Leveraging Facebook Fan Page and Brand Identity to Enhance Marketing Opportunities for Egg Tart Sales

Abstract

The research entitled "Leveraging Facebook Fan Page and Brand Identity to Enhance Marketing Opportunities for Egg Tart Sales" aims to: 1) apply a Facebook Fan page and brand identity to enhance marketing opportunities for egg tart sales; 2) evaluate the effectiveness of the implemented Facebook Fan page and brand identity through expert assessment; and 3) examine consumer satisfaction with the utilized Facebook Fan page. Using Lucky Egg Tart as a case study, the participants consisted of 50 individuals who had previously purchased Lucky Egg Tart products or had actively engaged with the brand’s Facebook Fan page. The participants were selected using purposive sampling. The research instruments employed in this study included 1) the Facebook Fan page, 2) an expert evaluation form, and 3) a consumer satisfaction questionnaire.

            The research findings indicated that the social media marketing strategy developed for egg tart sales was effective, as evaluated by experts. Descriptive statistics indicated that the expert evaluation of the platform's effectiveness yielded a mean score of 4.56 (S.D. = 0.50) while the consumer satisfaction assessment resulted in a mean score of 4.76 (S.D. = 0.50). These results signify that both criteria were achieved at the highest level. Furthermore, qualitative feedback from experts in the marketing promotion dimension highlighted that the strategy was outstanding, effectively creating brand awareness and reaching the target audience. It can therefore be concluded that the implementation of the Facebook Fan page and brand identity effectively increases distribution channels, enhances brand awareness, and positively influences consumers’ purchase intention.