Digital Marketing Practices of Wedding Photographers in Camarines Sur for Business Performance Enhancement

This study examined the digital marketing practices of Wedding Photographers in Camarines Sur, Philippines. Recently, there has been an increased reliance on digital platforms for business promotion. However, several creative services providers have yet to understand how to use these platforms effectively. This study aimed to evaluate the digital marketing platform used, measure online visibility and engagement level using publicly available metrics, and develop strategic recommendations to improve online presence and business performance. A mixed-method sequential explanatory design with a multi-case approach was employed, combining quantitative content analysis of Facebook pages (251 posts analyzed from July to December 2025) and qualitative semi-structured interviews to validate the findings. Eight wedding photographers were purposively selected, and four participated in the interview phase. Descriptive statistics, including mean, standard deviation, and coefficient of variation, were used to interpret the data, and thematic analysis was used to support the findings and inform the SWOT and TOWS analyses. The results showed that all participants use Facebook as their primary platform, with limited use of other digital channels. Findings also revealed the high variability in online visibility and low to moderate variability in engagement level. The research results represent a further step towards developing a strategic digital marketing framework and a SNAP strategy to improve platform utilization, strengthen online engagement, and enhance overall business performance. This study should therefore be of value to practitioners seeking to improve their digital presence and business performance, as well as to the growing literature on digital marketing in creative service industries.

Content analysis, digital marketing platform

1. Market Research Future. (2023). Global Wedding Photography Market Research Report, 2023-2032. Retrieved from. Retrieved from: https://www.marketresearchfuture.com/reports/wedding-photography-market-32129 [Google Scholar] [Crossref]

2. Fortune Business Insight. (2023). Wedding photography market. 2019-2032. https://www.fortunebusinessinsights.com/wedding-photography-market-106309 [Google Scholar] [Crossref]

3. Mikkolainen, T. (2022). Marketing a Wedding Photography Business. [Google Scholar] [Crossref]

4. Olazo, D. B. (2022). Measuring the level of digital marketing capabilities, digital marketing strategies, and challenges and issues of SMEs in adopting digital marketing. Journal of Marketing Advances, 4(1). [Google Scholar] [Crossref]

5. Herawati, A., Sarwani, S., Lestari, D. S., Listyawati, L., & Raharja, A. (2023). Sequential explanatory approach: Digital marketing implementation acceleration program that supports the marketing performance of MSME actors. Economic and Regional Studies / Studia Ekonomiczne i Regionalne, 16(4), 567–597. https://doi.org/10.2478/ers-2023-0036 [Google Scholar] [Crossref]

6. Gentles, S., Charles, C., Ploeg, J., & McKibbon, K. (2015). Sampling in qualitative research: Insights from an overview of the methods literature. The Qualitative Report, 20(11), 1772–1789. https://doi.org/10.46743/2160-3715/2015.2373 [Google Scholar] [Crossref]

7. Aziz, S. (2021). Government - Citizen Engagement on Social Media: Sentiment Analysis of Facebook Data. Online Media and Society, 2, 30-40. https://doi.org/10.71016/oms/8eaqn706 [Google Scholar] [Crossref]

8. Kim, H., Jang, S. M., Kim. S.-H., & Wan, A. (2018). Evaluating sampling methods for content analysis of Twitter data. Social media + Society, 4 (2). https://doi.org/101177/2056305118772836 [Google Scholar] [Crossref]

9. Yosep, M. A., Mohamed, M., Yusliza, M. Y., Saputra, J., Muhammad, Z., & Bon, A. T. (2021). Does digital marketing platforms affect business performance? A mini-review approach. In Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management (pp. 4372–4386). IEOM of microbusinesses in a component city in Northern Philippines. International Journal of Marketing and Digital Creative, 2(2), 1–15. https://doi.org/10.31098/ijmadic.v2i2.2157 [Google Scholar] [Crossref]

10. Musthofa, M., & Istiyanto, S. B. (2024). Instagram feature utilization and engagement effectiveness in wedding photography businesses. Journal of Strategic Digital Marketing, 3(1), 14–28 [Google Scholar] [Crossref]

11. Kristanti, D., & Mukhlis, M. (2023). Facebook marketing strategy for photography services: Market segmentation and customer targeting. Journal of Digital Business Strategy, 4(2), 89–102. [Google Scholar] [Crossref]

