Unraveling Challenges for Young Social Media

Marketers: A Phenomenological Study

A Qualitative Research Presented to

The Research Committee, Senior High Department

Mati National Comprehensive High School

In Partial Fulfillment

Of the Requirements for Senior High School

Grade XI

Accountancy, Business, and Management Strand

Efraim M. Lagrama

Angel Jeah B. Alberio

Nicole Escuadro

Jimayca Eliseo

Hanna Mae Mapayo

May 2024
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TABLE OF CONTENTS

TITLE PAGE

TITLE PAGE i

APPROVAL SHEET ii

ACKNOWLEDGEMENT iii

DEDICATION iv

TABLE OF CONTENTS 2

CHAPTER 1 4

Background of the Study 4

Purpose of the Study 7

Research Questions 7

Theoretical Lens 8

Significance of the Study 10

Definition of Terms 11

Delimitations and Limitations of the Study 11

Organization of the Study 12

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1. REVIEW OF THE RELATED LITERATURE 13

2. METHODOLOGY . 29

Research Design 29

Role of the Researcher 30

Research Participants 31

Data Collection 32

Data Analysis 33

Trustworthiness 34

Ethical Considerations 35

REFERENCES 36
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Chapter 1

INTRODUCTION

Rationale

I was sitting in my cluttered desk as I mindlessly scrolled through my

social media feed one evening, I stumbled upon a post from a young social
media marketer. The carefully curated image and catchy caption caught my
attention, but something about the tone seemed off. Beneath the surface of
polished content, I sensed a hint of frustration and uncertainty. Intrigued, I
delved deeper into this marketer's profile, browsing through their recent posts
and interactions. What I discovered was a narrative of struggles and
challenges familiar to many in the industry: the constant pressure to perform,
the relentless pursuit of engagement metrics, and the blurred boundaries
between work and personal life. What are the challenges are they facing in
this current digital trend? How are they coping with these challenges? What
are their strategies to solve these challenges?

Intrigued by the narrative of struggles and challenges faced by the

young social media marketer, I found myself drawn into their world. The more
I delved into their experiences, the more I realized the depth of the issues
plaguing this burgeoning industry. It wasn’t just about posting content and
garnering likes; it was about navigating a complex digital landscape fraught
with the lack of managerial skills and resistance to innovation.

With a newfound sense of purpose, I embarked on a journey of

understanding. I decided to undertake a phenomenological study aimed to
delve deep into the lived experiences of these individuals, to understand not
just the challenges they faced on the surface, but the underlying emotions,
motivations, and coping mechanisms at play. Through in-depth interviews and
immersive observation, I sought to uncover the nuanced strategies employed
by these marketers to navigate the turbulent waters of the digital realm.
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To quench our curiosity, the researchers undertook qualitative research

to assess and understand the obstacles encountered by these youthful

entrepreneurs utilizing social media for product sales. Additionally, our goal is

to investigate the tactics employed by these marketers to overcome the

challenges they face. Our research delved into the hurdles confronting young

social media marketers in today's digital landscape.

Social media, a digital platform, fosters user interaction, content

sharing, and virtual social connections (Ohara, 2023). Users leverage

technology on platforms like Facebook, Instagram, Twitter, LinkedIn, sharing

thoughts, photos, and videos (Purnama & Asdlori, 2023). It connects

individuals, keeps them updated, and fosters online community participation.

Beyond personal use, social media is vital for business marketing, enabling

brand building, customer engagement, and product promotion (Ausat, 2023).

In the digital era, it significantly transforms communication and information-

sharing (Azzaakiyyah, 2023).

Moreover, successful marketing requires profound understanding of the

market and consumers, coupled with strategies for brand awareness and

customer satisfaction (Risdwiyanto et al., 2023). Despite vast opportunities,

online marketing and social media pose challenges, like the constant

evolution of algorithms influencing content visibility (Dwivedi et al., 2021).

Inexperienced young business owners encounter difficulties due to a lack of

managerial expertise, hindering their capacity to effectively utilize social

media for business growth. Matikiti et al. (2020) highlighted that factors within
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the organization, like managerial encouragement and the educational level of

managers, greatly affect attitudes towards adopting social media marketing

strategies. Moreover, Mergel (2022) explores the challenges of social media

innovation, offering insights into the distinctive hurdles organizations

encounter when trying to implement innovative strategies on social media

platforms.

In the Philippines, where the youth are highly active on social media,

the impact of digitalization on marketing strategies is especially pronounced.

It's crucial for both consumer and industrial marketing professionals to

understand this dynamic (Tabuena et al., 2022). Nevertheless, challenges

persist in the national context, including a lack of managerial skills, reluctance

to innovate, and cyberbullying. Moreover, social media's significant role in the

lives of Filipino youth is highlighted in the article "Social Media Drives Brand

Strategy for Philippine Marketers" (2020), which underscores the importance

of social media monitoring in guiding marketing strategies and assessing the

effectiveness of brand campaigns, especially when targeting the youthful

demographic.

In the local context of the City of Mati, social media has gained

significant traction among consumers, with young sole proprietors recognizing

its potential for boosting brand visibility and attracting customers. Regarded

as a cost-efficient promotional avenue, social media enables them to reach a

wide audience without substantial investments in traditional advertising

methods. Platforms such as Facebook and YouTube provide accessible tools

for content creation, audience targeting, and performance monitoring.

Nevertheless, some young marketers in the city encounter difficulties in

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effectively harnessing social media due to factors such as limited expertise,

resources, or time, as well as a lack of insight into their target audience's

preferences and behaviors on these platforms. This study aims to address the

knowledge gap regarding the challenges faced by young social media

marketers in the local setting.

In conclusion, social media marketing has become an integral part of

modern business practices, especially the younger generations. In navigating

the evolving landscape of social media platforms, young marketers need a

comprehensive understanding of the challenges faced by their peers.

