International Journal of Research in Education Humanities and Commerce

SOCIAL MEDIA PROMOTION TOWARDS CUSTOMER ENGAGEMENT OF BELLA CHICA AT TANZA, CAVITE: BASIS FOR SOCIAL MEDIA MARKETING ENHANCEMENT PLAN

Authors: Gel Ivy M. Macalood, Aira Jean C Laurel., Cathlen D. Itay, Debbie Rose B. Fabian, Aaron R. Aquino & France D. Gallego

ABSTRACT

This study aimed to develop a social media marketing enhancement plan to broaden the audience and sustain consistent sales growth of Bella Chica. Leveraging various platforms, the research focused on fostering business development and expanding customer outreach in the dynamic social media environment. Employing statistical analysis, the study assessed the influence of social media promotion on customer engagements. The findings revealed that the participants slightly agree that they have positive perception about the Bella Chica’s social media promotion. Meanwhile, interactivity and informativeness have a significant influence to customer engagement. However, attractiveness has no significant relationship was found to customer engagement.

Keywords: customer engagement, social media, social media marketing, social media promotion, Bella Chica, enhancement plan

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