ASIA PACIFIC JOURNAL OF ADVANCED EDUCATION AND TECHNOLOGY
The Relationship between Online Marketing Strategies and Consumer Engagement in the Food Industry
Lara Jane Velasco Austria, MBA
https://orcid.org/ 0009-0006-1289-9721
laravelascoaustria@gmail.com
University of Perpetual Help System DALTA, Las Piňas City, Philippines
DOI: https://doi.org/10.54476/apjaet/02755
Abstract
This study examines the relationship between digital strategies and customer engagement in online food businesses within the National Capital Region (NCR), Philippines. A correlational explanatory design was utilized, encompassing 100 participants. Research indicates a varied demographic profile of internet consumers in the NCR, characterized by high educational attainment and a predominantly youthful adult population. Consumers exhibit elevated involvement across cognitive, emotional, and behavioral dimensions. Online enterprises in NCR predominantly employ digital marketing strategies, emphasizing social proof and influencer marketing. Young educated consumers have the highest levels of engagement in online commercial activity. A favorable link emerges between elevated educational attainment and increased participation in Internet marketing methods. The report advocates for implementing focused marketing techniques, creating emotionally impactful campaigns, utilizing trust and credibility via user-generated content and influencer collaborations, and engaging younger, educated consumers. A thorough digital marketing strategy that employs social proof, influencer marketing, word-of-mouth, and community interaction techniques is recommended. This research enhances the comprehension of online consumer behavior and digital marketing tactics within the online food industry in NCR. Implementing the offered guidelines will enhance customer interaction for online food enterprises, resulting in heightened brand loyalty and business expansion.
Keywords: Online marketing strategies, Customer engagement, Food business, NCR