The Effects of Social Media Marketing on Small Enterprises in Lalayat San Jose Batangas PDF

# THE EFFECTS OF SOCIAL MEDIA MARKETING ON SMALL ENTERPRISES AT LALAYAT SANJOSE BATANGAS ## A Thesis Presented to the ABM Students of Dr. Bonifacio A. Masilungan Integrated National High School In Partial Fulfillment of the Requirement for the Practical Research 2 **Lara, Darlyn M.** **Silvestre...

# THE EFFECTS OF SOCIAL MEDIA MARKETING ON SMALL ENTERPRISES AT LALAYAT SANJOSE BATANGAS ## A Thesis Presented to the ABM Students of Dr. Bonifacio A. Masilungan Integrated National High School In Partial Fulfillment of the Requirement for the Practical Research 2 **Lara, Darlyn M.** **Silvestre Angel Niña J.** **Menor, Trisha A.** **Javillo Joross L.** **Letada Jojo** **Dejumo Josephine C.** **Damalerio Kaile Frances E.** **NOVEMBER 2024** **APPROVAL SHEET** ## ABSTRACT ## ACKNOWLEDGEMENT ## DEDICATION ## TABLE OF CONTENTS ## LIST OF TABLES ## LIST OF FIGURES # Chapter I ## THE PROBLEM AND ITS BACKGROUND This chapter explains about the background of the study and statement of the problem. ## Background of the Study This study examines the effects of social media marketing on small enterprises in Barangay Lalayat, San Jose, Batangas. It recognizes the transformative power of social media in the digital age, highlighting its potential to enhance brand awareness, customer engagement, sales, and customer service for small businesses. However, the study also acknowledges the challenges faced by these enterprises, such as limited resources, lack of strategic planning, and competition. The research will investigate the specific context of Barangay Lalayat, considering factors such as internet penetration, mobile phone ownership, and digital literacy. By analyzing the local economic landscape and demographics, the study aims to understand how these factors influence the effectiveness of social media marketing strategies within the barangay. The research will formulate key questions regarding the most commonly used social media platforms, the strategies employed by businesses, and the perceived benefits and challenges of social media marketing for small enterprises in Barangay Lalayat. Ultimately, this study seeks to contribute to a deeper understanding of the impact of social media marketing on small enterprises in this area, offering recommendations to enhance their effectiveness and support their growth and success. ## Statement of the Problem This research focuses on the effects of social media marketing on small enterprises in Lalayat, San Jose, Batangas. This research was specifically conducted to address the following questions: 1. What percentage of small businesses in Lalayat, San Jose, Batangas, use Facebook for marketing? 2. How does social media marketing affect the sales and customer engagement of small enterprises in Lalayat? 3. What are the specific social media platforms most utilized by small enterprises in Lalayat, and how effective are these platforms in achieving business goals? 4. What challenges do small enterprises in Lalayat face when implementing social media marketing strategies? 5. What are the recommendations for improving the effectiveness of social media marketing strategies for small enterprises in Lalayat? ## SUB-STATEMENTS 1. **What percentage of small businesses in Lalayat, San Jose, Batangas, use Facebook for marketing?** > * Determine the overall percentage of small enterprises utilizing Facebook as their primary marketing platform. > * Identify the frequency and methods used by small enterprises on Facebook for customer engagement and promotion. > * Assess the demographic profiles of business owners and their reasons for choosing Facebook as a marketing tool. 2. **How does social media marketing affect the sales and customer engagement of small enterprises in Lalayat?** > * Analyze the impact of social media marketing on monthly or quarterly sales figures for small enterprises. > * Examine customer engagement levels, such as comments, likes, shares, and messages, as influenced by social media marketing. > * Investigate any observable trends in customer loyalty or retention as a result of social media marketing efforts. 3. **What are the specific social media platforms most utilized by small enterprises in Lalayat, and how effective are these platforms in achieving business goals?** > * Identify the most popular social media platforms used by small enterprises in Lalayat. > * Evaluate the effectiveness of these platforms in reaching new customers and expanding the customer base. > * Assess the cost-effectiveness and return on investment (ROI) of each platform in achieving business goals. 4. **What challenges do small enterprises in Lalayat face when implementing social media marketing strategies?** > * Determine the technological and financial barriers faced by small enterprises in utilizing social media. > * Identify skill-related challenges, such as digital literacy, faced by business owners or employees. > * Examine any regulatory or platform-specific restrictions that impact social media marketing for small businesses. 5. **What are the recommendations for improving the effectiveness of social media marketing strategies for small enterprises in Lalayat?