Abstract
This study was examined to determine the impact of content marketing strategy and customer engagement in social media on the firm performance of selected small and medium enterprises (SMEs) in Tagum City, Davao del Norte. A total of 229 managers and owners of businesses in Tagum City, Davao del Norte, were chosen to participate in the study. Research questionnaires were adapted as an instrument in a quantitative, non-experimental study employing correlational methodology. Standard deviation, Pearson-r, mean, and regression analysis are the statistical methods engaged in this study. Based on the results, it was found that the respondents had a high level of content marketing strategy, a high level of customer engagement in social media, and a very high level of firm performance. This study discovered a significant relationship between content marketing strategy and firm performance. In addition, a significant relationship between customer engagement in social media and firm performance was determined. In addition, content marketing strategizing context, content production context, content marketing performance measurement context, and content marketing organization domains all had a substantial impact on firm performance. Similarly, the cognitive dimension, emotional dimension, and behavioral dimension domains all influenced firm performance. Finally, the study supported by the Resource-Based View (RBV) Theory serves as the main theory, the supported theories are Social Exchange Theory, Marketing Performance Measurement Theory, and Technology Acceptance Model (TAM) are the supporting theories.
