BALIWAG POLYTECHNIC COLLEGE

Social Media Marketing On Microbusiness Sales Performance

A Business Research Presented to the Faculty of Institute of Business and Accountancy

Baliwag Polytechnic College, Baliwag, Bulacan

In Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Business Administration major in Marketing Management

By

Cruz , Carla Pascual

Leonardo , Alexandria Caspe

Madanglog, Jobelle, Dela Peña

Salazar , Ian Chris Marcelino

Santos, Jeanelle Joy Lingat

Santos, Joana May, Mahinay

 Acknowledgement

First and foremost, we would like to thank our Professor Ms. Gladys L. De Guzman for her

unwavering support of our Business Research, as well as her patience, encouragement, and vast

expertise. Her advice was invaluable throughout the research and writing process. We'd like to

express our gratitude to our family, particularly our parents, for morally, financially, and

spiritually supporting us as we worked on our research and in our daily lives.

2
 Dedication

We dedicate this Research to God Almighty our creator,

our strong pillar, our source of inspiration wisdom,

knowledge and understanding. He has been the source

of our strength throughout writing this research.

We also dedicate this research to our family

and schoolmates. A special feeling of gratitude

to our loving parents whose words

of encouragements and push for

tenacity ring in our ears.

To Professor that always reminds us that

take it easy (research) thank you, you all

deserved to be part of our dedication.

And to future researchers who will be able to utilize

this study as a reference or guide

Thank you all may the Lord bless you all the time.

3
Table of Contents

Title Page i

Dedication ii

List of Tables iii

Abstract iv

CHAPTER 1: THE PROBLEM AND ITS BACKGROUND

Introduction 8

Objective of the Study 9

Conceptual Framework 10

Hypothesis 10

Definition of Variables 11

Scope and Delimitation 12

List of Figure

Figure 1 10

4
CHAPTER 2: METHOD

Methods and Techniques in the Study 13

Population and sample of the study 14

Instruments 14

Items and Scale 14

Collection and Gathering of Data 15

Statistical Treatment of Data 15

CHAPTER 3: RESULTS AND DISCUSSION

Survey Results 16

Discussion and Analysis 17

Conclusion 29

Recommendation 30-31

APPENDIX A
Survey And Results 32
APPENDIX B
Data Matrix Part I and II 32
References 33

5
List of Tables

Table 1: Distribution of Respondents According to their Sex 16

Table 2: Distribution of Respondents According to their Age 17

Table 3: Frequency Percentage of Microbusinesses in Baliwag Bulacan according to the

business sector they do belong 18

Table 4: Microbusinesses Frequency Percentage in Baliwag Bulacan, based on whether social

media marketing helps generate sales19

Table 5: Frequency Percentage of Microbusinesses in Baliwag Bulacan, based on the device

used to access their social media feed 20

Table 6: Frequency Percentage of Microbusinesses in Baliwag Bulacan, according on how many

times they post their product on their social media accounts 21

Table 7: Frequency table of Microbusinesses in Baliwag, Bulacan, based on the social media

platforms they used to promote their products 22

Table 8. Customer Engagement as an Factors Impacting The Sales Performance of

Microbusinesses 23

Table 9. Innovation as an Factors Impacting The Sales Performance of Microbusinesses 24

Table 10. Competition As An Factors Impacting The Sales Performance of Microbusinesses

25

Table 11. Microbusinesses Sales Performance 26

Results of the correlation analyses between variables 27-28

6
 Abstract

This research is about the impact of social media marketing on microbusiness sales

performance with customer engagement, competition, and innovation as independent variables.

The researchers disseminated a two part questionnaire. The first part is about the respondent's

demographics and the second part is variable related questions. The respondents are the

microbusiness owners from Baliwag, Bulacan and they were forty-four in total.

Lastly, the researchers list down some of the recommendation for the microbusiness

owners and for the future researchers.

7
CHAPTER 1: THE PROBLEM AND ITS BACKGROUND

INTRODUCTION

Publishing was the initial step in social media marketing in the early 2000s. The use of social

media and social networks to sell a company's products and services is referred to as social

media marketing (SMM). Businesses were using social media platforms to promote attention to

their websites and possibly sales. Businesses can use social media marketing to engage with

existing customers and reach out to new ones while also promoting their desired culture, mission,

or style. (Yang, 2014) Lots of new services compete for the attention of more than 5 billion

mobile device users around the world in today's social media landscape. The major social media

platforms (at the moment) are; Facebook , Twitter , Tiktok, Instagram and YouTube.