** > * Suggest cost-effective tools or platforms that small enterprises can use to enhance their social media marketing. > * Propose training or resources to improve digital marketing skills among small business owners and employees. > * Recommend strategies for content optimization and engagement that align with the business goals of small enterprises in Lalayat. # SIGNIFICANCE OF THE STUDY This research on the effects of social media marketing on small enterprises in Lalayat, San Jose, Batangas, is significant for several reasons. It fills a critical gap in existing research by focusing on the role of social media marketing within a rural context, where such investigations are often sparse. The findings will provide valuable insights into the unique challenges and opportunities that small businesses in Lalayat encounter, enabling a better understanding of how social media can be effectively utilized to address these needs. The results of this study have practical applications for local businesses and policymakers. By identifying the most effective social media platforms and strategies tailored to the specific characteristics of Lalayat, the research will offer actionable recommendations for enhancing marketing efforts. This can empower local business owners to optimize their online presence, improve customer engagement, and ultimately drive sales. The study also sheds light on barriers that may impede the effective implementation of social media marketing, such as limited access to technology, low digital literacy, or insufficient resources. Recognizing these challenges will inform the development of targeted interventions, including training programs aimed at building digital skills, resource allocation strategies, and policy initiatives designed to foster a supportive ecosystem for small enterprises. This research contributes to a broader understanding of social media's potential role in community development. By illustrating how social media marketing can empower small businesses and stimulate economic growth in rural areas, the study highlights its significance not only for individual enterprises but for the overall vitality of the local economy. The insights gained from this case study in Lalayat can serve as a reference for similar communities, encouraging further exploration into the impact of digital marketing strategies on small businesses in diverse contexts. # SCOPE, LIMITATION AND DELIMITATION This study examines the effects of social media marketing on small enterprises in Barangay Lalayat, San Jose, Batangas, focusing on how platforms like Facebook and Instagram impact customer engagement, brand awareness, and sales. It addresses the general problem of understanding social media marketing's role for these small businesses and specifically explores the benefits and challenges faced by enterprise owners. The study is limited to small enterprises within Barangay Lalayat, which may restrict the applicability of findings to other regions. Only social media marketing, particularly on Facebook and Instagram, is analyzed, excluding other marketing methods such as traditional advertising and email marketing. Additionally the study focuses exclusively on small enterprises, with larger businesses omitted due to their typically different marketing resources and strategies. A primary limitation of this study is its reliance on self-reported questionnaires, which may lead to bias, as responses reflect personal perceptions of the business owners. Furthermore, the sample size is restricted by time and resources, as data collection is limited to a three-month period, capturing only a snapshot rather than long-term effects of social media marketing. # HYPOTHESIS Ho1: A significant percentage of small businesses in Lalayat do not use Facebook for marketing. Ho2: Social media marketing does not significantly affect the sales and customer engagement of small enterprises in Lalayat. Ho3: The social media platforms utilized by small enterprises in Lalayat are not effective in achieving business goals. Ho4: Small enterprises in Lalayat do not face significant challenges when implementing social media marketing strategies. Ho5: There are no significant recommendations that would improve the effectiveness of social media marketing strategies for small enterprises in Lalayat. # CHAPTER II ## REVIEW OF RELATED LITERATURE AND STUDIES This chapter deals with the review of related literature and researches closely related to the present study. The background provided insights that helped the researchers conceptualize the framework necessary in the study. ## Related Literature The study by (Cesaroni & Consoli, 2015) In recent years, the adoption of ICT by small enterprises has been growing thanks to price reduction, diffusion of digital services in SaaS modality, cloud computing and ICT consumerization. However, little is known about how small enterprises use these technologies and, in particular,r, social media. Social media opens up a new way of doing business, based on innovative concepts such as sharing, collaboration and co-creation. However, this is a little-known model with still unknown implications for management and organization. For this reason, it is not enough to know how much small enterprises use social media; it is necessary to understand how small enterprises use them. The aim of the paper is to understand if small enterprises can fully exploit social media potentialities. To this end, a sample of 48 small Italian firms is analyzed. Data has been