SOCIAL MEDIA STRATEGIES ANDTHE SALES OF SMALL

ENTERPRISES IN KINGKING, PANTUKAN, DAVAO DE ORO

A Quantitative Study Presented to

The Research Committee of
Pantukan National High School
Senior High School Department
Pantukan, Davao de Oro

In Partial Fulfillment of the Requirements for

Practical Research 2
Accountancy Business and Management

GONZALES, JAYMAR D.

AGUSTIN, MICAELA

FLORES, MAY ANN P.

LOPEZ, KRISTINA ANDREA V.

SEGOVIA, MARIA SUZANNE

January 2023
TABLE OF CONTENTS PAGE

TITLE PAGE

APPROVAL SHEET 2

ACKNOWLEDGEMENT

DEDICATION

ABSTRACT

CHAPTER 1

Background of the study

Statement of the problem

Hypothesis

Review of the Related Literature

Theoretical Framework

Conceptual Framework

Significance of the study

Definition of terms

CHAPTER 2

Method
Research Design

Research Locale

Population and Sample

Research Instruments

Data Collection

Statistical Treatment of the Data

Ethical Considerations
 ACKNOWLEDGEMENT

First and foremost, the researchers would like to extend their sincere

gratitude praises and thanks to God the all mighty, for his showers of

blessings throughout our research work to complete the research

successfully.

We would like to acknowledge and give our warmest thanks to our

subject teacher, Sir Glicerio “Junax” Mangaron Jr. who made this research

possible. His guidance and advice carried us through these stages of

creating research project. We would also like to thank our group members

for letting our defense be an enjoyable moment. We are extremely grateful

to our parents for their love, prayers, caring and sacrifices for educating

and preparing us for our future.

We would also thank to the respondents of this study, for being

approachable, cooperative and for spending their time with us;

The researchers would like to extend wholeheartedly to ever loving and

merciful god for touching those people who shared time and effort for the

completion of the study.

 DEDICATION

This research paper is dedicated to the parents of researchers who

gives their outmost support, and never-ending inspiration throughout the

study. They are the one who provide the resources that needed in the

making of study. It also dedicated the teachers who are behind in making

this research possible through guiding the researcher to complete this

study. Also, this study is also dedicated to the school who gives

opportunity the researchers to nurture, test their skills, and cooperation to

build this study. We look up and dedicated this whole study to our

Almighty God who gave the strength, knowledge, wisdom, protection, and

will to continue and keep positive to finish this research.

 ABSTRACT

Social media have transformed business commerce and consumer

communication, organizational leaders lack clear strategies for using

social media platforms to their advantage marketing strategies for

increasing sales. The social media nowadays can affect businesses by

posting it on online websites like Facebook, YouTube and other websites

where the buyers or customers will convince to buy the product. The

themes included identifying the target audience, developing a customer

roadmap to convert prospects to consumers, managing customer

relationships to increase brand loyalty, and developing key performance

indicators to measure the success of social media campaigns. Study

findings may increase local organizational leaders’ knowledge of social

media strategies that they can use to increase sales for their

organizations. Implications for social change include the opportunity for

local leaders to increase sales, which could lead to more jobs and

improved economies in local communities. With this study the researchers

would like to conduct research to the owner of small enterprises of

Kingking, Pantukan, Davao de Oro to know if using social media will

increases their sales.

 CHAPTER 1

INTRODUCTION

Rationale

Social media (SM) as defined by Kaplan and Haenlein (2010, p. 61) is

“a group of Internet-based applications that build on the ideological and

technological foundations of Web 2.0, and allow the creation and

exchange of user-generated content”. Social media has altered the way

people interact with each other. As reported by Lister (2018), over 50

million businesses use Facebook business pages. A similar trend can be

observed in other dominant social media platforms like Instagram, where

half of users follow a business page (Pickard-Whitehead, 2018). Social

media may be considered as a style of electronic or on-line

communication where a shared content will be manipulated or created by

the users themselves (Donelle & Booth, 2012; Hamm et al., 2013).

Examples of common social media channels/platforms include blogs,

social networking sites (Facebook), microblogs (Twitter), wikis or

collaborative information projects (Wikipedia), and content communities

(YouTube) (Risiling et al., 2017).

