THE EFFECTIVENESS OF SOCIAL MEDIA

PLATFORMS AS THE NEW MARKET

PLATFORM FOR SMALL SCALE BUSINESS
OWNERS IN MONCADA
Aban, Krista Althea P.
Bainco, Lyka Rose C.
Cacal, Cassey Mae N.
Group 4
Gonzales, Francine T.
Manansala, Gracelyn P.
Novida, John Raphael B.
Ramos, Julienne Claire A.
Tacdol, Jay R Jay G.

 CHAPTER 1
THE PROBLEM AND ITS BACKGROUND

Introduction
Social Media is a type of internet communication that enables
users to communicate with consumers and exchange information
in real-time. The use of different social media sites is to share
something about ourselves, daily lives of people, or posting
opinions on something. When people saw the potential of the
internet, new approaches were developed and companies started
to create websites to communicate with their customers online.
There are many types of social media accounts, including
Facebook, Twitter, Snapchat, and Instagram, blog sites, and
various company websites have been the latest trend in the
market despite some.
As social media gains more importance, managers are a
force to quantify its return on sales as its prominence
grows. As the hottest new marketing concept, social media
marketing helps every business owner to know the value
that their business can generate in time. Nowadays people
tend to collect and share information that can alert others
through social media. Understanding how technology is
making it simpler for individuals to engage socially with
their social networks, and how your business can profit
from that understanding, is the goal of social media
marketing.
Statement of the Problem
This study aimed to determine the effect of social media on
small scale business owners in Moncada Tarlac as the new
market.

1. What are the social media platforms that the business

owners use for marketing?
2. How do the owners use those social platforms?
3. How effective are these social media platforms to the
respondents in terms of selling?
Alternative Hypothesis

The Social Media platform has an

effective/productive outcome for small-scale
business owners in Moncada. It also encourages
more customers and it is easily accessible for the
consumers especially in today’s situation.
Scope and Delimitation
This study aims to assess the effectiveness of social media in
small-scale business owners in Moncada, having twenty-five (25)
business owners as respondents.
The selection of respondents is caused by the sudden increases
of online selling during the pandemic. As an effect, lack of income
source is the primary cause why people choose to work online due
to the situation.
At the same time, the respondents of this study ranged in age from
18-45 years old. By using google forms(link) in the district of
Moncada.
Significance of the Study
To the Government: The results of this paper may assist the government in better
understanding the risk factor posed by the pandemic to small-scale businesses, as well as
in conducting better precautionary measures for business owners, and in having knowledge
about the things that they can provide, such as capital to support the business in order to
reduce financial problems and health assistance to business owners and customers.

To the Business Owners: the findings of this study may assist them in gaining useful
information on how to do business as well as knowledge on methods for dealing with the
effects of the pandemic and the probable implications that may be taken from the study's
findings.
To the aspiring Business Owners: this study will inform them which social
media channels they can use to advertise their prospective company. They
might learn how to develop and implement plans, as well as how to use
safety safeguards with both consumers and vendors.

To the future Researchers: they will benefit from it and can use it as a
source or reference. This research will give the foundation data
required by future researchers and studies relevant to this subject.
Definition of Terms
Social Media - The term social media refers to a computer-based technology that
facilitates the sharing of ideas, thoughts, and information through virtual networks and
communities. Social media is internet-based and gives users quick electronic
communication of content, such as personal information, documents, videos, and
photos. Users engage with social media via a computer, tablet, or smartphone via
web-based software or applications.

