THE IMPACT OF SOCIAL MEDIA MARKETING ON SMALL BUSINESSES IN

BARANGAY LAHUG DURING THE PANDEMIC YEAR 2020-2021.

A Thesis Proposal
Presented to the
Asian College of Technology
Cebu City , Philippines

In Partial Fulfillment
Of the Requirements for Practical Research I

by

ABM - ETHIOPIA

MARY GRACE GOMEZ

ERIKA JEAN DE LA CERNA
KENDRA POSTRERO
PRINCESS ELIXSHANE CASTAÑARES
ANGEL GUALMARE
THELMALYN ADOLFO
KIM WENCESLAO
JAMESCARL TANGKAY

Ms. Miraglor Ouano

AUGUST 2023
 CHAPTER 1
THE PROBLEM AND ITS SCOPE

INTRODUCTION

RATIONALE

Social media marketing has had a significant impact on small businesses in

Barangay Lahug during the pandemic year 2020 - 2021. With the restrictions and
limitations imposed due to the pandemic, many businesses had to adapt and find
alternative ways to reach their customers. Social media platforms provided an
accessible and cost-effective solution for businesses to promote their products or
services, engage with their target audience, and generate sales.

Due to the pandemic, people started spending more time at home and utilizing
the internet more, which led to an unanticipated boost in social media participation. The
average amount of time spent on mobile internet has increased by an hour per day
during the crisis. Due to the physical restrictions, social media users are naturally
inclined to seek interpersonal connections. As a result of the pandemic and social
distancing rules, there are now more people buying and shopping online. According to
reports, 46 to 51 percent of American adults started using social media more since the
outbreak began. The current crisis has forced many to shop online from the safety and
convenience of their own homes, and avoid waiting in lines, and crowded areas.
(Fornillos, 2021)

A novel coronavirus known as COVID-19 caused a healthcare epidemic that hit

the United States at the beginning of 2020. However, little emphasis has been paid to
the influence of a pandemic on consumer habits. Earlier study on the impact of a
pandemic concentrated on behavior for preventive health. The Consumer
Decision-Making Model was employed as a framework to examine modifications in
consumers' social media behaviors that have taken place after the COVID-19 pandemic
was declared in order to close this gap. The pandemic is having significant and
structural effects on consumers' purchase behaviors (Mason, 2020) as well as their
decision-making processes (Mason et al., 2020), which could lead to significant
changes in marketing practices, so it is crucial to look into how this pandemic is
affecting consumers' social media marketing behaviors. (Mason et al., 2020) particularly
examined changes in U.S. consumer decision-making practices from the beginning of
the COVID-19 pandemic and discovered that the pandemic affected consumers' product
demands, shopping and purchasing behaviors, and levels of post-purchase satisfaction.

In the new normal period, business operations will rely heavily on the use of
technology. This is done to get around health protocol rules that restrict direct
communication between sellers and buyers with social and personal distancing rules,
making the use of technology media in the form of digital transactions and the
implementation of marketing and promotion through e marketing media the most
effective media to keep sales transactions that can be carried out. Communication
between producers and customers will be more effective when both parties are skilled in
the use of technology for media marketing (Yang & Kankanhalli, 2014). Technology use
has the potential to boost entrepreneurial self-efficacy, which is directly tied to the issue
of having the necessary self-motivation to successfully run a firm (Gumbi et al., 2020).

Social media has developed into a marketing channel that adds value. This
study aims to look into the effects of social media marketing on the sales performance
of small businesses operating online due to the importance of social media and the lack
of knowledge in this area. We offer a research model that examines the effects of social
media marketing message strategies (i.e., message content and format) on customer
engagement, brand awareness, and sales performance of online small businesses. This
model draws on the theories of media richness and uses and gratifications. It is
anticipated that brand recognition and customer engagement would act as a mediator in
the relationship between message strategies and online sales performance for small
businesses. This study is expected to contribute to research and practice on social
media marketing and online small businesses.
 The way that information is delivered, structured, and made available to others
has changed because of social media. Small business owners that want to survive in
the current cutthroat economic environment are embracing social media marketing to
promote their companies. The purpose of this paper is to discuss the function and value
of social media for small businesses. The goals are to: (1) assess which social media
would be more useful for small businesses' marketing and promotion; (2) examine the
advantages and disadvantages of using social media in small business marketing
strategies versus using traditional promotion tools; (3) assess how using social media
helps businesses stand out from their rivals; and (4) assess the significance of small
businesses incorporating social media into their marketing efforts.
Theoretical Framework