As defined by Halpern, Weston, and Brigham (2018), sales growth

is a metric of a company's ability to sustain market share as the economy

and related industries grow. It was also mentioned that the best measures

of a company's sales growth are their turnover, net profit, earnings per
share, and dividend yield. Sales growth appears to be the key factor in a

company's expansion. Turnover, production, value added, fixed assets,

and total assets are all indicators of this capacity (Collase & Tabără,

2019). Greuning (2022), on the other hand, defines sales growth as an

organization's expansion at a given rate of growth; this rate is established

via the proportion of earnings that are kept in-house (or undistributed) and

via the profitability indicator calculated with the aid of return on equity.

In the past decade, the way consumer goods are marketed and

sold has been markedly altered with various technological factors primarily

driving the change. In November 2018, online sales reached 20% of total

sales for the first time (ONS, 2018). Retailers are constantly searching for

new and innovative ways to reach new customers and improve the

consumer experience. An increasingly popular approach involves the use

of social media to engaged customer, awareness of the brand, innovative

and promote products through digital platforms campaigns and online (e)

word-of-mouth (Grewal et al., 2017).

Statement of the Problem

This research study aims to determine the impact of using social

media strategies to the sales of small enterprises in Kingking, Pantukan,

Davao de Oro.

Specifically, it sought to find answers of the following sub-problems.

1. What is the level of effectiveness of using social media in small

enterprises around Barangay Kingking, Pantukan, Davao de Oro? In

terms of:

1.1 Customer Engagement

1.2 Digital Platforms

1.3 Brand Awareness

1.4 Innovation

2. What is the level of sales in small enterprises around Barangay

Kingking, Davao de Oro? In terms of:

2.1 Revenue

3. What Is the significant relationship between social media strategies to

the sales of small enterprises in Kingking, Pantukan, Davao de Oro?

Research Hypothesis

The hypothesis is guided by the level of significance of 0.05

stated as follows:

Ho: There is no significant relationship between social media strategies to

the sales of small enterprises in Kingking, Pantukan, Davao de Oro.

Review of Related Literature

A range of sources in relation to the investigation of the study were

taken from books, journals, studies, internet sources and others. Findings
of the different researchers on problem similar to this study were

presented to provide a suitable background and clear views on what is

being emphasize in the study.

Social Media Strategy

Social media in this strategy have been widely used as

communication tools for branding and WOM purposes (Holliman and

Rowley 2014; Libai et al. 2013). On the one hand, firms generate content

by their own efforts on social media (termed as ‘firm-generated’ or

‘marker-generated’ content) to actively engage consumers. On the other

hand, firms encourage customers to generate the content (termed as

‘user-generated’ content) through the power of customer-to-customer

interactions, as in the case of exchanging comments and sharing the

brand-related content. In this way, firms provide valuable content in

exchange for customer-owned resources, such as network assets and

persuasion capital, to generate positive WOM and achieve a sustainable

trusted brand status.

To pursue a social content strategy, firms build on capabilities

focusing on how content is designed and presented (expressed in the

form of a social message strategy) and how content is disseminated

(expressed in the form of a seeding strategy). Thus, understanding

customer engagement and social media interactive characteristics is

central to designing valuable content and facilitating customer interactions

that would help to stimulate content sharing among customers (Malthouse

et al. 2013). Designing compelling and valuable content in order to

transform passive social media observers into active participants and

collaborators is also key capability required by firms adopting this strategy

(Holliman and Rowley 2014). Empowering customers and letting them

speak for the brand is another way to engage customers with brands.In

this strategy, social media are claimed to be the new selling tool that has

changed the way buyers and sellers interact (Marshall et al. 2012). They

offer a new opportunity for sellers to obtain customer information and

make the initial interaction with the customer more efficient (Rodriguez et

al. 2012).

Meanwhile, firms are also increasingly using social media as

promising outlets for purposes given their global reach (e.g., Dao et al.

2014; Zhang and Mao 2016), especially to the millennial generation

(Confos and Davis 2016). However, as firms’ social media activities in this

strategy are more transactional-oriented, customers tend to be passive

and reactive. Customers contribute transactional value through purchases,

but without a higher level of engagement. Therefore, we conclude that,

within the context of this strategy, customers exchange their monetary

resources (e.g., purchases) with the firm’s promotional offerings. Social

media enable firms and customers to connect in ways that were not

possible in the past. Such connectedness is empowered by various

platforms, such as social networking sites (e.g., Facebook), microblogging

sites (e.g., Twitter), and content communities (e.g., YouTube), that allow
social network. These days a growing number of businesses are also

using social media for their business. It is a good idea or way for all

businesses it helps them to introduce their product to everyone in an easy

way. But they need to learn it how they will use it in good way without

harming other people like scams. Social media is now a big part of our

everyday life, in just one click you can have what you want. Business

product can see in different types like while you are watching videos in

Facebook, YouTube, Instagram etc.

