.58 with a standard deviation of 0.54, which can be interpreted as respondents strongly agreeing with the statement. This indicates that clarity in conveying a social enterprise's missions plays a significant role in influencing consumers' purchasing decisions. On the other hand, the statement "I am likely to participate in campaigns or events organized by this social enterprise due to my awareness of its mission" had the lowest mean score of 3.29 with a standard deviation of 0.66, which means that the respondents generally agreed with the statement but to a lesser extent. Although there is some influence of awareness on the social enterprise's mission on its probability to take part in 49 ST. SCHOLASTICA’S COLLEGE campaigns or events, this influence is relatively weak as compared to that seen in their purchasing decisions. 5. 2. Branding Strategies Influencing Consumer Perceptions The statement, "The branding of social enterprises should clearly reflect their mission and values," also received the highest mean score at 3.67 with a corresponding standard deviation of 0.49. This means that the customers agreed that, for their processes to be branded, mission and values of the social enterprise must be communicated essentially. The high score would go to indicate that consumers find a good deal of value from alignment between the brand's outside identity and the social aim, which is seen critically in terms of fostering connection with the enterprise. The statement, "The branding of a social enterprise influences my perception of their credibility and trustworthiness," received a mean score of 3.47 with a standard deviation of 0.50. Although this is still within the "agree" range, it is a bit lower than the first statement, which means that while branding does play a role in shaping consumers' perceptions of credibility and trust, its impact may not be as strongly felt as the influence of clear mission communication. The results suggest that though branding is an essential factor in building trust, additional factors beyond branding play a role in the process of evaluating the overall dependability and authenticity of a social enterprise for consumers. Brand Identity was, however, the most significant aspect of branding when selecting a social enterprise, according to most respondents. Indeed, 64 respondents, or 64% of the total, pointed out that Brand Identity is the most critical factor in their decision-making process. This shows that people care more about having a clear and consistent view of a social enterprise's mission, values, and overall image when deciding to engage with it. Fifteen respondents, or 15%, chose Brand Promise. This suggests that the promises or commitments of the enterprise, particularly about its social impact. Brand personality was chosen by 11 respondents, or 11%, which suggests that the emotional and human elements of a brand, such as its tone, behavior, and values, are important to them. Seven respondents, or 7% said the most important aspect is Brand Positioning, reflecting how an enterprise distinguishes itself in the marketplace and the space it occupies relative to competitors. 2 respondents, or 2%, felt that Brand Communication is the most critical factor, could also influence consumer perception through clear and effective communication 50 ST. SCHOLASTICA’S COLLEGE of the brand's message. Only one respondent, or 1%, cited Brand Reputation as the most important element of branding, which shows that reputation is important but not as universally prioritized as the other branding aspects. Overall, these responses indicate that while there are many important aspects of branding, a strong Brand Identity that represents the social enterprise's mission and values is the most influential for most consumers when making their choices. 5. 3. Emotional Appeals in Marketing and Their Impact on Social Enterprise Engagement As the results show, the statement "The emotional appeal of social enterprises makes me feel hopeful about the future" scored the highest mean with a value of 3.38 and standard deviation of 0.58, which can be interpreted as respondents generally agreeing with the sentiment. This would mean that the emotional appeals in the marketing strategies of social enterprises have a positive effect on consumer emotions, especially for Hope for Tomorrow. This would, therefore, mean that the message with emotional appeals elicits feelings deeply in the consumer hence influencing them to see the brands favorably. Contrasting this, "The emotional appeal of social enterprises feels manipulative" recorded the lowest mean score of 3.01 and had a standard deviation of 0.77, meaning that though interpreted as agreeing, it indicated a less pronounced belief that emotional appeals are considered manipulative. This suggests that there is some amount of skepticism concerning the use of emotional appeal in marketing; however, most of the respondents do not think of it as too exploitative or manipulative. The overall mean for all items in this section is 3.27 with a standard deviation of 0.64, which, again, is interpreted as agreement. This shows that the respondents, on average, believe that emotional appeals in the marketing of social enterprises have an important influence on their purchases. The results imply that such emotive messaging plays a prime role in forming consumer attitudes and behaviors. Most people realized its effect on their intention to engage and support social enterprises. As indicated in the findings, the majority of respondents identified Happiness as the most compelling emotional appeal, with 65 respondents (65%) selecting it as their top choice. This means that for most people, Happiness is the most powerful emotional trigger used in the marketing efforts of social enterprises. In contrast, 19 respondents (19%) emphasized warmth as the most effective emotional appeal, pointing to messages that are kind, comforting, and belonging-inducing. A smaller proportion, that is 9 respondents of 9%, believed it was guilt that would effectively influence attitudes, that way the sense of responsibility and obligation would be effective, further, three

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