Level of Effectiveness of Social Media Platforms on the Selected Lechon Manok Along Novaliches Quezon City

Vol. 5, No. 1

Abstract

This study assesses the effectiveness of social media platforms in promoting selected lechon manok enterprises in Novaliches, Quezon City. It examines the effect of social media platforms on these enterprises concerning content, customer engagement, electronic word of mouth (eWOM), and trends. Additionally, it investigates how social media can be effectively utilized to garner attention, interest, and action.

This study utilized a mixed method of research design with only a total of forty (40) customers – ten (10) customers per selected lechon manok enterprises the day that the researchers conducted the survey, this study used convenience sampling technique. The researchers utilized a survey questionnaire as the primary instrument to gather data. The questionnaire was based on the statement of problem number one (1), two (2), three (3), and six (6).

The results indicate that TikTok is the most used social media platform by the respondents of the selected lechon manok enterprises. It also indicated that social media platforms are highly effective for Baliwag, Chooks-to-Go, and Don C, whereas they are merely effective for Andok's. The researchers also found that there is a meaningful distinction in how the four groups perceive the aforecited variables.

The researchers suggest that these enterprises should broaden their target market by sharing relevant content on social media, incorporating customer perspectives, and using key performance indicators (KPIs) to measure client satisfaction, reach, engagement, and conversion. Regular monitoring of trends, employing multimedia content, maintaining an active online presence, ensuring excellent customer service, conducting result audits, engaging with the audience, promoting social media accounts, and using appropriate tools are recommended. Engagement with the audience through networking and conversations is also essential.