Efficiently addressing these challenges is crucial for enhancing business

sustainability and longevity, ensuring adaptability in the ever-changing social

media environment. However, there is a lack of literature in the local setting

regarding the challenges faced by these young social media marketers. This

study aims to contribute to the local literature in the City of Mati by providing

insights into the challenges faced and strategies that young sole proprietors

face in social media marketing to enhance their business. By exploring the

challenges faced by these marketers, this study hopes to identify best

practices and effective strategies that can help other young social media

marketers in the area to achieve business success through social media

marketing. Overall, this study is expected to contribute to the understanding of

the challenges faced by young social media marketers in the city, as well as

provide practical insights that can inform future marketing strategies for these

young local businesses.

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Purpose of the Study

This research seeks to investigate the difficulties encountered by

young social media marketers in today’s digital landscape. It aims to highlight

the challenges encountered by many young entrepreneurs who utilize social

media as their primary business platform.

Moreover, this study aims to offer strategies to address these

challenges and discover more effective solutions to resolve them. Additionally,

it aims to explore a diverse range of strategies employed by successful young

entrepreneurs to overcome obstacles in e-commerce sales. The findings of

this research could yield updated strategies that align with current trends in

social media marketing.

The researchers anticipate that this study will serve as a valuable

resource for aspiring young entrepreneurs who opt for social media as their

marketing platform, providing them with insights into the challenges they may

face. It has the potential to raise awareness about these challenges within the

business community and serve as a tool to contribute to the improvement of

our society and economy.

Primary research question:

1. What are the challenges faced by these juvenile entrepreneurs

engaging in social media as their marketing tool to sell their products?

Sub-questions:
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1. How do these challenges affects the business of these young

entrepreneurs?

2. How do these young entrepreneurs cope up with such challenges?

3. What are the strategies are they using to either ease or eliminate the

challenges they’re facing?

Theoretical Lens

The first theory is the Diffusion of Innovations Theory, as introduced by

Everett Rogers in 1962. It emphasizes how new ideas, products, or practices

spread within a social system over time (Rogers, 2003). Rogers’ theory

highlights the importance of personal relationships, communication channels,

and social structures in facilitating or obstructing the diffusion process. Valente

(1995) adds insights into network structure’s impact on adoption speed and

pattern, focusing on factors like density and centrality. Effective diffusion relies

on formal and informal communication channels (Valente, 2010). Rogers

highlights social networks, opinion leaders, and cultural norms’ influence on

individuals’ attitudes and behaviors towards innovations (Rogers, 2003). This

study explores young entrepreneurs’ social media marketing approaches and

their contribution to sustained business activities. The DOI theory enhances

our understanding of emerging technologies in marketing (Frattini et al., 2014)

and digital product adoption, especially in digital marketing contexts (Miles,

2012). Employing DOI theory, this study aims to understand complexities,

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identify effective audience engagement methods, and overcome challenges in

social media marketing, highlighting its evolution into a mainstream strategy

essential for modern business competitiveness.

Additionally, Innovation Resistance Theory (IRT) introduced by

Subhash C. Ram in 1987. IRT explores into the environmental, emotional, and

contextual factors that influence to resistance towards innovations. A notable

proponent is Ram (1987), who extensively studied consumer resistance to

innovations. Other key contributors include Garcia et al . (2007), who

examined consumer resistance in the context of technological innovations.

This theory highlights barriers like learning curve concerns, perceived

inefficiency, fear of skill obsolescence, and workflow compatibility issues

(Ram, 1987). It suggests that IRT can explain why some marketers hesitate to

adopt advanced analytics tools despite their potential benefits (Garcia et al.,

2007). IRT helps uncover psychological barriers like fear of failure or anxiety

about technology changes. Addressing these barriers can guide strategies to

ease transitions to new marketing technologies (Ram, 1987). The theory can

examine how new social media marketing tools fit with existing practices and

systems. Compatibility with existing practices is crucial; new tools can face

resistance if they require significant changes in routines or skills (Garcia et al.,

2007). By applying IRT, researchers can gain a better understanding of the

various factors contributing to resistance against innovations. Aiding the

design of efficient approaches to facilitate the adoption and integration of new

technologies, thereby maximizing their potential benefits.

Another theory is Social Networking Theory developed by Barry

Wellman in 1988. SNT examines the structure, dynamics, and patterns of

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connections between individuals and entities within a network, providing

valuable insights into how information, influence, and relationships flow within

social media platforms (Wellman and Berkowitz, 1988). One key aspect of

applying social networking theory to social media marketing is the recognition

of individuals as nodes within the network, connected by ties representing

relationships, interactions, and affiliations (Wasserman and Faust, 1994).

Marketers can leverage social networking theory to identify influential nodes

within these networks, understand the structure and dynamics of user

connections, and strategically disseminate marketing messages (Shaw and

Chung, 2019). By recognizing the centrality of certain nodes and the density

of connections within the network, marketers can optimize their targeting

efforts, identify key opinion leaders, and stimulate word-of-mouth promotion

(Gupta et al. 2013). Moreover, social networking theory emphasizes the

dynamic nature of social networks, which evolve over time as individuals form,

maintain, and dissolve connections (Kossinets and Watts, 2009). Marketers

must adapt their strategies to accommodate these changes, continuously

monitoring network structures, identifying emerging trends, and adjusting their

approaches accordingly (Hansen et al. 2011).

Therefore, these three theories suggest that young social media

marketers should focus on leveraging social networks and communication

channels to facilitate the spread of their brand messages and engage with

target audiences effectively. Marketers should prioritize building strong

relationships within online communities, fostering authentic interactions, and

utilizing influencers to amplify their reach and influence within social networks.

Additionally, understanding the dynamics of social influence and the adoption

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process can help marketers tailor their strategies to encourage the uptake of

their products or ideas among different segments of the online population.

Significance of the Study

The significance of the study lies in its exploration of the challenges

faced by young social media marketers in today’s digital landscape. As social

media continues to play a pivotal role in modern business strategies,

understanding the specific hurdles encountered by young entrepreneurs

utilizing these platforms is crucial for their success. By shedding light on these

obstacles, the study aims to provide valuable insights into the unique

difficulties faced by this demographic, thus equipping them with knowledge to

navigate and overcome such challenges effectively.