collected by website analysis, a questionnaire survey and interviews with entrepreneurs and/or ICT/Marketing managers. Results show that, although social media are quite common among small businesses, they are not always able to use these tools in a truly profitable way. Social media are often introduced because they are" fashionable". After all, companies feel" forced" to use them, as" all competitors do it". The research, however, has highlighted the existence of a wide range of different situations. Together with low innovative businesses, in fact, other small businesses are very open to the use of social channels and interactive technologies and able to take full advantage of their adoption. Entrepreneurs' mentality makes a difference in these companies, and in particular, entrepreneurs' ability to conceive new ways of doing business and their willingness to get involved with new initiatives. The findings of (Adegbuyi, Akinyele & Akinyele, 2015) reveal that the purpose of this study is to examine the effect of social media marketing on small-scale business performance. In today's social media-driven environment, small businesses must understand Facebook, Twitter and the strategies behind using social media to grow their business. Unfortunately, many small businesses do not have a strategy when they begin using social media. The objectives of this study include the following: to determine how effective employee training about social media of small to medium enterprises has increased brand awareness, to examine how employee participation in SME's operations has increased sales, to identify how continuous improvement of SME strategies has improved customer service, and to examine how managerial commitment of SME's has increased the implementation of social media campaigns. One hundred and fifty copies of the questionnaire were administered to owner-managers and employees of selected SME's in Ota Metropolis, of which one hundred and thirty-five of the questionnaires were returned completely filled, and fifteen were not returned. Four hypotheses were formulated from the structure of the research questions, ANOVA, Correlation and other statistical tools were used in testing these hypotheses. A descriptive approach is presented, followed by an in-depth structured questionnaire with the small business owners. The study reveals the different strategies the owner uses to build and maintain relationships with consumers and the study concludes with important implications for small businesses. Networking and creating relationships with other businesses, increases brand exposure. By promoting another business or their product, they may promote yours. Engaging others makes your business visible to its audience and has the potential to reach hundreds or thousands of consumers. Focusing more on relationships than sales increases sales. Social media provides businesses the opportunity to engage their audience on many different levels, including personal. In the beginning, a business needs to focus on creating relationships with consumers. An owner can show interest in its audience by commenting on individual posts or asking questions. Doing so also exposes the business to friends fans and followers, increasing the business's reach. Social Media Marketing has become important for businesses of all sizes for the following reasons: access to information of products and services, provides ability for consumers to show loyalty or preference of products or services, gives immediate access to customer reviews of a given service or product that provides platform for social media users to share experiences and comment. Social Media has become exceedingly popular because of the amount of users that are found to be using the popular social media websites like Facebook, Linked In, and Twitter. Another great reason for the success of social media websites in relation to businesses is the ability to monitor the firm's standing in real time from the consumer perspective and access to specific customers if a focus group may be needed. With social media, you may find many people commenting and sharing either the same or different experience with the product. This provides an unbiased approach which gives honest feedback and does not affect the brand loyalty of other consumers. (Warden, 2020) The digital transformation of businesses has reshaped how companies interact with customers, especially through social media. Initially, social networks were used as one-way communication channels to spread information about a company or brand. Over time, this has shifted. Businesses now use social media as an integral part of their marketing strategies to engage customers, build relationships, and enhance customer involvement. Social media platforms allow companies to interact directly with consumers, receive real-time feedback, and create communities around their brand. This has led to more personalized marketing and stronger customer relationships. Additionally, businesses can collect valuable data to refine their marketing efforts and better understand their audience, making social media a crucial tool in modern marketing. (Dr. Anjali Srivastava, 2023) Social media has changed the delivery, structure, and availability of information to reach current and future customers and others, as noted by (Taneja and Toombs, 2014) Small business leaders are