Abstract

This study examined the influence of social media exposure on customer behavior toward trending food vendors in Quiapo, Manila. With the increasing use of digital platforms, especially among young consumers, food vendors rely on social media to promote their products and attract customers. The study focused on how social media affects customer decisions in terms of compliance, identification, and internalization, while also considering demographic factors such as age, gender, food expenditure, social media usage, and preferred platforms. The study aimed to determine how social media contributes not only to initial customer attraction but also to long-term loyalty and sustained support beyond online popularity. The study employed a descriptive-quantitative research design using a survey method to gather data from customers of selected trending food vendors in Quiapo, Manila. Respondents were selected through purposive sampling to ensure that participants were active social media users and familiar with trending food vendors. Descriptive statistics and weighted mean were applied to measure the level of social media influence, while inferential analysis was used to determine the significant effects of demographic variables on customer behavior. Findings showed that most respondents were aged 18–24, budget-conscious, and highly active on social media. Facebook and TikTok were the most preferred platforms for food discovery. Social media exposure strongly influenced customer behavior, particularly internalization, indicating trust, emotional connection, and loyalty toward vendors promoted online. However, issues such as high food prices, inconsistent quality, limited accessibility, and declining service experience affected continuous customer support. The study concludes that while social media is highly effective in attracting customers, sustaining loyalty depends on factors beyond digital promotion. It is recommended that food vendors adopt strategic and consistent social media marketing, strengthen authenticity through storytelling and customer engagement, and align online branding with offline service delivery. The proposed start-up development plan emphasizes data-driven marketing, platform optimization, and customer-centered strategies to help vendors achieve sustainable growth and competitive advantage in the digital marketplace.