FINAL THESIS 1 3 With Questionnaire

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Colegio ng Lungsod ng Batangas

College of Business and Accountancy
DIGITAL MEDIA LITERACY AND SOCIAL MEDIA MARKETING AMONG NANO AND
MICRO BUSINESSES IN BATANGAS CITY
An Undergraduate Thesis
Presented to the College of Business Administration
Batangas City
In Partial Fulfillment of the Requirements for the

Bachelor of Science and Business Administration
Major in Marketing Management
Balitaan, Nestor James B.

Dionson, Joyce Anne A.
Escarez, Maryjoy R.
San Miguel, Mark Anthony A.
Tiamsim, Dhana Mei S.
June 2022
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Chapter I
THE PROBLEM AND ITS BACKGROUND
Introduction
In the current digital era, social media marketing and digital media literacy are
becoming more and more crucial for small firms, especially nano and micro businesses.
Businesses of all sizes are using digital media to reach and engage with customers in
novel and creative ways as the world becomes more technologically linked. Digital
media literacy is the capacity to effectively create and disseminate digital media content
as well as to access, analyze, and evaluate digital media content. It includes abilities
like knowing how to use digital platforms, spotting reliable sources, and producing
engaging digital content. The use of social media sites like Facebook, Instagram, and
Twitter to promote a brand, interact with customers, and increase sales, on the other
hand, is known as social media marketing. Social media platforms give businesses
effective tools for identifying target markets and gauging the success of their marketing
campaigns.
According to Bohlel (2018), Digital media literacy and social media marketing are
essential for success in today's cutthroat marketplace for nano and micro businesses.
These firms frequently have fewer resources and smaller budgets than larger
businesses, which makes it even more crucial to use digital media strategically to
effectively reach their target audience. The internet and technology's quick development
have altered how companies connect with their customers. Because of this, social
media marketing and Colegio ng Lungsod ng Batangas College of Business and

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Accountancy digital media literacy are now essential for businesses of all sizes,
especially nano and micro firms. Smaller than ten employees are considered nano and
micro businesses, which frequently have constrained resources and budgets for
marketing and advertising. The rise of social media and digital marketing, however, has
given these firms access to more affordable means to connect with their target market
and take on bigger enterprises. For nano and micro enterprises to properly use the
power of the internet and social media to communicate with clients, digital media
literacy is crucial.
Social media marketing and digital media literacy have grown in significance for
businesses of all sizes, but particularly for nano and micro firms. It is now simpler and
more affordable for firms to reach their target audience through digital channels thanks
to the internet and technology's rapid advancements. With their constrained funding and
resources, nano and micro enterprises stand to gain a lot from acquiring digital media
literacy and social media marketing expertise. By doing this, they may build a solid web
presence, interact with clients, and expand their company. Social media platforms like
Facebook, Instagram, and Twitter have become powerful tools for businesses to
engage with customers, build brand awareness, and increase sales. With the ability to
target specific audiences and measure the effectiveness of marketing efforts, social
media marketing has become a cost-effective way for businesses to reach a wider
audience and compete with larger companies.
In today's digital age, developing digital media literacy and social media
marketing skills has become essential for businesses to thrive. This is particularly true
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for nano and micro businesses, which often have limited resources and budgets for
marketing and advertising. By leveraging the power of digital media and social media
marketing, these businesses can level the playing field and compete effectively in the
modern digital marketplace. The significance of social media marketing and digital
media literacy for nano and micro firms has increased interest in the field of study.
Researchers have looked into the many elements that affect the adoption of these
talents and how they can affect the success of small enterprises. According to studies,
firms that have better degrees of digital media literacy and social media marketing
expertise are more likely to prosper and expand than those who do not. Additionally,
companies that use social media marketing effectively can raise brand awareness,
boost customer engagement, and boost sales.
However, there are several obstacles preventing nano and micro businesses
from implementing social media marketing and digital media literacy. These obstacles
include a lack of funding, a lack of knowledge, and worries about security and privacy.
Researchers have suggested a variety of treatments, including training programs,
mentorship relationships, and networking opportunities, to overcome these obstacles
and encourage the adoption of these abilities. These initiatives seek to arm small
business owners with the abilities and information they need to effectively sell their
brands through social media and digital channels. This entails knowing how to produce
and distribute digital content, how to leverage digital tools and platforms to connect with
a larger audience, and how to assess the success of digital marketing initiatives.
Businesses are using social media marketing more and more frequently to connect with
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customers, spread brand awareness, and boost sales. Social media sites like Facebook,
Instagram, and Twitter have transformed into priceless resources for small and medium-
sized enterprises since they allow for the precise targeting of consumers and the real-
time evaluation of marketing campaigns' success.
By developing digital media literacy and social media marketing skills, nano and
micro businesses can create a strong online presence, engage with customers, and
grow their business. It is a cost-effective way to compete with larger companies and
reach a wider audience. Therefore, these skills have become essential for businesses
to succeed in the modern digital marketplace.
Theoretical Framework
The five competencies theory of digital media literacy and Chaffey's theory of
social media marketing are both relevant in the digital age and are interconnected in
many ways.
The two theories lies in the fact that they are interconnected and relevant in the
digital age. The five competencies theory focuses on the skills and abilities required to
navigate, evaluate, and create content in the digital world, including cognitive, emotional,
social, civic, and creative competencies. It encompasses the skills, knowledge, and
attitudes required to navigate the digital landscape effectively and safely. Sharma, K.
(2017)
On the other hand, Chaffey's theory of social media marketing is a framework for
creating and implementing social media marketing strategies. The theory was proposed
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by Chaffey in 2012, the theory looks at social media marketing as an informal marketing
approach (GonzalezLafaysse and Lapassouse-Madrid, 2016). It emphasizes four key
components, namely audience participation, managing social presence, viral campaigns,
and customer feedback.
Both theories are interconnected, as individuals need to have digital media
literacy competencies to effectively engage in social media marketing, and social media
marketing strategies need to consider and enhance individuals' digital media literacy
competencies. In order to create effective social media content, marketers need to be
able to evaluate and analyze the digital media landscape, understand their target
audience, and create engaging and relevant content that resonates with them.
Furthermore, by developing digital media literacy competencies, individuals can become
active and informed participants in the digital world and use digital media platforms to
engage in meaningful communication, creative expression, and civic action, which can
also help in social media marketing efforts.
The five competencies theory of digital media literacy was applicable to the study
because it provided a framework for understanding the skills and abilities that small
business owners need to navigate the digital media landscape effectively. The study
aimed to identify which competencies were most important for small business owners to
develop in order to effectively engage in social media marketing. By understanding the
five competencies of digital media literacy, the study was able to provide insights into
the specific skills and knowledge that small business owners need to be successful in
their social media marketing efforts.

