ASSESSMENT OF SOCIAL MEDIA ADVERTISING AS A MARKETING TOOL FOR BUSINESS PROGRESS OF MR. BOY SPECIALTEA-BAGUMBONG CALOOCAN

Abstract

This research assesses the effectiveness of social media advertising as a marketing tool for the business progress of Mr. Boy SpecialTea-Bagumbong Caloocan, a branch under Edril Best Corporation. The business, owned by Mar Maylyn M. Susano, began operations in 2019 during the COVID-19 pandemic. Although it has a Facebook page, its last product-related update was in 2020. To address this issue, the researchers aim to evaluate the current status of its social media presence, identify areas for improvement, and propose an advertising plan to enhance business growth. The study employed a descriptive research design using a survey questionnaire for data collection. Percentages and weighted mean were used to analyze the gathered data. Convenience sampling was utilized to easily access respondents and collect data efficiently. Findings indicate that social media is a commonly used marketing tool for Mr. Boy SpecialTea-Bagumbong Caloocan, with a usage rate of 49.4%. Social media advertising was rated as “very influential” based on the following factors: value equity (3.72), relationship equity (3.59), brand equity (3.54), purchase intention (3.54), and customer equity (3.61). The study also identified key challenges, with inconsistent updates (30.07%) and promotional miscommunication (26.57%) being the most significant issues. The study highlights the importance of social media in marketing but notes the business’s lack of recent updates. The primary customer concern is inconsistent updates, which impact engagement. To address this, the study recommends regularly updating social media accounts, establishing a customer feedback channel, creating diverse content, and offering vouchers or coupons accessible via social media. These improvements can contribute to the overall success of the business.