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Social media marketing and customer engagement of Selected Food Tourism Enterprises in the City of San Fernando, La Union

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creativework.keywordscustomer engagement, food tourism enterprises, social media marketing
dc.contributor.advisorParrocha, Maricel C.
dc.contributor.authorLibatique, Joyce Camille M.
dc.contributor.authorRamos, Jobert N.
dc.contributor.authorBalansag, Ma. Evans
dc.contributor.authorSabado, Roselyn G.
dc.contributor.chairGacayan, Daniel B.
dc.contributor.committeememberBayani, Keneth G.
dc.contributor.committeememberSiong, Venus D.
dc.contributor.committeememberQuinitip, Tiffany Ruth R.
dc.date.accessioned2026-08-19T04:48:18Z
dc.date.available2026-08-19T04:48:18Z
dc.date.issued2026-06
dc.descriptionFull text
dc.description.abstractThis 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.
dc.format.extentxiii, 107 p.: ill. (col.)
dc.identifier.citationRamos, J. N., Balansag, M. E., Libatique, J. C. M., & Sabado, R. G. (2026). Social media marketing and customer engagement of Selected Food Tourism Enterprises in the City of San Fernando, La Union. [Unpublished Undergraduate Thesis]. Don Mariano Marcos Memorial State University – Mid La Union Campus, City of San Fernando, La Union. Lakasa ti Sirib, DMMMSU Institutional Repository.
dc.identifier.urihttps://lakasa.dmmmsu.edu.ph/handle/123456789/2383
dc.language.isoen
dc.publisherDon Mariano Marcos Memorial State University – Mid La Union Campus
dc.rights.licenseCC BY 4.0
dc.sdgSDG 8
dc.sdgSDG 9
dc.sdgSDG 12
dc.subject.ddcSocial media marketing
dc.subject.ddcCustomer engagement
dc.subject.ddcDigital marketing
dc.subject.ddcFood tourism
dc.subject.ddcTourism enterprises
dc.subject.ddcMarketing management
dc.subject.ddcConsumer behavior
dc.subject.ddcSocial media -- Business applications
dc.subject.ddcTourism -- Marketing
dc.titleSocial media marketing and customer engagement of Selected Food Tourism Enterprises in the City of San Fernando, La Union
dc.typeThesis
dcterms.accessRightsOpen access
dspace.entity.typePublication
thesis.degree.disciplineCollege of Management
thesis.degree.levelUndergraduate
thesis.degree.nameBachelor of Science in Business Administration major in Marketing Management
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