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Chaffey's theory of social media marketing was also applicable to the study
because it provided a framework for understanding how small businesses can use
social media to promote their products and services, engage with their target audience,
and ultimately increase their business performance. The study aimed to investigate the
social media marketing practices of small businesses in Batangas City, and by using
Chaffey's theory, the researchers were able to identify the key components of an
effective social media marketing strategy.
By combining the five competencies theory of digital media literacy with Chaffey's
theory of social media marketing, the study was able to provide a comprehensive
understanding of the skills and knowledge that small business owners need to be
successful in their social media marketing efforts, as well as the key components of an
effective social media marketing strategy.
In conclusion, the five competencies theory of digital media literacy and Chaffey's
theory of social media marketing are interrelated and essential for success in the digital
age. By developing digital media literacy competencies, marketers can create more
effective social media marketing campaigns that are both engaging and responsible.
Conceptual Framework
The main focus of the study was to investigate if social media marketing depends
on the digital media literacy of nano and micro businesses in Batangas City. The
situations of the respondents were gathered through a survey.

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INPUT PROCESS OUTPUT

Firmographic profile - Selection of - Proposed social
of the respondents in
respondents media marketing
terms of;
- Descriptive and digital media
- No. of employees
quantitative design literacy model and
- Years of operation
- Survey questionnaire Strategies.
- Classification of
- Data analysis and
Business
interpretation
- Location
Digital Media Literacy
- Cognitive
- Social
- Emotional
- Civic
- Creative
Social Media
Marketing
- Audience participation
- Managing social
presence
- Viral campaigns
- Customer feedback
Difference and
Relationship between
digital medial literacy
and social media
marketing
Figure 1
Conceptual Framework
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Statement of the Problem
This study aims to investigate if social media marketing depends on the digital
media literacy of nano and micro businesses in Batangas City.
Specifically, this sought answers the following:
1. What is the firmographic profile of the respondents in terms of;
a. No. of employees
b. Years of operation
c. Classification of business
d. Location
2. How may the digital media literacy be describe in terms of;
a. Cognitive
b. Social
c. Emotional
d. Civic
e. Creative
3. How may the social media marketing be describe in terms of;
a. Audience participation
b. Managing social presence

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c. Viral campaigns
d. Customer feedback
4. Is there any significant difference between digital media literacy and social media
marketing?
5. Is there any significant relationship between digital media literacy and social
media marketing?
6. Based on the results, what recommendations and strategies can be proposed to
improve the digital media literacy of micro and nano businesses in Batangas City, and
how can this improved digital media literacy positively impact their social media
marketing?
Hypothesis
The study aimed to test the following hypothesis/hypotheses:
H0: There is no significant difference between digital media literacy and social media
marketing.
H0: There is no significant relationship between digital media literacy and social media
marketing.
Scope and Delimitation of the Study
media literacy of nano and micro businesses in Batangas City. The respondents of the
study are composed of ten small business owners and 10 micro business owners in
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Batangas City. The researchers selected the respondents to determine if the social
media marketing depends on digital media literacy. Also, the situations and that
influence the decisions of the businesses. The results of the study will be used in
producing an output for enhancement of their marketing strategies.
The scope of digital media literacy and social media marketing among nano and
micro businesses encompasses the knowledge and skills required for businesses to
effectively promote their products and services on social media platforms. It involves
understanding the principles of digital marketing, social media algorithms, creating
engaging content, managing social media accounts, and analyzing the effectiveness of
social media campaigns.
The delimitations of this topic include the specific focus on nano and micro
businesses. These are small businesses that have limited resources and a smaller
target audience compared to larger businesses. Therefore, the strategies and
techniques for digital media literacy and social media marketing may differ from those
used by larger businesses.Additionally, this topic will mainly focus on social media
platforms such as Facebook, Twitter, Instagram, and LinkedIn. Other forms of digital
marketing such as email marketing, search engine optimization (SEO), and paid
advertising may be briefly discussed but are not the main focus.
Lastly, this topic will mainly cover the basic principles and strategies of digital
media literacy and social media marketing for nano and micro businesses. Advanced
techniques such as influencer marketing, chatbots, and social media analytics may be
briefly discussed but are not the primary focus.