Furthermore, by offering strategies to address these obstacles and

exploring successful approaches employed by young entrepreneurs in e-

commerce sales, the research seeks to contribute to the development of more

efficient and updated solutions tailored to current trends in social media

marketing. This not only benefits aspiring young entrepreneurs but also

enhances the overall effectiveness and competitiveness of businesses

operating in the digital sphere.

Moreover, the findings of this study have the potential to serve as a

valuable resource for the broader business community, raising awareness

about the challenges inherent in social media marketing for young

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entrepreneurs. By disseminating this knowledge, the study aims to foster a

better understanding of the complexities of digital entrepreneurship and

stimulate discussions on how to support and empower young marketers in

overcoming these challenges.

Ultimately, by addressing these issues and offering actionable insights,

the study contributes to the improvement of our society and economy by

fostering innovation, entrepreneurship, and economic growth in the digital era.

Definition of Terms

 Phenomenological Study – the study of phenomena as they manifest in

our experience, of the way we perceive and understand phenomena,

and of the meaning phenomena have in our subjective experience.

 Juvenile – a young person.

 Innovation – a new idea, method, or device.

 Brand Visibility – refers to how much your brand is seen on different

marketing channels.

Delimitations and Limitations of the Study

The study will focus on a specific age group of young social media

marketers, such as those between 18 and 30 years old, to ensure a coherent

understanding of the challenges faced within this demographic.

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Furthermore, the research will narrow its scope to specific social media

platforms to provide a focused analysis of the unique challenges encountered

by young marketers on those platforms.

Moreover, the study might delimit its scope to marketers operating

within a particular geographical region or country to account for cultural

differences, legal frameworks, and market dynamics specific to that area.

Additionally, the study might face limitations in terms of the number of

participants available for interviews or observations, potentially impacting the

comprehensiveness of the findings.

However, the study may be limited by the rapidly evolving nature of

social media platforms and digital marketing practices. Findings captured at a

specific point in time may not fully reflect ongoing changes in technology,

algorithms, or user behaviors, potentially limiting the study’s relevance to

future contexts.

In conclusion, the study may be limited by external factors beyond the

researcher’s control, such as economic conditions, industry trends, or

changes in social media algorithms. These external factors could impact the

experiences and challenges faced by young social media marketers,

potentially influencing the study’s findings and conclusions.

Organization of the Study

Chapter 1. The chapter one tackles about the difficulties faced by young social

media marketers. It begins with an introduction, highlighting the objectives

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and significance of the research. The research strategies are described in the

methodology. The challenges that young social media marketers encounter is

discussed in the following chapters. Also, this chapter discusses the urgent

need to understand and lessen the difficulties experienced by young social

media marketers.

Chapter 2. The literature review chapter begins with a thorough overview of

various social media marketing techniques, highlighting their significance and

implications in modern marketing landscapes. An extensive analysis of

pertinent literature sets the stage for our study, “Exploring the challenges

faced by young social media marketers.” It then explores the particular

avenues that sole proprietorships use to put these strategies into practice,

including information on their effectiveness as well as limitations.

Chapter 3. The research design and methods chapter provide an explanation

of the study’s methodology. It is important to describe the paradigm, the

researcher’s function, and the research subjects. The sample strategy, data

gathering techniques, and date analysis techniques are also covered in this

chapter.
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CHAPTER 2

REVIEW OF THE RELATED LITERATURE

As I delved deeper into the young social media marketer’s profile,

scrolling through their posts and interactions, a narrative of struggle and
resilience began to unfold. Among the polished images and catchy captions,
there were hints of the challenges they faced in navigating the ever-evolving
digital landscape.

Branding, ever-evolving technology, resistance to innovation, and the

constant pressure to perform loomed large as recurring themes in their posts.
Each update seemed to be a balancing act between staying authentic to their
brand and meeting the demands of the algorithm. Their frustration with the
ephemeral nature of social media visibility was palpable, as they grappled
with the unpredictability of engagement metrics and the relentless pursuit of
likes and shares.

Yet, amidst the challenges, there were glimpses of resilience and

innovation. The marketer shared insights into their strategies for leveraging
social media as a promotional tool, experimenting with different content
formats and engagement tactics to stand out in a crowded digital landscape.
They embraced product strategy, aligning their content with their brand
identity and target audience preferences, while also exploring pricing
strategies to maximize the value of their offerings.

However, beneath the surface of curated content and strategic

planning, there was a sense of vulnerability and uncertainty. The lack of
security inherent in the digital realm weighed heavily on the young marketer,
who often questioned the sustainability of their chosen career path. The
blurred boundaries between work and personal life added to their sense of
unease, as they struggled to find balance in an industry that never seemed to
sleep.
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Despite the challenges, the young marketer remained determined to

carve out their place in the digital world. They sought solace in the supportive
community of fellow entrepreneurs and industry peers, exchanging insights,
advice, and encouragement in online forums and networking events. Through
perseverance and adaptability, they hoped to navigate the complexities of
social media marketing and emerge stronger on the other side.

As I closed the browser window, I couldn’t help but admire the

resilience of the young social media marketer. Their journey was a testament
to the trials and triumphs of entrepreneurship in the digital age, a reminder
that success often comes not from avoiding challenges, but from confronting
them head-on with creativity, resilience, and unwavering determination.

Entrepreneurship

Entrepreneurship is widely recognized as a crucial driver of economic

growth, poverty reduction, and job creation (source). SMEs, in particular, play

a significant role in economic development and employment creation in

various countries. The success of small businesses is closely tied to the

intentions of the owner, as well as factors related to their ability to grow and

seize opportunities (Henley et al., 2017).

The Impact of venture capital on entrepreneurial firms in Europe has

been a topic of interest in recent literature. Croce et al. (2013) examined the

impact of venture capital on the productivity growth of European

entrepreneurial firms. They found that venture capital has a significant positive

effect on the productivity growth of these firms, suggesting a “value-added”

effect. Additionally, Grilli and Murtinu (2014) focused on the growth of high-

tech entrepreneurial firms in Europe. They highlighted the role of government

and venture capital in fostering the growth of these firms.