Microbusiness have a number of challenges, including a lack of financial resources, marketing

skills and knowledge, and poor market exposure and effect. Little is known about the impact of

social media marketing on small business performance, but more research is needed to shed light

on the topic. (Gilmore, 2001)

To fill the research gap, the researchers intend to examine into how social media marketing

affected microbusinesses’ sales success. The studies explored the impact of social media

marketing on microbusinesses' sales performance. Through customer engagement, innovation,

and competition, the researchers present a framework for studying the impact of social media

marketing on microbusiness sales performance. The researchers are collecting data in order to

test our proposed model. This study is expected to add to the body of knowledge in the field of

microbusiness social media marketing. It can also help small firms figure out how to construct

social media strategies.

8
OBJECTIVE OF THE STUDY

This research is a descriptive design and has the objective of answering the research Problem:

what are the factors like costumer engagement, innovation, competition and what social media

plat form impacted the microbusinesses sales performance. The study investigates the impact of

social media marketing on sales performance of microbusiness in Baliwag, Bulacan.

The specific research objectives of the study are :

1. To determine the factors that influence the impact of social media marketing on microbusiness

sales performance in Baliwag, Bulacan.

2. To determine whether costumers engagement have significant impact on microbusiness sales

performance.

3. To determine whether innovation have significant impact on microbusiness sales performance.

4. To determine competition have significant impact on microbusiness sales performance.

9
CONCEPTUAL FRAMEWORK

This paper has one dependent variable which is affected by the three independent

variables.
Figure 1.

Independent Variables

Customers
Engagement

Dependent Variable

Innovation
SALES
PERFORMANCE

Competition

HYPOTHESIS

H 01: Costumers engagement on social media has no significant impact on the sales performance

of microbusinesses.

H 02: Innovation has no significant impact on the sales performance of microbusinesses.

H 03: Competition on social media has no significant impact on the sales performance of

microbusinesses.

10
DEFINITION OF VARIABLES

The following are the important terms are defined accordingly:

COMPETITION - Competition is the rivalry between companies selling similar products and

services with the goal of achieving revenue, profit, and market share growth.

COSTUMERS ENGAGEMENT – Customer engagement is the process of interacting with

customers through a variety of channels and strengthening your relationship with them. For

many businesses, this process begins with the first interaction and extends beyond the point of

purchase. Companies can engage with customers via social media, email, websites, community

forums, or any other space where they're communicating or consuming content.

INNOVATION – Innovation is a process by which a domain, a product, or a service is renewed

and brought up to date by applying new processes, introducing new techniques, or establishing

successful ideas to create new value.

SOCIAL MEDIA MARKETING - The term social media marketing (SMM) refers to the use

of social media and social networks to market a company's products and services. Social media

marketing provides companies with a way to engage with existing customers and reach new ones

while promoting their desired culture, mission, or tone.

MICROBUSINESS - The term microbusiness, refers to a small business that employs few

people. A microbusiness usually operates with fewer than 10 people and is started with a small

amount of capital advanced from a bank or other organization. Most microbusiness specialize in

providing goods or services for their local areas.

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Scope and Delimitation

The major goal of this research is to find out how social media marketing affects

microbusiness sales performance. The data and factual information acquired from the

respondents in this study will aid in determining the impact of social media marketing on sales

performance. The study's boundaries are set in Baliwag, Bulacan. Only 50 respondents were

chosen to participate in the research. The responses come from microbusiness owners in

Baliwag, Bulacan.

12
CHAPTER 2: METHOD

The research methodology used in the preparation of this research explains the methods

used in the study, the population and the sample of the study, the research instrument, and the

collection and gathering of data in which includes the processing and the statistical analysis.

Methods and Techniques in the Study

The researchers utilized the correlation method to thoroughly evaluate and interpret the data

obtained during the procedure. The correlation method is used to ensure that there is a correlation

between the variables. The researchers will clearly describe the relationship between the

independent variable and the dependent variable.

The descriptive correlation approach is used to discover whether or not two or more variables

are linked to one another. It defines the variables and the inherent interactions that exist between

and among them. Karl Pearson, an English mathematician, established the correlation technique,

which described the correlation between two variables and made a measurement of the strength

of a linear relationship between two variables, which is indicated by r. The Pearson correlation

coefficient, r, can vary between +1 and -1. A value of 0 implies that no relationship exists

between the two variables. A number larger than 0 shows a positive relationship; that is, when

one variable's value grows, so does the value of the other variable. A number less than 0 implies

a negative connection, which means that when the value of one variable rises, the value of the

other variable falls.