Customer Engagement

Customer Engagement appears to be an important buzzword in

today’s business world (Grewal et al., 2017, Merrilees, 2016). With the

prevalence of social media, marketers are increasingly using social media

brand communities to connect consumers and facilitate them to exchange

product and brand information (Carlson et al., 2018, Dwivedi et al., 2021).

In the era of relational marketing, social media brand communities are vital

and constitute strategic instruments to induce and nurture consumer-

brand relationships (Coelho et al., 2018, de Vries et al., 2012, Hudson and

Thal,2013, Kannan and Li, 2017). Consumers engagement in social media

brand communities helps to build brand trust, brand loyalty, and brand

awareness (Bianchi and Andrews, 2018, de Valck et al., 2009, Habibi et

al., 2014bbb, Zhang et al., 2018). Increasing interest in customer

engagement has paralleled the continued evolution of the internet and the

emergence of new digital technologies and tools that has been dubbed
Web 2.0, especially social media like wikis, blogs, micro blogging sites like

Twitter, bookmarking sites like del.icio.us, video sites like YouTube, virtual

worlds like Second Life, and social networking sites like Facebook,

MySpace, and LinkedIn (see, e.g., Wirtz et al., 2010). The interactive

nature of social media with its ability to establish conversations among

individuals and firms in communities of sellers and customers and involve

customers in content generation and value creation has excited

practitioners with its potential to better serve customers and satisfy their

needs. Building customer engagement in both business and consumer

markets requires adaptation of the marketing mix to take advantage of

new technologies and tools to better understand and serve customers.

Social media provide the opportunity to connect with customers

using richer media with greater reach (see, e.g., Thackeray et al., 2008).

The interactive nature of these digital media not only allows sellers to

share and exchange information with their customers but also allows

customers to share and exchange information with one another as well.

Using social media, organizations can forget relationships with existing as

well as new customers and form communities that interactively collaborate

to identify and understand problems and develop solutions for them.

These interactions change the traditional roles of both seller and customer

in exchange relationships. Indeed, customers often add value by

generating content and even become ardent advocates for the seller’s
products and can influence purchase decisions of others in peer-to-peer

interactions.

Digital Platforms

Digital platforms give affects people's lifestyles in this millennial

era. People also tend to be more consumptive because they can shop in

every digital marketplace easily. One of the most popular digital platforms

for shopping is social media. According to Bala and Verma (2018), social

media has become the most routine marketplace to interact between

sellers and buyers every day. Even, the intensity of Indonesian people's

use of social media is more frequent. Based on many users globally,

social media can be used for digital marketing such as promoting their

brand or product. The aim is to attract potential consumers more broadly,

quickly, and accurately.

Furthermore, with the role of the digitalization era, some

businessmen can take advantage of using their social media platforms for

branding their products. Then, determining potential customers can be

seen quickly on Instagram and Twitter through a search feature to find

what they want, or a hashtag feature can be used in business promotions,

then the consumers can reach their business. By providing responses

quickly and easily on social media, the consumer can communicate with

the seller directly. It can be affected by speed, and it is needed in

responding to consumers in order to increase their trust. In addition, to

attract consumer interest, increasing marketing activity on social media,

not only can brand the product in their community with excellent and fast

service or response but also promote product quality as well as create

unique ways in promoting to grow the consumer interest. The challenges

faced in using social media for businessmen, actually, are facing their

competitors who sell similar products. Technological developers are often

encountered by a businessman who fails to adjust in time, then finally it

becomes a boomerang for business According to the research finding

conducted by Bala and Verma, (2018); Dunn et al. (2018), show that the

ever-increasing growth of smartphone users triggers most marketing

strategies by utilizing various internet and social media platforms The

promotional activities and effort, providing information and branding

product or service by utilizing digitalization media to reach consumers or

customers directly, timely, personalized, and relevant are familiarly known

as digital marketing.

