Introduction

In today's modern era where technology is prevalent, entrepreneurs and business owners seek
to adjust to the new strategies in marketing that extends to the internet, particularly on social media.
They are keeping up with the world's fast pace of change or they will be outdated. This current market
scenario is evident through social media. Adapting this kind of marketing is a need for every business,
especially in an industry where trends like food and clothing changes overtime (Bashar et. al., 2012).

With the advancement of technology and the introduction of Web 2.0 surfaces, human
interaction has been significantly affected. As a result, the number of businesses that use social media as
a marketing tool sky rocketed due to the inexpensive access and the amount of people it can reach out
to in a matter of minutes which was not possible back then (Hansson et. al., 2013).

Social media is one helpful tool that businesses use that makes their business grow. Nowadays,
most businesses are adapting the new strategies in marketing their business, through social media. It
determines the growth of the business as it increases the brand image of the business through posting in
social media as it reaches a wide range of people. Therefore, just by putting up a social media post about
your business, you will be able to attract potential customers and supporters of your business.

Social media and marketing now come hand in hand as it becomes a prevalent tool for
developing and maintaining a relationship among consumers as it has been found that it influences their
purchase-shopping behavior (Ruane & Wallace, 2013). It is greatly effective for pull-marketing strategies.
Since social media provides communication, sharing of information, knowledge, values, and ethics about
the product or service being offered (Lagrosen & Grund' en, 2014).

In the Philippines, there has been a noticeable increase in the number of businesses that are
being established and is expected to greatly add to the revenue of many Filipinos in the future. This
growth is made possible due to the invention of technology, together with the existence of different
social media platforms, which increases the brand awareness, customer engagement and lead
conversion of advertisements-all of which are necessary for a business to strive and continue in the long
run (Abalos, 2020).

The Municipality of Baao has numerous established businesses. With the advancement of
technology, these businesses now take a step forward in their marketing strategy. The use of social
media serves as a medium in order to approach the public in the most efficient way. From milk tea
shops, thrift stores, restaurants and other businesses. These businesses now present their products and
services through a social media post that will later on gain engagement form online users.

The main objective of this study is to determine the utilization of social media as a marketing
tool for businesses in Baao. Furthermore, this study will help the business owners to gain knowledge on
how different businesses use social media as a marketing tool. Additional knowledge gained will then be
able to contribute to the success of their business.
Scope and Limitation of the Study

This study mainly focuses on determining the utilization of social media as a business

marketing tool. It will particularly tackle the respondent’s demographic profile: business type,

nature of the business, year of operation, monthly revenue, social media platform used; and also,

the level of utilization of social media as a business marketing tool as appraised by the

respondents and if there is a significant difference when grouped according to profile.

The respondents of the study will be those business that use social media as their

marketing tool. The researcher limits the study to 50 selected businesses. Each of the respondents

will be given a questionnaire that they will have to answer. This study will be conducted around

Baao, Camarines Sur within the school year 2022-2023. Moreover, this study will not have an

output as it is only concerned with determining the utilization of social media as a business

marketing tool. Furthermore, this study will help the business owners to gain knowledge on how

different businesses use social media as a marketing tool. Additional knowledge gained will then be able

to contribute to the success of their business.

End Notes Chapter I

Bashar, A., Ahmad, I., Wasiq, M. (2012). Effectiveness of Social Media as a Marketing Tool: An
Empirical Study. International Journal of Marketing, Financial Services & Management Research.

Hansonn, L., Wrangmo. A., & Søilen, K. S. (2013). Optional ways for companies to use Facebook
as a marketing channel. Journal of Information, Communication and Ethics in Society.

Lagrosen S. and Grunden K. (2014). Social media marketing in the wellness industry. The TGM
Journal.

