Browsing by Author "Libatique, Joyce Camille M."

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    Social media marketing and customer engagement of Selected Food Tourism Enterprises in the City of San Fernando, La Union
    (Don Mariano Marcos Memorial State University – Mid La Union Campus, 2026-06) Libatique, Joyce Camille M.; Ramos, Jobert N.; Balansag, Ma. Evans; Sabado, Roselyn G.; Parrocha, Maricel C.; Gacayan, Daniel B.; Bayani, Keneth G.; Siong, Venus D.; Quinitip, Tiffany Ruth R.
    This study examined the relationship between social media marketing strategies and customer engagement of the selected food tourism enterprises in the City of San Fernando, La Union. Specifically, it described the social media marketing in terms of platforms/networks utilized, types of content, engagement tactics, and consistency and frequency of posting, measured the extent of customer engagement in terms of conversion rate, amplification rate, applause rate, audience growth, and audience demographics, and interaction patterns. A quantitative descriptive-correlational research design was employed. Data were collected from owners and/or managers through a validated survey questionnaire. Statistical tools included frequency, percentage, median, and the Chi-Square test with Cramer’s V. Results indicated that the selected enterprises demonstrated a high level of implementation of social media marketing practices and customer engagement. It is recommended that businesses optimize data-driven content strategies, strengthen interactive communication, and continuously monitor engagement metrics to sustain a competitive advantage.