Brand Awareness

Brand awareness refers to consumers consciousness about the

brand and products offered by it. It is the most significant thing for any

company to provide the best possible information about their brand and its

offerings to the people in order to attract their potential consumers. Brand

awareness through social media plays a major role in increasing market

shares for the brands as it is an influential tool for consumer repetitive

buying behavior. Brands must use different tactics to keep their target

audiences engaged in brand activities through post updates (images,

videos or articles). The content of the post, however, should be inspiring

and impressive to read. Nowadays companies are experimenting through

different tools to interact with their current and potential customers, for

instance, “Hashtags” is one of them. Through hashtags, companies can

display their ideas and concepts. Along with that, popular hashtag words

can also be used by the brands which define their market in order to

increase their page visits and brand awareness (Daeun Kim, 2017).

Karamian, Nadoushan M.A., Nadoushan A.A. (2015) used social media

marketing as a factor in determining brand awareness in their study.

Celebrity endorsement is one of the factors that can help in creating

awareness for a brand in the market. There are certain dimensions to

measure the credibility of a celebrity that includes trustworthiness,

familiarity and expertise to positively influence brand awareness.

Celebrities being a public figure can work as a bridge in connecting

individuals with a brand (Kim, Choeb, Petrick J., 2018). Consumers

experience brands in a variety of ways and one of them is through social

media marketing activities, where active consumers get engaged with the

brand and enhance the brand page views which leads to greater brand

awareness (Hutter et.al., 2018).

Building brand awareness is one of the key tasks of marketers.

Brands create their online social pages or profiles in order to attract their

target market, engage them and convert into sales. The brands can

enhance their brand awareness by stimulating virtual interactivity, offering

rewards and providing better information system (Barreda et.al., 2015).

Brand awareness is created by establishing customer relationship and

earning their trust in the brand’s products. Each brand creates their own

content marketing program through which they measure their brand

awareness on social media, such measures include social media reach,

brand mentions, blog shares and search volume (Hines, 2017).

Innovation

Social Media has also been described as a perfect tool for

innovations in internal management (Laroche, Habibi, Richard, 2013).

Employees could widen their internal contacts and enhance traditional

communications in the workplace, thus improving the integration of

knowledge and experience. Innovation is a term that describes

“introducing something new” (Gopalakrishnan, Damanpour, 2016). In

business practice, this could be in terms of products, markets, materials

and even business models. The innovation process is typically viewed as

a process of collaboration and interaction between a host of parties

including, but not limited to, designers, developers, companies, suppliers,

and users (Hitchen et al., 2017).

This enlarged involvement of multiple stakeholders characterizes

the pursuit of an organization to secure internal and external contributions

to stimulate new ideas, a process termed open innovation (Chesbrough,

2003). Mount and Martinez (2014) found that SM is an effective tool for

open innovations. In their case studies of three companies, they observed

that these companies were able to drive innovations by engaging with

consumers (e.g., Facebook users of Kit Kat) on product innovation (idea

generation, and research & development—R&D –), product testing, and

commercialization (to create product and brand awareness). By interacting

with consumers, the case study companies were able to induce externally-

sourced innovations within their organizational systems. These findings

resonate with later studies where the use of the LinkedIn platform by a

small-medium enterprise to acquire value added knowledge from external

experts (Hitchen et al., 2017); and the use of Twitter, Facebook and

political blogs, led to open innovations in public sector organizations

(Loukis, Charalabidis, Androutsopoulou, 2017). SM’s contribution in

generating innovations can also be seen from outside-in and inside-out

perspectives. The speed, flexibility, reach and interactivity features of SM

platforms provide a conducive environment for seeking and using external

inputs for innovation (outside-in innovations) in products, tools and

systems (Parveen, Jaafar, Ainin, 2015). Outside-in innovations are the

predominant mode of generating SM-driven innovations in both public and

private sector organizations (Thakur, Singh, 2012).

The process of product innovation has, for some time, relied upon

a cadre of forward-thinkers within an organization, and/or soliciting input

from customer surveys and focus groups. These methods often prove

eventually fruitful, but they can come with extended timeframes, costs

revolving around in-house staff, running focus groups, etc. With the advent
of social media, businesses “are connecting with their customers and

seeking their input earlier than ever in the product development cycle,”

notes Deloitte. Tapping into this resource means “consumer feedback is

available during the idea generation and design stages, rather than during

product testing.”. It’s an important distinction, both in terms of product

development and in gathering unfiltered—and potentially valuable—

customer data.

Sales

In general, sales mean a transaction that takes place between two

parties where the buyer receives goods (tangible or intangible), service or

assets in exchange for money. We are also witnessing rising interest

among business-to-business markets in using social media in the selling

process, transforming sales processes and salespeople tasks (Agnihotri,

Dingus, Hu, & Krush, 2016; Rapp, Beitelspacher, Grewal, & Hughes,

2013). Agnihotri, Kothandaraman, Kashyap, and Singh (2012) suggest

that social media selling refers to the use of technology by salespeople to

generate content, develop networks, and enhance the selling process.

