Republic of the Philippines

Department of Education
REGION (V) BICOL
School Division of Legazpi City
Legazpi District X
Legazpi City National High School
Rawis, Legazpi City

IMPACT OF SOCIAL MEDIA MARKETING ON SMALL BUSINESSES

IN RAWIS, LEGAZPI CITY

A Practical Research
Presented to the Faculty of
LEGAZPI CITY NATIONAL HIGH SCHOOL
Rawis, Legazpi City

In Partial Fulfilment of the

Requirements for the Senior High School Program

Jomarie Persia
Leonardo Benedito
James Abejuala
Jeffrey Gavino
James Peter Tirago
Reymond Abiera
Ivan Arenal
 Chapter 1

The Problem and its Setting

This chapter presented the background of the study, the statement of the problem,

the scope and limitations, and the significance of the study.

Background of the study

Social media marketing is widely used by individuals to introduce and promote

websites, products, or services through online applications and channels with internet

access. The internet has offered numerous possibilities globally, and many people in

Baranggay Rawis, Legazpi City, particularly those with internet access, utilize social media

apps like Instagram, Facebook, YouTube, TikTok, Twitter, etc., to easily view photos and

videos. Internet retailers can effectively promote their businesses to a broad audience

through social media marketing, facilitating small business owners in making their

offerings accessible to the public. Social media marketers are tasked with leveraging these

platforms to engage with community members about relevant products and services.

Google suggests that Online Selling is a simple way to boost sales and earnings.

According to AVIONOS (2018), 55% of consumers have made purchases through social

media channels such as Facebook, Instagram, and others. In the Philippines, 52% of people

shop online via apps and websites, with 43% making purchases through social media

platforms (VISA, 2021). Online shoppers find it more convenient, eliminating the need for

internet business owners to rent physical spaces to display and market their items. They

can operate from home, utilizing online marketing strategies such as creating video

advertisements and images for their websites, products, or services. Social media
marketing apps benefit small business owners by increasing profits on each purchase and

providing customers with the ability to buy products or book services online while

communicating with sellers and buyers from the comfort of their homes or other locations.

Despite potential drawbacks like insecure transactions and online fraud, the overall

performance of internet marketing proves to be excellent for small or online business

owners.

Statement of the Problem

This study focused on the impact of social media marketing on small businesses

within Rawis, Legazpi City. Since social media marketing has emerged as one of the most

effective and cost-effective methods of promoting websites, goods, and services so that

small business owners and their businesses can grow more quickly. With the access, use,

and rise of the internet and social media here, most people in our barangay are more focused

on spending their time surfing on their social media accounts or apps, and they are engaged

in digital shopping because it’s hassle-free for them. As a result of this, businesses use this

as a tool for their business, creating accounts, pages or websites to get closer to their

customers. Specifically, the research study seeks to answer the following questions:
1. Demographic Profile

a. Gender

b. Age

c. Years In Business

d. Shop/Company Ownership

2. What types of social media marketing tools in small business owner use to promote

the business.

a. Facebook

b. Instagram

c. Twitter

d. Youtube

e. Tiktok

3. What is the level of effectiveness of social media marketing as a promotional tool

along:

a. Income Generation

b. Generation Awareness

c. Sustainability of the Product

d. Consistency of the product

 4. What are the problems encountered by the respondents in their use of social

media marketing tools?

Scope and limitations

The scope of this study focuses on investigating the impact of social media

marketing on small businesses within Rawis, Legazpi City. The goal is to establish a

foundation for enhancing business practices by leveraging social media as a marketing tool,

facilitating business growth. The accessibility for customers to discover and make

purchases through social media marketing will be assessed. The evaluation will specifically

consider the time allocation of small business owners to social media activities and the

tools utilized for marketing their websites, pages, products, and services. The study's focus

will be confined to small business owners in Rawis, Legazpi City, who have been engaged

in online business for over a months or years, including those facing heightened

competition and rising input prices.