12. Yendra, Y., Zakaria, Z., & Noy, I. (2024). The Impact of Digital Marketing on Local Businesses. Advances in Community Services Research, 2(1), 49–61. https://doi.org/10.60079/acsr.v2i1.340 [Google Scholar] [Crossref]

13. Swami, Y. K. (2023). Why Every business needs a digital marketing strategy. International Journal for Multidisciplinary Research, 5(1). [Google Scholar] [Crossref]

14. Piñeiro-Otero, T., & Martínez-Rolán, X. (2016). Understanding digital marketing—basics and actions. In MBA: Theory and application of business and management principles (pp. 37-74). Cham: Springer International Publishing. [Google Scholar] [Crossref]

15. Inquiro. (2025). Most used social media platforms in the Philippines. [Google Scholar] [Crossref]

16. https://inquiro.ph/most-used-social-media-platforms-philippines/ [Google Scholar] [Crossref]

17. Oviedo-Bayas, B., Mendoza-Vargas, E., Zambrano-Vega, C. G., & Guevara-Torres, P. (2026). Effectiveness of social media marketing for local brands. Journal of Business and Entrepreneurial Studie, 10(1), 13–23. https://doi.org/10.37956/jbes.v10i1.409 [Google Scholar] [Crossref]

18. Chan, J. F. (2025). Digital marketing strategies and revenue growth among small and medium enterprises (SMEs) in Barangay Canlubang, Calamba City. International Journal for Multidisciplinary Research, 7(2). [Google Scholar] [Crossref]

19. Orias, M., & Borbon, N. M. (2022). Adoption of digital marketing among farm tourism sites in the province of Quezon, Philippines. International Journal of Research Studies in Management, 10, Article 12. https://doi.org/10.5861/ijrsm.2022.12 [Google Scholar] [Crossref]

20. Belen, A., & Punzalan, S. (2025). Key factors on marketing strategies of selected aesthetic clinics in Naga City. GPH-International Journal of Business Management, 8(01), 575-593. https://doi.org/10.5281/zenodo.14750418 [Google Scholar] [Crossref]

21. Srivastava, A., Datt, M., Chaparala, J., Mangla, S., & Patnaik, P. (2017). Social media advertisement outreach: Learning the role of aesthetics. Proceedings of the ACM on Human-Computer Interaction, 1(CSCW), 1–22. [Google Scholar] [Crossref]

22. Ogechi, A. (2017). The rise of social media: Implications for emerging markets. [Google Scholar] [Crossref]

23. Binuluan, A., Gonayon, S., Mabborang, A., Panaligan, M., Sia, K., Ramos, R., & Catacutan, K. (2024). Social media utilization of microbusinesses in a component city in Northern Philippines. International Journal of Marketing and Digital Creative, 2(2), 1–15. https://doi.org/10.31098/ijmadic.v2i2.2157 [Google Scholar] [Crossref]

24. Hidayat, A. R., Alifah, N., Astuti, A. W., Solehudin, Cahya, M. N., & Lutfia, L. (2025). Utilization of innovation in digital marketing: Qualitative study of SMEs in Indonesia. Multidisciplinary Science Journal, 7(10), 2025489. https://doi.org/10.31893/multiscience.2025489 [Google Scholar] [Crossref]

25. Mirzaev, S., & Tergembai, A. (2025). Digital platforms and promotional strategies in the creative industry. Journal of Creative Economy and Digital Media, 7(1), 1–15. [Google Scholar] [Crossref]

26. Chan, J. F. (2025). Digital marketing strategies and revenue growth among small and medium enterprises (SMEs) in Barangay Canlubang, Calamba City. International Journal for Multidisciplinary Research, 7(2). [Google Scholar] [Crossref]

27. Rachmawati, M. (2024). The use of digitalization of information in developing digital marketing for MSMEs. Edusight International Journal of Multidisciplinary Studies, 1(1). [Google Scholar] [Crossref]

28. Alfiani, S., Hastjarjo, S., & Sudarmo. (2023). Self-branding as a mobile phone photographer to improve professional image on Instagram. Formosa Journal of Applied Sciences, 2(12), 3575–3590. https://doi.org/10.55927/fjas.v2i12.7255 [Google Scholar] [Crossref]

• A Study on Utilisation on Vidiyal Payanam with Special Reference to Udumalpet
• Influence of Sales Promotional Strategies on Water Purifier Purchase: A Study
• Voluptatem exercitat
• Beatae voluptatum eanfjnjfnjnj
• Analysis of Marketing Strategies in Newbridge College During Covid-19 Pandemic