This study anchored mainly on the Diffusion of innovation theory by E.M. Rogers
(1962).
The supporting theory is the Social Capital Theory (Bourdieu, 1985). There are four
main theories that address the diffusion of innovations, according to Rogers (1995)
which support the theories, Innovation Decision Process Theory (Rogers, 2003), The
Individual Innovativeness Theory (Rogers, 2003), the Rate of Adaptation Theory
(Rogers, 2003), and the Theory of Perceived Attributes (Rogers, 2003).

The diffusion of innovations theory describes how new scientific, technical, and
other developments diffuse throughout civilizations and cultures before becoming widely
used. According to Everett Roger (1961), diffusion is the process by which an
innovation is disseminated throughout time among the individuals within a social system
through certain routes. According to Rogers (2003), an innovation is an idea, behavior,
or object that a person or other unit of adoption perceives as novel. The diffusion of
innovations theory aims to clarify how and why new concepts and behaviors are
adopted, as well as why the adoption of new concepts might occur gradually over time.
According to Rogers (1962), an innovation is an idea, practice, or project that is
perceived as new by an individual or other unit of adoption, p.12. The adoption of
technology in higher education and educational settings is best studied using Rogers'
diffusion of innovations theory (Medlin, 2001; Parisot, 1995). Since technical advances
are a common topic in diffusion study, Rogers (2003) frequently used the terms
"technology" and "innovation" interchangeably. The definition of a technology according
to Rogers is "a design for instrumental action that reduces the uncertainty in the
cause-effect relationships involved in achieving a desired outcome."
According to Halton (2023), Marketers frequently employ the principle of the
spread of innovations to encourage the adoption of their goods. Another application of
the diffusion of innovations hypothesis is influencer marketing. Brands frequently get in
touch with social media influencers to introduce them to fresh goods or services.
Influencers who use and promote the new product as early adopters make it more
acceptable to the general public and encourage more people to utilize it. The diffusion
of innovations hypothesis can be used to inform marketing plans for new products and
is a useful tool for comprehending how ideas, products, and services spread among
people. How quickly diffusion— or spreading—occurs depends in large part on how
innovations are conveyed to various societal segments and the subjective perceptions
attached to them. When businesses are creating a marketing strategy for new products
and growing market share, they usually turn to this principle.
The theory of innovation dissemination examines how people make decisions
and adopt new, inventive ideas in society. The diffusion process involves channels of
communication such as interpersonal and mainstream media. The concept of human
capital is crucial to the theory. In order to achieve development and sustainability,
innovations should be widely adopted, claims the notion. The rate at which consumers
will accept a new good or service is explained by the diffusion of innovation theory. As a
result, the theory aids in the understanding of trends by marketers and aids businesses
in determining if a new product will succeed or fail. Businesses may forecast which
categories of consumers would buy their product or service by using the diffusion of
innovation theory, and they can develop powerful marketing plans to spread acceptance
within each category. An innovation is any idea, practice, or object that is viewed as new
by an individual or another unit of adoption such as a firm. Innovators can be
individuals, firms, clusters, social networks, and even countries.

As for the Supporting theory, Social Capital Theory (Bourdieu, 1985). Bourdieu
first described social capital theory (SCT) as "the aggregate of the actual or potential
resources which are linked to possession of a durable network of more or less
institutionalized relationships of mutual acquaintance or recognition" in his book Social
Capital (1985). The social capital hypothesis places a strong emphasis on the value of
social networks, relationships, and trust within a community or society. Social capital
theory can be used to explain how and why innovations spread through social networks
when applied to the diffusion of innovation.
A beneficial outcome of interpersonal connection is referred to as social capital.
The favorable result could be measurable or intangible and could consist of favors,
helpful knowledge, original concepts, and upcoming opportunities. Social capital is not
something that an individual owns; rather, it is the potential between connections in
social networks connecting people.It can be used to describe how interpersonal
connections and networks both inside and outside of an organization contribute to the
success of that company. It can also be used to define the interpersonal connections
among personnel within a business that contribute to the development of trust and
respect, which improves business performance (Kenton, 2022). The social capital
theory acknowledges that people are a part of social networks, and that these networks
can help innovations and information proliferate. Strong social relationships increase a
person's propensity to share information and accept novel concepts or technologies.
Social networks are used as conduits for the dissemination of innovations to spread
information about them. Through their social connections, innovators or early adopters
within a network might persuade others to adopt the idea.