Significance of the Study

This study focused on explaining the impact of social media marketing on online

business owners in Rawis, Legazpi City. Additionally, the outcomes are essential and will

be beneficial for the following:

Small business owners. This research intends to assist small business owners in

comprehending the importance and acquiring knowledge about the impact of social media

marketing on small businesses.

 Buyers. This research aims to assist buyers in comprehending and gaining insights

into the impact of social media marketing on small businesses, as well as understanding

the benefits for small business owners when making online purchases.

Online Sellers. This research will enhance the awareness of online sellers

regarding the convenience of social media tools for small business owners utilizing social

media as a marketing tool and for buyers. Consequently, this is expected to boost user

engagement.

Future Researchers. This will be used as a guide for their further research.
 CHAPTER 2

REVIEW OF RELATED LITERATURE

This chapter includes some related literature and studies of foreign and local which

are presented in the following.

Foreign Literature

Social media platforms allow people to transform the communication and

interaction of one another. This platform of information helps the world build networks and

online communities. Since there is an increase in the number of the prolific users of these

social media platforms worldwide, modern businesses see these as an innovative marketing

communication tool to easily attract the online market.

According to Aguilar, J; Anaya, J; Tizon, J. (2019) Marketing serves as an important

strategy in ensuring the growth of businesses. Strategies such as social media posts and

email campaigns can not only engage existing consumers but spread the word to new

potential customers. Facebook advertising was also considered the most targeted kind of

advertising, it can help businesses to reach an exact audience, it’s easy to advertise to

people by age, interests, behavior, and location on Facebook. Advertising in Facebook was

considered fastest and most efficient, it can drive immediate results. Businesses can start

reaching thousands of people daily. Facebook might be a fast way to drive traffic and

conversions wherein Facebook advertising could be a best solution.

According to Wright, L. B. (2018) in the discussion of The Rise of Entrepreneurship

and Social Media, people are becoming increasingly interested in being their own bosses.

The social media sector has experienced a lot of development over the years, as well as a
significant increase in usage. Businesses and entrepreneurs can now utilize social media

platforms to promote their products and services while also being able to engage with the

rest of the world and the public is aware of their products, services, and, more significantly,

their visions through the use of social media, particularly Facebook. This study by Wright

emphasized that according to data from the Pew Research Center, the majority of users

visit social media sites at least once a day, and 51% of users browse multiple social media

platforms at the same time. These visits showcase an entrepreneur’s products and services

to a wider audience, resulting in greater commercial chances for them. Consumers may

quickly access a wide range of marketplaces through social media, most especially

Facebook, and businesses can create meaningful relationships with their customers through

it.

According to Malek, Ibrahim, Hassan, & Adnan (2021) stated in their study of A

Systematic Literature Review on Key Elements of Branding through Facebook that

ubiquity, visibility, functions, and emotional bonds with customers are all promoted by

branding. It can be conveyed through a multitude of mediums. The visual and textual

components of Facebook can be used to communicate branding. Brands are increasingly

dependent on social media, which includes online platforms for sharing and participating

in a range of activities, to interact with targeted audiences. Social media helps people

connect with one another, provides rapid feedback or support, and promotes businesses,

products, and services. For online businesses, it is swiftly becoming an important aspect of

their client outreach strategy. Facebook has grown into massive hyper textual complexes

with a wealth of written and visual content, making it a valuable data source in recent years.
As a result, through visual and linguistic analysis, Facebook can supply a wealth of

information on how to communicate marketing.

According to researcher Vaidya, R. (2020), because of the decrease in cost and

convenient access to the internet, the scope of social media marketing has expanded. It has

allowed businesses and customers to communicate and personalize their experiences.

Sellers should take into consideration that greater information about the items should be

provided, as well as customizing the Facebook advertisement. The products and services

themselves, as well as the quality and affinity developed for those presented or uploaded

at the social media site, are viewed as the primary characteristics that make it a successful

marketing tool. Furthermore, Facebook viewers are concerned about the displayed

products and their quality. Similarly, while using social media marketing, advertisers

should be more up-to-date and interactive, as the customer expects a higher degree of

involvement from the social media platform.