Unfortunately, despite its potential, social media penetration remains low

(Bill, Feurer, & Klarmann, 2020). Therefore, there is a need for a deeper

understanding of business-to-business sales and social media. The third

cluster from HCA consists of 17 articles that emphasize social media's use

in the selling process.

 In one of the initial studies exploring social media's role in sales

and the selling process, Andzulis, Panagopoulos, and Rapp (2012)

highlight the challenges of using social media. Rodriguez, Peterson, and

Krishnan (2012) find a positive association between the use of social

media and sales performance. In another important study, Agnihotri et al.

(2012) suggest that social media tools could help salespeople perform

services and enhance value creation. Moore, Hopkins, and Raymond

(2013) study professional salespeople and find that their use of social

media for relational selling leads to distinctive prospecting, objection

handling, and after-sale follow-up. Other significant studies in this cluster

highlight critical issues such as the role of social media in communication

in the sales process (Nunan et al., 2018) and key-account selling

(Lacoste, 2016); relationship-focused social media (Moore, Raymond, &

Hopkins, 2015); the role of organizational competence and commitment in

social media usage (Guesalaga, 2016); and effects of social media

adoption on sales processes (Bocconcelli, Cioppi, & Pagano, 2017).

Extending the research on the topic, Agnihotri et al. (2016) find that

salespeople's use of social media for information communication

enhances customers' responsiveness and satisfaction. Similarly, Itani,

Agnihotri, and Dingus (2017) suggest that salespeople's learning

orientation and attitude toward social media usefulness drive their

effectiveness in using social media for their job tasks. Ancillai et al. (2019)
develop a framework to better understand social media's role in sales

processes.

The other articles included in this cluster focus on the use of

social media in building networks and relationships leading to better

performance (Quinton & Wilson, 2016); the relationship between the use

of social media apps and business performance outcomes (Wang, Hsiao,

et al., 2016; Wang, Pauleen, & Zhang, 2016); differences between social

media message strategies of business-to-business and business-to-

consumer firms and their impact on branding, information search,

message appeals, and selling (Swani, Milne, Brown, Assaf, & Donthu,

2017); the relationship between supplier, retailer, and customer in the age

of social media, in the context of service ambidexterity and brand

reputation (Rapp et al., 2013); and social media technologies' impact on

firms' social CRM capabilities (Trainor et al., 2014).

Revenue

Revenue management is defined as "an order acceptance and

refusal process that employs differential pricing strategies and stop sales

tactics to reallocate capacity, enhance delivery reliability and speed, and

realize revenue from changes in order responsiveness to maximize

revenue from preexisting capacity" (Harris & Pinder, 2016). In simpler

terms, revenue management has been defined 44Vol. 16. No. 2

Fall/Winter 200512006as "selling the right product to the right customer at

the right time for the right price" (Smith, Leimkuhler, & Darro, 2017).
 It has spread to a broad range of industries such as banking,

broadcasting, electric utilities, healthcare, hospitality, printing.

telecommunications, and transportation (Secomandi, Abbott, Atan, &

Boyd, 2002). Because the existing studies of revenue management

practice have been in industries comprised mostly of large service

companies and have not focused on small business applications, the

following review of the revenue management literature and the examples

of practice are, of necessity, drawn from these limited sources. You sent

While having all three characteristics facilitates revenue management,

businesses can practice and benefit from revenue management with only

some of the characteristics. Most businesses have limited capacity for

providing products and services (e.g., taking orders, shipping, serving

customers). Capacity is perishable in the sense that a business spends a

given amount of money over a fixed period of time to You sent provide the

resources necessary to engage in activities that produce sales (Elimam &

Dodin, 2020). This characteristic of capacity implies that revenue

managements appropriate for adoption and practice in many businesses,

even very small ones Revenue management practice begins by tracking

customers' demand. According to (Dioro & Hummel, 2022) Revenue

growth – the increase in a company’s sales overtime – is the primary basis

for creating business value. The more sustainable and scalable that

growth is, the more valuable the business becomes. Revenue Operations
represents a bold new commercial model for the twenty-first century. Its

goal is to create sustainable and scalable business growth.

