Embracing Social Media as Business Marketing Tool: Its Use, Opportunities, and Challenges for Micro Businesses

Donald L. Montenegro, Christine M. Bolabola PhD, Rhea Jane D. Lincones, Beolita C. Piodo and Mary Grace E. Ponlaon
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Donald L. Montenegro: North Eastern Mindanao State University, Philippines
Christine M. Bolabola PhD: North Eastern Mindanao State University, Philippines
Rhea Jane D. Lincones: North Eastern Mindanao State University, Philippines
Beolita C. Piodo: North Eastern Mindanao State University, Philippines
Mary Grace E. Ponlaon: North Eastern Mindanao State University, Philippines

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 2, 658-666

Abstract: The purpose of this study was to analyze the use, opportunities, and challenges of micro-business marketing tools. A valuable marketing tool for micro businesses looking to engage clients and build their business. Social marketing theory aims to merge marketing ideas, principles, tools, strategies, and socially useful concepts to enhance communication and benefit society. This study used a descriptive quantitative research method, with 246 participants filling out survey questionnaires and sharing their thoughts on the usage of social media in micro-business. To provide an overview of impact assessments, a quantitative and subjective questionnaire created by the researcher was employed. Furthermore, the study found that micro-business owners strongly recognize Social media as a powerful tool for micro-business, recognizing its positive impact on business growth, cost reduction, and customer service improvement, and despite acknowledging persistent challenges such as competition and trust issues, the finding emphasizes the potential for Social media to create new opportunities.

Date: 2024
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