Yandug, J; De Francia, D; Paulo J. (2020) Users of social networking services, such

as Facebook, can build a public profile and connect with other users. One of its benefits is

that it has a business page where users or people interested in business may promote and

sell their items online. In today’s fast-paced society and rapidly expanding technology, the

importance of social media in the social economy is expected to grow. Small and medium-

sized enterprises (SMEs) have high expectations for their position as vital participants as

economies recover from the current global crisis. Facebook has become the most popular

social network in our culture on both a national and worldwide scale. This social network

has transcended the virtual world and established itself in the daily lives of millions of

people who had previously had little interaction with the network. In this particular case,
the usage of a social network is portrayed as Facebook Commerce (F-commerce), which

allows users to buy from any organization or brand from the comfort of their own home,

as is usually said. For if Facebook has done anything, it is to provide a secure, hassle-free

atmosphere in which we may feel at ease (despite the risk that we are losing a significant

portion of our privacy). Regardless of these factors, for the vast majority of the purchasing

public, Facebook, or any other social network that transports them into the future, becomes

the ideal shopping mall, the ideal location to go shopping without having to deal with the

odd deceptive shop assistant.

Local Literature

The biggest group of social media users in the Philippines is between the ages of

18 to 24 which in the Philippines, are still college students Caliwag et al., (2020), they

accounted for around 33% of active users or approximately 21 million users. Also,

according to Kim (2003), the excessive spending of college students has increased since

they now have more buying power and generally have easier access to credit cards and

allowances. However, how does the age of the pertained customers correlate with Facebook

marketing?

During this digital era, people are more connected to each other and can easily

access information through social media. Social media such as Facebook is a platform that

allows small businesses to create or share content to promote and advertise their brand to

increase awareness that can influence the customer in purchasing decisions. According to

Barhemmati and Ahmad (2015), based on their study that focuses on factors that influence

consumers' purchasing decisions through social media, there is a positive relationship

between consumer buying behavior and social media engagement found out that Social

Media Marketing is the most successful way of advertising.

Digitalized marketing changed the way sellers offer their products, and along with

this are changes in the online shopping behavior of buyers as they adapt. In line with the

pandemic, significant changes in customer behavior were observed in a study by Dewan

and Rana (2021). Their study shows that customers are more leaning towards using online

platforms as people heavily include using the internet in their daily routines. People find it

safe, time-saving, and convenient.

According to Rouse (2019) the goal of social media marketing is to produce content

that users will share with their social network to help a company increase product exposure

and broaden customer reach. This type of marketing is done through various social media

marketing platforms such as Facebook, Twitter, Instagram, YouTube and more to promote

website circulation to engage user’s interactivity. Successful social media marketing is

done when companies create content that entice customers and others audience to share it

on their social media outlets.

Micro business entities nowadays, use social media marketing and they have

become part of many people’s lives. Mosy people update their social media, every minute,

every hour, every day as forms of electronic communication through which users create

online communities to share information, ideas, personal messages, and other content. It

also provides a platform for business consumers to advertise their personal evaluations and

preference for a products and services that they want to avail. Social media, including

networks, microblogging, vlogs, live streaming and forums, transform internet users from
passive receivers to active learners, by facilitating interactivity and engagement in business

communication (Grabowicz, 2014).

Micro business entities have an imperative role to play in the economic

development of the country (Sharmilee,2016) and most business publicity using the social

media marketing appeals to influence the way how business consumers view themselves

and how buying a certain product can prove to be beneficial and effective. Micro business

entities are now having the ability to engage in business through the use of different social

media marketing platforms to influence consumer behavior in unheralded ways by

engaging the business customers to develop brand-centric communities in such a way that

ties customers to their products and services. Nowadays, almost all businesses are done

over the internet, from payment of bills, buying foods and clothing, hotels, restaurant and

tourist bookings, magazine and newspaper subscription and most specially shopping. The

number of online sales sites is increasing, and their use has greatly helped the consumers

in making purchase transactions as the society today are having the convenience for on-

line spending (Anand et al., 2019).