13
Population and sample of the study

The goal of this study is to look at the impact of social media marketing on microbusiness

sales performance. The participants of this research were the small business owners. A

convenience sample of fifty people was used for the survey. Only forty-four out of fifty small

business owners were able and respectfully requested to respond to the questionnaire, and all of

them did so.

Research Instrument

This paper describes the three independent variables which are costumers engagement,

innovation, competition, and their effects on the dependent variable sales performance. This

study made use of survey and questionnaires. The item questionnaire was modified and adopted

from Marta Ortega Góngora. It was used to gather data from the microbusiness owners from

Baliwag and Pulilan, Bulacan. The instrument used is a survey questionnaire that has two (2)

parts which are to be filled up by the respondents. The question sheet includes 13 influencing

factors and assessed through a 5 point Likert scale and other demographic items such as sex, age

and business sector. Before laying it on the study, the instrument was checked by the professor.

Items and Scale

The questionnaire consists of two parts. In the first section, respondents were asked to include

personal information such as their (optional) name, gender, age, which business sector do they

belong, does social media marketing helps them to generate their sales, what is their go-to

14
device, how many times do they post their product and what social media platform do they

usually. The second part is the questions in independent variables and dependent variables,

calculated using the five-point rating scale: 1 — Strongly Disagree, 2 — Disagree, 3 — Neutral,

4 — Agree, and 5 — Strongly Agree.

Collection and Gathering of Data

Due to the pandemic, personal contact was not recommended. Researchers distributed surveys

to respondents via online chat and Google Forms. However, before submitting a Google Forms

survey, the researchers ask for the permission of the participant if they are willing to participate.

All that is required of the participants is that they read the questions attentively and select the one

that best matches their needs. The information gathered from the survey was classified,

tabulated, surveyed, and statistically analyzed. The information was then organized into a table

to display the findings of the data gathering.

Statistical treatment

Through the use of Microsoft excel for fast tabulation and consistency of replies, the data

were tabulated and compiled after it has been obtained. The data analysis was simplified for the

researchers with the use of the program. This research used Pearson product moment correlation

and Likert scale to evaluate and perceive the outcome of the variables impacting the sales

performance of microbusiness owners. ± .29 is low correlation, ± 0.30 to ± 0.49 is moderate

correlation, and ± 0.50 to 1.0 is high correlation.

15
CHAPTER 3:

RESULTS AND DISCUSSION

This aspect of the research paper presents, analyses and interprets the data gathered from

the instruments in accordance with the specific problem being studied. Tabular

presentation and textual interpretation are utilized to answer specific problem. It

significantly includes relevant aspects leading to the analysis of the findings particularly

on the correlation between the impact of social media marketing on microbusiness and sales

performance

SURVEY RESULTS
1. Demographic Profile of the Respondents
Table 1: Distribution of Respondents According to their Sex

SEX FREQUENCY PERCENTAGE

MALE 18 41%

FEMALE 26 59%

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 TOTAL 44 100.00%

Table 1 showed the data on the distribution of respondents according to their sex. It shows that

most of the respondents are female with a frequency of 26 (59%) and male respondents got a

frequency of 18 (41%).

Table 2: Distribution of Respondents According to their Age

AGE FREQUENCY PERCENTAGE

18-25 21 47.72%

26-35 14 31.81%

36-45 7 15.90%

46-55 2 4.54%

56 and above 0 0

TOTAL 44 100.00%

According to this table, the majority of respondents (47.72 %) were between the ages of 18

and 25. The next largest group of respondents is between the ages of 26 and 35. (31.81 % ). The

17
researchers also got the frequency of respondents aging below 36 to 45 (15.90%) while

respondents aging 46 to 55 (4.54%) lastly 56 and above ( 0%).

Table 3: Frequency Percentage of Microbusiness in Baliwag Bulacan according to

the business sector they do belong

To which sector does your business

belong? FREQUENCY PERCENTAGE
Food 19 43.18%

Health & Beauty 11 25%

On-line Retail 7 15.91%

On-line Retail Gadgets/Electronics 5 11.36%

Pets Breeders 1 2.27%

Printing 1 2.27%

TOTAL 44 100%

In this section, the numbers showed which sector the respondents' businesses are in. The food

sector has a frequency of 19 (43.18 %). With 11 (25 %), the health and beauty sector is the next

largest category of respondents, followed by online retail (7 (15.91 %). The researchers also

obtained 5 (11.36 %) from the gadgets/electronics sector, as well as the same frequency from pet

breeders and printing, all of which received 1. (2.27 %). The majority of the business owners in

this table operate in the food sector

18
 Table 4: Microbusiness Frequency Percentage in Baliwag Bulacan, based on

whether social media marketing helps generate sales

Does social media helps to

generate sales? FREQUENCY PERCENTAGE

Yes 44 100%

No 0 0%

TOTAL 44 100.00%

The researchers discovered that 44 (100%) of the respondents said Yes that social media

marketing helped them produce revenue, whereas 0 (0%) said No. This table 4 showed the

frequency with which microbusiness owners agreed that social media marketing helped them in

generating sales; as seen in this table, all of the microbusiness owners agreed that social media

marketing helped them in generating sales.