using social media marketing to promote their businesses to gain visibility, viability, and sustainability to survive in the current competitive era. This paper focuses on the role and relevance of social media in small businesses. The objectives are:(1) to analyze which social media would be more effective in the marketing and promotion of small organizations;(2) to explore the benefits and limitations of social media in small business marketing strategies, compared to traditional promotion tools;(3) to determine how social media helps in differentiating businesses from their competitors; and (4) to analyze the importance of small businesses incorporating social media into their marketing efforts. Studies on open innovation in small and medium-sized enterprises (SMEs) have experienced a rapid growth over the last several years. Yet, there is no comprehensive review on this field of research. The objective of this study is to examine current research on open innovation in SMEs to integrate empirical findings and to point out future research agenda. Findings suggest that studies are mostly performed based on panel data and only several studies include sophisticated statistical analysis. (Mokter Hossain, 2015) Studies are mostly conducted in the European context along with some studies in China and Korea while studies in the context of North America are scant. Open innovation improves the overall innovation performance of SMEs. However, relevant theories and models for managers are not well-established in the literature. The competition is the trigger force of any market economies. Under modern contemporary conditions, competition is determinative for the business development, while competitiveness is the most important condition for overall business prosperity. The area of small and medium enterprises (SMEs), having extraordinary potential for flexible adaptation to the economic circumstances in the country and changing market conjuncture – is of major significance for the national economic development. The accession of Bulgaria to the EU provides great opportunities for SMEs support and development. On the basis of the above – mentioned, we can conclude that the purpose of this article is to define and analyze the key factors for enhancing SME competitiveness and to outline the direction of their sustainable development in the new economic reality. (Sibel Ahmedova, 2015) The Philippines is often called "the Social Networking Capital of the World," and Filipino marketers are capitalizing on this by using social media, especially Facebook, to increase business visibility. As of 2019, 91.58% of Filipino social media users favored Facebook, making it an ideal platform for small businesses to promote their products and services. By 2020, Facebook dominated the country's social media landscape, holding a 93% market share. In the Cordillera Region, government agencies like the Department of Trade and Industry (DTI) have supported the digital transformation of Micro, Small, and Medium Enterprises (MSMEs), with over 80% of 20,000 MSMEs in the area now online. Local entrepreneurs regularly share product listings, contact details, and promotions on social media. In Baguio and Benguet alone, there are at least 17,000 MSMEs, according to lawyer Sam Gallardo. Despite these opportunities, many small businesses still fail to effectively use social media and lack a clear strategy, causing them to miss out on potential growth. (Bastian et.,al 2023) In 2022, Gbandi conducted a study examining the impact of social media marketing on the growth of SMEs in Benin City, Nigeria. The research highlights how platforms like Facebook, Instagram, Twitter, and YouTube contribute to business growth by enhancing customer reach, brand visibility, and engagement. Given the financial limitations of traditional marketing methods, Gbandi explores how social media provides SMEs with cost-effective tools to increase their market presence and competitiveness. By utilizing these platforms, businesses are able to overcome resource constraints, engage directly with customers, and develop stronger customer relationships. This study emphasizes the importance of adapting to the digital age and the advantages of adopting social media marketing for business sustainability. The study used a cross-sectional design to analyze the role of social media in driving SME growth. Gbandi found that all four platforms have a positive and significant impact on the businesses, allowing them to interact with customers more efficiently and reach a larger audience. The research revealed that businesses using social media were able to improve brand recognition, customer loyalty, and sales growth. Furthermore, social media marketing was identified as a powerful tool for SMEs to enhance their visibility in the global market. Based on these findings, Gbandi recommends that SMEs leverage social media marketing, regularly update their content, and use customer feedback to innovate and expand their offerings. (Gbandi, 2022) This thesis deals with the use of social media in marketing, especially in small companies. Social media creates new challenges in marketing, but at the same time opens up new opportunities, especially for the growth of small companies. The research aims to find out what is the difference between social media marketing and traditional marketing, and to investigate