Advisers

Sean Henrick V. Cayme, LPT, MAEd

Discipline

Marketing

Abstract

In the current digital era, social media has become one of the most powerful tools for businesses to connect with customers and promote their products. This study focused on assessing the Facebook Page utilization of BigBrew Sampaguita, Caloocan Branch, to provide practical inputs for improving its Facebook marketing strategy. Guided by the AIDA Model (Attention, Interest, Desire, and Action). The researchers used a quantitative comparative research design to gather and analyze data. Forty active Facebook followers and customers of BigBrew Sampaguita were selected through purposive sampling. A structured and validated survey questionnaire was used to collect information about the respondents’ demographic profile, their assessment of the Facebook page based on the AIDA model, and the challenges experienced in page management. Data were analyzed using frequency, percentage, weighted mean, Kruskal–Wallis test, and ranking to ensure accurate interpretation of the results. The results showed that most respondents were aged 16–20 years old and were predominantly female, indicating that the Facebook page mainly attracts younger audiences. The majority of users interacted with the page by reacting to posts through likes and hearts, which shows strong visibility but mostly passive engagement. Overall, respondents gave a positive assessment of the page, with a Grand Weighted Mean of 3.30 (Strongly Agree), suggesting that it is generally effective as a marketing platform. Among the AIDA components, Attention received the highest rating, followed closely by Desire and Interest, while Action received the lowest score. This means that while the page successfully captures attention and builds interest and desire, fewer customers actively participate by sharing, commenting, or engaging in promotions. A significant difference was found only in Interest when grouped according to age and type of Facebook interaction. The findings suggest that BigBrew Sampaguita’s Facebook page is effective in creating awareness and building customer interest, especially among younger users. However, turning that interest into actual engagement and measurable actions remains a challenge. Although customers appreciate the content and promotions, they are less likely to actively participate or interact beyond basic reactions. This highlights the need for more engaging and interactive strategies, such as contests, polls, customer testimonials, and faster response times to inquiries.

Keywords

facebook marketing, customer engagement, Social Media Engagement, customer behavior, aida model, brand awareness, digital marketing strategy