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Significance of the Study
This study aims to be of assistance to all business owners, professionals,
students, teachers and to the future researchers. The study aims help in understanding
the level of digital media literacy among nano and micro businesses and identify areas
where they need to improve their skills.
To future researchers, The study can contribute to the existing knowledge in
the field of digital media literacy and social media marketing, especially among nano
and micro businesses. This can lead to the development of new theories, frameworks,
and best practices that can be useful for future research.
To Business Owners, The study can help business owners understand the
importance of digital media literacy and identify areas where they need to improve their
skills. This can enable them to use digital media more effectively to promote their
products and services, improve customer engagement, and increase their online
presence.
To students, The study can also be beneficial for students interested in
entrepreneurship or starting their own business. By understanding the importance of
digital media literacy and social media marketing, students can gain insights into how to
effectively market their own products or services and connect with potential customers.
To Teachers, the study can help teachers to emphasize the importance of social
media marketing as a key component of business strategy. This can help students
understand the value of social media marketing and develop the skills and knowledge
needed to effectively use social media platforms to promote their businesses.

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To Professionals, the study can help professionals recognize the importance of
digital media literacy and social media marketing as key skills in their field. This
understanding can encourage professionals to continually develop their skills and
knowledge in these areas, which can ultimately benefit their career growth and success.
Definition of Terms
The following significant terms used in the entire study are defined conceptually
and operationally.
Digital Media Literacy. Paul Gilster (1997), who referred to digital literacy as a
logical extension to literacy, defining the term as “the ability to understand and use
information in multiple formats from a wide range of sources when it is presented via
computers.”
Social Media Marketing. This term refers to the use of social media platforms
and websites to promote a product or service. Although the terms e-marketing and
digital marketing are still dominant in academia, social media marketing is becoming
more popular for both practitioners and researchers.
Nano Business. It refers to a form of business without a fancy business plan or
a five-year projection to expand and all. Most times Nano businesses are with no
employees, lack structure, or even a business registration and frequently they lack bank
accounts.
Micro Business. those businesses with less than 5 employees (Kelly &
Kawakami, 2008)
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Competency. Mulder (2011) defines competence as “capability to perform
effectively”. The author equates the concept of capability with that of ability: “The
meaning of the concept is mostly defined as being able to perform effectively”
Firmographic. This term refers to types of information that can be used to
categorize organizations, such as geographic area, number of clients, type of
organization, industry, technologies used and so on. The data is used to segment
organizations into meaningful categories

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Chapter II
REVIEW OF LITERATURE
This chapter presents the discussion and studies related to Digital Media Literacy,
such as cognitive, emotional, social, civic, and creative competencies. And also, the
Social Media Marketing such as audience participation, managing social presence, viral
campaigns, and customer feedback. The researcher used the selected conceptual
research to give extensive discussion and information about the variable of the study.
Conceptual Literature
Social Media Marketing. According to Han (2018), social media marketing refers
to any promotional activity that uses social media platforms to encourage user
engagement, communication, and sharing of content. This marketing approach allows
businesses to interact with their customers in a two-way communication channel, which
has transformed traditional marketing methods. To effectively use social media
networks, companies must determine the most appropriate channels and tailor their
communication to suit their unique features and needs. Understanding how social
media marketing works is crucial to developing a successful customer retention policy.
Mohammad (2018) notes that social media marketing has significantly impacted the
marketing landscape by transforming the relationship between marketers and
consumers.
According to Larino et.al (2021), Social media platforms have revolutionized the
way businesses connect with their target audience. In recent years, the rise of social
media marketing has transformed traditional marketing practices, allowing businesses

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to engage and interact with consumers in real-time. Social media marketing has the
power to influence consumer behavior in various ways.
The rapid advancement of technology and the widespread adoption of social
media platforms have transformed the landscape of marketing. Social media marketing
has emerged as a powerful tool for businesses to reach their target audience, build
brand awareness, and foster customer engagement. This rapid rise in the prominence
of social media marketing has revolutionized traditional marketing approaches, requiring
businesses to adapt to the ever-evolving digital ecosystem (Jacobson ,2020).
As stated in the article of Dolega (2021), Social media marketing continues to
evolve at a rapid pace, reshaping the way businesses engage with consumers. It
presents immense opportunities for organizations to connect with their target audience,
build brand loyalty, and drive business growth. However, staying abreast of emerging
trends, overcoming challenges, and maintaining a strategic approach are critical for
achieving success in this dynamic and ever-expanding field. By harnessing the power of
social media marketing, businesses can propel their brands to new heights in the digital
era.
Audience Participation in Social Media Marketing. Given their accessibility to
users and functionality, social media provides an advantageous environment for
marketing. According to the American Marketing Association (n.d.), marketing is the
process of developing, communicating, delivering, and exchanging offerings that are
valuable to customers, clients, partners, and society as a whole. Social funding is one of
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the more recent business applications of social media marketing, which initially
influenced brands' promotional strategies. (Tracy L. Tuten, 2021).
The Internet, social media, apps for mobile devices, and other digital
communications technologies have ingrained themselves into the daily lives of billions
of everyone on the planet. According to January's most recent statistics 4.54 billion
people, or 59% of the world's population, will be active internet users in 2020 of the
world's inhabitants (Statista, 2020a). The use of social media has become a crucial
component of many people's lives all over the world. There were 2.95 billion active
social media users worldwide in 2019. By 2023, this is anticipated to rise to almost 3.43
billion (Statistica,2020b).
With the help of social media, businesses can interact with their customers, raise
brand awareness, change consumer attitudes, get customer feedback, enhance their
current goods and services, and boost sales (Algharabat et al., 2018; Kapoor et al.,
2018; Kaur et al., 2018, Lal et al., 2020).
Audience participation in social media marketing has transformed the traditional
one-way communication model into an interactive and dynamic experience. With the
advent of social media platforms like Facebook, Twitter, Instagram, and YouTube,
businesses now have the ability to directly engage with their audience, sparking
conversations and building relationships. By incorporating audience participation
strategies, marketers can foster a sense of community, loyalty, and authenticity
(Reinikainen et.al , 2020).