As we define it, Revenue Operations comprises two

components. First, the management system\ - our EQ – aligns the people

in your revenue teams. Second, the operating system – our IQ – combines

technology, processes, and data assets to generate more sustainable and

scalable growth. Revenue Operations weaves these two together to grow

revenues, profits, and firm value. The element of revenue management

practice is the analysis of the data gathered on customers and then the

identification of You sent Revenue management practice begins by

tracking customers' demand. Companies in a variety of industries track

customer demand for products and services by using reservation and data

warehouse systems (Berman, 2005; Graham, 2010; Talluri & Van Ryzin,

2004). The tracking of customer data concerning demand, shopping

habits, and buying is facilitated by technologies such as A TM machines,

debit cards, point of-sale scanners (barcodes), websites, and reservation

systems. These kinds of systems provide companies with a ready source

of data to analyze their customers. The second element of revenue

management practice is the analysis of the data gathered on customers

and then the identification of your sent customer segments (Talluri & Van

Ryzin, 2004). Analysis of data can reveal information such as profitability

and patterns of differential demand (Talluri & Van Ryzin, 2004).

Segmentation is key to discovering differences in willingness to pay

among customers that can then be used to increase revenue (Weigand,

2015). Revenue management involves targeting customers according to

their differential demand and limiting supply by demand. Companies use

the information they have on differential demand to design new products

and services to target specific customer segments' needs (Talluri & Van

Ryzin, 2004).

Theoretical Framework

The dramatic growth of the internet has led to the emergence of

two important phenomena: social media and online search engines. In

business context, social media is a new communication channel between

the companies including small enterprises and customers, which allows

them to interact directly. Small and enterprises are important components

of many countries in the world. The number of social media users

continues to increase every year. Furthermore, not only the users, various

types of platforms on social media also continue to increase. Social media

is a part of daily life to communicate and share information. This has

changed consumer behavior and is a concern that must be addressed by

companies. Strategies and tools for companies to interact with customers

have changed dramatically with the advent of social media. Different

social media platforms have become a natural part for the company to

carry out marketing strategies, especially in small enterprises (Nuritha, et.

al.,2019).
 According to (Qalati,et.al, 2021), social media enables firms to

increase their business growth. Kaplan and Haenlein (Kaplan &

Haenlein,2010) advanced that social media provides networks through

which people can share information and build networks. Social media has

been considered an effective marketing tool compared to traditional media

such as television, radio and newspaper (Felix, & Rauschnabel,2017) . A

study by ( Alkhateeb & Abdalla, 2021) also identified connectedness,

transformation and relationship building as the three underpinnings of

social media. In this sense, social media serves as a channel for

generating new ideas, creating value, and effective marketing

(Gnizy,2019) . Social media can help SMEs to innovate and compete in

this current business environment ( Wardati & Er, 2019) . Moreover,

SMEs can use social media firms to establish creativeness to control the

current market situations (Glover, 2020). A study conducted by

( Amoah,2021) maintained that SMEs can use social media platforms to

attract customers and, in addition, obtain adequate information about the

product/service before making a purchase decision. Furthermore, Ref.

(Apenteng,et.al,2020) added that businesses connect with a larger

audience, potential suppliers and other businesses via social media

platforms. Social media can also help SMEs to receive feedback from

customers and build customer relationships.

Conceptual Framework

INDEPENDENT VARIABLE DEPENDENT VARIABLE

SOCIAL MEDIA

STRATEGIES

 Responsiveness SALES
 Revenue
 Digital Platforms

 Reliability

 Innovation

Figure 1. Conceptual Paradigm of the study

Significance of the study

This study will be conducted to benefit the following:

Small Business Owners. The result of the study can help them

identify the importance of social media on their business advertisement to

increase their customer and sales. The study could encourage more

business owners to use social media not just for entertainment but to use

it as a material to improve and grow their business.

 Teachers. The result of this study will help the teachers to gain more

knowledge about using social media as added tool for business

advertising. It will also help them to upgrade or to being in the modern

technology.

Students. The results of the study could help the students to know

the importance of social media not just for personal use but also for

advertising the business or service.

Customers. This study will benefit the customers to be aware on the

products and services that they see on advertisement in social media.

This may lead the customer to suggest to other customer.

Researchers. This study will benefit the researchers about the

effectiveness of social media in terms of advertising in case a researcher

will put up a business.

Future Researchers. This study will benefit the future researcher to

use this research as a guide or basis in their own research. They can

explore, and make this research more effective and sufficient because of

the new information that they can get from this study.