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Another crucial aspect of entrepreneurship is the role of gender. Lee

and Huang (2018) studied the impact of gender bias and social impact

framing on the evaluation of entrepreneurial ventures. Their findings suggest

that gender bias exists in the evaluation process, indicating potential

challenges for female entrepreneurs. Furthermore, Tinkler et al. (2015)

explored the effects of technical background and social capital on venture

capital decision-making. Their research sheds light on the gender disparities

in entrepreneurial evaluations.

In emerging economies, microfinance has been identified as a

mechanism to enhance entrepreneurial outcomes. Newman, Schwarz, and

Borgia (2014) investigated the mediating mechanisms of psychological and

social capital in the relationship between microfinance and entrepreneurial

outcomes. Their findings highlight the importance of psychological and social

capital in enhancing entrepreneurial outcomes in emerging economies.

In the context of developing countries, the role of micro- and small

enterprises in productivity growth and job creation has been explored. Li and

Rama (2015) highlighted the role of micro- and small enterprises in firm

dynamics, productivity growth, and job creation in developing countries. Their

research underscores the importance of these enterprises in driving economic

growth and job creation.

Understanding the factors responsible for the growth of small

businesses is also a critical area of inquiry. Döckel and Ligthelm (2015)

investigated the factors contributing to the growth of small businesses. Their

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study provides insights into the key determinants of small business growth,

which is essential for fostering entrepreneurship and economic development.

Youth Entrepreneurship

Several studies provide valuable insights into the world of youth

entrepreneurship. Okalo et al. (2014) delve deep into this domain by

analyzing a decade’s worth of data to understand how young people are

developing businesses, offering valuable insights for policymakers and

educators. Similarly, Lim (2014) focuses on the challenges faced by young

Malaysian entrepreneurs, shedding light on the obstacles they encounter and

strategies they employ to overcome them, particularly beneficial for aspiring

entrepreneurs in Malaysia.

Expanding the scope, Yoganandan and Vignesh (2017) investigate the

general hurdles encountered by young entrepreneurs worldwide, offering a

broader perspective on the challenges faced in entrepreneurship. Cueto et al.

(2022) take a more recent approach by examining the impact of economic

disruptions, such as pandemics, on young entrepreneurs and their adoption of

digital innovations to navigate these challenges effectively.

Nkun’s (2019) research delves into the specific difficulties young

entrepreneurs face in securing funding, particularly in developing economies

like Ghana, providing valuable insights into accessing capital for business

ventures. Meanwhile, studies like Thilde Langevang, Rebecca Namatovu,

Samuel Dawa (2012) and JO Odia, AA Odia (2013) likely explore the broader
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context of youth entrepreneurship within the realms of development planning

and educational needs, respectively.

Additionally, research by Rahim et al. (2017) may offer insights into the

intersection of business and social entrepreneurship among young

entrepreneurs, focusing on how they can create businesses that address

social issues or foster social responsibility through business education.

However, studies such as Kar and Ahmed (2019) and Tshipama Laeticia

(2016) appear less directly related to youth entrepreneurship based on

available information.

Social Media

Bingham and Conner (2015) identified social media as digital tools

facilitating simultaneous interaction and information sharing among multiple

users. These platforms significantly benefit small businesses, impacting

managerial and marketing functions (Hibbler-Britt ans Sussan, 2015;

Georgescu and Popescul, 2015). Moreover, social media enhances workplace

communication and promotes innovation (Leonardi, 2014). Direct engagement

with customers via social media allows business leaders to compete

effectively, particularly for small businesses (Hibbler-Britt and Sussan, 2015).

Popular sites such as Facebook, Linkedin, Twitter, Snapchat, WhatsApp,

Skype, and Instagram are utilized for customer interaction and relationship

building (Goi, 2014). Additionally, social media serves as a tool for data

collection, consumer behavior prediction, sales generation, brand awareness,

and customer attraction (Dahnil et al., 2014). Customers utilize social media
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to express both positive and negative experiences with businesses and

products (Valos et al., 2016). Regular social media users hold significant

influence over others with similar views about products or services (Schulze et

al., 2014). Platforms like Facebook, Twitter, and YouTube dominate social

media usage, with Facebook boasting over one billion users (Patil & Puri,

2015; Kane, 2015). Emerging platforms like Pinterest and Snapchat are also

experiencing rapid growth in popularity (Kane, 2015).

The utilization of social media In marketing communications is on the

rise (Trainor, 2018), offering businesses a platform to engage with both

current and potential customers (Nair and Subramaniam, 2015). It has

emerged as a valuable tool for cultivating and nurturing customer

relationships across various industries (Picazo Vela et al., 2017). Maintaining

a social media presence enables businesses to gain deeper insights into their

brand perception (Nair & Subramaniam, 2016; Ramsay, 2014). As consumers

increasingly turn to social media over traditional advertising channels like

television, newspapers, and radio, its significance in today’s digitally-driven

world becomes evident (Campbell et al., 2016; Nair & Subramaniam, 2016).

However, users must remain cognizant of both the opportunities and risks

associated with social media platforms to harness their full potential (Kaplan &

Haenlein, 2014). Understanding the dynamics of different social media

channels is pivotal for businesses to effectively tailor their marketing

strategies (Kietzmann et al., 2015). While the adoption of social media by

businesses has surged over time (Solis and Breakenridge, 2019), its

integration into B2B contexts is still evolving, albeit with the potential to yield

substantial benefits (Brennan and Croft, 2015). In a positive light, digital

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marketing methods serve as key elements in establishing trustworthiness,

reliability, and competence for businesses, particularly in sole proprietor

structures (Edmiston, 2014). Potential or new customers often turn to online

platforms to research businesses, underscoring the importance of a strong

digital presence in influencing consumer decisions (Crowley and Howard,

2015).

Social Media Marketing

Kaplan and Haenlein (2015) provide an in-depth exploration of the

dynamics of social media marketing, highlighting its unique opportunities and

challenges. One key aspect they emphasize is the shift towards

conversational marketing, where brands engage in dialogue with consumers

rather than broadcasting messages (Kaplan and Haenlein, 2015). Additionally,

Kaplan and Haenlein (2015) emphasize the significance of user-generated

content (UGC) in social media marketing. Furthermore, Kaplan and Haenlein

(2015) discuss the concept of viral marketing, wherein content spreads rapidly

and organically across social networks.