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According to Vrontis et.al (2021), Audience participation also extends beyond
content creation and interaction. Businesses can leverage social media to involve their
audience in decision-making processes, such as product development, brand
campaigns, or charitable initiatives. By empowering customers to have a say in these
aspects, businesses not only make them feel valued but also increase their emotional
connection with the brand. This collaborative approach fosters a sense of ownership,
turning customers into brand advocates who actively promote the business within their
own social circles.
Audience participation in social media marketing generates a snowball effect, as
engaged customers are more likely to share, comment, and like brand content, leading
to increased visibility and reach. This organic amplification allows businesses to expand
their audience and attract new potential customers. Moreover, by monitoring and
analyzing audience participation metrics, businesses can measure the effectiveness of
their social media campaigns and make data-driven decisions to optimize their
marketing efforts continuously (Shawky et.al, 2019).
Digital Media Literacy. The ability to access, analyze, create, and use digital
media is defined in the literature as digital media literacy (DML). This includes
everything from knowing how to find credible information online to being able to
communicate using digitally mediated technologies (Hague & Payton, 2010).
In recent years, there has been a rising consensus on the significance of digital
and media literacy for students in the twenty-first century. In an increasingly mediated
environment, the skills, competencies, and knowledge supporting Digital Media Literacy
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skills are becoming increasingly critical for students to survive and thrive online.
Knowing how to properly search for and critically appraise information is more important
than ever in an era where more students rely on social media for daily updates
(Livingstone et al., 2013). Being an informed information consumer is a fundamental
part of the Digital Media Literacy consumer-producer interaction. The digitally literate
learner pursues truth in a post-truth environment through ongoing inquiry, ethical
involvement, and informed knowledge production (Gambill, 2020).Digital media literacy
shows where to draw the line between decisions based on strong information and
decisions based on inaccurate assertions. (Cooke, 2018).
As stated by Zhang (2016), One of the key aspects of digital media literacy is the
ability to critically evaluate the credibility and reliability of digital information. With the
proliferation of fake news, misinformation, and disinformation, individuals need to
develop the skills to fact-check, verify sources, and discern bias. Digital media literacy
promotes media literacy skills that allow individuals to separate fact from fiction,
promoting a more informed and responsible digital citizenship.
According to Milenkova, (2019). Digital competence, which is similar to digital
literacy in substance, is a concept that represents the abilities associated with
technological knowledge and expertise, as well as the application of these skills in
professional and social life. Technical skills for using digital technologies; the ability to
purposefully use new technologies for work; training for everyday environment and
activities; the ability to critically evaluate digital technologies; and motivation to
participate in digital culture.

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The implications of digital media literacy extend beyond individual empowerment.
A digitally literate society is better equipped to address digital divides, bridge information
gaps, and promote social equity. Digital media literacy initiatives can help bridge the
digital divide by providing access to digital technologies and empowering marginalized
communities. Additionally, digital media literacy enhances online safety, privacy
protection, and responsible digital citizenship, fostering a more inclusive and secure
digital environment (Dezuanni, 2015).
RESEARCH LITERATURE
According to Saravanakumar, M et al, (2012) explained that shaping customers’
discussions to assure they are aligned to the organization’s goals is the firm’s best
importance. Companies have started providing their consumers with social networking
platforms, and have occupied them during blogs and other social media tools. Social
media is seen by Marketers today as a great opportunity to boost market share figures.
Marketers are only too delighted to view the social websites as a new set of channels
through which to market their goods or services.
Stephen (2016) revealed that social media marketing initiatives can play a role in
enhancing digital media literacy by promoting educational content and resources. Some
businesses and organizations utilize social media platforms to provide educational
materials, tutorials, and workshops on digital media literacy topics. These initiatives aim
to empower individuals with the knowledge and skills necessary to navigate the digital
landscape effectively, critically analyze content, and protect themselves from potential
risks associated with misinformation and deceptive marketing practices.