how companies use social media in marketing. The theory part of the thesis deals with marketing and social media marketing. First, let's find out what marketing is and what the most important tasks of marketing are. After that, we will explain what social media and social media marketing are. In addition, we compare the differences between marketing and social media marketing and tell what should be taken into account in social media marketing. The empirical research was carried out using a quantitative research method. The research was carried out with a questionnaire that was sent to small businesses in Salo. The target group was especially new growth companies. The research aimed to find out if the little people from Salo use the company's social media for marketing, and if so which servers and how they used it. The research also wanted to find out whether companies have experienced benefits from social media marketing. The results gave an answer to how much resources are used for social media content and how common social media use actually is. 28 companies responded to the survey. According to the results of the study, the majority of responding companies use social media for marketing, but the activity of the companies and the quality of the content varies greatly between companies. In general, companies considered their experience with social media marketing to be positive. The subject of social media marketing has been studied a lot in recent years. Since social media servers and the tools that can be used to use social media are developing at a fast pace, the subject constantly requires current research. Since this thesis is written from the company's point of view, further research could be done on the subject, for example, on social media marketing from the customer's point of view. (Väänänen, Eeva-Maria, 2015) ## Research Literature Social media has recently gained tremendous fame as a highly impactful channel of communication in these modern times of digitized living. It has been put on a pedestal across varied streams for facilitating participatory interaction among businesses, groups, societies, organizations, consumers, communities, forums, and the like. This subject has received increased attention in the literature with many of its practical applications including social media marketing (SMM) being elaborated, analyzed, and recorded by many studies. This study is aimed at collating the existing research on SMM to present a review of seventy-one articles that will bring together the many facets of this rapidly blooming media marketing form. The surfacing limitations in the literature on social media have also been identified and potential research directions have been offered. (Dwivedi, Kapoor, Chen 2015) Taylor and Lee (2015) investigate the significance of social media platforms as tools for small business growth. Their study identifies key strategies small businesses use, including creating brand awareness, engaging with customers, and driving sales through platforms like Facebook, Instagram, and Twitter. The authors note that social media offers a low-cost, high-reach opportunity for small businesses to market their products and services, often with a greater return on investment compared to traditional advertising methods. Through interviews with small business owners, the authors emphasize how these businesses effectively use social media to connect with local communities and build brand identity. Despite the benefits, Taylor and Lee (2015) also discuss the challenges faced by small businesses when utilizing social media marketing. These include difficulties in content creation, time management, and measuring the effectiveness of campaigns. The authors suggest that businesses need to develop a clear social media strategy and allocate resources to ensure consistent engagement and growth. Their research concludes that small businesses that leverage social media effectively are more likely to achieve competitive advantages, improve customer relationships, and enhance their overall growth trajectory in the digital age. As emphasized by (Alsaaty and Makhlouf, 2020) Small business is universally recognized as the engine of the world economy. It is praised for adding substantially to every country's gross domestic product (GDP), employment, innovative ability, and tax base. However, the survival rate of small businesses in their first ten years of operation is not high. Only about 20 percent of new business enterprises survive beyond their first ten years. Of those few are referred to as gazelles because they grow fast into medium and large corporations, but many prefer to remain small. This study, which is written to students and potential entrepreneurs, explores the strengths and weaknesses of small business enterprises and the factors that contribute to their success or failure. Hopefully, it would contribute to the literature in the fields of entrepreneurship and small business administration. This findings explore various marketing strategies that can be employed by small enterprises to foster growth and overcome the challenges posed by competitive markets. Their research focuses on the significance of targeted marketing, including niche marketing and word-of-mouth strategies, in helping small businesses stand out in crowded markets. The authors argue that small businesses, due to