Abstract

Traditionally, small and local beauty salons relied on word-of-mouth, flyers, and tarpaulins to promote their services; however, with the advancement of digital technology, many salons have shifted to social media platforms such as Facebook to improve visibility, engagement, and client awareness. This study used a descriptive-comparative, quantitative, non-experimental design to examine the influence of Facebook presence on client awareness of Nails and Hammer Beauty Salon in Quezon City. 20 respondents who engaged and availed services via Facebook were selected through purposive sampling. Data were collected via a Google Forms questionnaire and analyzed using frequency, percentage, weighted mean, ranking, four-point scale, Mann-Whitney U, and Kruskal–Wallis tests. Results showed most respondents were female, aged 21–25, spending 3–4 hours daily on Facebook, indicating young, active users are the main audience for salon content. Facebook presence strongly influenced reviews and ratings 3.53, user-generated content 3.50, shares 3.42, and credibility 3.39, all interpreted as strongly agree, highlighting the value of feedback and shared experiences in building trust. Respondents also showed high awareness through visual quality 3.61, engagement 3.53, and clear calls to action 3.31, interpreted as highly aware, emphasizing the impact of appealing and interactive posts. No significant differences were found when grouped by age, gender, or usage frequency (p > 0.05), indicating a consistent influence across profiles. In conclusion, the study confirms that a strategic, credible Facebook presence enhances client awareness, trust, and decision-making for salon services. It recommends a structured content schedule, engagement strategies like polls, participation in relevant Facebook groups, and exclusive Facebook promotions as practical measures to strengthen the marketing strategy of Nails and Hammer Beauty Salon.