Digital Marketing Practices of Aesthetic Clinics Towards an Enhanced Client Engagement

This quantitative study aimed to evaluate the perceived usefulness and ease of use of digital marketing practices among millennial clients of selected aesthetic clinics in Calamba, Laguna, using the Technology Acceptance Model (TAM) framework. Specifically, it wil identified the commonly used digital marketing platforms, assessed client acceptance, and described how these practices are experienced in terms of client engagement. The study utilized a descriptive approach using the survey research design, with data collected through a structured questionnaire and an observation checklist. The data were analyzed using frequencies, percentages, and mean scores to describe patterns of usage, perceived usefulness, and ease of use. The findings revealed that social media, particularly Facebook, is the most widely used digital marketing platform and it is frequently used as a primary source of engagement among millenial clients. Instagram and TikTok channel were identified as emerging platforms but remain underutilized, while email marketing and official websites are inconsistently applied. The respondents reported the high levels of acceptance toward social media campaigns and personalized content, indicating that these practices are perceived as useful and easy to use. Email marketing was also viewed positively, although slightly lower in comparison, suggesting areas for improvement in consistency andcustomization. These results indicate that while some platforms are more visible in attracting millenial clients, other digital marketing practices, such as personalized content, are highly appreciated when experienced. The study concludes that millennial clients generally perceive digital marketing practices as useful and easy to use, particularly social media campaigns and personalized content, reflecting key constructs of the Technology Acceptance Model. Since, the findings are based on descriptive data, the results highlight patterns of reported acceptance and perceived value. Overall, the study provides localized insights into how digital marketing practices are experienced in aesthetic clinics in Calamba, Laguna, and emphasizes the importance of adopting a more integrated, multichannel approach to enhance client engagement.