The social capital theory emphasizes the value of credibility and trust in social
networks. People are more willing to exchange knowledge and suggestions on
innovations when they trust one another. This confidence can lessen doubt and
skepticism, which will make it simpler for others to adopt the invention. Social capital
theory recognizes that social norms and social influence play a crucial role in influencing
human behavior. Innovations that receive endorsements from reliable sources within a
network are more likely to spread quickly. Social norms within a community or network
might affect whether adopting a certain innovation is viewed as desirable or acceptable
in the context of innovation diffusion. Innovations that are in line with accepted social
norms are more likely to be embraced since they are in line with the expectations and
values of the community.In line with social capital theory, bridging and bonding social
capital are different. While bridging social capital refers to linkages across many groups
or communities, bonding social capital describes strong bonds inside one particular
group or community. When there are many strong bridging relationships as well as
bonding ties, innovations can spread more quickly. While bridging relationships enable
the interchange of ideas and inventions between various communities, resulting in
broader dissemination, close-knit communities with strong bonding ties can quickly
accept advances within.The social network function in facilitating the flow of information
is also emphasized by the social capital hypothesis. Social networks serve as channels
for the communication of information in the context of the diffusion of innovation.
Through well-connected networks where information may quickly reach a large
audience, innovations are more likely to spread.
A concept called social capital theory, relationships and trust are important in social
networks. Trust is especially important during a pandemic since uncertainty and fear are
at an all-time high. Businesses are better equipped to maintain trust and continue
engaging with their audience if they have built up a large social media following before a
crisis. They can leverage their current connections to help their clients out, provide
useful knowledge, and show that they care about their welfare. The social capital theory
points out the value of social networks and communities. Social media gives companies
a platform to interact with their target market and build online communities. These
online networks can provide support, a means of information sharing, and a means of
helping one another during a pandemic. Social media marketing initiatives should
concentrate on establishing and maintaining these online communities since they can
serve as effective brand advocates and aid in navigating the difficulties the pandemic
presents. Businesses may experience unforeseen difficulties and inconveniences during
a pandemic. Resilience in the form of social capital can help businesses adjust and
recover more quickly. Strong social networks can offer insightful criticism, advice, and
assistance when managing crises. Businesses can utilize their social media presence to
engage with their audience, exhibit transparency in their responses, and display an
openness to new ideas and adaptation.

According to Rogers (1995), explains that there are four major theories that deal
with the diffusion of innovations. These are the innovation-decision process theory, the
individual innovativeness theory, the rate of adoption theory, and the theory of perceived
attributes.
Theory of the innovation-decision process is the mental process through which
an individual passes from first knowledge about an innovation to forming an attitude
toward the innovation, to a final decision to adoption or rejection, to implementation and
use of the new idea, and to confirmation of this decision. There's five unique stages of
time that are the foundation of the innovation-decision process idea. Nutley et al. (2022)
Knowledge is the initial stage. Future adopters must first educate themselves
concerning the innovation. Second, you need to convince them of the benefits of the
innovation. The decision to embrace the invention comes third. Fourth, after adoption.
They must put the innovation into practice. Fifth, they need to make sure that their
choice to adopt was the right course of action. Upon completion of these steps, diffusion
occurs. (Rogers, 1995). The five stages of innovation adoption are: (1)Knowledge: An
individual becomes aware of an innovation's existence and its functions, often from
colleagues, peers, or advertisements. This stage can cause difficulties in the change
management process, as key stakeholders may feel uninformed or consulted. (2)
Persuasion: The individual assesses the potential value of adopting a new innovation
and explores its capabilities. Testimonials can support these statements and change
perceptions positively. (3)Decision: The decision stage determines whether an
innovation will be adopted or rejected. This stage may require a referendum or senior
leader's input, but facilitating collaboration helps others feel included. (4)
Implementation: The implementation stage involves putting the innovation into practice,
often involving a team with a project manager or dedicated change management board.
The team should consider ways to reduce the cost of change, both financially and in
terms of energy and mental effort. (5) Confirmation: The final stage is the confirmation
stage, where the individual seeks supportive confirmation on their decision. In a formal
project management methodology, the confirmation stage evaluates whether the initial
criteria for the project have been met. Success in the confirmation stage occurs when
people no longer create workarounds and resort to old processes.

