The Impact of Social Advertising on Consumer’s Preference of Bigbrew in Commonwealth, Quezon City: Basis for Crafting Enhanced Marketing Strategies

Vol.4, No.1

Abstract

This study aims to investigate the impact of social media advertising on consumer
preferences for BigBrew products. The study will also explore the factors that influence
consumers' preferences, including information, rewards, accessibility, and enjoyment, and
their implications for BigBrew's marketing strategy. To achieve this, the study will use
convenience sampling to survey consumers in Commonwealth, Quezon City, who have
been exposed to BigBrew's social media advertising campaigns. The study will provide
valuable insights into the effectiveness of social media advertising and inform BigBrew's
marketing strategies to better meet consumers' needs and preferences.
In terms of social media platform preferences, Facebook is considered the most effective
platform for advertising, while TikTok is considered the platform that can lead customers to
purchase. Instagram is perceived as having an appealing aesthetic and visual design, while
Twitter is seen as a helpful platform for discovering new products or flavors.
Based on the findings of the study, it is recommended that BigBrew focus on social media
advertising and prioritize accessibility and information in their marketing efforts. The study
suggests that Facebook and TikTok are effective platforms to reach their target audience of
young adult females and unemployed individuals in Commonwealth, Quezon City. To
improve its advertising on other social media platforms, the company can consider
incorporating rewards and improving response time to customer queries.