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 Table 5: Frequency Percentage of Microbusiness in Baliwag Bulacan, based on the device

used to access their social media feed

What is your go-to device to

access your social media feed? FREQUENCY PERCENTAGE

Mobile 30 68.18%

Laptop 14 31.82%

Tablet 0 0%

desktop 0 0%

TOTAL 44 100.00%

Table 5 presented the data on the distribution of respondents according to what is their go-to

device to access their social media feed. A frequency of 30 (68.18%) is using mobile. The next

majority of the respondents have been using laptop 14 (31.82%) and the researchers got the same

frequency for tablet and desktop they both got 0 (0%). This table shows that most of the

respondents uses mobile to access their social media feed.

20
 Table 6: Frequency Percentage of Microbusiness in Baliwag Bulacan, according on

how many times they post their product on their social media accounts.

On a regular day how many

times do you post your product FREQUENCY PERCENTAGE
on your social media accounts?
At least once every day 24 54.55%

At least once a week 9 20.45%

Several times per week 8 18.18%

Less frequently 3 6.82%

TOTAL 44 100.00%

When it comes to promoting their products, microbusinesses use social media as part of their

daily operations, according to this study. The researchers see that 24 (54.55 %) of the

respondents post at least once every day, and 9 (20.45 %) post at least once a week in this table

6, and 8 (18.18 percent) said they post several times each week, whereas 3 respondents (6.82

percent) stated they post less frequently.

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 Table 7: Frequency table of Microbusiness in Baliwag, Bulacan, based on the social

media platforms they used to promote their products.

What social media platform do

you usually use in promoting FREQUENCY PERCENTAGE
your products?
Facebook 31 70.45%

Instagram 5 11.36%

Tiktok 5 11.36%

Twitter 3 6.82%

YouTube 0 0%

TOTAL 44 100.00%

The majority of microbusiness owners selected Facebook as their preferred social media

platform for promoting their products. Table 7 showed the statistics on the distribution of

respondents by social media platform used for product promotion. Facebook is used by

31 respondents (70.45 %). The next majority of respondents had the same frequency, with 5

(11.36 %) saying they use Tiktok and Instagram, and 3 (6.682 %) saying they use Twitter. The

researchers were able to obtain a total of 0 (0 %) of YouTube users. This table clearly shows that

the majority of respondents primarily used Facebook as the social media platform they used to

promote their products.

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 The Impact of Social Media Marketing On The Sales Performance Of Microbusiness

Table 8. Customer Engagement as an Factors Impacting The Sales Performance Of

Microbusiness

RESPONSES (FREQUENCY)
Customer Engagement MEAN INTERPRETATION
1 2 3 4 5

1.Each costumer requires

1 0 3 19 21 4.34 Strongly Agree
a unique approach

2.My customers usually

look for information about

0 0 3 20 21 4.40 Strongly Agree
the product in social

media.

3.I can creatively handle

customer complaints thru 0 1 6 22 15 4.16 Agree

social media.

OVERALL - MEAN 4.3 Strongly Agree

This section presented the costumers engagement as a factor impacting the sales performance

of microbusiness according to costumer engagement. Respondents were asked questions that

directly relate to the reliability of service. Using the Measure of 1 as Strongly Disagree, 2 as

Disagree, 3 as Neutral, 4 as Agree, and 5 as Strongly Agree, the researchers are able to identify

the degree of agreement in each question. It has a Mean of 4.3 which falls under the scale of

strongly agree and shows that the respondents strongly agreed that costumer engagement has an

impact in the sales performance of microbusiness

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 Table 9. Innovation as an Factors Impacting The Sales Performance Of Microbusiness

RESPONSES
INTERPRETATIO
Innovation (FREQUENCY) MEAN
N
1 2 3 4 5
1.I always come up
with new ideas for
0 0 2 16 26 5 Strongly Agree
satisfying my customer
needs.
2. I like to take risks
and do things 0 0 5 24 15 4.23 Strongly Agree
differently.
3. I always seek out
new ways of
0 2 9 13 20 4.16 Agree
conducting selling
activities.
OVERALL - MEAN 4.31 Strongly Agree

According to Innovation, Table 9 showed factors influencing microbusiness sales

performance. Respondents were asked several questions about innovation. The researchers can

determine the degree of agreement in each question by using the Measure of 1 as Strongly

Disagree, 2 as Disagree, 3 as Neutral, 4 as Agree, and 5 as Strongly Agree. It has a mean of 4.31,

which falls under the Strongly Agree scale, indicating that the respondents strongly agree that

innovation has an impact on microbusiness sales performance.

