ACKNOWLEDGMENT
This study would not be possible without the people who willingly extended their
assistance and support for the success of this research endeavor; thus, the researchers
would like to express their utmost gratitude to the following:
Research adviser, Sir Jeramil L. Barcellano, for providing his immense efforts,
time, and commitment to assist the researchers along the journey.
The members of the panel, for extending their valuable support and constructive
comments, suggestions, and recommendations that led to the improvement of the study.
The barangay captain of Salvacion, Pilar, Sorsogon, Sir Rodrigo A. Granadillos,
for granting permission to the researchers to conduct the study.
Selected small business owners of Salvacion, Pilar, Sorsogon, for being the
respondents.
The friends and teachers for sharing their words of encouragement and extending
their assistance to the researchers to finish this study.
Their ever-supportive family, for showing their undying support to and love for
the researchers.
All who lent a helping hand in many other ways.
Lastly, to the Almighty God the Father, for constantly providing the researchers
with spiritual strength, wisdom, and physical strength all throughout the conduct of this
study.
A. M. M. G.
S. J. R. M.
C. L. P.
A. N. O. P.
vi
ABSTRACT
Research Title: IMPACT OF SOCIAL MEDIA MARKETING ON SMALL
BUSINESSES AT SALVACION, PILAR, SORSOGON
Author: GUAMOS, ARRA MAE M., MENDEZ SAMANTHA JANE
R., PADILLA CARL L., and PALMONES, ANA NICOLE O.
Type of Document: Unpublished Students’ Research Paper
This study aimed to determine the Positive Impact of social Media Marketing on
Small Businesses at Salvacion, Pilar, Sorsogon. Specifically, it addressed the following
sub-problems: 1) What are the common social media platforms used by small businesses
to advertise and promote their products or services? 2) What are the impacts of social
media marketing on small businesses at Barangay Salvacion? 3) What is the level of
improvement of the small businesses on sales after utilizing social media in marketing?
The study involved 10 small business owners selected through purposive sampling, with
data collected via a survey-questionnaire.
Facebook emerged as the most commonly used platform, utilized by 50% of
respondents, with photo content identified as the most effective type of post for engaging
customers. Findings revealed that social media marketing has a notably positive impact
on small businesses, with 50% of owners reporting increased sales. Business owners
recognized social media as a cost-effective alternative to traditional marketing methods,
appreciating its budget control and overall affordability. Additionally, 70% of respondents
reported an increase in sales, with many experiencing a rise in sales after implementing
social media strategies.
vii
Conclusions drawn from the data indicate that social media marketing
significantly boosts sales for small businesses at Barangay Salvacion. The study
highlights the effectiveness of platforms like Facebook, Instagram, and TikTok in
boosting sales and customer engagement. This transition to social media marketing not
only aids in reaching a broader audience but also enables smaller businesses to compete
more effectively with larger enterprises.
In view of foregoing conclusions, the following recommendations are hereby
proposed: 1) Maintain Facebook as the primary platform while creating engaging visual
content. 2) Develop engaging content to attract potential customers. 3) Regularly gather
feedback from customers on social media. 4) Explore TikTok and Instagram's potential
for marketing.
viii
TABLE OF CONTENTS
TITLE PAGE ……………………………………………………………………….…….i
RECOMMENDATION FOR FINAL DEFENSE ……………………………….………ii
RESULT OF FINAL DEFENSE ………………………………………………….…… iii
APPROVAL SHEETS …………………………………………………………….…….iv
CERTIFICATE FROM THE EDITOR…………………………………………….…….v
ACKNOWLEDGEMENT……………………………………………..………………...vi
ABSTRACT …………………………………………………………………………….vii
TABLE OF CONTENTS …………………………………………………………….….ix
CHAPTER
1. THE PROBLEM
Introduction ………………………………………………………….…...1
Statement of the Problem ………………………………………….……..5
Scope and Delimitation …………………..………………………………6
Significance of the Study ……………...…………………………………6
Definition of Terms ………………………………………………………7
2. REVIEW OF RELATED LITERATURE AND STUDIES
Related Literature ………………………………………………………..9
Related Studies ……………………………………………………….…11
Synthesis of the State-of-the Art ………………………………………..13
ix
3. RESEARCH DESIGN AND METHODOLOGY
Research Design …………………………………………………………15
Research Method ………………………………………………...………
15
Sources of Data ………………………………………………………….16
Respondents ………………………….………………………………….16
Sampling Method ………………………….……………………….…....17
Instruments ………………………….……………………….…………..17
Data Gathering Procedure ……………………………………………….17
Statistical Treatment ……………………………………………………. 18
4. DATA PRESENTATION, ANALYSIS, AND INTERPRETATION
Data Presentation, Analysis, and Interpretation…………………….……19
5. SUMMARY, FINDINGS, CONCLUSIONS, AND
RECOMMENDATIONS
Summary …………………………………………………………….….32
Findings …………………………………………………………………33
Conclusions ……………………………………………………………..34
Recommendations ………………………………………………………35
REFERENCES ………………………………………………………………………….36
APPENDICES……………………………………………………...……………………38
Curriculum Vitae ……………………………………………………...…44
