Latte Us Brew the Brand: Young Consumers’ Perception of Social Media Marketing Activities and Brand Equity of Local Small-Scale Coffee Shops in Metro Manila

Abstract

In a market shaped by shifting customer preferences and rising competition, local small-scale coffee shops in Metro Manila face the challenge of establishing a strong brand presence with limited resources. This study investigated how SMMA influences the brand equity of these coffee shops, addressing a gap in the literature regarding SMMA and BE in the local context. The study, guided by Yoo et al.’s (2000) extended model of Aaker’s (1991) brand equity framework, incorporated Kim and Ko’s (2011) dimensions of SMMA and Aaker’s (1991) key dimensions of brand equity. A quantitative and cross-sectional approach was utilized, with data collected from 112 respondents through a structured survey using five-point Likert scales. Descriptive, correlational, and multiple regression analyses were conducted. The results reveal that trendiness and EWOM are the most impactful SMMA dimensions in strengthening brand equity, while interaction emerged as the least effective, which may also be detrimental. These findings suggest that coffee shops can enhance their brand positioning by focusing on relevant trends and encouraging online word-of-mouth, rather than relying heavily on a two-way interaction. The study provides practical insights for marketers, entrepreneurs, and coffee shop owners aiming to leverage social media more strategically in a competitive and digitally driven market.