Definition of terms

The following terms are defined for clearer understanding of the

study.
Sales - refers to transaction that takes place between two parties that

where the buyer receives goods (tangible or intangible), service or assets

in exchange for money. We are also witnessing rising interest among

business-to-business markets in using social media in the selling process,

transforming sales processes and salespeople task (Agnihotri, Dingus,

Hu, & Krush, 2016; Rapp, Beitelspacher, Grewal, & Hughes, 2013).

Small Enterprises - is defined as a privately owned corporation,

partnership, or sole proprietorship that has fewer employees and less

annual revenue than a corporation or regular-sized business. According to

small business act [SBA], 1934, “A business that is independently owned

and operated & not dominant in its field.”

Social Media - are web-based services that allow individuals,

communities, and organizations to collaborate, connect, interact, and build

community by enabling them to create, co-create, modifies, share, and

engage with user-generated content that is easily accessible. Kietzmann

et al.,2021)

Strategies - Saunders et al (2009, pp600) defined research strategy as

“the general plan of how the researcher will. go about answering the

research questions”. On a similar note, Bryman (2008) identified research.

 CHAPTER 2

METHOD

This chapter explain the methods and techniques which is use in this

study. It covers: (1) research design, (2) research locale, (3) population

and sample, (4) research instruments, (5) data collection, (6) statistical

treatment of data and (7) ethical considerations.

Research Design
 This study employed a descriptive-correlational design. Creswell

(2017) states that “a correlation is a statistical test to determine the

tendency or pattern for two (or more) variables or two sets of data to vary

consistently.” On the other hand, A descriptive research design can use a

wide variety of research methods to investigate one or more variables

(McCombs, 2019). In addition (MargaManlapig, 2017) define descriptive

research as a study design that gives an explanation of how variables

affect the other variables.

In conducting this research, quantitative research is being

applied. The quantitative aspect is an appropriate schedule for gathering

the data designed for the target respondents to answer the question. The

process of gathering the data was based through the use of questionnaire.

Research Locale

This study was conducted at the Municipality of Pantukan, Davao

de Oro specifically in the area that has small business enterprises.

 Figure 1. Location Map of Davao de Oro

Figure 2. Location Map of Municipality of Pantukan

Population and Sample

The prime focus of the study was to determine the social media

strategy to the sales of small business enterprises. The researcher

randomly selected owners in small enterprises in Kingking, Pantukan,

Davao de Oro.

The owners of small enterprises were chosen as the respondents of this

study.

To get sample of the total respondents, the researchers used SLOVIN

formula for random sampling.

Distribution of the Respondents

Small Enterprises Population Sample Percentage

Thrift Store 42 38 90%

School Supplies 18 17 94%

 Sari-Sari Store 112 86 76%

Research Instrument

In order to evaluate the involvement of social media strategy to the

sales in small enterprises, the researchers made use of a researchers-

made-questionnaire. The questionnaire was composed of there (3)

indicators- Connectivity, Reliability and Innovation.

The following range of means will be used in evaluating the

questionnaires:

Range Of Descriptive Interpretation

Means Equivalence

Strongly Agree means that you are strongly agree with the

statement
4.20- 5.00

3.40- 4.19 Agree means that you agree with the statement

2.60- 3.39 Undecided means that you neither agree nor disagree

with the statement

 1.80 - Disagree means that you disagree with the statement

2.59

1.0 - 1.79 Strongly Disagree means that you strongly disagree with the

statement

In determining the outcomes, the researchers used the mean grade

of the respondents. The following parameters were also used in study.

Range Of Descriptive Interpretation

Means Equivalence

4.20 - Very High means that the learning outcome

5.00 strongly agree with the statement

3.40 - High means that the learning outcome

4.19 agree with the statement

2.60 - Moderate means that the learning outcome

3.39 neither agree with the statement

1.80 - Low means that the learning outcome

2.59 disagree with the statement

1.0 - 1.79 Very low means that the outcome strongly

disagrees with the statement

Data Collection

The following steps will be followed in the conduct of the study.

Asking Permission to conduct the study. The researchers asked first

the permission from the school, Pantukan National High School to conduct

the study.

Administration of the instrument. The researchers personally distribute

and conduct a survey questionnaire to the respondents. Before the

respondents answer the questions in the survey questionnaire, the

researchers let them know what is the purpose and objective of their study

so that they can give them clear directions on how to answer their

questions and how it can be of help to the progress of research.

Retrieval of the Instrument.