Moreover, Kaplan and Haenlein (2015) highlight the role of social

influence in shaping consumer behavior and driving purchasing decisions.

Additionally, Kaplan and Haenlein (2015) stress the importance of

transparency and authenticity in social media marketing. Authenticity fosters

meaningful connections and long-term relationships with audiences, driving

brand loyalty and advocacy.

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Smith, Fischer, and Yongjian (2017) examine the nuances of brand-

related user-generated content (UGC) across various social media platforms

in their study, “How does brand-related user-generated content differ across

YouTube, Facebook, and Twitter?”. This study discovered notable differences

in the way users create content on YouTube, Facebook, and Twitter,

highlighting the diversity of each platform’s user base and functionality (Smith

et al., 2016).

Furthermore, Smith et al. (2018) identify variations in audience

engagement patterns across different social media platforms. On YouTube,

users engage more deeply with brand-related UGC, while Facebook users

amplify brand content through conversations, reactions, and sharing activities

within their social circles. Twitter users, on the other hand, engage in rapid-fire

interactions, retweeting and replying to brand mentions in real-time,

contributing to the virality and reach of brand-related UGC (Smith et al.,

2016).Moreover, the impact of brand-related UGC on consumer perceptions

varies across platforms, as elucidated by Smith et al. (2016).

This study provides an in-depth analysis of user-generated content

dynamics in YouTube, Facebook, and Twitter, offering marketers valuable

insights into tailoring their strategies to each platform’s strengths (Smith et al.,

2016). De Vries et al. (2015) examine the dynamics of the popularity of brand

posts on brand fan pages. One key aspect of their study is the investigation of

factors influencing the popularity of brand posts on brand fan pages (De Vries

et al., 2015). Moreover, De Vries et al. (2015) explore the role of social media

marketing in driving the popularity of brand posts on brand fan pages. They

highlight the importance of strategic content creation and community

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management in fostering engagement and interaction with brand content. By

leveraging social media marketing techniques such as storytelling, visual

content, contests, and user-generated content, brands can enhance the

popularity and virality of their posts on brand fan pages (De Vries et al., 2015).

Additionally, De Vries et al. (2015) find that highly popular brand posts

are associated with increased brand visibility, reach, and engagement on

social media platforms. This underscores the significance of effective social

media marketing strategies in driving positive brand outcomes (De Vries et al.,

2015). Furthermore, De Vries et al. (2015) emphasize the importance of

continuous monitoring and optimization of social media marketing efforts to

maximize the popularity and effectiveness of brand posts on brand fan pages.

This iterative approach to social media marketing enables brands to adapt

and evolve their tactics in response to changing consumer dynamics and

platform algorithms (De Vries et al., 2015).

Tuten and Solomon (2015) provide a comprehensive overview of social

media marketing in their book, “Social Media Marketing.” One key aspect of

their work is the exploration of various social media platforms and their unique

characteristics, functionalities, and user demographics (Tuten and Solomon,

2015).

In addition, Tuten and Solomon’s (2015) study looks into the

complexities of content creation and curation in social media marketing. Tuten

and Solomon emphasize the role of storytelling, visual elements, user-

generated content, and multimedia formats in capturing audience attention

 25

and driving engagement on social media platforms (Tuten and Solomon,

2015).

Additionally, Tuten and Solomon (2015) highlight the importance of

building and nurturing online communities around brands, products, or

interests. By fostering a sense of belonging and participation, brands can

deepen customer relationships and loyalty on social media platforms (Tuten

and Solomon, 2015).

Furthermore, Tuten and Solomon (2015) discuss the integration of

social media marketing with other marketing channels and activities. Tuten

and Solomon advocate for an integrated approach to marketing that leverages

the strengths of each channel to create cohesive and impactful brand

experiences (Tuten & Solomon, 2015).

Mangold and Faulds (2017) propose a theoretical lens through their

article, “Social media: The new hybrid element of the promotion mix”.

Additionally, Mangold and Faulds (2017) emphasize the significance of

adapting promotional strategies to the participatory culture fostered by social

media, this entails the shift towards a two-way dialogue between brands and

their followers, allowing for more genuine engagement and authentic

relationships to be built.

Alongside that, Mangold and Faulds’ (2017) study explores the unique

features of social media that distinguish it from conventional marketing

channels. This dynamic environment offers brands opportunities to co-create

value with consumers, leveraging user-generated content, testimonials, and

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peer recommendations to enhance brand visibility and credibility (Mangold

and Faulds, 2017).

Additionally, Mangold and Faulds (2017) emphasize that consumers

are increasingly skeptical of traditional advertising messages and seek

authentic and genuine interactions with brands. Authenticity fosters

meaningful connections and long-term relationships, driving brand loyalty and

advocacy on social media platforms (Mangold and Faulds, 2017).

Furthermore, Mangold and Faulds (2017) explore the implications of

social media for measuring and evaluating marketing effectiveness. The

article advocates for a shift towards more comprehensive and nuanced

metrics that capture the multifaceted nature of social media marketing

(Mangold & Faulds, 2017).

CHALLENGES

Lack of Managerial Skills

The use of social media marketing has become increasingly vital for

businesses to remain competitive and generate business growth. However,

young entrepreneurs, face challenges related to the lack of managerial skills,

which significantly impacts their ability to leverage social media for business

success. Matikiti et al. (2020) pointed out that internal factors such as

managerial support and managers’ level of education significantly influence

the attitude towards the use of social media marketing. This finding suggests

that young entrepreneurs who lack managerial support or have managers with
 27

lower levels of education may struggle to adopt and effectively implement

social media marketing strategies due to a lack of guidance and expertise in

this area.

Moreover, small business owners, including young entrepreneurs, often

lack certain managerial skills, such as financial, marketing, and human-

resource management skills, which are essential for operating their

businesses successfully (Olsson and Bernhard, 2020). This lack of

managerial skills directly impacts their ability to effectively utilize social media

marketing to promote their businesses and engage with their target audience.