According to Chaturvedi and Gupta (2014) social media has created an important

role on how marketers and consumers communicate. They also noted that consumers can

influence other potential buyers through the reviews of the products or services used. Thus,

those in the e-commerce business sector has prompted to develop a well-structured social

media strategy as the social media continues to grow its popularity. A significant portion

of advertising campaigns can now be conducted via social media websites. Using social

media to advance e-commerce can be extremely beneficial (Jothi & Gaffoor, 2017).
Foreign Studies

“Website - Its importance for business”, "The low cost of entry has attracted

hundreds of companies, large and small, to the level playing field of cyberspace,"

According to Paul J. Dowling, Jr. noted in his book Web Advertising and Marketing. "On

the Internet, a small, one-man operation can look as good as or better than a large,

multinational corporation. But whether it's an individual working out of a virtual office, or

a CEO sitting in an expensive downtown office building, they're going online for one

purpose—to sell. And they're leaving no stone unturned in their efforts to make it safe and

easy for their customers to buy.". “In today's time of internet popularity and globalization,

a web page or website is a dynamic tool in the market for you to both acquire and service

your clients. It enables one to make information easily available about themselves as well

as the products and services they plan to offer. Competition has never been fiercer and it

has become necessary for every company and business to fight tooth and nail for every

inch of that customer share. Online presence has lowered barriersto entry for smaller

players and has provided an instant 'global reach at practically zero cost', ‘online a

presence’ i.e. a website that allows you to sell your products or services to visitors paying

through their credit card.” Social media can help you interact with your customers and find

out what people are saying about your business. You can also use social media for

advertising, promotional giveaways and mobile applications. This will help to attract

customers, get customer feedback and build customer loyalty, increase your market reach,

including international markets (PETER HEARN, 2014).

According to the study of Holly Paquette (2013), Social media or networking sites

have become largely one of the marketing tools used by retailers to easily attach to
consumer who are actively social media users. “Social media advertising is a connection

between consumer and brands, while offering a personal channel and currency for user

centered networking and social interaction” (Chi, 2011, pg.46). Through social media

customers who are actively used social media can see advertisement of different products

or services they can know a particular product and its attributes, characteristics, and uses

that may lead the consumer to buy the product. The study also mentioned about the

consumer technology readiness where consumer should be aware and have knowledge

about technology which they can use as a tool to buy their needs and wants. The marketer

should consider it because if their target market is not aware about technology they may

fail on selling through social media. “Technology related developments such as the rise of

powerful search engines, advanced mobile devices and interfaces, peer-to-peer

communication vehicles, and online social networks have extended marketers’ ability to

reach shoppers through new touch points” (Shankar et al. 2011, 30). Social media was only

platform to communicate but as the time pass by, innovation continue that leads marketer

to advance the way of advertising their products and services which they used technology

or social media as a marketing tool.

Local Studies

Digital marketing is arguably one of the preeminent marketing strategies utilized

by today's vast number of businesses and companies according to Philippine Journal of

Business and Studies, . This strategy offers tools that enable them to promote their products

to a much larger audience as it encompasses geographical boundaries. Also, it can build

better relationships with customers since the content is customized to their liking. In the

current study, the researchers aimed to determine how digital marketing affects the
consumer behavior of Filipinos, specifically customer engagement and purchase intention.

The following hypotheses were formulated: Social Media has a significant impact on

Customer Engagement. Social media has a significant impact on purchase intention. Email

marketing has a significant impact on customer engagement. Email marketing has a

significant impact on purchase intention. Customer Engagement has a significant impact

on purchase intention. A total of 334 respondents were surveyed online, and data was

analyzed through the SPSS software. By the end of the research, it was found that digital

marketing strategies, specifically social media marketing and email marketing, effectively

generate purchase intention from Filipino consumers. This is aided by the customer

engagement triggered by the advertisements presented on Facebook and their email.

