From Chisel to Click: Social Media and Customer Engagement in The Wood Carving Industry of Paete, Laguna

This study examines the role of social media in enhancing customer engagement within the woodcarving industry of Paete, Laguna, by investigating how local artisans utilize digital platforms to promote their craft and foster meaningful relationships with consumers. A mixed-methods approach was employed, incorporating a quantitative survey of 100 respondents from Paete, Lumban, Pagsanjan, Sta. Cruz and Pila, alongside qualitative semi-structured interviews with five woodcarver entrepreneurs. The survey assessed demographic profiles, social media usage in terms of content quality, interaction, relevance, and customer engagement. Interviews provided deeper insights into digital marketing practices. Data were analyzed using descriptive statistics, weighted means, Chi-square tests, and Spearman’s correlation for the quantitative data, while thematic analysis was used for qualitative findings. The results revealed a significant relationship between monthly income and social media engagement, while other demographic factors had no significant effect. Both surveys and interviews emphasized that content quality, interactivity, and cultural relevance have a significant influence on customer engagement. Overall, social media was found to be not only a promotional tool but also a vital medium for preserving cultural heritage, strengthening consumer relationships, and supporting the growth of Paete’s woodcarving industry.