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

Abstract

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.