THE IMPACTS OF SOCIAL MEDIA ON THE MARKETING OF SMALL

ENTERPRISES (SMEs) IN PARANAQUE

A Marketing Research Proposal

Presented to

Dr. Zacarias

By

Edgar C. Brabante Jr.

First Trimester SY 2019-2020

 ACKNOWLEDGMENT

I would like to express my gratitude to the following who have helped me to come

up with this Research Paper.

Powerful God who, without Him, I would not able to finish my thesis;

My Adviser, Dr. Ma. Erlinda S. Zacarias for her patience for me and our own class

everytime we ask for her assistance.

My Friends, that de-stress my mind whenever it’s full, Helping me physically and

Inspiring me mentally.

My parents for their never ending support and understanding that made me who I

am today and making this research possible.

The respondents of my study, for their kind and generous assistance in answering

questionnaires;

All those who, in one way or another, have helped me in finishing my thesis.

Edgar C. Brabante Jr.

 Table of Contents
Title Page…………………………………………………………………………………………i
Acknowledgement……………………………………………………………………………….ii
Table of Contents……………………………………………………………………………….iii

Chapter 1: The Problem and its Background

Introduction……………………………………...……………………………………………….1
Background of the Study……………………………………………………………………….2
Research Locale………………………………………………………………………………...3
Theoretical Framework…………………………………………………………………………4
Conceptual Framework…………………………………………………………………………5
Statement of the Problem………………………………………………………………………6
Hypotheses………………………………………………………………………………………6
Scope and Limitations of the Study…………………………………………………………...7
Significance of the Study……………………………………………………………………….7

Chapter 2: Review of Related Literature and Studies

Effectively Incorporating Social Media: A Case Study on Coca-Cola……………………10
The Social Media & Entrepreneurship Growth……………………………………………..11
Social Media and the Impact on Marketing Communication……………………………...12
Marketing communications: an integrated approach………………………………………13
Social Media as a Marketing Tool: A Literature Review…………………………………..13
Impact of Social Media Marketing on Purchase Intention and Brand Loyalty…………..14
The Effect of Social Media Marketing in Small Business Performance………………….15
Social Media Marketing in a Small Business: A Case Study……………………………..15
Effectiveness of Social Media as a Marketing Tool: An Empirical Study………………..16
Social Media as a Tool of Marketing and Creating Brand Awareness…………………..16
Social Media Marketing: A Paradigm Shift in Business……………………………………17
A study of the impact of social media on consumers………… …………………………..18
Influence of Social Media Marketing on Customer Engagement…………………………19
The impact of social media in business growth and performance………………………..20
Social Media Impact on Business Development…………………………………………...21
The future of social media in marketing……………………………………………………..21
The Impact of Social Media on Marketing Strategy………………………………………..22
The Impact of Social Media as a Marketing Tool on Purchasing Decisions…………….22
Social Media Marketing: Strategies & Its Impact…………………………………………...23
The Effectiveness of Using Social Media as a Marketing Communication Tactic……...24

Chapter 3: Research Methodology

Research Design………………………………………………………………………………25
Respondents of the study…………………………………………………………………….25
Research Instruments………………………………………………………………………...25
Data Gathering Procedure……………………………………………………………………26

Chapter 4: Presentation, Interpretation & Analysis of Data

Introduction……………………………………………………………………………………..26
Demographic Data…………………………………………………………………………….27
Data from the Interview……………………………………………………………………….32

Chapter 5: Conclusions and Recommendations

Conclusions and Recommendations………………………………………………………...41

References....................................................................................................................43