Online Marketing - the process or technique of promoting, selling, and distributing a

product or service. Marketing is the science of choosing target markets through market
analysis and market segmentation, as well as understanding consumer behavior from a
societal point of view. Marketing is the link between a society's material requirements
and its economic patterns of response and providing superior customer value.
Business - the activity of making, buying, or selling goods or providing services in
exchange for money. A business is any entity that seeks to profit from an activity.
Business is a broad term, but these profit-seeking activities generally include
providing some kind of good or service that people want or need. Businesses may
experience a loss, but that doesn't stop them from being a business. All that's
important from the standpoint of defining a business is that the entity seeks to
profit from what it does.
Business Owner- is a term that refers to individuals who establish and operate an
entity that is engaged in commercial, industrial or professional activities with the
purpose of deriving profits from its successful operations Denise Elizabeth P
(2014). In this study, A business owner is a very busy and hardworking person .the
business owners are goal oriented because their main goals is to be a successful
and financially stable. business owners is not just working for money,but also
they're working to earn money that can feed their families and to provide for their
financial support.
 CHAPTER 2
REVIEW OF RELATED LITERATURE AND STUDIES
Related Literature(Foreign)
Related Literature (Local)
Related Study (Foreign)
Related Study ( Local )
Related Literature (Foreign)
1.“How Large U.S. Companies Can Use Twitter and Other Social Media to Gain
Business Value” written by Culnan, McHugh, and Zubillaga (2010)
2. “How can social media be used as a marketing tool?” written by Chatterjee
(2014)
3.Forbes (2019) in an article entitled, “13 Tips for Choosing the Right Social
Media Platform for the Businesses”, stated that businesses should be aware of
these variations when considering whether or not to invest in marketing platforms
since they may affect the outcome of their effort.
4. Brendan James Keegan and Jennifer Rowley (2017) contributes to knowledge
regarding social media marketing strategy by developing a stage model of SMM
evaluation and uncovering the challenges in this process.
Related Literature (Local)
1."Change of the Philippine Advertising Industry” written by Calero-
Racho (2006)
2."Improving Social Media response to Endorsement Marketing in an
Endorser-Product Page" written by Jose Antonio Emmanuel Santos
(2014)
3. "How Important Is Social Media Marketing for My Business?. written
by Serrano, F. (2021)
Related study (Foreign)
1. A study conducted by Aziz , . ., Mohd, N., & . (2004) entitled “Influence Of
Market Orientation And the Effect Of Internet Marketing Integration”
2. The study by SA Razak published in NABM Latip Journal of Research in Business
and Management in 2016 revealed that social media has become a popular
marketing instrument. Most businesses start to use social media to promote
brands, goods, and services to customers.
3. The study conducted by Benjamin Ach (2013) focused on the “Evolution of
Business Marketing Strategies” (EBMS) especially the marketing strategies of
small enterprises.
4. A study conducted by Philip kotler (2011) titled "The World Marketing Summit,"
Related study (Local)
1. A research conducted by Baylon F.L., Baylon M.J., Espina J.M., Marigondon J.L., Nueva
M.J., and Osano M.B. published in (2019), entitled "Social Media as a Sales Strategy"
2. a research by Llamanzares (2021) titled Effective Marketing Strategies Utilizing
Social Media During the Pandemic to the Filipino People intended to analyze
effective marketing strategies using social media during the pandemic to the Filipino
people
3. a study by Amélia Maria Pinto da Cunha Brandão, Inês Faria, Mahesh Gadekar
Scientific Annals of Economics and Business (2019) Social media has provided
opportunities for businesses to develop close relationships with customers leading to
customers’ engagement as it influences loyalty and satisfaction, and assists in
expanding the markets
4. According to Harriete Mae Mercullo in her article entitled In (2019) "Translingual
Practices of Korean Beauty Products Online Resellers”
 Conceptual Framework
Social Media for marketing

What is the most What are the social

Social media effective social media platforms
platform used for media platforms that the business
marketing terms of; owners use for
a). Selling marketing.
 CHAPTER 3
METHODS OF RESEARCH AND SOURCE OF DATA

Research design
Respondent of the study
Sample and Sampling
Technique
 Respondents of the Study
n
N=
1+Ne2
Where:
n = number of sample size
N = total population
e = confidence
level/margin error
The Distribution of the Respondents is reflected in Table 1
Table 1
Number of Online Marketers
Places in the Vicinity of Moncada Selected Respondents

San Leon 4 4

Poblacion 2 3 3

Calamay 4 4

San Juan 4 4

Aringin 5 5

Baquero Sur
5 5

Total 25 25
Research Instruments
Data Gathering Procedure
THANK YOU!