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Kaur, S. (2016) revealed that the advent of new technology such as social media
has penetrated many households and altered the way customers seek information as
the basis for their purchase decisions. As the number of social media users increases,
companies are advised to take advantage of the emerging marketing channel and
effectively communicate with customers. “Social Media Marketing” is the means of
gaining website traffic or attention through social media sites.
Also, Dwivedi, Y, K., (2015) revealed that Social media has recently gained
enormous fame as an extremely impactful channel of communication in these recent
times of digitized living. It has been put on support across varied streams for facilitating
participatory interaction amongst businesses,organizations, consumers, communities,
groups, societies, forums, and the like.
Social media marketing, on the other hand, presents an opportunity for
individuals to develop and refine their digital media literacy skills ( Silverblatt, 2014). As
businesses and marketers actively employ social media platforms for advertising and
promotion, users are exposed to a variety of marketing messages, formats, and
strategies. This exposure allows individuals to learn about marketing tactics, understand
the intentions behind persuasive techniques, and critically analyze the impact of
marketing on their own behavior and consumption patterns.
Stephen, A. T. (2016) stated that recently published research about consumers
in digital and social media marketing settings. Five themes are identified: (i) consumer
digital culture, (ii) responses to digital advertising, (iii) effects of digital environments on
consumer behavior, (iv) mobile environments, and (v) online word of mouth (WOM).
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Collectively these studies shed light from many varied angles on how customers
experience, influence, and are influenced by the digital environments in which they are
situated as part of their daily lives..
Building social signals, which are crucial for any SEO digital marketing campaign,
has been greatly aided by the development of social media marketing platforms. Maybe
you're not aware of the expanded marketing opportunities that the emergence of various
social media platforms gives internet marketers like you for increasing brand recognition
online. Your website's conversion rate, customer and lead generation, and search
engine ranking all have a significant bearing on these factors.
Studies have shown that digital media literacy positively influences individuals'
resistance to deceptive advertising practices on social media (Singh, 2016). Higher
levels of digital media literacy have been associated with better recognition of
sponsored content, disclosure labels, and hidden marketing techniques. Individuals with
strong digital media literacy skills are less likely to fall victim to misinformation or
deceptive advertising strategies, allowing them to make more informed decisions and
protect themselves from potential harm.
The connection between social media marketing and digital media literacy is
complex and multi-faceted. While digital media literacy skills enable individuals to
navigate and engage with social media marketing effectively, social media marketing
campaigns can also contribute to enhancing individuals' digital media literacy skills by
providing exposure to diverse marketing strategies and encouraging critical analysis of
marketing messages. Promoting digital media literacy in conjunction with social media
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marketing efforts is essential to empower individuals as informed consumers and active
participants in the digital world. Further research and collaboration between marketers,
educators, and policymakers are needed to develop strategies that strengthen this
interplay and ensure that individuals can navigate social media marketing environments
with confidence and critical discernment (Buckingham,2015).
A website's organic traffic can be increased by integrating social media marketing
with SEO techniques. This year, different social media marketing trends will
undoubtedly influence how digital marketers approach their SEO campaigns to increase
their lead generation and website conversion rates (Dr.S.A. Shamsudeen Ibrahim,
2018).
In today's technologically advanced society, digital media has become an integral
part of our lives. From social networking platforms to online news outlets, digital media
provides us with a wealth of information and opportunities for communication. However,
with the exponential growth of digital content, it has become crucial for individuals to
possess digital media literacy skills to navigate this vast digital landscape effectively.
This rapid evolution of media platforms necessitates the development of critical thinking
skills and a deep understanding of digital media's influence on our lives (Lyons, 2020).
Tetep (2019), asserts that digital media literacy is a fundamental competency in
contemporary society. It goes beyond basic computer skills and encompasses critical
thinking, information literacy, and ethical practices. Individuals with strong digital media
literacy skills are better equipped to navigate the complexities of the digital world.
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Digital media literacy plays a crucial role in today's digital society. Kasra (2019),
provides insights into the multifaceted nature of digital media literacy, emphasizing its
importance for individuals to navigate the digital landscape effectively. By incorporating
digital media literacy education into formal and informal learning environments,
individuals can develop the critical thinking skills and ethical practices necessary to
engage with digital media responsibly and become active contributors to the digital
world.
SYNTHESIS
The synthesis of the reviewed literature underscores the significance of Digital
Media Literacy and Social Media Marketing in today's digital landscape. Han (2018)
defines social media marketing as promotional activities that utilize social media
platforms to engage users and encourage content sharing. It has transformed
traditional marketing methods by enabling two-way communication between
businesses and consumers.
The works of Larino et al. (2021), Jacobson (2020), and Dolega (2021) highlight
how social media marketing has revolutionized the way businesses connect with their
target audience, build brand awareness, and foster customer engagement. Audience
participation, as discussed by Reinikainen et al. (2020) and Vrontis et al. (2021), has
become a crucial aspect of social media marketing, allowing businesses to involve
customers in decision-making processes and foster brand loyalty.
Digital Media Literacy, as defined by Hague and Payton (2010), is crucial in
today's society to effectively access, analyze, create, and use digital media. The works
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of Zhang (2016) and Milenkova (2019) emphasize the importance of critical evaluation
and discernment of digital information, as well as the application of technological skills
in professional and social life.
The synthesis also reveals the interplay between social media marketing and
digital media literacy. Silverblatt (2014) notes that social media marketing campaigns
provide exposure to diverse marketing strategies and contribute to individuals' digital
media literacy skills. Conversely, Singh (2016) emphasizes how digital media literacy
positively influences individuals' resistance to deceptive advertising practices on social
media.
The works of Stephen (2016) and Buckingham (2015) highlight the importance
of promoting digital media literacy alongside social media marketing efforts. This
integration empowers individuals as informed consumers, equips them with critical
thinking skills, and ensures responsible engagement in the digital world.
In conclusion, the synthesis of the reviewed literature, encompassing the works
of various authors such as Han (2018), Larino et al. (2021), Zhang (2016), and Stephen
(2016), emphasizes the significance of integrating Digital Media Literacy and Social
Media Marketing. By fostering digital media literacy alongside social media marketing
initiatives, individuals can navigate the digital landscape effectively, make informed
decisions, and contribute to a responsible and inclusive digital environment.

