Digital Storefronts: Effectiveness of Social Media Marketing Among Small Businesses
DOI:
https://doi.org/10.5281/zenodo.21758358Keywords:
social media marketing, small business, MSME, digital marketing effectiveness, revenue growth, customer acquisitionAbstract
The importance of social media marketing for small businesses in the provincial business environment of the present times is growing day by day. This study determined the effectiveness of social media marketing strategies on small businesses in Santiago City, Philippines particularly on important parameters such as an increase in revenues and customer acquisition. A structured survey questionnaire was given to 100 micro and small enterprises (MSEs) in the retail, food & beverage, agri-trading, and service sectors to get data on their social media practices, perceived effectiveness, problems faced, and future plans. To obtain a qualitative understanding of social media marketing strategies and their perceived results in business, interviews and case studies were conducted with business owners and managers. The findings imply that social media marketing is still significant for the connection and visibility of MSMEs in Santiago City, however, business performance does not seem to improve from just posting more or favoring certain platforms. In fact, other marketing strategies that are not related to social media, such as targeting tactics, content quality, and overall marketing initiatives, may be more important business growth drivers. Through this study, there can be a better understanding of the impediments to MSME owners in implementing social media marketing and can provide practical insights for local entrepreneurs and policymakers to strengthen their digital marketing capacity.
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