their limited resources, must prioritize cost-effective marketing strategies that emphasize customer loyalty, personal branding, and community involvement. Their findings show that small enterprises that engage with local communities through events, promotions, and partnerships tend to build strong customer relationships and achieve higher levels of customer retention. Additionally, (Harris and Clark, 2015) examine the growing importance of digital marketing and its integration with traditional marketing methods. They highlight how small businesses are increasingly using online platforms, such as Google Ads and content marketing, to reach broader audiences. However, the study also points to some barriers, such as the lack of digital skills and the uncertainty of return on investment, which can deter small businesses from fully adopting these strategies. The authors conclude that small businesses must find a balance between traditional and digital marketing to ensure sustainable growth and a competitive edge in the marketplace. The work of (Peterson and Adams, 2015) analyze the impact of strategic marketing practices on the growth potential of small businesses. The study highlights the importance of developing a clear, long-term marketing plan that aligns with the business's overall goals and resources. Through qualitative interviews with small business owners, the study finds that businesses prioritizing customer satisfaction, brand differentiation, and community involvement are more likely to experience sustainable growth. The research also reveals that small businesses benefit from focusing on niche markets where they can build a strong, loyal customer base. They suggest that small businesses consider customer feedback and adapt their marketing strategies to stay competitive and responsive to market changes. Peterson, L., & Adams, S. (2015).The study further discusses the role of innovation in small business marketing. Peterson and Adams (2015) emphasize that small businesses need to stay ahead of marketing trends and continually explore new techniques, such as influencer marketing and experiential marketing, to engage customers. However, the high costs and risks associated with adopting new marketing trends can be daunting for small businesses with limited resources. The research recommends that small enterprises carefully evaluate potential marketing strategies and test them on a smaller scale before committing significant investments. In conclusion, Peterson and Adams argue that small businesses adopting flexible, strategic marketing practices are more likely to overcome barriers to growth and succeed in competitive environments. ## Synthesis The conceptual and research literature explored in this study highlights various significant relationships between previous studies and the present research. Although no study exactly mirrors the current one, the referenced works share key aspects that closely align with the focus of the present study. The works of Cesaroni and Consoli, Adegbuyi, Akinyele, and Akinyele, and Dr. Anjali Srivastava emphasize the increasing adoption of social media by small enterprises, albeit with varied levels of success. These authors noted that while social media can provide significant advantages, such as increased customer engagement and brand awareness, many small enterprises struggle to fully capitalize on its potential. Cesaroni and Consoli's study found that small businesses often adopt social media merely because it is seen as fashionable, without fully utilizing its innovative possibilities. Similarly, Adegbuyi, Akinyele, and Akinyele emphasized the importance of a clear strategy and the role of employee involvement in maximizing the effectiveness of social media marketing. Dr. Srivastava highlighted how businesses now use social media as an integral part of their marketing strategy, indicating a shift towards personalized marketing and customer relationship-building. These findings resonate with the present study, which examines the effectiveness of social media marketing in small businesses in Lalayat, San Jose, Batangas. In contrast, the works of Taneja and Toombs, Mokter Hossain, and Gbandi illustrate how social media can offer small businesses a competitive edge in a digitally transformed world. Taneja and Toombs focused on the strategic importance of social media in promoting small enterprises and differentiating them from competitors. Similarly, Gbandi's research emphasizes how social media platforms like Facebook, Instagram, and Twitter help small businesses improve brand visibility and engagement with customers. These studies emphasize the ability of small businesses to overcome financial constraints and enhance their market presence through social media. While the current study shares this perspective, it adds a unique angle by focusing specifically on the challenges faced by small businesses in Lalayat, San Jose, Batangas, particularly the lack of a clear strategy and understanding of how to fully leverage social media. The research literature of Taylor and Lee, Alsaaty and Makhlouf, and Peterson and Adams also provides valuable insights into small business marketing strategies. Taylor and Lee identified that small businesses benefit from social media's low-cost, high-reach capabilities, but they also face challenges such as content creation and measuring campaign