According to Catral, M. K. D. (2015).The fast development of digital media has

created new opportunities and avenues for advertising and marketing. Fuelled by the

production of devices to access digital media, this has led to the rapid growth of digital

advertising. Digital marketing is often referred to as ‘online marketing,’ ‘internet marketing’

or ‘web marketing.’ The term ‘digital marketing’ has grown in popularity over time,

particularly in certain countries. Mobile Web Marketing means users can access web pages

for advertising with their mobile devices. Web pages can be used to incorporate mobile

texting sources as reminders for meetings, seminars, and other important events which

assume users are not always on their computer. Mobile websites are one form of mobile

web marketing and can be a tool to advertise or promote not only businesses but also

universities. Mobile Web Applications lead traditional websites on portability and

information availability. Accessibility of information may be difficult to users when

browsing with their desktops or laptops. For mobile users, information is accessible while
on-the-go or with offline browsing. This establishes a sustainable move since the proposed

application would be requiring no papers for printing magazines, calendars, brochures or

posters that would serve as a guide.

Synthesis of the State of the Art

In today’s modern era of technology, social networking sites have evolved into a

channel for retailers to reach a wider audience with their promotional campaigns. Social

media has been defined by many researchers as a connection between brands and customers

while providing a personal avenue and currency for consumer networking and social

engagement. In today’s marketing blend, social media has become an extremely essential

component. Adapting various types of internet marketing through social media is a vital

part for any business. With the sudden prevalence of internet marketing, Facebook has

become the most popular social media platform for businesses. Its explosive popularity has

encouraged entrepreneurs to engage in social media marketing. Facebook has contributed

massively to entrepreneurs and consumers because of its convenience as an online

marketing tool.

Many researchers like Aguilar, J., et al. (2019) & Wright L. B. (2018) have

determined the benefits of this tool when it comes to promotional campaigns. Facebook

has been regarded as by far the most preferred type of advertising since it allows businesses

to cater specific audiences. It is considered to be the most efficient social media marketing

platform as it produces immediate results. Many businesses, entrepreneurs, and aspiring

business owners nowadays use social media platforms to market their products and/or

services through interacting with the public while ensuring quality offerings.
 Social media marketing is an effective method for businesses of all kinds to reach

out to prospects and consumers. People use social media to find, learn about, follow, and

buy from businesses, so if a business isn’t on sites like Facebook, Instagram, and LinkedIn,

they’re missing out. With its extensive use and adaptability, social media is one of the most

efficient free marketing mediums available today. Great social media marketing may help

a business achieve extraordinary success by cultivating loyal brand supporters and driving

leads and sales.

Businesses were using social media to drive visitors to their pages and, perhaps,

generate sales. However, social media has progressed well beyond being only a platform

for information distribution to providing people a systematic strategy through online

outlets or establishments for their businesses. Businesses nowadays use social media in a

variety of ways. A business that is worried about what people are saying about its brand,

for example, might watch social media conversations and respond to noteworthy mentions.

Also, businesses who want to understand how it is performing on social media might use

an analytics tool to monitor its reach, engagement, and sales on social media.

Facebook has become the most relevant social network and a marketing tool in our

culture on a national and international basis. In recent years, Facebook has evolved into

large hyper textual complexes with a plethora of written and visual material, making it a

useful data source. As a result, Facebook can provide a great deal of information on how

to communicate marketing through visual and linguistic analysis. The visual and contextual

components of Facebook plays a significant role in the efficiency of this as a social media

marketing tool. It is important to determine the appropriate method of internet marketing

to employ for effective promotions. Obtaining relevant online marketing methods must be
studied by all types of businesses, most especially in industries like fashion and handicrafts,

where trends shift frequently. Sellers should take into account that further information

about the commodities should be presented, as well as the ability to modify the Facebook

advertisement.

Gap to be Bridge by the Study

The study on the "Impact of Social Media Marketing on Small Business" is

positioned to address significant gaps in the existing literature and studies of the

researchers. Current research lacks a thorough understanding of how social media

marketing distinctly influences small businesses, overlooking the unique challenges and

opportunities that characterize these enterprises. Additionally, there is insufficient

exploration of the varying impacts of different social media platforms on small businesses,

neglecting the nuanced dynamics of platforms such as Facebook, Instagram or YouTube.

