Developing a Social Media Marketing Model for Standalone Coffee Shops in Districts 1 and 2 of Cavite: An Analysis of Customer Engagement

Abstract

This study explores the role of social media, specifically Facebook, in enhancing customer engagement for standalone coffee shops in the Cities of Bacoor and Imus, Districts 1 and 2 of Cavite. Using a mixed-methods descriptive research design, the research identified three key social media marketing strategies employed by these businesses: consistency in posting, the use of visually appealing content, and tailoring posts to target market segments. These strategies were analyzed within the framework of the Customer Engagement Model, which highlights six major factors: Value, Trust, Affective Commitment, Word of Mouth, Loyalty, and Brand Community Involvement. Quantitative data revealed strong customer reliance on Facebook for updates and purchasing decisions, while qualitative insights highlighted its role in fostering community-driven interactions and building trust. The study also presents a modified Social Media Marketing (SMM) Model, integrating these findings into actionable strategies for coffee shops to enhance customer engagement and business sustainability.