Digital Marketing Strategies Used by Competing Coffee Shops in Candelaria, Quezon: Perspective of Employees

Josh Edric G. Sobrepeña, Reymond D. Ragas & Chrizza Kaye R. Sotomayor

Volume 3 Issue 2 December 2023

Abstract

The study aimed to identify the digital marketing strategies utilized by coffee shops in Candelaria, Quezon, the digital platforms used by coffee shops in digital marketing, and the challenges and benefits of digital marketing strategy and its impact on sales and profitability of coffee shops. The study utilized a qualitative research method and used structured interviews to collect the data from 10 respondents. The study used content analysis and descriptive coding in analyzing the data from the interview. The results revealed that coffee shops in the area use a variety of digital marketing strategies, with social media marketing being the most used, and the identified online platforms that are being used by coffee shops are Facebook, Instagram, Tiktok, Messenger, Websites, and Email with Facebook being the most used platform. Likewise, the result also shows that digital marketing can influence customer decision-making and purchase behavior, which helps coffee shops gain more sales and profits. The identified challenges and benefits of digital marketing are competition and striving to improve their marketing strategies to attract customers; the challenges and the benefits, such as convenience in endorsing their coffee shops and the potential for increased profits and brand recognition. This study implies that digital marketing has many benefits and positive impact on coffee shops. Digital marketing strategy is effective to gain more customers online and increase their sales.

Keywords

Author information & Contribution

Disclosure statement

Funding

Declaration

Notes

Acknowledgement

References

Alexander, L. (2023). The who, what, why, & how of digital marketing. HubSpot, Inc.

Berry, L.L. (1983) Relationship marketing. emerging perspectives on services marketing, American Marketing Association, 25-80.

Calderon, J. (2006). Method of research and thesis writing (2nd Ed.). Mandaluyong City: National Bookstore.

Chaffey, D. (2011). E-business & E-commerce management: Strategy, implementation and practice. Pearson/Financial Times Prentice Hall, 2011.

Chaffey D. (2012). Social media marketing. Routledge. DOI:10.4324/9781315640341-5

Creswell, J. W. (1994). Research design: Qualitative & quantitative approaches. Sage Publications, Inc.

Creswell, J. W. (2012). Qualitative inquiry & research design: Choosing among five approaches (4th Ed.). Thousand Oaks, CA: Sage.

Creswell, J.W. (2013). Research Design: Qualitative, quantitative, and mixed methods approaches. 4th Edition. Sage Publications, Inc.

FITS Center (2020, August 1). International coffee day. https://www.facebook.com/fitscentercandelaria/posts/october-1-is-internationalcoffeeday-did-you-know-that-candelaria-is-one-of-the-t/3796830727013363/

Gummadi A. (2023). What are the main challenges of digital marketing in 2023? Tutorials Point.

Jefferson G. Jefferson transcription system – A guide to the symbols. University Transcriptions. Co. UK.

Kotler P. (2012). Theory of marketing. Emerald Publishing.

Krippendorff, K. (1980). Content analysis an introduction to its Methodology. London: Sage. DOI: 10.4236/jss.2022.107030

Malhotra, N. K., & Maryam, S. R. (2010). Riset Pemasaran: PendekatanTerapan [Marketing Research: Applied Approach] 4thed., Jakarta, Indonesia:Indeks.

Mandal, P. & Joshi N. (2017). Understanding digital marketing strategy. International Journal of Scientific Research and Management (IJSRM), 5(6) Doi: 10.18535/ijsrm/v5i6.11

Marino S. (2023). 165 Strategy-changing digital marketing statistics for 2023. Wordstream

Mellett, S., Kelliher, F., & Harrington, D. (2018). Network-facilitated green innovation capability development in micro-firms. Journal of Small Business and Enterprise Development, 25(6), 1004-024.

Michna, A. (2018). The Mediating role of firm innovativeness in the relationship between knowledge sharing and consumer satisfaction in SMEs. Engineering Economics, 29(1), 93-103.

Muhammad A., Mahdani I., Ikramuddin, Hendra s. (2020). The role of digital marketing platforms on supply chain management for customer satisfaction and loyalty in small and medium enterprises (SMEs). International Journal of Supply Chain Management 9 (3), 1210-1220.

Rowell, C. (2023). Survey insights 2023: Overcoming digital marketing challenges. Kortx.io

Saldaña, J. (2009). The coding manual for qualitative researchers. Los Angeles, CA: Sage Publication.

Schaffer, N. (2023). 55 Compelling social media marketing statistics you need to know for 2023.

Simplilearn, (2023). Exploring Starbucks marketing strategy: The Success Secret. Simplilearn.

Sorav, J. (2023). 10 Advantages and disadvantages of digital marketing in 2023.

Waghmare, G.T. (2012). E-commerce, a business review and future prospects in Indian business. Indian Streams Research Journal, 2.

WebFx (2023). 101 Digital marketing statistics that show the impact of online marketing in 2023. WebFx.

WebFX, (2023). Digital marketing strategies: Ultimate 2023 Guide. WebFX.

Wilhem K. (2020). 5 Benefits of digital marketing for small businesses. Olympia Benefits Inc.

Cite this article:

Sobrepeña, J.G., Ragas, R.D. & Sotomayor, C.R. (2023). Digital marketing strategies used by competing coffee shops in Candelaria, Quezon: Perspective of employees. The Research Probe, 3(2), 62-73.