As a result, they may face challenges in leveraging the full potential of

digitalization through social media platforms.

The study by Radipere and Scheers (2014) Investigated whether a lack

of marketing and managerial skills is the main cause of business failure in

South Africa. The findings suggested that inadequate managerial skills

significantly contribute to business failure, indicating that young entrepreneurs

need to develop a robust understanding of marketing and managerial

concepts to ensure the success of their ventures, particularly in the context of

social media marketing.

In conclusion, the lack of managerial skills poses a significant

challenge for young entrepreneurs, particularly women entrepreneurs, in

effectively leveraging social media marketing for business success. Future

research should focus on addressing the identified knowledge gaps and

exploring potential training and development interventions to enhance the

 28

managerial skills of young entrepreneurs in the context of social media

marketing.

Resistance to Innovation

Social media marketing is a rapidly evolving field that has

revolutionized the way businesses and organizations connect with their target

audiences. However, the integration of innovative strategies in young social

media marketing faces significant challenges, particularly in the form of

resistance to innovation. This literature review aims to synthesize and

integrate existing research findings to shed light on the factors contributing to

resistance to innovation in young social media marketing and identify potential

future research directions.

Murray (2015) explores the visual culture of selfies in the age of social

media, shedding light on the ways in which visual content shapes user

engagement. The study highlights the importance of content and context in

driving user engagement, suggesting that these factors play a crucial role in

the resistance to innovation in social media marketing. Furthermore,

Jaakonmäki et al. (2017) emphasize the impact of content, context, and

creator on user engagement in social media marketing. Their findings

underscore the interplay of these factors in shaping resistance to innovative

approaches in marketing strategies.

In the public sector, Mergel (2017) delves into the social media

innovation challenge, providing insights into the unique obstacles faced by

organizations in implementing innovative social media strategies. The study

 29

sheds light on the specific challenges that young marketers may encounter

when attempting to introduce novel approaches in social media marketing.

Moreover, Palen and Hughes (2018) highlight the role of social media in

disaster communication, emphasizing the significance of context in shaping

the effectiveness of social media strategies. These insights are essential in

understanding the resistance to innovation, particularly in the face of evolving

contexts and challenges.

On a broader scale, Wolff et al. (2019) investigate social media use

during the Tunisian revolution, providing valuable insights into the role of

social media in shaping societal movements. This broader perspective is

crucial in understanding the complex interplay of social media, innovation, and

resistance, particularly in young social media marketing. Additionally, Marwick,

Fontaine, and Boyd (2017) shed light on the privacy concerns and personal

responsibility among low-SES youth, highlighting the need to consider diverse

societal perspectives when implementing innovative social media marketing

strategies.

However, despite the valuable insights provided by existing research,

there are several knowledge gaps that warrant further exploration. Firstly,

there is a need to delve into the specific mechanisms through which

resistance to innovation manifests in young social media marketing,

particularly in the context of rapidly evolving digital landscapes. Additionally,

future research should explore the role of emerging technologies, such as

virtual reality and chatbots, in shaping resistance to innovation in social media

marketing (Torous et al., 2021). Furthermore, the influence of cultural and

socioeconomic factors on resistance to innovation remains an understudied

 30

area, necessitating further investigation to develop a comprehensive

understanding of these dynamics (Newth and Woods, 2014).

In conclusion, resistance to innovation poses a significant challenge in

young social media marketing, necessitating a deeper understanding of the

complex interplay of content, context, and societal influences. By integrating

existing research findings and identifying knowledge gaps, this literature

review provides a foundation for future research directions in the field of

resistance to innovation in social media marketing.

STRATEGIES

Social media as promotion

One study by Smith and Zook (2017) explores the effectiveness of

social media marketing in reaching and engaging target audiences, the

authors highlight the importance of understanding consumer behavior and

preferences on social media platforms to create compelling promotional

content. In a similar vein, Ahmad and Buttle (2020) examine the impact of

social media influencers on consumer purchasing behavior. the authors

advocate for strategic partnerships between brands and influencers to

enhance promotional efforts and increase brand visibility among target

demographics.

Furthermore, a study by Kietzmann et al. (2014) delves into the

different roles that social media platforms play in the marketing mix, the
 31

authors identify seven functional building blocks of social media—identity,

conversations, sharing, presence, relationships, reputation, and groups—and

discuss how each contributes to promotional activities. De Veirman et al.

(2017) argue that influencers possess the ability to shape consumer attitudes

and behaviors through their authentic and relatable content, making them

valuable partners for brands seeking to expand their reach. Similarly, Jin and

Phua (2014) highlight the role of parasocial interaction, wherein consumers

develop one-sided relationships with influencers, leading to increased trust

and affinity towards endorsed brands.

Moreover, research by Mangold and Faulds (2009) examines the

impact of social media engagement on brand perception and loyalty, the

authors highlight the importance of active participation and interaction with

consumers on social media platforms in building strong brand relationships.

Utilizing Specific Message Formats

Social media marketing has become an essential tool for organizations

to engage with their target audience, especially the younger demographic.

Utilizing specific message formats has emerged as a strategy in young social

media marketing to improve engagement, better market offerings, and

increase the reach of posts (Rice, et al., 2016).

Duffett (2017) suggests that the influence of social media marketing

communications on young consumers’ attitudes is significant. This indicates

that utilizing specific message formats could play a pivotal role in shaping the

attitudes of young consumers towards brands and products. Furthermore,

 32

Niu, et al. (2016) found that specific message formats are effective in

engaging teens on social media and can be leveraged to promote teen health.

The study by Peruta and Shields (2018) highlights the role of utilizing

specific message formats in improving brand communication activities on

social media. Additionally, Kilgour, et al. (2015) and Sanny, et al. (2020) both

emphasize the importance of comparing the effectiveness of different

message strategies and developing a typology of social media messages.

Leung, et al. (2017) focused on the effectiveness of brand

communication activities on different social media platforms among major

Indonesian brands. This study highlights the need for platform-specific

message strategies, considering that each social media platform has its

unique characteristics and user demographics. Future research could delve

deeper into the nuances of message formats tailored for specific social media

platforms, such as Facebook, Twitter, and Instagram, to optimize marketing

efforts.