24
Table 10. Competition as An Factors Impacting The Sales Performance Of Microbusiness

RESPONSES
INTERPRETATIO
Competition (FREQUENCY) MEAN
N
1 2 3 4 5

1. Social Media

Marketing helps my
0 2 2 15 25 4.43 Strongly Agree
business to persuade

customers creatively

2. Rivalry between

businesses within my 0 1 3 22 18 4.30 Strongly Agree

sector is very intense.

3. My competitors are

very active in social 0 1 4 22 17 4.25 Strongly Agree

media.

OVERALL - MEAN 4.33 Strongly Agree

Table showed indicates the elements that influence the sales performance of microbusinesses

based on competition. Respondents were asked a series of questions about the service's

dependability. The researchers can determine the degree of agreement in each question by using

the Measure of 1 as Strongly Disagree, 2 as Disagree, 3 as Neutral, 4 as Agree, and 5 as Strongly

Agree. It has a mean of 4.33, which falls inside the Strongly Agree scale, indicating that the

respondents strongly agree that competition has an impact on microbusiness sales performance.

25
 Table 11. Microbusiness Sales Performance

RESPONSES
INTERPRETATIO
Sales Performance (FREQUENCY) MEAN
N
1 2 3 4 5

1. Social media marketing

increase my sales. 0 1 4 17 22 4.36 Strongly Agree

2. With social media, I

can promote my products 0 1 4 15 24 4.41 Strongly Agree

more economically.

3. With social media, I get

customers to be more 0 2 6 17 19 4.20 Agree

loyal to my business.

4. I can attract new

customers thru social 0 1 3 15 25 4.45 Strongly Agree

media marketing

OVERALL - MEAN 4.36 Strongly Agree

Table 11 showed the factors that influence the sales performance of microbusinesses

according to social media marketing.  The respondents were asked several questions. The

researchers can determine the degree of agreement in each question by using the Scale of 1 to 5

(Strongly Disagree, 2 to Disagree, 3 to Neutral, 4 to Agree, and 5 to Strongly Agree). It has a

mean of 4.36, which is on the Strongly Agree scale, showing that the respondents strongly agree

that sales performance has an impact on microbusiness sales. 

26
          
Computed
Variables Critical value Significance Decision
value
of Pearson
  of ( r)    
(r)
         
CUSTOMERS
       
ENGAGEMENT
vs. 0.5558 ± 0.2907 0.05 Reject H01
SALES PERFORMANCE        
         
INNOVATION        
vs. 0.7494 ± 0.2907 0.05 Reject H02
SALES PERFORMANCE        
         
COMPETITION        
vs. 0.7295 ± 0.2907 0.05 Reject H03
SALES PERFORMANCE        
Results of the correlation analyses between variables

The preceding table presents the relationship between the different variables
involved in this study.

The costumers engagement and sales performance of the respondents at 5% level of

significance and degrees of freedom 44, using Pearson r correlation test showed that there is a

high

positive correlation as shown by 0.5558 as computed value of Pearson r compared to the critical

value of ± 0.2907. The computed value of Pearson r is greater than its critical value, therefore

null hypothesis is rejected and the H1 or the alternative hypothesis is accepted. The respondents'

innovation and sales performance, which is also at a 5% level of significance and 44 degrees of

freedom, showed a high positive correlation as shown by 0.7494 as computed value of Pearson r

compared to the critical value of ± 0.2907. Since the computed value of Pearson r is exceeds the

27
critical value, therefore H02 or the null hypothesis is rejected and the H2 or the alternative

hypothesis is accepted.

The competition and sales performance of the respondents which is also at 5% level of

significance and degrees of freedom is 44, using Pearson r correlation test showed that there is a

positive moderate correlation as shown by 0.7295 as computed value of Pearson r compared to

the critical value of ± 0.2907. The computed value is still greater that its critical value therefore

hypothesis H2 or the alternative hypothesis is accepted and the null hypothesis or the H03 is

rejected.

As a result, this table reveals that, of the three independent variables, innovation had the

greatest influence on respondents' sales performance, with a computed value of 0.7494 compared

to the critical value of ± 0.2907.