effectiveness. Similarly, Peterson and Adams found that strategic marketing, customer satisfaction, and innovation are crucial for small businesses aiming to maintain growth. The present study aligns with these findings, emphasizing the importance of strategic and effective social media use, but it diverges in its focus on the specific local context of Lalayat and the practical challenges small enterprises face there. In summary, while the existing literature highlights the positive potential of social media for small businesses, the present study uniquely contributes by examining how social media marketing practices are implemented specifically in Lalayat, San Jose, Batangas, and identifying the challenges that hinder its full utilization. The comparison between these studies underscores the importance of a clear strategy, customer engagement, and innovation in social media marketing, all of which are central to understanding the current research's objectives. # CHAPTER III ## CONCEPTUAL FRAMEWORK | **INPUT** | **PROCESS** | **OUTPUT** | |----------------------------|----------------------------------------------------------------------------|-----------------------------------------------------------------------------| | •Social Media Marketing Activities | •Evaluation and Analysis of Social Media Marketing Impact | •Improved Small Enterprise Performance | | -Frequency of Posts | -Measure customer engagement | -Enhanced Sales Growth | | -Quality of Content | -Track changes in sales growth | -Increased Customer Base | | -Engagement Level | -Monitor brand awareness | -Strengthened Brand Awareness | | -Platform Choice | -Analyze customer acquisition rates | -Higher Customer Retention and Engagement | # METHODOLOGY This chapter discusses the research design, description of the subjects/respondents of the study, data gathering instrument used, gathering data procedures, and statistical treatment of data that were used by the researchers. ## 3.1 Research Design The study employed a descriptive research design to examine the effects of social media marketing on small enterprises in Lalayat, San Jose, Batangas. This design allows for a comprehensive understanding of the current situation without manipulating variables, making it suitable for exploring the relationship between social media usage and business outcomes. The primary tool used for data collection was a survey questionnaire, designed specifically to gather relevant information on social media platforms used, perceived effectiveness, and challenges encountered by small enterprises. ## 3.2 Research Environment The research was conducted in Lalayat, San Jose, Batangas, a rural community where small enterprises play a vital role in the local economy. The environment of Lalayat offers a unique perspective, as the businesses operate within a smaller, close-knit market. The study setting allowed researchers to understand social media's impact on small enterprises within a specific geographic and community context. ## 3.3 Respondents/Subject of the Study The respondents for this study were owners and managers of small enterprises in Lalayat. These individuals were selected for their direct experience and involvement in the marketing strategies of their respective businesses. Respondents were chosen based on their familiarity with social media marketing and willingness to provide insights into its effectiveness for descriptive research. ## 3.4 Data Gathering Instrument The primary instrument for data collection was a structured questionnaire, divided into sections addressing different aspects of social media marketing. **Construction of the Questionnaire:** The questionnaire was constructed based on the research questions and objectives. It included items about social media platforms used, frequency of use, marketing strategies, perceived effectiveness, and challenges faced. **Validation of the Questionnaire:** The questionnaire was validated by academic experts and business professionals to ensure its content relevance and clarity. This validation process aimed to refine the questions for reliability and accuracy in capturing the intended data. **Administration:** The questionnaire will be administered online using Google Forms. The survey link will be distributed to selected respondents via email or through local business associations. Respondents will be given a clear explanation of the study's purpose and assurances of confidentiality before completing the form. The data collection process will be conducted within a specific period to ensure that all targeted respondents have an opportunity to participate. ## 3.5 Data Gathering Procedure The data gathering procedure involved several steps to ensure a systematic collection of information: 1. **Approval and Permissions:** The researchers secured approval from relevant authorities, including the local government of San Jose and the business associations in Lalayat. 2. **Validation of the Instrument:** After receiving feedback from validators, minor adjustments were made to the questionnaire to improve clarity. 3. **Distribution of Questionnaires:** Once validated, the questionnaire was distributed to selected respondents via Google Forms. Each respondent was briefed on the study's purpose and confidentiality assurance. 4. **Collection of Completed Questionnaires:** The completed questionnaires were collected within the designated period, ensuring consistency in data collection timing. 