THE INFLUENCE OF SOCIAL MEDIA MARKETING ON THE BUSINESS PERFORMANCE OF BONCHON CHICKEN RESTAURANT AT AYALA FAIRVIEW TERRACES, QUEZON CITY

Abstract

This study examines the influence of social media marketing on the business performance of BonChon Chicken at Ayala Fairview Terraces, Quezon City. The purpose is to provide insights and recommendations on how to effectively utilize social media marketing platforms to enhance business performance. The study highlights the importance of selecting the right social media platforms based on interaction levels and explores methods to further improve the company’s marketing strategies. This study utilized a quantitative research approach, primarily using surveys. The participants included selected customers of BonChon Chicken Restaurant. The collected data was analyzed using quantitative methods, providing insights that helped form recommendations based on the findings. A survey questionnaire served as the primary data-gathering instrument, with respondents selected using systematic random sampling. The statement of the problem was guided by a theoretical framework to ensure relevance and accuracy. Most of the respondents were male, aged 16–30 years old, with a majority spending more than five hours daily on social media. The survey results indicate that the respondents "Strongly Agreed" on the effectiveness of Facebook, Instagram, Twitter, and TikTok in influencing the business performance of BonChon Chicken Restaurant. The survey findings provide valuable insights into social media marketing strategies that can improve the business performance of BonChon Chicken Restaurant. The results emphasize the importance of selecting the most effective social media platforms to maximize engagement and reach potential customers.