28
Conclusion and Recommendations

This research study considered the three factors that impacted the sales performance of the

microbusiness owners of Baliwag Bulacan and hypothesized that costumers engagement,

innovation and competition has a significant impact on microbusiness owners sales performance.

The factors that mostly affect the sales performance is innovation based on the result of the data

gathered from the respondents. On the other hand, the majority of respondents are aware of and

continue to consider aspects such as customer engagement and competition as influences on their

business's sales performance. In general, it is shown that all the factors used in this study have a

significant relationship with the sales performance of the microbusiness in Baliwag Bulacan. The

researchers conclude that all the factors, such as customer engagement, innovation, and

competition, have a significant impact on sales performance in the microbusiness of Baliwag

Bulacan, and that this may lead to high customer satisfaction and trust, resulting in them

becoming an absolute consumer in their business.

29
Recommendations for Further Research

There are several recommendations that could be suggested to future researchers regarding

this study to look deeper into other possible factors that may affect the sales performance of

microbusiness of Baliwag, Bulacan. The researchers would like to recommend to ensure that

future researchers could understand the impact of social media marketing on sales of

microbusinesses. The first recommendation is that future researchers could examine other

variables which could have more impact and increase the validity and reliability. This can

improve the depth of comprehension about the research topic and provide broader viewpoints

and because the researchers were able to apply quantitative methods due to the pandemic, the

second recommendation is that future researchers should collect and analyze data using

qualitative research methods. This is because qualitative research involves gaining a deeper

understanding of the topic. Furthermore, open-ended questions are used in this strategy, and

respondents are expected to expound on the specific subject areas presented so that future

researchers can acquire more insightful responses. This gives them the opportunity to learn more

about the research and gain a better knowledge of it.

The third recommendation is that future researchers can conduct similar research at other

geographical location or to all microbusiness populations within Bulacan. As there were only 50

survey forms were disseminated in this study, future researchers could increase the sample size

in order to obtain more responses and perspectives from respondents. Future researchers will be

30
able to obtain more precise results and a more comprehensive understanding of the research topic

as a result of this.

Finally, we recommend that microbusiness owners or aspirants who plan to start a business

soon to use this research as a reference to accomplishing their objectives, making decisions, and

recognizing that, with the right attitude and minimal effort, social media can be highly

advantageous to their business.

The researchers also recommend to the future researchers to ask this following questions if they

use qualitative method to their study:

How many employees (included yourself) work currently in your company?

Why did you decide to use social media marketing?

Did you have any difficulties when implementing social media marketing?

Would you consider it is worthy to use social media marketing in your business? If yes, please

explain why; if no, please explain why.

31
 REFFERENCES

https://ejmcm.com/article_1570_4af82ab6a7a29ad71bd31360dd2c0872.pdf

https://upcommons.upc.edu/bitstream/handle/2117/88058/TFM%20%20MARTA
%20ORTEGA%20Document%201-Report%20and%20Annexes.pdf

https://core.ac.uk/download/pdf/301362686.pdf

https://docs.google.com/forms/d/
1b4e2f3pylyOsisi4K_9gO3MCdMBTi8FlGOcR3vxzcyU/edit

https://www.emerald.com/insight/content/doi/10.1108/JSBED-09-2013-0133/full/
html?fbclid=IwAR3G08J4jUKFcsvqKFOCk-aK2cgAP4Zcv2vkKYiH-
vos8HsJFsOoTEFGJ-g

https://buffer.com/social-media-marketing

32
 Appendix A
Survey Questionnaire
Section A: Demographic information
1. Name (Optional): _____________________________

2. Sex:
O Female O Male

3. Age Group:
O 18-25 O 36-45
O 26-35 O 46-55
O 56 and above

4. To which sector does your business belong?

 Food  Health & Beauty  Gadgets/Electronics
 On-line Retail  Others

5. Does social media marketing helps you to generate your sales?

O Yes O No

6. What is your go-to device to access your social media feed?

O Mobile O Laptop
O Tablet O Desktop
O Others: Please, if you have chosen the option “Others”, specify which
one/s:_________

7. On a regular day how many times do you post your product on your social media
accounts?
O At least once every day O At least once a week
O Several times per week O Less frequently

33
 8. What social media platform do you usually use in promoting your products?
O Facebook O Instagram
O Twitter O Tiktok O Youtube
O Others: Please, if you have chosen the option “Others”, specify which
one/s:_________

Section B: The Impact of Social Media Marketing On Microbusiness Sales Performance

