Perceived advantages of

using TikTok for small food

businesses' marketing in
Antipolo, Rizal.
GROUP 6

BS IHM CA 3-B-1
 Members

Baradi, Ron Miguel

Castillo, Katrina Ann
Contador, Trisha
Desquitado, Jenica
Gomez, Michael Luis
Mirabete, Ron Ryan
Tobias, Harold Brent
CHAPTER 1
• Background and Context
• Objectives
• Significance
• Contribution
 Introduction

Small business marketing has become increasingly important in the current business
landscape. This is especially true for food businesses, which have faced numerous
challenges as a result of the pandemic (Harel, 2021). One platform that has gained
significant attention in recent years is TikTok, which has become a popular social media
platform for businesses to reach and engage with their target audience (Rach, 2021).

TikTok has grown rapidly, particularly among younger generations, and has become a
valuable tool for businesses to promote their products and services (Meliawati, Gerald, &
Aruman, 2023). Recent studies have shown that TikTok can provide significant benefits to
businesses, such as increased brand awareness and improved customer engagement
(Fitriani, Hadita, & Faeni, 2022).
 Introduction

Despite these benefits, there is a gap in research regarding the perceived advantages of
TikTok for small food businesses in specific locations, such as Antipolo, Rizal. This lack of
research limits the understanding of how small food businesses can effectively use TikTok to
enhance their marketing efforts and ultimately, increase their sales.

The objectives of this study are to explore the perceived advantages of using TikTok for
small food businesses' marketing in Antipolo, Rizal. The study aims to address the following
specific questions: (1) Is tiktok media an effective marketing tool for small enterprises? (2)
What elements contributed to Tiktok Media's long-term viability in advertisement? (3) What
are the consumers' different reactions to content marketing of small businesses in Tiktok?
(4) What are the drawbacks of using Tiktok as an advertising platform?
Introduction

The results of this study will contribute to the current literature on the use of TikTok in small
business marketing by providing insights into the perceived advantages of using TikTok for
small food businesses in Antipolo, Rizal. Additionally, the study will provide practical
implications for small food businesses in Antipolo, Rizal, by providing recommendations on
how they can effectively use TikTok to enhance their marketing efforts. This study will also
serve as a basis for future research on the use of social media platforms for small business
marketing.
Introduction

The researchers wants to provide advice to current food business owners on how to sell their
goods and find the right customers. The researchers would like to deliver outcomes that will
improve the viewer experience and engagement for their content. The findings of this
research will be useful to small firms, content creators on tiktok, and upcoming marketing
researchers.
CHAPTER 2
• Review of Related Literature
• Chaffey's theory
• Theory of reasoned action
• Howard stern's theory
 Theoretical Frame work
Chaffey’s Theory: An informal approach in social media marketing

TikTok has become one of the most popular social media platforms, with a large and growing
user base that spans the globe. As a result, it has become an attractive platform for
advertisers looking to reach a large and engaged audience. However, to maintain its viability
as an advertising platform in the long term, several key elements must be in place. The
purpose of this review of related literature is to examine the perceived advantages and
drawbacks of TikTok as an advertising platform for small food businesses in Antipolo, Rizal.
Created by Chaffey (2012), According to the theory, social media is a casual marketing
strategy. The notion holds that human behavior, and ultimately customer behavior, is driven
by communication and human networking.
 Theoretical Frame work
Theory of Reasoned Action

The Theory of Reasoned Action, proposed by Fishbein and Ajzen (1967) is a cognitive
theory and mathematical model that aids psychologists in their understanding of human
behavior in particular situations, such as determining whether or not individuals will adopt
healthy behaviors
Nickerson (2022). The theory of reasoned action states that customers do actions that they
think will result in or bring about a specific outcome, whether one that is known to them or
not. As a result, the primary factor that motivates consumers to make purchases is logical
decision-making.
 Theoretical Frame work
Howard Stern's Theory on impulse buying

Since the rise in covid-19 cases, most people spent their time on their devices to catch up on
the world and to entertain themselves. Food business owners saw this as an opportunity to
advertise their products online since there is a huge traffic on social media. People during the
pandemic developed different strategies to entertain themselves and some of them resolved
in buying stuff they see online to ease the pandemic-related stress. The emphasis of
Hawkins Stern was on impulsive behavior. According to Stern, impulse buying only accounts
for half of typical consumer behavior and is nicely complemented by trends toward making
more thoughtful judgments.
CHAPTER 3
• Methodology
• Research Design
• Sampling strategy
• Ethical Consideration
• Data Collection Methods
• Data Analysis
Methodology

This chapter studies the research methods available for the study and what applies to them
in response to the statement problem in chapter 1.
Likewise, this chapter explains the various procedures and strategies for identifying the
needed information sources for analyzing and evaluating the advertising platform in small
enterprises in Antipolo, Rizal.

This section of the study gives details as an outcome. It covered ethics, instruments, data
collection, and data analysis in addition to the research design, study site, and participant
selection. The specifics are listed below in further depth.
Research Design

The present study used a qualitative method to research the topic. This study significantly
used a descriptive research design to describe. This study aims to explore the perceived
advantage of advertising platforms for small food businesses. The researcher used the
gathered data as an instrument for the data-gathering process.
Sampling Strategy

The categories of participants were restricted by the researchers to best fulfill the study's
goals. Using the non-probability method of judgement sampling to learn in-depth information
about the particular occurrence rather than drawing general conclusions from the data, this
will result in accurate conclusions from the specifics. The participants being; (1) A university
graduate. (2) Owner has a food business that is currently open in Antipolo, Rizal.
(3) Primarily uses Tiktok for food marketing.
Ethical considerations

The researcher will abide to the ethical principles throughout conducting the study which are
autonomy, beneficence and non-maleficence, justice, veracity, confidentiality, anonymity. In
Data Gathering, researchers take into consideration that respondents are protected from
harm. Researchers gurantee that during on-site data collection participants, the researchers
are free from any signs and symptoms of COVID-19. The respondents are also to be
informed that they have the rights to refuse in participating or not answering the questions.
Participants are treated with fairness and that fairly distributes the potential benefits and
drawbacks of taking part in the study.
Ethical considerations

Their response will not be treated with any personal judgment from the researchers.
Information provided by the participants are to be respected and their identities are to remain
anonymous. Hence, researchers will take enough measures to guarantee the privacy of the
research data. Transparency and truthfulness will be assured throughout the process of
conducting the study. Any manipulation and deception such as plagiarism is not condoned.
Data Collection Methods

The researchers addressed a letter to the CHIM Department requesting permission to

conduct the study in Antipolo, Rizal. Upon the approval of the request, the researchers will
conduct a face-to-face and semi-structured interview with chosen business owners on
Antipolo, Rizal. The data acquired during the interview will be recorded and documented with
the participants' permission.
Data analysis

This study used qualitative-descriptive research. The researchers used thematic analysis as
a method to analyse the data, if the small business have a growth because of using TikTok
to advertise their product. Therefore, it helps the researchers to determine if it is effective in
growing and developing of small food businesses in Antipolo Rizal using TikTok as an
advertising platform.