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Chapter III
METHODOLOGY
This chapter presents the methodology used in this study. It includes research
design, research subject – the respondents of the study, the research instruments, data
gathering procedure and statistical treatment of data.
Research Design
This study is quantitative research that utilizes descriptive- correlational design
with way examination in the treatment of information data.
The study seeks to understand and determine the digital media literacy and
social media marketing among nano and micro businesses.To get a significant result,
certain methods and design should be used in doing the study. In this study, descriptive
correlational research is applied as the design. It is used because it aims to analyze and
discuss the status of current phenomena The current status of the phenomenon in this
study is “Baper expression found on Path used by the student of University of
Muhammadiyah Malang. According to Williams (2007) descriptive research is a
research method that can determine the situation in current phenomenon. Nassaji (2015)
also states that the goal of descriptive research is drawing and classifying the
phenomenon. In addition, Walliman (2011) defines that descriptive correlational
research relates to an observation in collecting the data.
According to Frenkel and Wallen (2009), correlational design is research whose
purpose is to find out the relationship between two or more variables and their cause
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and effect. In addition, Creswell (2012) states that “a correlation is a statistical test to
determine the tendency or pattern for two (or more) variables or two sets of data to vary
consistently.” In line with Creswell, Ary, et. al (2010) also describes that correlational
research looks for the relationship or correlation between variables in positive
correlation or negative correlation, and the level of correlation is determined by the
coefficient of correlation. It can be said that the detection of correlation among variables
is based on its correlation coefficient.
Respondents of the Study
Respondents for the research study were chosen at random sampling from the
Nano and Micro (small) businesses from Batangas City. Random sampling helps ensure
that each member of the population has an equal chance of being selected as a
respondent. This reduces the potential for bias and increases the generalizability of the
findings to the larger population of small businesses in Batangas City. The study
focuses on nano and micro businesses in Batangas City. By narrowing down the target
group to this specific category of businesses, the research can provide more detailed
insights into the digital media literacy and social media marketing practices within this
particular segment. The researchers calculated using Raosoft Sample Size Calculator,
using 5% as the margin of error and 95% as a level of confidence, and they received
365 respondents. Nano and Micro Business owners were selected using cluster
sampling and simple random sampling with the use of a fishbowl technique. The
respondents were not coerced to take part in the study. In fact, they had the option to
refuse to answer or participate in the survey. However, if they declined to answer the
27

questions, they were replaced by getting other people with similar demographics.
Entrepreneurs who agreed to participate in the study were handed a questionnaire.
After determining the sample size, the researchers divided the population into
two groups (Nano and Micro business owners). Cluster A was made up of Micro owners,
with a total of 351 and Cluster B was made up of Nano (small) owners, with a total of 14
owners.
Researchers used the following formula to calculate the number of respondents
in each cluster:
-X n
Wherein; a = area/cluster N=total population n= sample size
Table 1
Area/Cluster A N n Total
Micro 11,222 11,890 372 351
Nano (small) 668 11,890 245 14
Determining Sample Size using Cluster Sampling Technique

28

Sampling Procedure
The researchers used a combination of cluster sampling and simple random
sampling techniques to select the respondents for their study on micro and nano
businesses in Batangas City. The target population for the study consists of nano and
micro businesses in Batangas City. The population was divided into two clusters:
Cluster A (Micro owners) and Cluster B (Nano owners). The total population of micro
owners was 11,222 , while the total population of nano owners was 668. The
researchers used the Raosoft Sample Size Calculator, considering a 5% margin of error
and a 95% confidence level. The calculated sample size for micro owners was 372, and
for nano owners, it was 245. Within each cluster, the researchers used simple random
sampling to select the desired number of respondents. They employed a fishbowl
technique, where the names of potential respondents were placed in a fishbowl or
similar container, and the researchers randomly drew names until the required sample
size was achieved. If any selected respondent declined to answer or participate in the
survey, they were replaced by other individuals with similar demographics. This
replacement ensured that the sample size was maintained and that the findings would
still be representative. Entrepreneurs who agreed to participate in the study were
handed a questionnaire to complete.
Data Gathering Instrument
In this study, a questionnaire will be the most effective tool for gathering
information from various respondents in an efficient and timely manner. The
questionnaires will be printed on paper and distributed directly by the researchers during
29

the data collection process. The questions revolved entirely around the context of Digital
Media Literacy and social media marketing among nano and micro businesses in
Batangas City. The validity and reliability of this research instrument will be determined
by the research adviser, statistician, and grammarian. Following validation, the
researchers will undertake a dry run with only 20 respondents to verify the
questionnaire's reliability and validity. Before proceeding to the actual survey, the dry
run results must have a Cronbach alpha value greater than 70.
The researchers used a Likert Scale questionnaire with ratings ranging from 1 to
4, with 1 being the lowest and 4 being the highest. The table below shows the scoring
and interpretation for the questionnaire.
Table 2
Scoring and Interpretation
Response Scale Mean Score Interpretation
4 3.50-4.00 Strongly
Agree
3 2.50-3.49 Agree
2 1.50-2.49 Disagree
1 1.00-1.49 Strongly
Agree
30

Data Gathering Procedure
The researchers will allot significant time, effort, and collaboration to developing a
questionnaire for this study in order to serve its target respondents. The questionnaire
will be based on real-life questions modified from relevant research and produced by the
researchers. After determining the number of respondents participated in the survey, the
researchers will follow the right sample methodologies to determine the number of
respondents. The researchers will create a suitable questionnaire and consult with their
adviser for review, verification, and final approval. The survey consists of main part that
sought to ask the respondents personal background variables, and another part that
was subdivided regarding the Digital literacy and social media marketing among Nano
and Micro Business in Batangas City.
Based on the sampling technique used, the questionnaire will be distributed to
the selected nano and micro business owners. Respondents will obtain their answers
through printed questionnaire, and once completed, the researchers will collect it.
Statistical Treatment
The statistical treatment of data is essential in order to utilize the data correctly.
The researchers used statistical data analysis to present, evaluate, and interpret the
data received from the respondents.
Frequency and Percentage. Used to determine the profile of the respondents in
terms of sex, year level, internet accessed, and device used.