The retrieval of the instrument is personally undertaken by the

researchers. They will conduct a short informal interview to the

respondents to validate their response. This will be using together

additional information that they can use to validate the existing data.

Statistical treatment of the data

Mean. This was used to determine the extent of social media strategies to

the sales of small enterprises in Kingking, Pantukan, Davao de Oro.

Pearson Product- Moment Correlation Coefficient (Pearson- r). This was

used to determine the significant relationship between the extent of social

media strategies to the sales of small enterprises in Kingking, Pantukan,

Davao de Oro.

Ethical Consideration

There are numerous factors to consider when conducting this

research.

The data gathered by the research should not be subjected to any harm

and should be kept confidentially. Only the researchers' adviser, research

experts, and other people involved in the study have access to the

gathered data. Researchers were prioritized because they respect the

dignity of the research respondents. To avoid plagiarism, research

acknowledges the work of other authors used in any of the research with

the use of a referencing system.

REFERENCES
SOCIAL MEDIA STRATEGIES AND SALES OF SMALL ENTERPRISES
IN KNGKING, PANTUKAN, DAVAO DE ORO

Dear Research Respondents, we will make sure that all your answers and
the data stated in this questionnaire will be confidential. Rest assured that
the Researcher will uphold the Republic Act 10173, the Data Privacy Act
of 2012. If the Researcher discloses any of the data, he/she will punish
under the said law.

Name: _________________________________________ Sex:

_____________

Direction: Please respond to the questionnaire honestly. Rest

assured that the answers will be dealt with confidentiality. Please
use the scale below.

5 Strongly Agree (Which means that you strongly agree with the
statements)
4 Agree (Which means that you agree with the statement)
3 Neither Agree nor Disagree (Which means that you neither agree nor
disagree with the statement)
2 Disagree (Which means that you disagree with the statement)
1 Strongly Disagree (Which means that you strongly disagree with the
statement)

(Questionnaire for Independent Variable) Social Media Strategies

No Customer Engagement 5 4 3 2 1
.
Customer engagement refers to the
1 level of enthusiasm your business
generates among its customers.
Selling products isn’t enough to attract
and retain loyal customers but it
2 requires ongoing effort to genuinely
connect with your customer and build
lasting business relationships.
 To improve customer satisfaction and
3 loyalty, ensure you develop a content
strategy that produces unique, quality
materials that customers can freely
access.
Customers need to feel appreciated and
valued for more than just the money
4 they spend so, the owners who show
they are dedicated to their customers’
needs will be rewarded with engaged,
loyal customers.
In the past, simply providing a quality
product or service was enough but new
5 data and analytical tools show that
engagement is a top influencing factor in
a customer's purchasing decision.

No Digital Platforms 5 4 3 2 1
.
Through the use of a digital platform,
1 owners can more efficiently develop and
launch products, service customers, and
create intelligence.
It is a digital space that provides
2 facilities for owners to collaborate,
interact or transact digitally.
A digital platform serves as owner’s
3 backbone for operations and customer
engagement.
Interactions on digital environments
such as social media and mobile
4 applications that allows resource
providers and resource owners to
perform electronic transactions.
A platform can become the most
5 powerful tool for a business to enhance
its customer experience.

No Brand Awareness 5 4 3 2 1
.
 Creating brand awareness is a key step
1 in promoting a new product or reviving
an older brand.
As an owner, establishing brand
2 awareness is valuable when marketing
and promoting your products, especially
in the early stages of a business.
Brand awareness represents how
3 familiar your target audience is with your
brand and how well they recognize it.
As a business owner who like to gauge
4 success with neat and tidy numbers,
brand awareness will likely ruffle your
feathers.
Brand awareness is incredibly important
5 for your business success and overall
marketing goals.

No Innovation 5 4 3 2 1
.
1 Can give high assurance of basic
common good to costumer.
2 Renewing the production and quality
management systems.
Renewing the organization structure to
3 facilitate coordination between different
functions such as marketing and
manufacturing.
Renewing the routines, procedures and
4 processes employed to execute firm
activities in an innovative manner.
5 Quality improvements in products or
services.
(Questionnaires for Dependent Variable) Sales
No Revenue 5 4 3 2 1
.
1 Collect sales and use taxes on revenue
transaction.
2 Paying sales commissions.
3 Provide any services or products free of
charge.
4 Sales team have discretion on adjusting
price on customer-by-customer basis.
5 Have standard pricing for the products
and services.

.
