Advisers

Sean Henrick V. Cayme, LPT, MAEd

Discipline

Marketing

Abstract

This study examined the impact of social media promotion on customer retention of Marikina Bakery and served as the basis for a proposed digital promotional plan. With the increasing reliance on digital platforms for marketing, the research aimed to determine how social media strategies influence customer retention and identify challenges encountered in online promotion. The study focused on social media promotion in terms of enhancement, reversal, retrieval, and obsolescence, based on McLuhan’s Media Theory. Customer retention was measured through brand awareness, positive social media engagement, promotional offers, and customer engagement. A quantitative descriptive-correlational design was utilized. Thirty (30) customers and social media followers of Marikina Bakery in San Roque, Marikina City were selected using purposive sampling. Data were gathered through a structured survey questionnaire and analyzed using frequency and percentage distribution, weighted mean, ranking, and Pearson’s r correlation. Findings revealed that most respondents were aged 18–22 and predominantly female, indicating a digitally active market. Results showed that respondents strongly agreed that social media promotion enhances brand value, increases awareness, and improves engagement. Customers perceived the Marikina Bakery’s social media content as effective in strengthening brand visibility and interaction. However, despite these positive perceptions, the Pearson’s r test indicated no statistically significant relationship between social media promotion and customer retention. The study concludes that while social media promotion positively influences brand awareness and engagement, it does not directly guarantee customer retention. Therefore, a customer-focused digital engagement plan is recommended, emphasizing consistent posting, creative content development, personalized interaction, and storytelling strategy to strengthen long-term customer relationships.

Keywords

digital marketing, customer retention, customer engagement, social media promotion, brand awareness