31

Mean. This was used to assess the respondent's answers with regards to the
effect of shock advertising to brand reputation.
Likert Scale. This was used to assess the consumer decision making process of
the respondents when asked according to the statements in which they best prefer.
Response scale in which respondents specify their level of agreement to a statement
typically in four points: (1) Strongly Disagree; (2) Disagree; (3) Agree; (4) Strongly Agree.
Person Correlation Coefficient. It can be used to test statistical hypothesis.
Specifically, we can test whether there is a significant relationship between two
variables
T-Test. The researchers was used this statistical tool to compare the means of
two groups.
32

REFERENCES
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about digital media?idunn.no/doi/abs
Dezuanni (2015), The building blocks of digital media literacy: socio-material

participation and the production of media knowledge.tandfonline.com
Dolega (2021), Going digital? The impact of social media marketing on retail
website traffic, orders and sales.sciencedirect.com/science/article/pii
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and
advertising. The Marketing Review, 15(3), 289-309.Social-Media-in-Marketing-A-
Review-and-Analysis-of-the-Existing-Literature.pdf
Isam Mrah, (2020) Digital Media Literacy in the Age of Mis/Disinformation: The
Case of Moroccan University Students. Digital+Media+Literacy
Jacobson (2020), Social media marketing: Who is watching the watchers; Journal
of Retailing and Consumer Services Volume 53sciencedirect.com/science/article
Kasra (2019), The effects of source, intermediary, and digital media

literacy;journals.sagepub.com
Kaur, S. (2016). Social media marketing. Asian Journal of Multidimensional

Research (AJMR), 5(4), 6-12.indianjournals.com
Larino et.al (2021), Social media marketing strategy: definition, conceptualization,

taxonomy, validation, and future agenda; Journal of the Academy of Marketing
Science volume 49, pages51–70springer.com/article
Lyons (2020), A digital media literacy intervention increases discernment between

mainstream;pnas.org/doi/abs
Miteva, (2022) Digital Media Literacy in the Training of Student

Midwives.Digital_Media_Literacy_in_the_Training_of_Student_Midwives
Popescu, A., & (Handaric), A. T. (1970, January 1). The importance of social
media marketing strategies for small businesses: Semantic scholar. Bulletin of the
Transilvania University of Brasov Series V Economic Sciences. The-Importance-
of-Social-Media-Marketing-Strategies-Popescu-Tulbure
Reinikainen et.al ( 2020), You really are a great big sister'–parasocial relationships,
credibility, and the moderating role of audience comments in influencer marketing
H Reinikainen, J Munnukka, D Maity… - Journal of marketing.tandfonline.com
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Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life

science journal, 9(4), 4444-4451.Social_Media_Marketing
Shawky et.al (2019), Using social media to create engagement: a social marketing
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interpreting media
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Singh (2016), Social media its impact with positive and negative
aspects.jogamayadevicollege.ac.in
Stephen (2016), The role of digital and social media marketing in consumer
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Stephen, A. T. (2016). The role of digital and social media marketing in consumer
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Technology;Students-Digital-Media-Literacy-Effects-on-Social-Character.
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integrative framework and future research agenda.onlinelibrary.wiley.com
Zhang (2016), A Study of Digital Media Literacy of the 5th and 6th Grade Primary
Students in Beijing.springer.com
34

SURVEY QUESTIONNAIRE
We, the third-year BSBA Major in Marketing Management, are currently
conducting a study entitled- Digital media literacy of nano and micro businesses in
Batangas City.
media literacy of nano and micro businesses in Batangas City. The data that will be
collected will help in answering the research questions or attaining the objective of this
study.
Your Co-operation is highly appreciated, and rest assured that all information
gathered is strictly prohibited and will be used for classroom presentation only. Thank
you and God bless.
Respectfully Yours,
The Researchers
35

Directions: Please rate by checking ( ) the appropriate box using the following scale:
Part I. Firmographic Profile of the Respondents
A. No. of employees:
B. Years of operation: 1-2 years 3-6 years 7 years above
C. Classification of business: sole proprietorship partnership corporation
D. Location:
Directions: Please rate by checking (√) the appropriate box by using the following scale:
5- Strongly Agree 4- Agree 3- Neutral 2- Disagree

1 - Strongly Disagree
Part II. The Digital media literacy describe in terms of:
A. Cognitive - refers to the mental processes 5 4 3 2 1

and activities related to acquiring, processing,
storing, and retrieving information.
1. I understand how to critically evaluate information
and sources online.
2. I can distinguish between reliable and unreliable

sources of information online.
3. I am confident in my ability to navigate and use

digital media effectively.
4. I am knowledgeable about online privacy policies

and security practices.
5. I am comfortable using a variety of digital tools

and platforms for communication, creation, and
collaboration.
36

B. Social - behaviors, actions, and 5 4 3 2 1

communication that occur within a social
context.
1. I understand how to navigate and participate
responsibly in online social networks and
communities.
2. I am aware of the potential risks and
consequences of sharing personal information on
social media
3. I am able to engage in constructive and respectful
online discussions and interactions.
4. I am knowledgeable about online etiquette and

appropriate behavior in social media settings.
5. I feel confident in my ability to critically analyze

and evaluate social media content and its impact on
society.
C. Emotional - the observable expressions, 5 4 3 2 1

physiological responses, and subjective
experiences related to an individual's affective
states.
1. I am aware on potential impact on my emotional
well being in consuming and engaging with digital
media content.
2. I am able to recognize and manage my own
emotional responses while using digital media.
3. I understand the importance of empathy and

respect in online interactions and communication.
4. I am knowledgeable about strategies for

promoting mental health awareness and well-being
while using digital media
5. I feel equipped to handle and respond to
cyberbullying or negative online experiences in a
healthy and constructive manner.
37

