Abstract:
This study examined the influence of Angkas’ social media marketing (SMM) on consumer usage intention among active users in Metro Manila. With the growing importance of digital marketing in the ride-hailing industry, understanding how social media marketing affects consumer behavior is essential for optimizing marketing efforts. This research aimed to determine the relationship between specific SMM dimensions–awareness, knowledge, and liking, and consumers’ intention to use Angkas services. A quantitative approach was employed, utilizing purposive sampling to collect data from 109 participants through an online survey. The study used SPSS to conduct descriptive statistics, Pearson’s correlation, and multiple regression analyses to analyze the data. Results revealed that SMM significantly influenced usage intention, with perceived usefulness and ease of use as key mediating factors. The data also showed moderate positive relationships between the SMM dimensions and the TAM constructs. The findings supported the integrated Hierarchy of Effects and Technology Acceptance Models, highlighting the critical role of informative and engaging social media content in fostering positive consumer attitudes and intentions. The study concluded that Angkas’ social media marketing effectively enhances consumer intention to use its services by improving perceived usefulness and ease of use. Recommendations include tailoring social media content to emphasize convenience, user-friendliness, and emotional engagement to strengthen consumer loyalty. Future research should expand geographic scope and consider additional behavioral theories to deepen understanding of social media marketing impacts across diverse populations.