Leveraging Relationship Marketing

The use of social media in marketing is a growing area of interest for

researchers and practitioners alike. As social media becomes an integral part

of business operations, understanding the role of relationship marketing in this

context is crucial.

Rodriguez et al. (2015) found that social media has a positive

relationship with sales processes and relationship sales performance. This

 33

suggests that leveraging relationship marketing through social media

channels can have a direct impact on sales outcomes. However, the specific

mechanisms through which relationship marketing strategies manifest on

social media platforms remain understudied.

Agnihotri et al. (2012) examined the impact of social media use on

service behaviors and value creation in business-to-business sales

organizations with relational selling objectives. Wibowo et al. (2020)

investigated the role of social media marketing activity and customer

experience in influencing customer behavior as an outcome of social media

marketing.

Tailoring Strategies to Generational Cohorts

The influence of social media marketing communications on young

consumers’ attitudes has been a topic of interest in the field of marketing.

Duffett (2017) suggests that companies should consider using and/or

adapting their strategies based on the declining impact of social media

marketing communications on the hierarchical attitude stages among young

consumers, especially Generation Z. This implies that a one-size-fits-all

approach may not be effective, and tailoring strategies to specific generational

cohorts could be a more successful strategy.

In line with this, Duffett (2017) also found that social media marketing

communications had a favorable influence on cognitive, affective, and

behavioral attitude components among young consumers, but on a declining

scale. This is consistent with the purchase funnel model, indicating that
 34

different generational cohorts may respond differently to social media

marketing strategies, and therefore, tailoring these strategies could be more

effective.

Furthermore, Keegan and Rowley (2017) discovered that social media

marketing had a significant impact on brand image and brand trust, which in

turn impacted purchase intention. This suggests that understanding the

specific preferences and behaviors of different generational cohorts is crucial

for developing effective social media marketing campaigns.

In a related qualitative exploration, Munsch (2021) found that social

media platforms have an ever-increasing impact on consumer decision-

making processes, especially for Generation X and Y consumers in the retail

fashion environment. This highlights the importance of recognizing the

differences in how various generational cohorts engage with social media

marketing content and adjusting strategies accordingly.

 35

CHAPTER 3

METHODOLOGY

This qualitative research aims to explore the hurdles encountered by

young social media marketers and to grasp the diverse strategies they utilize

to enhance brand visibility for their products and services. To achieve these

objectives, the following sections will outline the qualitative research design,

the researcher’s role, participants, data collection methods, and analysis

techniques employed. Furthermore, it will touch upon the trustworthiness and

ethical considerations upheld in this qualitative inquiry.

Research Design

The researchers employed a qualitative research design using a

phenomenological approach to delve into the experiences of young

entrepreneurs utilizing social media marketing strategies. Qualitative

methods, such as semi-structured interviews and snowball sampling, were

chosen for their ability to provide in-depth insights (Alsharari and Al-Shboul,

2019; Creamer, 2018; Rutberg and Bouikidis, 2018). The flexibility inherent in

qualitative research allowed for a nuanced exploration of the dynamic nature

of social media marketing strategies (Mivaiferud et al., 2017).

The primary aim of the qualitative researchers was to understand

participants’ perspectives within the context of their lives and social

environments (Koch et al., 2014). This involved conducting interviews,

rigorously analyzing data, ensuring analysis quality, and synthesizing existing

 36

literature (Holt and Goulding, 2014). Qualitative research was deemed most

appropriate for capturing the experiences of young social media marketers

and understanding how these strategies contribute to business success

(Marshali and Rossman, 2016). This method entails collecting data through

observations, document exploration, and participant interviews to capture their

perceptions and sentiments.

Role of the Researchers

In qualitative research exploring the challenges faced by young social

media marketers, the researcher plays several important roles. Firstly, the

researcher serves as the primary source for data collection, they act as a

listener or observer, carefully hearing and understanding the experiences and

perspectives of young social media marketers. The researcher must establish

a bond with the participants, create a safe and open environment for dialogue,

and actively listen to their perspectives to ensure the authenticity and validity

of the data collected (Creswell and Poth, 2018). When exploring the

challenges faced by young social media marketers in qualitative research, the

role of the researcher is crucial in every step of the process (Collins and

Cooper, 2014). The researchers are responsible for collecting, analyzing, and

interpreting emerging data to gain insights into the experiences of these

marketers. In this study, researchers observe and acknowledge the difficulties

encountered by young marketers, motivating the investigation into their

challenges.
 37

To ensure clarity and transparency, researchers incorporate relevant

literature on social media marketing and the experiences of young marketers

(Collins & Cooper, 2014). They identify key concepts and theories to inform

research questions and methodology, guiding the selection of appropriate

data collection methods such as interviews. Moreover, the researcher acts as

an advocate for participants, striving to amplify their voices and perspectives

within the research findings (Denzin and Lincoln, 2018). This involves

accurately representing participants’ experiences, respecting their privacy and

confidentiality, and disseminating findings in ways that are accessible and

meaningful to both academic and practitioner audiences (Creswell and

Creswell, 2017). By fulfilling these responsibilities, researchers contribute

valuable insights to the field, informing strategies for supporting young social

media marketers in overcoming their challenges.

Research Participants

Establishing a trusting relationship with participants is paramount in

qualitative research (Browne and McBride, 2015). Participant recruitment

adhered to strict ethical guidelines (Robinson, 2014), with efforts made to

engage participants through face-to-face interactions or online channels.

Researchers utilized Facebook chat to initiate contact, providing a clear study

overview and emphasizing voluntary participation to foster trust (Lestari et al.,

2015). The study focused on young online sellers employing social media

marketing strategies and content campaigns, with seven (7) participants

selected based on their expertise. Participants were assured of the voluntary

 38

and anonymous nature of their involvement, receiving signed consent forms

before interviews. They were also given the freedom to choose interview

locations to ensure anonymity and confidentiality. Reliability and respondent

verification were prioritized to ensure accurate, valid, and transferable

research results (Bryman et al., 2015). This approach aimed to provide

readers with transparent information, enhancing the study’s credibility and

trustworthiness.

