Social Media Brand Engagement of Hospitality and Tourism Management Students as a Predictor of Online Purchase Behavior

Abstract

This study aimed to determine the relationship between social media brand engagement and online purchase behavior among Hospitality and Tourism Management students of Nueva Ecija University of Science and Technology. Specifically, the study examined the respondents’ profile in terms of program, age, gender, and social media usage frequency; assessed their brand engagement activities through liking and sharing posts, participating in online contests and campaigns, and commenting and providing feedback; and identified their online purchase behavior in terms of purchase frequency, product types purchased online, and average spending. The study utilized a quantitative descriptive research design and employed a structured survey questionnaire distributed through Google Forms. A total of 150 Hospitality and Tourism Management students were selected using simple random sampling. Data gathered were analyzed using frequency, percentage distribution, and weighted mean. Findings revealed that most respondents were Tourism Management students, aged 20–21 years old, female, and very frequent users of social media. In terms of brand engagement, respondents always engaged in liking and reacting to brand-related posts, while participation in online contests and commenting activities were interpreted as often. Results further showed that respondents were very likely to engage in online purchasing, particularly during promotional events and sales. Clothing, fashion, health, and beauty products were among the most commonly purchased items online. The study concluded that social media brand engagement significantly influences the online purchase behavior of Hospitality and Tourism Management students. Frequent exposure to social media content, online promotions, and brand interactions contributes to higher consumer engagement and increased likelihood of online purchasing. The findings may help businesses and marketers develop effective social media marketing strategies that can strengthen consumer engagement and improve sales performance.