Effects of Social Media Content and User Engagement on the Purchase Intention of the Customers of Coffee Shops in Imus, Cavite

Date

6-2023

Degree

Bachelor of Science in Agribusiness Management

Adviser/Committee Chair

Remund Jordan D. Labios

Committee Member

Renen Szilardo C. De Guzman, Jennica Amielle M. Mora, Mar B. Cruz

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Abstract

This study aims to investigate the effects of social media content and user engagement on the purchase intention of customers in coffee shops located in Imus, Cavite. The popularity and widespread availability of social media platforms has changed how businesses interact with their customers. Social media platforms allowed businesses to communicate with their customers real-time, respond to their messages and comments promptly, and address concerns. Additionally, customers share feedback and experience with a business on social media. With this, businesses can understand the customers’ expectations, needs, and preferences. Understanding these and how it influences the purchase intention can help coffee shop owners enhance customer relationship and develop effective marketing strategies.

The researcher used online surveys to gather data from both the coffee shop customers living in Imus, and coffee shop owners and managers located in Imus. A total of 140 coffee shop customers in Imus, Cavite, was selected, and data was collected regarding their social media usage, engagement with the coffee shops’ social media content, their purchase intentions, and frequency and time of visiting the coffee shops’ social media pages. The researcher employed used descriptive statistics, particularly mean for the questions about social media usage, engagement with the coffee shops’ social media content, and their purchase intentions, and mode for the frequency and time of visiting the coffee shops’ social media pages. Additionally, correlational analysis was used to determine the relationships between social media usage, online engagements, and purchase intention.

The study explored the effect of social media usage to the purchase intention of customers. The study specifically focused on the following social media platforms: Facebook, Instagram, and TikTok. The results of the study showed that content posted on Instagram led to the highest purchase intention among the three social media platforms studied. Additionally, photos is the preferred content format of the customers when it comes to engagements and purchase intention.

Purchase intentions were found to be positively impact by higher levels of user engagement, such as likes, comments, and shares on social media content. The popularity of the coffee shop and the quality of the products they offer were shown through user participation and reviews, establishing a feeling of credibility that influenced consumers' purchase decisions.

Based on the results, coffee shop owners in Imus, Cavite, are recommended to maximize social media platforms, create visually appealing content, publish digital content regularly, and engage actively with customers to significantly increase online engagement rates that would lead to positive purchase intentions. Furthermore, the study recommends monitoring social media metrics, using business dashboards that are available on social media platforms, to evaluate the success of marketing campaigns and make informed decisions. Based on customer preferences and evolving trends, coffee shop owners should continuously modify their social media marketing plan, by creating relevant content based on the emerging trends and follower data that may be obtained through the business tools available on the platforms.

Overall, this study offers information about the effects of social media content and user engagement on the purchase intention of coffee shop customers in Imus, Cavite. The study provides owners of coffee shops with recommendations on how to maximize their social media presence, increase social media engagement, and ultimately boost purchase intention. enabling coffee shops to focus their marketing efforts on these platforms.

Language

English

LC Subject

Social media -- Influence, Telemarketing, Coffee industry

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2023 M17 B45

Notes

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Document Type

Thesis

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