Individual Innovativeness Theory according to Nutley et al. (2002), is based on

who adopts when invention was made. A bell-shaped curve is frequently utilized to
depict the Communication, or rather the process where information is both shared and
received, is crucial to understanding the percentage of people that accept innovation,
made and disseminated to promote mutual understanding between individuals. This
offers a method for exchanging information between parties. The communication
channel is made up of people and social systems (Rogers & Scott, 1997). Individual
innovation is described as creating, embracing, or putting into practice a new idea (Yuan
& Woodman, 2010). According to Rogers (2003), individual innovativeness hypothesis,
adopters process new information that is constantly being introduced into the social
system.

Theory of rate of adoption is the best to adapt innovations.Graph with an s-curve

to represent it (Nutley et al., 2002). The idea proposes an innovation's initial rate of
adoption is slow and gradual. Then, it will have an initial period of tremendous growth
that will gradually taper off, become steady, and diminish (Rogers, 1995). Other
representations are suggested by the Bass model (Robert-Ribes & Wing, 2004). Time is
yet another important factor. It is believed that innovations are communicated
throughout both space and time. Time has been found to be important in the
Innovations spread primarily in three ways (Rogers & Scott, 1997). Adoption of an
innovation is a mental process that evolves over time from initial awareness and
knowledge to an attitude towards it, influencing the decision to adopt or reject it. The
rate of adoption varies across social systems, starting slowly with a minority and
increasing over time to reach self-sustaining rates. Time plays a significant role in the
rate of adoption, measured by the number of members adopting the innovation in a
given time period.

Theory of Perceived Attributes is that people will embrace innovation if they

believe it contains the following characteristics (Nutley et al., 2002). The invention must
first offer a comparative advantage over an existing technology. Change or maintain the
current quo. Second, compatibility with existing technology is crucial with current
standards and customs. Third, the innovation can't be overly intricate. Fourth, the
invention needs to be testable. Thus, the innovation can be put to the test.without
adoption for a short period of time. The innovation must, in addition, be observable
(Rogers, 1995). Rogers's theory of perceived attributes of innovation identifies five
characteristics that influence the adoption rate in a society. These include relative
advantage, compatibility, complexity, trialability, and observability. Relative advantage
refers to the perceived superiority of an innovation over current practices, measured in
terms of economic advantage, social prestige, convenience, or satisfaction.
Compatibility refers to the innovation's consistency with socio-cultural values, previous
ideas, and needs. Complexity is the perceived difficulty of using and understanding an
innovation, which is negatively related to adoption rates. Trialability allows potential
users to experience using the innovation without fully committing to purchase or
adoption. Observability is the visibility of the innovation's results, which lowers
uncertainty and stimulates peer discussion. These characteristics determine between
49 and 87% of the variation in the adoption of any new product. These characteristics
have been used by researchers in various fields to predict the adoption of an innovation
among the affected social system. Previous studies on the attribute of innovation in
different disciplines provide further insights into the factors influencing innovation
adoption.

CHAPTER 2

Review of Related Literature

Pat ma et al. (2021) The impact of social media marketing for Indonesian
SMEs sustainability: Lesson from Covid-19 pandemic. The Covid-19 pandemic has
led to businesses adopting technology and social media marketing to stay competitive.
A study in East Java, Indonesia, found that adoption of internet/e-business technology
is influenced by perceived usefulness, ease of use, and cost. The study also found a
link between technology adoption, social media marketing, and SMEs' sustainability.
However, the cost variable did not show successful implementation of social media
marketing by SMEs. This research is the first phase of a study on SMEs' sustainability
during the pandemic.
This article stated that it also established a connection between the adoption of
technology, particularly for online business purposes, and sustainability during the
pandemic. In this context, sustainability likely refers to the ability to continue their
operations, maintain their customer base, and adapt to ongoing challenges. Technology
adoption, including social media marketing, played a role in achieving this sustainability.
Digital Marketing Changes of Micro- Small Enterprises Before and During
COVID-19 Pandemic in Bogor , Indonesia (Mohammad et al., 2021). During the
COVID-19 crisis, diversified attitudes and behaviors of structural equation modeling
(SME) retailers were observed in using social media marketing that could have helped
mitigate the adverse effects of this crisis on businesses. This paper aims to present a
thorough investigation of these perceptions and limited acceptance of social media
marketing among SME retailers in a developing country during a crisis.