Table No. 1. The Informants of the Study

Archival No. Age Gender Pseudonym

ABCDVMC1 24 Male Jan

ABCDVMC2 28 Male Mark

ABCDVMC3 26 Female Leah

ABCDVMC4 18 Female Vee

ABCDVMC5 18 Female Cici

ABCDVMC6 20 Male Boknoy

ABCDVMC7 22 Female Vivian

Each in-depth interview with the participants lasted approximately 10

minutes. Fortunately, all respondents proved trustworthy and confident in

sharing their lived experiences with employing social media marketing

strategies. They leisurely answered the interview questions, allowing for a

thorough exploration of their experiences.

 39

Data Collection

Step 1. Prepare In-depth Interview

Begin by crafting research questions to collect data for the study.

Ensure these questionnaires contain semi-structured interview questions to

gather detailed information from participants experiencing the specific issue

under investigation.

Step 2. Asking for Permission from the Participants of the Study

Request permission from study participants through informed consent.

Prior to data collection, obtain confirmation of consent from participants,

explaining the purpose of the study carefully. Interviews cannot proceed

without participants' consent, and it's essential to orient them about the study

objectives.

Step 3. Gathering Data

Proceed with data collection by conducting interviews with participants.

Utilize smartphone recordings and administer questionnaires to gain deeper

insights into participants' experiences with financial stress. Maintain

confidentiality during interviews, focusing on aspects such as stressors,

coping mechanisms, and the perceived impact on academic and mental well-

being.

Step 4. Analyzing Data

 40

Analyze collected data using thematic analysis (Emery and Anderson,

2020). Examine interview transcripts to uncover underlying themes and

patterns, emphasizing participants' subjective interpretations and lived

experiences.

Step 5. Conclusion and Recommendations

Draw conclusions and provide recommendations based on study

findings. This research sheds light on the challenges encountered by young

social media marketers. Through interpretive phenomenological analysis,

explore the multifaceted nature of young social media marketing, considering

contextual influences and the coping strategies employed by these

entrepreneurs.

Data Analysis

The analysis of the research material involved classification,

combination, and description of phenomena (Graue, 2015). Following Noble

and Smith’s (2014) approach, data analysis comprised coding and

transcription to identify common themes. Semi-structured face-to-face

interviews provided the data, analyzed through thematic analysis, aiming to

identify patterns and themes relevant to the research questions. The analysis

process included coding, categorizing, and interpreting the data, with a focus

on identifying recurring words and phrases (DeMassis and Koliar, 2014).

Transcribed interviews were collectively analyzed to uncover recurring

patterns, with highlighted themes coded accordingly.

 41

The emerging themes from the data analysis will inform conclusions

and recommendations for young social media business owners seeking to

enhance their marketing strategies. Methodological triangulation, involving the

use of multiple data collection methods, was employed to enhance data

analysis and saturation (Fusch and Ness, 2015). This approach improved the

reliability and accuracy of interpretation during the analysis phase (Van Dijk et

al., 2016). Additionally, a review of existing literature was conducted to explore

potential similarities or differences.

As emphasized by Goodell et al. (2016), the primary role of the

researcher during the qualitative process is to collect data to identify patterns

in interviewee responses. In line with this, interviewers mainly collected

information based on participants’ experiences with digital marketing, referring

to interview data to identify patterns in responses. Information was also

gathered through social media monitoring to supplement participant

responses and enrich the data collected.

Trustworthiness of the Study

Efforts were made throughout the data collection process to enhance

the reliability and credibility of the information gathered in this study.

Strategies included triangulation of data collection methods, participant

qualification checks, and confirmability measures. While no data collection

method is entirely flawless, employing multiple methods increased the

likelihood of trustworthy data collection.

 42

According to Yin (2018), reliability in phenomenological studies

involves consistent and repeatable measures. Consistency in data collection

and analysis, achieved through a standardized interview protocol, enhances

study credibility (Hess et al. 2014). Member checking of interview responses

and triangulation of data from various sources further bolstered reliability.

Noble and Smith (2015) emphasize the importance of research

implementation methods and accuracy of conclusions in determining

credibility. Aligning observations with existing research and thorough

documentation contribute to credibility (Onwugbuzie and Byers, 2014).

Ensuring reliability, verifiability, and transferability confirms validity in

qualitative research (Prion and Adamson, 2014). Achieving high-quality data

through thorough investigation and member checking strengthens validity (Elo

et al., 2014). Study design, methodology, and snowball sampling also play

crucial roles in determining validity (Palic, 2015).

By specifying processes and adhering to rigorous data collection and

analysis techniques, researchers ensure transferability of their findings

(Funder et al., 2013). Other researchers should be able to review and apply

the study’s findings to their own work (Elo et al., 2014).

The study’s results are based solely on participants’ real experiences,

eliminating researchers’ assumptions and biases (Polit et al., 2001). This

ensures the neutrality and authenticity of the research findings, aligning with

the concept of confirmability in qualitative research.

 43

Ethical Considerations

The researchers upheld strict ethical standards in their interactions with

human participants (Bromley et al., 2015). Prior to data collection, obtaining

participants’ signatures and informed consent was essential, particularly in

safeguarding the well-being of young social media marketers (Griffith, 2014).

Participants in this qualitative study received comprehensive information

about the research topic to facilitate informed decision-making (Bromley et al.,

2015). The informed consent form ensured participants understood the

voluntary nature of their involvement, the protection of their identity, and

provided contact information for queries (Lorelli et al., 2015). Each participant

received the researchers’ contact details and an informed consent form

outlining the study’s purpose, confidentiality measures, and participation

guidelines. Participants agreed to participate voluntarily, without any form of

incentive or compensation. Moreover, participants were informed they could

withdraw from the study without penalty via Facebook chat or in person.

To further ensure ethical compliance, the researchers protected the

anonymity of each selected participant. Additionally, to enhance the study’s

validity, it was verified that the researcher had no prior relationship with any

participant, minimizing potential biases during data collection.

 44

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