Building Customer Loyalty Through Social Media: Strategies of Small Businesses in Metro Manila

Abstract

In today’s highly competitive and digitally driven markets, fostering customer engagement has become essential for the continued success of small businesses. While existing literature has extensively examined engagement strategies in large or international corporations, there remains a lack of focused research on small enterprises in developing countries like the Philippines. This study seeks to address this gap by exploring the most effective customer engagement strategies employed by small businesses in Metro Manila and examining how these strategies contribute to their competitive sustainability. Anchored in Social Exchange Theory, the research utilized a qualitative case study design. Data were collected through open-ended online surveys and in-depth interviews involving twenty-five customers and seven small business owners, selected via purposive sampling. Braun and Clarke’s (2006) six-phase thematic analysis was used to identify and interpret recurring patterns and themes. Findings revealed that social media engagement, personalized customer service, and community-driven initiatives are core strategies that enhance customer loyalty, brand trust, and business adaptability. Moreover, small business owners assess the effectiveness of these strategies through customer feedback, digital metrics, and retention trends. The study contributes to the literature on organizational communication and small business marketing by highlighting how meaningful engagement fosters long-term sustainability.