Advisers

Roland Rambo B. Jayoma, MBA, CHP

Discipline

Hospitality Management

Abstract

Social media has become an essential platform for businesses to promote products, engage customers, and build brand identity. Coffee shops increasingly rely on platforms such as Facebook, Instagram, and TikTok to reach wider audiences through creative and interactive content. Mercedes Café aims to strengthen its virtual reputation; however, limited online engagement and having only one physical location create challenges in expanding its audience and attracting potential customers. The study used a descriptive quantitative research design to evaluate Mercedes Café’s virtual reputation and customer engagement. Fifty (50) customers who actively interacted with the café’s official social media platforms were selected through purposive sampling under a non-probability method. Data were gathered using a survey questionnaire based on the statement of the problem and pilot-tested with five respondents to ensure clarity and reliability. The findings showed that customers strongly agreed that Mercedes Café maintains a positive virtual reputation. Respondents recognized proactive social media management, consistent brand image, trustworthiness, and favorable online reviews. Despite limited social media reach and only one physical branch, customers still expressed positive perceptions of the café’s online presence. The findings indicated that Mercedes Café’s positive virtual reputation was associated with customer engagement and loyalty. Limited reach and inconsistent posting remained challenges. More consistent content and increased online interaction may help expand audience reach, strengthen engagement, and support the café’s competitive position.

Keywords

social media, virtual reputation, proactive management, reviews and ratings, and brand image