The study also aims to contribute regional and cultural perspectives, recognizing the

influence of these factors on the effectiveness of social media marketing strategies for small

businesses in specific geographical areas. Furthermore, by investigating the resource

constraints faced by small businesses, the research seeks to provide insights into effective

resource allocation in social media marketing initiatives. Additionally, the study will delve

into the often-overlooked legal and ethical dimensions, examining privacy concerns,

regulatory compliance, and ethical implications associated with social media marketing for

small businesses. Lastly, the absence of a standardized framework for measuring the return

on investment (ROI) for social media marketing in small businesses will be addressed, with

the goal of developing or refining a framework tailored to the unique characteristics of

small enterprises, providing a practical tool for assessing the success of social media efforts
in this context. Through these contributions, the study aims to enhance the understanding

and effectiveness of social media marketing for small businesses in today's digital

landscape.

Theoretical Framework

This Study employed Everett Rogers' of Diffusion Innovation Theory, the study

considers factors such as budget allocation, content quality, audience targeting, platform

selection, and consistency in social media efforts. These factors collectively influence the

adoption and success of social media marketing initiatives. Simultaneously, barriers,

including limited resources, lack of expertise, resistance to change, data privacy concerns,

and competition, shape the challenges small businesses face in implementing effective

strategies. This integrated framework aims to provide a comprehensive understanding of

the dynamics involved in social media marketing for small businesses, considering both

facilitating factors and potential obstacles in the process

The research’s involves three sets of variables. First, the independent variables

include (A1) social media marketing strategies, encompassing diverse approaches like

content creation and advertising; (A2) resource allocation, focusing on budget, time, and

personnel decisions; and (A3) platform selection, examining the choice of social media

platforms such as Facebook or Instagram. Second, the dependent variables consist of (B1)

impact on business performance, measuring metrics like brand awareness and sales growth;

(B2) customer engagement and satisfaction on social media platforms; and (B3) return on

investment (ROI) reflecting the financial effectiveness of social media marketing. Finally,

the mediating variable (C1), technological acceptance, explores the role of technology

perception, while moderating variables (C2) like business size and industry consider
contextual variations in outcomes. This structured framework provides a systematic

approach to analyzing the complex interplay of factors influencing small business success

in the digital age. The theoretical paradigm is shown in Figure 1.

THEORY PROCESS OUTPUT

 Budget
allocation
 Content quality
Identifies:
 Audience
Diffusion  Impact of
targeting
Innovation Theory Social Media
by Everett Rogers  Platform Marketing on
selection Small
Businesses
 Social media
efforts

Figure 1. Theoretical Paradigm

Conceptual Framework

The conceptual framework presented in this quantitative research was an approach

for assessing the impact of social media marketing on small businesses in Rawis, Legazpi

City.

The conceptual framework is an IPO model which is consisting of The

Demographic Profile of the respondents such as Gender , Age , Years In Business , and

Shop/Company Ownership.

The process involves collecting and analyzing data using various research method

such as questionnaires, interviews and surveys. The researchers will design and administer

a questionnaire survey to gather data. They will also conduct an interview to delve deeper

into the experiences and perspective of the participants. The collected data will undergo

the statistical analysis to identify patterns, correlations, and significant factors.

The output of this study provided the insights into the impact of social media

marketing on small businesses within Rawis, Legazpi City. By analyzing the data, the

researchers will be able to identify the impact of social media marketing on small

businesses. Based on these findings they can offer suggestions and recommendations to the

address the challengers face by the people who use social media as their marketing tool.

These suggestions may enhance their use of social media as their marketing tool and

improved brand recognition, targeted advertising, cost-effectiveness, and in-the-moment

engagement.
 INPUT PROCESS OUTPUT

Impact of social
media marketing on
The researchers
small businesses in
Easily find out the
Rawis, Legazpi City
impact of social
in terms of: Analysis of data
through media marketing on
a. Profile of a small businesses
respondents
 Interviews
b. Gender
 Questionnaire Provide suggestions
c. Age
 Survey to provide
d. Years In
Business challenges
e. Shop/Company encountered
Ownership.

