Advisers

Reynold R. Bangalisan, LPT

Discipline

Marketing

Abstract

This study investigates the relationship between social media marketing and brand visibility for stat-up coffee shop in Fairview, Quezon City, guided by Social commerce theory Wang, C., Zhang, P., & Li, Y. (2021). Using a descriptive-correlational design, the research surveyed respondents (15 Customers) via purposive sampling employing validated questionnaires to determine their demographic profile of customers, assess social media marketing, the relationship between social media marketing and brand visibility and challenges of start-up enterprises. Results revealed that most customers were young adult females with low monthly income who visit coffee shops on a weekly basis, with Facebook identified as the most preferred social media platforms. Social media marketing was rated as highly influential in product purchase decisions, online purchasing behavior, and customer feedback. In terms of brand visibility, content variety and customer engagement were found to be highly effective, while brand recognition was assessed at a moderate level. However, correlation analysis showed no significant relationship between social media marketing and brand visibility, indicating that social media presence alone does not guarantee increased visibility without strategic implementation. The study identified key challenges, including inconsistent posting schedules, delayed responses to inquiries, low-quality visual content, limited promotional activities, and unclear brand identity. Based on these findings, the study concluded that social media marketing was associated with customer behavior, but no significant relationship with brand visibility was established; content quality, consistency, and engagement strategies remain important considerations. A strategic plan was proposed focusing on consistent content posting, improved visual quality, prompt customer interaction, clear branding, and interactive activities to strengthen brand visibility, customer satisfaction, and long-term business sustainability.

Keywords

social media marketing, brand visibility, start-up enterprises