Please indicate the degree of agreement with the following statements.
Assessment scale: 1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree, 5= Strongly Agree

Categories 1 2 3 4 5
Customers Engagement
1.Each costumer requires a unique approach
2.My customers usually look for information about the
product in social media.
3.I can creatively handle customer complaints thru social media.
Innovation
4.I always come up with new ideas for satisfying my customer
needs.
5.I like to take risks and do things differently.
6.I always seek out new ways of conducting selling activities.
Competition
7.Social Media Marketing helps my business to persuade
customers creatively
8.Rivalry between businesses within my sector is very
intense.
9.My competitors are very active in social media.
Sales Performance
10.Social media marketing increase my sales.
11.With social media, I can promote my products more
economically.
12.With social media, I get customers to be more loyal to

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 my business.
13.I can attract new customers thru social media
marketing.

DOES SOCIAL WHAT IS HOW MANY TIMES DO WHAT SOCIAL

MEDIA YOUR GO TO YOU POST YOUR MEDIA PLAT
RESPONDENT SEX AGE WHICH BUSINESS MARKETING DEVICE TO PRODUCT ON SOCIAL FORM DO YOU
S SECTOR YOU BELONG HELPS YOU TO ACCES YOUR MEDIA USUALLY USE IN
GENERATE SOCIAL PROMOTING
SALES MEDIA FEED YOUR PRODUCTS
1 FEMALE 26-35 FOOD YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