Figure 2. Conceptual Paradigm

Definition of Terms

1. Social Media Marketing. The use of social media platforms to create and implement

marketing strategies, aiming to engage with target audiences, build brand awareness,

and achieve specific business objectives.

2. Small Business. A business that is independently owned and operated, typically

characterized by a smaller scale in terms of revenue, workforce, and market reach

compared to larger corporations.

3. Online Seller. Also called online vendors, these sellers work exclusively online

without any brick-and-mortar locations. Many of these are large virtual marketplaces

where smaller entities can sell their goods and services, such as Shopee, Lazada, and

Tiktok Shop.

4. Brand Recognition. The extent to which a consumer can correctly identify a particular

product or service just by viewing the product or service's logo, tagline, packaging or

advertising campaign.

5. Targeted Advertising. A type of Internet advertising that delivers promotional

messages to a customer according to their specific traits, interests, and preferences.

Brands get this information by tracking consumer profiles and activity on the Internet.

6. Cost-Effectiveness. Producing good results without costing a lot of money.

7. Customer Engagement. the ongoing cultivation of a relationship between the

company and the consumer that goes far beyond the transaction. It's an intentional,
consistent approach by a company that provides value at every customer interaction,

thus increasing loyalty.

 Chapter 3

Methodology

This chapter revealed the method of research employed by the researcher in

conducting the study, which included the research design, population of the study, research

instrument and its development, establishing the validity, data gathering procedures and

the appropriate statistical treatment of the data.

Research Design

The present study followed the quantitative approach, the descriptive - survey

research methodology. Descriptive - survey research included studies give pertinent

information about the elements that were prevailing in the present times. It described and

interpreted what is. It was concerned with the existing conditions, on-going process,

perceived effects and developing trends. Moreover, descriptive-survey research

emphasized the interpretation of gathered data or significance of what is described. It

includes studies and literature's that provide information about the present state of the

involved variables (Yazon et al., 2019).

Respondents of the Study

The respondents of the study were 30 individual business owners or managers

representing small enterprises in Rawis, Legazpi City. Chosen purposefully to ensure

diversity, these participants collectively provide a comprehensive view of the impact of

social media marketing on small businesses. Each of the 30 individuals will contribute

insights from their unique business context, playing a crucial role in capturing a nuanced

understanding of the challenges and opportunities associated with social media marketing.
Their candid responses will provide firsthand perspectives that enrich the study's findings,

shedding light on the specific dynamics that influence the effectiveness of social media

marketing strategies within this subset of small enterprises. The collaboration of these 30

individual business owners or managers adds depth and authenticity to the research,

enhancing the credibility and relevance of the study's outcomes within the local business

landscape

Locale of the Study

The locale of the study was Rawis, Legazpi City, Albay, chosen specifically for its

relevance to the research focus. This study delved into the impact of social media marketing

on small businesses in Rawis, Legazpi City, seeking to generate insights that are reflective

of the unique business environment within this locality. The information gathered during

data collection formed the basis for the purposeful selection of the 30 respondents from

Rawis, Legazpi City, serving as the targeted population for this research. This intentional

selection ensures that the findings are rooted in the specific context of Rawis, contributing

to a more tailored understanding of how social media marketing affects small businesses

in this distinct area.

Sampling Technique

This study employs a stratified random sampling technique to systematically

investigate the impact of social media marketing on small businesses in Rawis, Legazpi

City. Recognizing the diverse nature of the small business community in this locality, the

population is first stratified based on key characteristics such as business size, industry

type, and years in operation. This ensures that the sampling reflects the varied composition
of small businesses in Rawis. Subsequently, random sampling methods are applied within

each stratum to select businesses that will participate in the study. Within the determined

sample size, 30 respondents are purposefully selected to participate in the research,

ensuring representation from each stratum. By doing so, the research aims to capture a

representative and comprehensive sample that accounts for the unique attributes of

different segments within the small business landscape. This strategic approach not only

enhances the generalization of the findings but also allows for a nuanced exploration of

how various factors may influence the impact of social media marketing on small

businesses in Rawis, Legazpi City.