Abalos, W. (2020). Social Network Marketing of Micro, Small and Medium Enterprises in the
Province of Tarlac. Review of Integrative Business and Economics Research.
RRL

Baretto (2013) stated that, the ambition of social media is to enable people with common
interests to gain and deliver information and express opinions. However, social media is not only used to
communicate with each other. Bernoff & Li (2008) added that, social media transforms the way people
communicate, may it be from different parts of the world.

According to Sisira Neti, et. al (2011), social media is where a person can share opinions, photos,
views, content and can be used as a communication tool. Social media has two parts, “social” in which
an individual or different groups of people interact with each other and the other part is the way how an
internet user delivers information through different channels which is the “media”.

Activities today on a website mostly includes activities that is associated with the use of social
media. Social media refers to the online interaction of internet users. More than just a mere interaction,
social media involves activities like being able to create, comment, share contents, and communicating
with friends through a social networking site like Facebook. In order to join such a site a new member
needs to create an online profile page which serves as their identity and enables them to get in touch
with the other members that uses the same site and that will allow to do social media related activities
(Broek et. al, 2009). There are different social media platforms like YouTube and Flickr as well social
networking sites like LikedIn and Facebook (Hensel and Deis, 2010).

Chatterjee and Kar (2020) stated that, communicating through social media enhances the
relationship between the enterprise and the customer. Social media is an instrument that makes the
business realize the objectives and functions of the organization. In addition to that, Hernandez et al.
(2022) stated that, prevalence of social media increases product sales.

Customers view social media as a means of acquiring and sharing information (Ahani et al.,
2017). Being aware of the products helps the customers to decide whether or not to buy it (Agnihotri et
al., 2017). Hernandez et al. (2022) added that, involving infographics on a businesses’ social media post
influences a customer purchase the product.

The wide range of use of social media allows the business to know the thoughts, reaction and
views of the customers on their products through feedbacks and suggestions. (Hernandez et al., 2022).

Social media helps the business to increase brand awareness and popularity (Ahmad et al.,
2018). In this case, numerous brands adapted social media from the usual traditional marketing. Through
posting on social media, it leaves a strong impact on the customers which increases the level of
acceptance that leads to a boost on sales, stated by Ancillai et al. (2019).

According to Tajudeen et al. (2018), social media is used by SMEs as it is cost-effective and in a
short amount of time it can reach out to numerous potential customers. Its impact is significant on a
business’ performance, most especially that it saves money. Furthermore, social media has dynamic
marketing techniques that do not require for a huge capital (Ellinger and McWhorter, 2016).

An organization’s profile, information, available and incoming products and services can easily be
obtained through the use of social media. Such as, observing a competitor is also applicable (Hernandez
et al., 2022).
 According to Mariani et al. (2016), with the popularity of the use of social media, businesses’
now utilize the increasing influence of social media to market their product and services and to build an
online presence among the customers.

The study of Bodnar and Cohen (2011) stated that, social media is considered as an effective
marketing tool, mainly because it improves representation, the branding and image of the business that
is being launched, it helps to communicate with the customers ,and lead conversion for the business that
use social networking sites.

With the invention and development of information technology and Internet, communication
was made easier for the business and its customers (Kirtis and Karahan, 2011).

Social media accounts are primarily made so that the online users can keep in touch with their
families and friends. Other than that, users are also aware that businesses’ use social media as a channel
for marketing their brand. It has enabled the business to spread their idea directly to their target market
in a way that is effective and that can help them be closer to their customers do that the business can
establish a relationship (Hopkins, 2012).

Hansson et al. (2013) stated that, it is no longer impossible to be able to reach out to millions
and billions of customers because of social media.

The findings of Abalos (2020) is consistent with the study conducted by Fernandez and Uy (2019)
that, Filipino customer sentiments make online advertisements and products popular because of the
videos, photos, music, text, and inspiring stories that the business owner puts up that triggers the
emotion of the customers. MSME owners view social networking sites as an avenue to create a bond
with their customers in order to strengthen loyalty and patronage. Significantly, online interaction exists
between the business and consumer in communities and groups in the Philippines (Camara et al., 2017).