This article stated perceived utility, usability, and affordability all had an impact on
adoption of internet/e-business technologies. These elements are essential in
determining if they choose to incorporate technology into their corporate strategy. The
terms perceived usefulness and simplicity of use describe how businesses perceive the
technology to enhance their operations, while cost is a key factor with limited resources.

Review Related Studies

Digital Marketing Strategy
According to Dash and Chakraborty (2021). Digital Transformation of Marketing
Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19.
This study investigates the connection between digital marketing strategies, consumer
engagement, satisfaction, and purchase intent. The focus is on the lockdown and
shutdown that follow a pandemic and the life insurance digital marketing methods that
are used. This research aimed to examine the impact of customers' purchase intentions
and the digital transformation of marketing tactics. The current epidemic, COVID-19,
and its effects on the digitalization of marketing techniques were considered. Marketers
of life insurance benefit overall from this research work. The managers of the digital
channels clearly grasp their greatest assets in relation to the five dimensions of digital
marketing strategy. They structure their plans for decision-making accordingly in order
to increase consumer pleasure and subsequent purchase intentions. It offers guidance
for the future implementation of particular marketing tactics during a pandemic and the
ensuing lockdowns and shutdowns. During a pandemic, consumer behavior often shifts.
People may be more concerned about their health and financial security, which could
lead to changes in their purchasing decisions, including for life insurance. This study
likely examines how digital marketing strategies can effectively address these shifts in
consumer behavior.
Digital Marketing During the Pandemic Period; A Study of Islamic Perspective
(Junusi, 2020). The Covid-19 pandemic significantly impacted marketing, leading to a
shift towards digital marketing. This article explores the impact of digital marketing
during this period and develops the concept of digital marketing from an Islamic
perspective. The study uses a qualitative approach and finds that advancements in
information technology significantly influenced digital marketing development. This
approach will open new research avenues and make researchers more theoretically
sensitive to the ontological and epistemological assumptions of Islamic marketing
research. The COVID-19 pandemic disrupted traditional marketing practices due to
lockdowns, social distancing measures, and changes in consumer behavior.
Investigating the impact of digital marketing during this period sheds light on how
businesses adapted to the crisis and provides insights into the effectiveness of digital
strategies in times of uncertainty.
The social capital hypothesis also emphasizes the significance of social
networks, connections, and trust in communities and cultures. It emphasizes the
importance of trust and human relationships in promoting the diffusion of innovations.
The term "Social Capital" refers to the material and intangible advantages that people or
groups derive from their social relationships. The trust and connections made through
social media marketing and online communities have been vital in assisting businesses
to adjust and keep their connection with their audience during the COVID-19 pandemic.
The study also looks at related research that shows how these theories could be
used in practice during the epidemic. For instance, research conducted in Indonesia
demonstrates how the sustainability of small and medium-sized firms (SMEs) was
impacted by the adoption of internet and e-business technologies, which was driven by
characteristics like perceived utility, simplicity of use, and cost. This demonstrates how
important it is to comprehend innovation dissemination and how it relates to company
resilience. The study on digital marketing during the epidemic also highlights how
crucial it is to modify marketing plans in response to changing consumer behavior, such
as rising concerns about their health and financial stability. It offers useful information on
how digital marketing may adapt to these developments while preserving consumer
involvement and pleasure.