Data Gathering Instrument

This study employs a descriptive-survey research design to systematically

investigate the impact of social media marketing on small businesses in Rawis, Legazpi

City. The descriptive-survey method is selected to gather quantitative data that can provide

a comprehensive overview of the current status and trends in social media marketing

practices within the local small business community. A structured survey instrument will

be developed, incorporating questions that cover various aspects such as social media usage

patterns, marketing strategies, perceived benefits and challenges, and key performance

indicators.

The survey will be distributed to a diverse sample of small businesses in Rawis,

allowing for the collection of data from a broad cross-section of the community. The

quantitative data obtained through the survey will be analyzed to identify patterns, trends,

and correlations related to the impact of social media marketing on small businesses. This

approach enables the research to quantitatively describe and analyze the relationships
between different variables, providing a detailed snapshot of the current state of social

media marketing practices among small enterprises in the study area.

Through the descriptive-survey research design, this study aims to contribute

valuable insights into the specific dynamics of social media marketing and its implications

for small businesses in Rawis, Legazpi City. The findings derived from the quantitative

analysis of survey data will offer a structured and systematic understanding of the

prevailing trends, facilitating a more informed discussion on the impact and potential areas

of improvement for local small businesses engaged in social media marketing. Participants'

consent will be secured, and ethical considerations will be upheld to ensure the validity and

reliability of the survey results.

Data Gathering Procedure

After the researcher-made questionnaire was validated, the researcher multiplied it

to the number of copies sufficient to accommodate all the respondents. At the same time,

the letter of request to the Schools Division Superintendent and to the principals of the

concerned school were prepared.

The letter of request and the copies of questionnaire were delivered personally by

the researchers to the school concerned. It was during the delivery of the letter and of the

copies of the instrument that the researcher explained the details to help the respondents

accomplish the questionnaires. The questionnaires were retrieved on the same day when

they were answered.

The results of the retrieved copies of the questionnaires were tabulated. Then, the

data were analyzed and interpreted through the use of the appropriate statistical procedures.
Statistical Treatment of Data

The following statistical procedures were used to interpret the data gathered from

the respondents of the study.

1. Simple Percentage. The demographic profile variables of the respondents were

analyzed using the following formula:

𝐹
𝑃= ∗ 100
𝑁

Where:

P = Percentage

F = Frequency for each category

N = Total number of respondents

100 = Constant Value

2. Weighted Mean. The statistical tool was used to compute for the weight of the

responses in the questionnaire assigned by the respondents during the actual data gathering

procedure. The formula for the weighted mean is as follows:

∑𝑛𝑖=1 (Fi ∗ Wi )
𝑊𝑀 =
∑𝑛𝑖=1 Fi
Where:

WM = Weighted Mean

Σ = Summation symbol

Fi = Frequency for each option

Wi = Assigned weight

n = Total number of frequencies

3. Likert Scale. The following Likert Scale serves as the guide for interpreting the
data gathered

Scale Weighted Means/Equivalent Corresponding Remarks

5 4.20 - 5.00 Always

4 3.40 - 4.19 Often

3 2.60 - 3.39 Sometimes

2 1.80 - 2.59 Seldom

1 1.00 - 1.79 Never

Data Analysis

The researcher will use survey questionnaire which will be a quantitative data, since

this is the scenario the answer to the survey questions will be consolidated and analyze by

the following statistical treatment will be employed:

1. Mean, frequency count and percentage will be used to present the socio-

demographic profile of the respondents.

2. Mean will be employed to examine the average hours spent on social media per

day by small business owners, providing a central tendency measure that

encapsulates the typical daily social media usage within the respondent group.

3. 5-point Likert Scale enables the examination of respondents in Barangay Rawis,

revealing nuanced insights and patterns in their perspectives and opinions during

the data analysis process.