D. Civic - behaviors, actions, and attitudes that 5 4 3 2 1

relate to citizenship, community engagement,
and social responsibility
1. I understand the role of digital media in facilitating
civic engagement and participation.
2. I am knowledgeable about online platforms and

tools that enable civic action and advocacy.
3. I actively seek out and consume digital media

content that promotes civic awareness and social
issues.
4. I feel empowered to use digital media to express
my opinions, support causes, and participate in
public discourse.
5. I understand the ethical considerations and
responsibilities associated with digital citizenship
and civic engagement online.
E. Creative - the ability to generate novel and 5 4 3 2 1

valuable ideas, solutions, or expressions.
1. I am confident in my ability to use digital media

tools and platforms for creative expression.
2. I actively seek out and engage with digital media

content that inspires my creativity.
3. I am able to effectively communicate my ideas and

creativity through digital media.
4. I am knowledgeable about different digital media

formats and techniques for creative production.
5. I feel encouraged and supported in exploring and

experimenting with my creative abilities using digital
media.
38

Part III. The Social Media Marketing describe in terms of:
A. Audience Participation 5 4 3 2 1
1. I actively participate in social media communities

and contribute to information dissemination and
activities.
2. I am aware of the impact and influence of my
social media post on others.
3. I understand how to effectively interact and

engage with different types of social media content.
4. I feel comfortable expressing my opinions and

sharing my thoughts with others on social media.
5. I actively engage with posts, comments, and

discussions on social media platforms.
B. Managing Social Presence 5 4 3 2 1
1. I am mindful of the image and personal project on

social media.
2. I regularly review and manage my privacy settings

on social media platforms.
3. I understand the potential consequences of

sharing personal information on social media and
take appropriate precautions
4. I am knowledgeable about strategies for
maintaining a positive and professional social media
presence.
5. I actively monitor and manage my social media
accounts to ensure a positive online reputation.
39

C. Viral Campaigns - marketing or promotional 5 4 3 2 1

efforts that rapidly spread and gain significant
attention and engagement through online
sharing, typically on social media platforms.
1. I am aware of the concept of viral campaigns on
social media.
2. I understand the factors that contribute to the

success of a viral campaign.
3. I actively participate in and share viral campaigns

on social media.
4. I can identify the potential risks and ethical

considerations associated with viral campaigns.
5. I am knowledgeable about strategies for creating

and launching successful viral campaigns on social
media.
D. Customer Feedback 5 4 3 2 1
1. I actively seek and value customer feedback on

social media platforms.
2. I understand the importance of responding to

customer feedback in a timely and appropriate
manner.
3. I use customer feedback to improve products,
services, or business practices.
4. I actively engage with customers who provide

feedback on social media, acknowledging their input
and addressing their concerns.
5. I am knowledgeable about effective strategies for
leveraging customer feedback to enhance customer
satisfaction and loyalty.

FINAL THESIS 1 3 With Questionnaire

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Colegio ng Lungsod ng Batangas

In Partial Fulfillment of the Requirements for the

Balitaan, Nestor James B.

Colegio ng Lungsod ng Batangas

THE PROBLEM AND ITS BACKGROUND

media marketing and Colegio ng Lungsod ng Batangas College of Business and

Colegio ng Lungsod ng Batangas

audience and compete with larger companies.

Colegio ng Lungsod ng Batangas

boost customer engagement, and boost sales.

Researchers have suggested a variety of treatments, including training programs,

mentorship relationships, and networking opportunities, to overcome these obstacles

Colegio ng Lungsod ng Batangas

time evaluation of marketing campaigns' success.

to succeed in the modern digital marketplace.

Colegio ng Lungsod ng Batangas

approach (GonzalezLafaysse and Lapassouse-Madrid, 2016). It emphasizes four key

components, namely audience participation, managing social presence, viral campaigns,

and customer feedback.

Both theories are interconnected, as individuals need to have digital media

competencies. In order to create effective social media content, marketers need to be

Furthermore, by developing digital media literacy competencies, individuals can become

also help in social media marketing efforts.

develop in order to effectively engage in social media marketing. By understanding the

their social media marketing efforts.

Colegio ng Lungsod ng Batangas

effective social media marketing strategy.

effective social media marketing strategy.

situations of the respondents were gathered through a survey.

Colegio ng Lungsod ng Batangas

INPUT PROCESS OUTPUT

Colegio ng Lungsod ng Batangas

Statement of the Problem

media literacy of nano and micro businesses in Batangas City.

Specifically, this sought answers the following:

1. What is the firmographic profile of the respondents in terms of;

2. How may the digital media literacy be describe in terms of;

3. How may the social media marketing be describe in terms of;

b. Managing social presence

Colegio ng Lungsod ng Batangas

6. Based on the results, what recommendations and strategies can be proposed to

The study aimed to test the following hypothesis/hypotheses:

Scope and Delimitation of the Study

Colegio ng Lungsod ng Batangas

producing an output for enhancement of their marketing strategies.

understanding the principles of digital marketing, social media algorithms, creating

social media campaigns.

target audience compared to larger businesses. Therefore, the strategies and

briefly discussed but are not the primary focus.

Colegio ng Lungsod ng Batangas

Significance of the Study

This study aims to be of assistance to all business owners, professionals,

where they need to improve their skills.

To future researchers, The study can contribute to the existing knowledge in

and best practices that can be useful for future research.

To students, The study can also be beneficial for students interested in

entrepreneurship or starting their own business. By understanding the importance of

needed to effectively use social media platforms to promote their businesses.

Colegio ng Lungsod ng Batangas

To Professionals, the study can help professionals recognize the importance of

understanding can encourage professionals to continually develop their skills and

more popular for both practitioners and researchers.