Hernandez et. al (2022) concluded that, social media is used for sharing information,
collaborating ideas, establishing relationships with customers and allows access to look out for
competitors. Also, small and medium enterprises defined social media as an avenue for business growth,
to increase brand awareness, interactions, lead generation, conversing online, better customer service
and for gaining insights that is significant for the success of the business.

Social media is a magnet for pooling a wide range of potential customers, helps boost sales, and
an effective way and user-friendly tool in entering the market. Additionally, technical skills such as
photography and phot-editing skills is vital because promoting a product online requires to have a
decent presentation of the product to influence more customers to purchase the product (Banzon et. al,
2022).

A similar conclusion was also made by Santos (2019) which states that, a businesses’ purpose is
to make their product or service known. Through social media as a marketing tool, it will allow the
business to put up their product, advertise it and post updated offers and discounts.
Synthesis

All the foregoing review of related literature and studies gathered in this research enlightened
the insights and concerns of the researchers on the utilization of social media as a business marketing
tool.

Baretto (2013), Bernoff & Li (2008), Sisira Neti, et. al (2011) defined social media as a means of
communicating and expressing ones’s thoughts, feeling and opinions. While, Broek et.al, 2009, Hensel
and Deis, 2010, Chatterjee and Kar 2020, Hernandez et al. 2022, Ahani et al., 2017, and Agnihotri et al.,
2017 stated that social media is essential not just in an individual’s as a means of communication but
also to a certain business as it helps to converse with consumers and bridge the products and services to
the consumers. Similarly, social media increases brand awareness and is cos-effective according to
Ahmad et al., 2018, Ancillai et al. 2019, Tajudeen et al. 2018, Ellinger and McWhorter, 2016, Mariani et
al. 2016, and Camara et al., 2017.

The development of technology, particularly the Internet and social media has made it easier for
businesses to market their products and services. Reaching out to numerous people in the least amount
of time is possible and gaining their trust and loyalty to purchase the product is influenced through
posting in social media, as stated by Bodnar and Cohen 2011, Kirtis and Karahan, 2011, Hopkins, 2012,
Hansson et al. 2013, Abalos 2020, Fernandez and Uy 2019, Banzon et. al, 2022, and Santos 2019.

Research Gap

Out of the previous reviewed studies, this study is different because it seeks to determine the
utilization of social media as a business marketing tool among the businesses’ here in the Municipality of
Baao. This identified gap is filled up by giving a questionnaire to the selected businesses here in the
Municipality of Baao, Camarines Sur that utilize social media as a business marketing tool.

Theoretical Framework

Pseudo-Theories described that social media theory landscape happens at a fast pace as it
requires a minimal cost to innovate in the era of open-source movement. This theory relates to the
study, for the reason that it explains that the use of social media has become wide and very functional to
this modern era, as social media is one of the most used mediums in gaining and delivering information.

The 7Ps is a core marketing theory. Included in the 7Ps are the: products, place, price,
promotion, physical evidence, people, and process. The elements around which a business should align
their online marketing campaign in order to be successful. At least three of the 7Ps needs to be included
in the social media campaign for it to be effective. This portion relates to this study, because it elaborates
strategies that will help the business owners to enhance their marketing campaigns and how social
media bridges to implement those 7Ps core marketing.

Chaffey’s theory of social media marketing is an essential part when it comes to online marketing
since it implicates on how to converse with consumers on a website. It is vital that in online marketing
there should be an interaction between the business and the customer. Once, an interaction is
established it will give an advantage to the business. This relates to the study, since it explains how social
media is essential in online marketing as it points out that communicating with customers online is one
advantage in empowering the businesses’ platform.

Def of Terms

For the purpose of better comprehension about common and unfamiliar words or phrases, the
following terms are herein defined conceptually and operationally.

Business. Create goods and services to satisfy the needs and wants of customers. (Nasrudin,
2022). In this study, it is the businesses in the Municipality of Baao.