5. **Data Review and Organization:** After collection, the data was reviewed for completeness and organized for statistical analysis. ## 3.6 Statistical Treatment of Data To treat the problems raised and gain accurate interpretation, the following statistical methods were used: **Descriptive Statistics:** This method was used to summarize data, including frequency distributions and percentages, to analyze the social media platforms utilized and their perceived effectiveness. **Mean and Standard Deviation:** These measures helped in understanding the general trends and variability within responses regarding the challenges faced in implementing social media marketing strategies. # BIBLIOGRAPHY * Adegbuyi, O. A., Akinyele, F. A., & Akinyele, S. T. (2015). Effect of social media marketing on small-scale business performance in Ota-Metropolis, Nigeria. International Journal of Social Sciences and Management, 2(3), 275-283. * Alsaaty, F. M., & Makhlouf, H. H. (2020). The rise and fall of small business enterprises. * Ahmedova, S. (2015). Factors for increasing the competitiveness of small and medium-sized enterprises (SMEs) in Bulgaria. * Bastian, M., et al. (2023). Impact of social media marketing on small business growth. * Cesaroni, F. M., & Consoli, D. (2015). Are small businesses really able to take advantage of social media? Electronic Journal of Knowledge Management, 13(4), 257-268. * Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. * Gbandi, E. (2022). The effect of social media marketing on the growth of business: Evidence from selected small and medium enterprises (SMEs) in Benin City, Nigeria. * Harris, J., & Clark, P. (2015). Marketing strategies for small enterprises: Fostering growth in competitive markets. * Hossain, M. (2015). A review of literature on open innovation in small and medium-sized enterprises. * Peterson, L., & Adams, S. (2015). The impact of strategic marketing practices on small business growth potential. * Taylor, A., & Lee, R. (2015). The role of social media in small business growth: Strategies and challenges. * Väänänen, E. (2015). Benefits of social media marketing for small businesses. * Warden, A. (2020). Social media and its effect on businesses. # APPENDICES ## THE EFFECTS OF SOCIAL MEDIA MARKETING ON SMALL ENTERPRISES AT LALAYAT SANJOSE BATANGAS ## SURVEY QUESTIONNAIRES **Name:** **Position & Business Name:** **Small Enterprises** **Date:** **Directions:** The items listed below evaluate key factors related to the effectiveness of social media marketing on the growth of small enterprises in Lalayat, San Jose, Batagas. Please put a check (/) in the appropriate box to indicate your responses. Refer to the scale below for guidance. **4 - Strongly Agree** **3 - Agree** **2 - Disagree** **1 - Strongly Disagree** **PART I.** **Usage of Social Media for Marketing** | Strongly Agree (4) | Agree (3) | Disagree (2) | Strongly Disagree (1) | |---------------------|-----------|---------------|------------------------| | | | | | | 1. Most small businesses in Lalayat use Facebook as their primary platform for marketing activities. | | | | | | | | | | 2. Facebook is an effective tool for small enterprises in Lalayat to reach local customers. | | | | | | | | | | 3. I believe that Facebook marketing is essential for small businesses in Lalayat to increase their customer base. | | | | **PART II.** **Impact of Social Media Marketing on Sales and Customer Engagement** | Strongly Agree (4) | Agree (3) | Disagree (2) | Strongly Disagree (1) | |---------------------|-----------|---------------|------------------------| | | | | | | 1. Social media marketing has led to an increase in sales for small businesses in Lalayat. | | | | | | | | | | 2. Engaging with customers on social media has helped small businesses in Lalayat build stronger customer relationships. | | | | | | | | | | 3. I believe that social media marketing has improved customer engagement and brand loyalty for small businesses in Lalayat. | | | | **PART III.** **Social Media Platforms and Effectiveness** | Strongly Agree (4) | Agree (3) | Disagree (2) | Strongly Disagree (1) | |---------------------|-----------|---------------|------------------------| | | | | | | 1. Besides Facebook, small businesses in Lalayat also use Instagram and other platforms for marketing. | | | | | | | | | | 2. The social media platforms used by small businesses in Lalayat are effective in reaching their marketing objectives. | | | | | | | | | | 3. I believe that social media marketing is more effective for small businesses in Lalayat than traditional marketing methods. | | | | **PART IV.** **Challenges in Implementing Social Media Marketing** | Strongly Agree (4) | Agree (3) | Disagree (2) | Strongly Disagree (1) | |---------------------|-----------|---------------|------------------------| | | | | | | 1. Small businesses in Lalayat face challenges with the time and effort required to maintain an active social media presence. | | | | | | | | | | 2. Limited budgets prevent many small businesses in Lalayat from fully utilizing social media marketing strategies. | | | | | | | | | | 3. I believe that the lack of expertise in digital marketing is a major obstacle for small businesses in Lalayat. | | | | **PART V.** **Recommendations for Improving Social Media Marketing Effectiveness** |