2 MALE 18-25 PET BREEDERS YES LAPTOP SEVERAL TIMES PER WEEK FACEBOOK

3 FEMALE 18-25 FOOD YES MOBILE SEVERAL TIMES PER WEEK FACEBOOK

4 FEMALE 36-45 FOOD YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

5 FEMALE 18-25 FOOD YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

6 FEMALE 26-35 FOOD YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

7 MALE 46-55 FOOD YES MOBILE SEVERAL TIMES PER WEEK FACEBOOK

8 FEMALE 26-35 FOOD YES MOBILE SEVERAL TIMES PER WEEK FACEBOOK

9 FEMALE 46-55 FOOD YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

10 FEMALE 26-35 HEALTH & BEAUTY YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

11 FEMALE 18-25 FOOD YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

12 MALE 26-35 PRINTING YES MOBILE LESS FREQUENTLY FACEBOOK

13 FEMALE 18-25 FOOD YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

14 FEMALE 18-25 FOOD YES MOBILE LESS FREQUENTLY FACEBOOK

15 FEMALE 18-25 FOOD YES MOBILE AT LEAST ONCE A WEEK FACEBOOK

16 FEMALE 18-25 FOOD YES MOBILE AT LEAST ONCE A WEEK FACEBOOK

17 MALE 18-25 FOOD YES MOBILE SEVERAL TIMES PER WEEK FACEBOOK

18 MALE 26-35 FOOD YES MOBILE AT LEAST ONCE A WEEK FACEBOOK

19 FEMALE 18-25 ONLINE-RETAIL YES LAPTOP AT LEAST ONCE A WEEK FACEBOOK

20 FEMALE 18-25 HEALTH & BEAUTY YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

21 FEMALE 18-25 HEALTH & BEAUTY YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

22 FEMALE 18-25 ONLINE-RETAIL YES MOBILE AT LEAST ONCE A WEEK FACEBOOK

23 MALE 26-35 GADGETS/ELECTRONICS YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

24 FEMALE 18-25 HEALTH & BEAUTY YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

25 MALE 18-25 FOOD YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

26 MALE 18-25 GADGETS/ELECTRONICS YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

27 FEMALE 18-25 HEALTH & BEAUTY YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

28 FEMALE 36-45 HEALTH & BEAUTY YES LAPTOP AT LEAST ONCE A WEEK TIKTOK

29 MALE 36-45 HEALTH & BEAUTY YES MOBILE AT LEAST ONCE EVERY DAY TIKTOK

30 MALE 26-35 ONLINE-RETAIL YES LAPTOP AT LEAST ONCE EVERY DAY TIKTOK

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 31 FEMALE 26-35 FOOD YES LAPTOP AT LEAST ONCE EVERY DAY FACEBOOK

32 MALE 18-25 FOOD YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

33 FEMALE 26-35 GADGETS/ELECTRONICS YES MOBILE AT LEAST ONCE EVERY DAY FACEBOOK

34 MALE 26-35 GADGETS/ELECTRONICS YES LAPTOP SEVERAL TIMES PER WEEK TIKTOK

35 MALE 26-35 ONLINE-RETAIL YES MOBILE AT LEAST ONCE EVERY DAY INSTAGRAM

36 FEMALE 36-45 HEALTH & BEAUTY YES LAPTOP AT LEAST ONCE A WEEK TWITTER

37 MALE 18-25 ONLINE-RETAIL YES LAPTOP AT LEAST ONCE EVERY DAY TWITTER

38 FEMALE 18-25 HEALTH & BEAUTY YES MOBILE AT LEAST ONCE EVERY DAY INSTAGRAM

39 MALE 36-45 ONLINE-RETAIL YES LAPTOP SEVERAL TIMES PER WEEK INSTAGRAM

40 MALE 26-35 GADGETS/ELECTRONICS YES LAPTOP AT LEAST ONCE A WEEK INSTAGRAM

41 FEMALE 36-45 HEALTH & BEAUTY

Appendix
YES
BLAPTOP AT LEAST ONCE EVERY DAY TWITTER

42 MALE 36-45 ONLINE-RETAIL YES LAPTOP SEVERAL TIMES PER WEEK FACEBOOK
DATA MATRIX
43 MALE 18-25 HEALTH & BEAUTY YES LAPTOP AT LEAST ONCE A WEEK INSTAGRAM

44 FEMALE 26-35 FOOD YES LAPTOP LESS FREQUENTLY TIKTOK

RESPONDENTS CE Q1 CE CE INNO INNO INNO COM COM COM SP Q1 SP Q2 SP Q3 SP Q4

Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3
1 4 5 5 5 4 4 5 4 4 4 5 3 5
2 5 5 4 5 5 5 5 2 4 4 5 3 5
3 4 5 4 4 4 3 4 4 4 4 4 4 4
4 5 5 5 5 5 5 5 5 5 5 5 5 5
5 5 5 4 5 5 5 5 3 4 5 5 4 5
6 5 5 5 5 5 5 5 5 5 5 5 5 5
7 1 5 2 3 3 2 2 5 2 3 3 2 2
8 5 4 4 4 4 3 4 4 4 4 4 4 4
9 4 4 4 4 4 4 4 4 4 4 4 4 4
10 5 5 4 5 5 5 5 4 5 3 5 5 5
11 4 4 4 4 4 4 4 4 4 4 4 4 5
12 4 4 3 4 4 4 4 5 3 3 3 3 4
13 5 5 4 4 4 4 4 4 5 4 4 4 4
14 4 4 4 5 4 3 3 3 3 4 4 3 4
15 5 5 5 5 4 4 4 4 4 4 4 4 4
16 5 4 3 4 3 4 5 5 4 4 3 3 4
17 5 5 5 5 4 5 5 5 4 5 5 5 5
18 4 4 3 5 5 5 5 4 4 5 4 5 5
19 4 4 3 4 4 5 4 4 4 5 4 4 4
20 5 5 5 5 4 5 5 4 5 5 5 5 5
21 4 5 4 4 3 4 5 4 5 4 5 5 4
22 5 5 5 5 5 5 5 5 5 5 5 5 5
23 5 4 4 5 4 3 4 4 4 5 5 4 5
24 5 4 4 4 5 2 2 5 4 2 2 2 3
25 4 4 4 5 5 3 5 4 4 5 5 4 4
26 4 5 4 5 4 5 5 4 5 5 5 4 5
27 4 4 5 5 4 3 5 4 5 4 5 5 5
28 4 4 3 5 4 5 4 4 4 5 5 5 5
29 3 3 3 3 3 4 3 3 3 3 3 3 3
30 4 4 4 4 4 3 4 5 4 5 4 4 3
31 4 5 5 5 4 5 5 5 5 5 5 5 5
32 4 4 4 4 4 4 4 4 4 4 4 4 4

36
33 4 4 4 4 4 3 4 4 4 4 4 4 4
34 5 4 4 4 3 4 4 4 3 4 4 4 4
35 5 5 5 5 5 5 5 5 5 5 5 5 5
36 4 3 5 5 4 5 5 5 5 4 4 4 4
37 5 5 5 5 5 5 5 5 5 5 5 5 5
38 3 3 4 5 4 3 5 4 4 5 5 5 5
39 5 5 5 5 5 5 5 5 5 5 5 5 5
40 3 5 4 5 5 5 5 5 5 5 5 5 5
41 5 5 5 5 5 Appendix
5 5B 5 5 5 5 5 5
42 4 4 4 4 4 4 4 4 4 4 4 4 5
DATA MATRIX
43 5 4 5 5 5 5 5 5 5 5 5 5 5
44 5 4 4 4 4 4 5 5 4 5 5 5 5

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