Business Owner. A person who manages the overall operations of the business (Kumar, 2021). In
this study, it refers to the owner of the different businesses in the Municipality of Baao.

Business Type. It refers to the legal structure of a corporate parent or recipient entity, which
might be a corporation, partnership, sole proprietorship, or limited liability company among others
(Tamplin, 2023). In this study, it refers to the type of business organization and is one of the information
in the demographic profile of the respondents.

Marketing Tool. Refers to the tool that businesses use to present and promote their products
and services (Polishchuk, 2021). In this study, the marketing tool used by the respondents is the social
media.

Monthly Revenue. The total sales revenue for a certain month (Sherman, 2020). In this study,
monthly revenue is one of the information in the demographic profile of the respondents.

Nature of the Business. The industry where a business belongs and the general reason for its
existence (Amir, 2021). In this study, it refers to the industry where the business belongs and is one of
the information in the demographic profile of the respondents.

Social Media. A digital technology that makes it possible to share contents, communicate and
deliver information through virtual networks and communities (Dollarhide, 2023). In this study, it is the
marketing tool being used by the respondents.

Social Media Marketing. The practice and industry of marketing on social media (Hayes, 2022). In
this study, the respondents practice this marketing through uploading posts in social media. Year of
Operation. Founded, built, or brought into existence (dictionary.com) It is when business started. In this
study, year of operation is one of the information in the demographic profile of the respondents

Year of Operation. Founded, built, or brought into existence (dictionary.com) It is when business
started. In this study, year of operation is one of the information in the demographic profile of the
respondents.
Research Method

Quantitative research is concerned with collecting and statistically analyzing data. It is useful in
finding patterns and averages, making predictions, testing casual relationships, and generalizing a result
form a population (Bhandari, 2020). Quantitative research will help generate knowledge and create an
understanding about the utilization of social media as a business marketing tool.

Research Design

A quantitative descriptive method will help fulfill the main focus of the study, to determine the
utilization of social media as a business marketing tool.

It is concerned in describing a phenomenon as it exists; dominant practices; the beliefs and

practices that occurs; as well as the impact that are being felt or urging trends (Cohen et al., 2002).
Descriptive research method is a quantitative research design that observes a situation as it is happening
with no experimental manipulation from the researcher (Williams, 2007).

Sampling Procedure

According to Oliver (2015), purposive sampling is a form of non-probability sampling in which

the respondents of a certain study to be included in the is based upon a certain criterion. Respondents
are taken by the researcher from a sample which fits the description needed by the study in order to
fulfill the study. Purposive sampling focuses on particular characteristics of a population that are of
interest. The main goal of this is to take and chose respondents from the population that will be
beneficial in answering the research questions posed. Purposive sampling enables the researcher to
select the respondents that fit the description of the study (Rai and Thapa, 2015).

Through purposive sampling, the researchers will pick the respondents needed by the study by
assessing their characteristics if they are fit to answer the research questions. In the given list of
registered businesses in the Municipality of Baao, the researchers will pick 50 respondents that use
social media as a business marketing tool.

Instrument of the Study

A questionnaire will be used as the instrument of this study. According to McLeod (2018), a
questionnaire is a research instrument that is made up of a list of questions intended to gather
responses from the respondents. One way to think of a questionnaire is that it is a type of written
interview that can be conducted over the phone, online, or through face-to-face. It offers a reasonably
quick, easy, and effective technique to get a lot of data from a huge sample.
Statistical Tools

Percentage Technique. Displays the percentage of data. First, it identifies the total number of the whole
number of sample; then the parts from the determined whole; and then dividing the parts from the
determined whole to the whole number of sample (Shapiro, 2023).

Rating Scale. Most common close-ended question type where you can assign a certain weight to each
option (Cornell, 2022).

Mann-Whitney U-Test. This test is used to determine that two samples are likely to derive from the same
population (LaMorte, 2017).

Kruskal Wallis H-Test. This test determines whether two or more groups have different medians (Glen,
2023).