In conclusion, this paper investigates the notion of innovation dissemination with

a focus on E.M. To understand the effects of social media marketing during the
COVID-19 pandemic, consider Rogers and Bourdieu's social capital theory. The study
acknowledges the significance of these ideas in understanding how innovations,
including digital marketing tactics, are adopted and disseminated across communities
and social systems. Understanding how people or social groups accept new ideas,
technology, or practices requires a grasp of the diffusion of innovation theory. It
highlights elements like information, persuasion, decision, implementation, and
confirmation while breaking the innovation adoption process down into stages. This
theory offers a methodical framework for examining how new ideas—like digital
marketing—are embraced and incorporated into society.
Conceptual Framework

Figure 1:

The conceptual framework of this study has the input that by identifying small business owners as our respondents, we

establish a strong foundation for our study. Their experiences and insights form the fundamental input, shaping the research

questions and directing our inquiry into the realm of social media impact during the pandemic.It has also process that researchers

ensure ethical consent and use a dichotomous scale and comprehensive survey questionnaire for data collection, ensuring reliability

and validity, enhancing study robustness and lastly it has output anticipate comprehensive and insightful outcomes. We will gain a

profound understanding of the impacts of social media marketing on small businesses in Barangay Lahug during the critical period

of 2020-2021.
Statement of the Problem

This study investigated the Impact of Social Media Marketing on Small Businesses

in Barangay Lahug During the Pandemic Year 2020–2021. Specifically , this study

answered the following questions :

1. What are the impacts of social media use in small businesses during the pandemic?

2. How has social media provided valuable assistance to small businesses affected by

the pandemic?

Statement of the Null Hypothesis

 The level of social media marketing engagement in 2020-2021 will not have any
predictive power in determining the financial performance of small businesses in the
subsequent year (2021-2022).

H0 : This null hypothesis assumes that the social media marketing activities
conducted during 2020-2021 won't be able to predict or influence the financial outcomes
of small businesses in the following year. Researchers could test this null hypothesis
against an alternative hypothesis that suggests a predictive relationship between social
media marketing and future financial performance.
Significance of the Study

This study, entitled "The Impact of Social Media Marketing on Small Businesses
in Barangay Lahug During the Pandemic Year 2020–2021, is being created to benefit
the following:

Business Owners: The study will help them identify the impact of social media
marketing on small businesses during the pandemic years 2020–2021. As a result, the
business owners will be able to assess their strategy to improve their sales.

Customers: Customers will find out more about the COVID-19 epidemic issue
that local small business owners are dealing with.

Future Researchers: The future researchers can utilize this research study as a
basis for their future topics related to this study and may use and gather as much
needed information from the research as a reference.

Future Entrepreneurs: Future entrepreneurs can glean insights into adaptive

strategies, discerning how social media was leveraged to navigate the uncertainties of
the market. The ability to foster genuine connections, address concerns promptly, and
build loyal communities is a skill that future entrepreneurs can hone from these insights,
fostering a strong, enduring customer base.

Consumers and General Public: Consumers, as the end-users of social media

content, benefit indirectly from this study. By understanding the impact of social media
marketing, consumers can be more discerning in their interactions online, recognizing
the influence of marketing strategies. This awareness empowers individuals to make
informed decisions about the information they encounter and the products/services they
choose to engage with.
Scope and Delimitation

This study seeks to explore the impact of social media marketing on small
businesses in Barangay Lahug during the pandemic year 2020-2021 started August 7-
December 15, 2023. By employing a quantitative research approach, the study aims to
determine the extent to which social media marketing has helped small businesses in
the barangay during the pandemic, the challenges faced by small businesses in utilizing
social media marketing, and the strategies used by small businesses to overcome these
challenges.

Further, this study will not go beyond what it seeks to explore or cover other
problems and issues that are not related to the subject, as the objective of this study is
only limited to small businesses in Barangay Lahug that utilizes social media marketing
and does not consider other factors that may have affected their performance during the
pandemic, such as government policies and economic conditions.
Definitions of Terms

Small Business - a small business is defined as a privately held corporation,

partnership, or individual with fewer employees and lower yearly income than a
corporation or a regular-sized business.

Social Media Marketing - refers to the use of social media platforms and
channels to promote products, services, brands, or organizations. It involves creating
and sharing content specifically tailored for social media platforms to reach and engage
with target audiences.

Business Crisis - is an event, or a series of events, that causes major

disturbance for a business. In general, this type of crisis will vary in different situations
that causes catastrophe to any existing businesses. Particularly, small businesses are
heavily affected by the occurrence of any crisis, causing difficulties to generate and
construct their sales and marketing for the business.

Valuable Assistance - refers to support, aid, or help that is considered

beneficial, useful, or of high worth. In small businesses, valuable assistance can include
financial support, access to resources, guidance on business strategies, marketing
expertise, technological tools, mentorship, and networking opportunities.