Abstract

This study assessed the Facebook page promotion of Blake and Blade Barbershop to provide inputs for improving brand recognition. Despite offering quality services, the barbershop struggles with low digital visibility, minimal online engagement, and stagnant business growth. Guided by the Stimulus-Organism-Response framework, this study employed a quantitative descriptive research design. Data were gathered from 50 purposely selected respondents who were customers and followers of the Blake and Blade Barbershop Facebook page, representing diverse profiles in age, gender, and visit frequency. The researchers developed a survey questionnaire based on the statement of the problem, reviewed by the research adviser and validated by a research expert and a grammarian. Following validation, the instrument underwent pilot testing with 10 respondents to assess clarity, resulting in minor revisions. The final instrument assessed Facebook page promotion across four dimensions: Intrinsic Quality, Contextual Quality, Representational Quality, and Social Quality. Data were analyzed using frequency and percentage distribution, weighted mean, Kruskal–Wallis test, and ranking. Findings revealed all four dimensions were rated Strongly Agree. Representational Quality obtained the highest composite mean (3.69), demonstrating the page excels in accurately representing the brand through authentic before-and-after photos and consistent visual identity. Intrinsic Quality followed (3.64), reflecting strong perceptions of informativeness, accuracy, and originality. Social Quality (3.54) and Contextual Quality (3.51) also received Strongly Agree ratings. A significant difference was found in assessments when respondents were grouped according to visit frequency. The most common challenges identified were low interactive engagement (32%) and difficulty standing out from competitors (27%). The study concluded the barbershop's Facebook promotion is highly effective across all dimensions, particularly in accurately representing the brand. However, enhancing interactive features and social engagement is recommended to foster stronger customer community. A targeted social media strategy is proposed, including creating more video content, improving post timing, developing storytelling elements, and implementing polls and contests. These recommendations aim to address identified gaps and improve brand recognition for Blake and Blade Barbershop.