Author

Efren T. Resico, Jr*
Filamer Christian University, Roxas City, Capiz, Philippines

Abstract

This study examined the relationship between social media marketing strategies and business performance among coffee shops in Kalibo, Aklan. Specifically, it assessed the extent of social media marketing strategies as perceived by customers in terms of brand awareness, consumer engagement, content quality, perceived value, and customer interaction and responsiveness; determined the level of business performance of coffee shops in terms of financial and sales performance; and analyzed whether social media marketing strategies significantly relate to and predict business performance. A survey-correlational research design was utilized. The respondents included 300 coffee shop customers and 60 coffee shop owners and managers selected through non-probability sampling due to the unknown population size. Data were gathered using two validated and reliable researcher-made questionnaires. Significant findings showed that customers perceived social media marketing strategies to a high extent across all dimensions, while owners and managers rated their business performance, including financial and sales performance, at a high level. Findings further revealed a statistically significant but negative relationship between social media marketing strategies and business performance, indicating a moderate inverse association. Regression analysis confirmed that social media marketing strategies significantly predict business performance. The study concludes that although social media marketing is actively utilized by coffee shops in Kalibo, its effect on business performance depends on strategic alignment and effective implementation, highlighting its role as a significant but non-linear performance driver.

Keywords: Social media marketing strategies, business performance, coffee shops.

*Corresponding author
DOI: http://doi.org/10.69651/PIJHSS05021136

Recommended citation:
Resico, E. T., Jr. (2026). Social media marketing strategies and business performance among coffee shops in Kalibo. Pantao (International Journal of the Humanities and Social Sciences) 5 (2), 3960-3979. http://doi.org/10.69651/PIJHSS05021136

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