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Abstract
Small and medium enterprises (SMEs) can benefit significantly from social media due to its user-friendly nature, cost-effectiveness, and widespread accessibility. By leveraging social media platforms, SMEs can effectively communicate with customers, market their products, facilitate internal collaboration, and provide customer sup-port at minimal costs.
This research assessed the use of social media among SMEs in the fashion, food, beverages, cosmetics, and clothing industries in Masba-te province to enhance competitiveness. It focused on key areas such as customer engagement, social network marketing, website promo-tion, customer relationship management, and brand management, while also evaluating industry competitiveness based on customer satisfaction, loyalty, operational efficiency, and profitability.
A quantitative descriptive approach was employed to evaluate variables and their relationships. Employees from SMEs were ran-domly selected as respondents, while industry customers were cho-sen through purposive sampling. A self-designed Likert-scale survey captured respondents' perspectives on the impact of social media practices on industry competitiveness, combining both quantitative and qualitative insights.
The analysis included descriptive statistics, such as percentages and frequencies, to outline respondent profiles, and means and stand-ard deviations to examine trends in social media practices among SMEs. Pearson correlation analysis was conducted to assess the effec-tiveness of these practices, while a t-test was used to highlight differ-ences in perceptions between respondent groups regarding social media effectiveness and industry competitiveness.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Toling, R. S. (2024). Social Media Practices of Small and Medium Enterprises in Masbate Province: Impact on Industry Competitiveness. International Journal of Multidisciplinary: Applied Business and Education Research, 5(11), 4334-4360. https://doi.org/10.11594/ijmaber.05.11.07
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Amoah, J., & Jibril, A. B. (2021). Social media as a promotional tool towards SME’s devel-opment: Evidence from the financial in-dustry in a developing economy. Cogent Business & Management, 8(1), 1. https://doi.org/10.1080/23311975.2021.1923357
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Atrash, A., Abel, M., Moulin, C., Darene, N., Huet, F., & Bruaux, S. (2015). Note-taking as a main feature in a social networking platform for small and medium sized en-terprises. Computers in Human Behavior, 51, 705-714. https://doi.org/10.1016/j.chb.2014.12.010
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Bai, L., & Yan, X. (2021). Impact of social me-dia capability on firm performance: New evidence from China. Asian Business & Management. https://doi.org/10.1057/s41291-021-00156-0
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Centeno, E., Cambra-Fierro, J., Vazquez-Carrasco, R., Hart, S., & Dinnie, K. (2019). The interplay between SME owner-managers and the brand-as-a-person. Journal of Product & Brand Management, 28(4), 555–572. https://doi.org/10.1108/JPBM-10-2017-1645
Cetinkaya, A., & Rashid, M. (2018). The effect of social media on employees’ job per-formance: The mediating role of organi-zational structure. Retrieved from https://mpra.ub.uni-muenchen.de/91354/1/MPRA_paper_91354.pdf
Chiteli, N. (2013). Agent banking operations as a competitive strategy of commercial banks in Kisumu City. International
Journal of Business and Social Science, 4(13), 306-324.
Clay, D., & Maite, T. (2018). A new customer relationship management approach: en-terprise 360. Lodging Hospitality, 55(6), 1-15.
Crammond, R., Omeihe, K., Murray, A., & Ledg-er, K. (2018). Managing knowledge through social media: Modelling an en-trepreneurial approach for Scottish SMEs and beyond. Baltic Journal of Manage-ment, 13(3), 303–328.
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de Oliveira, Santini, F., Ladeira, W., Pinto, D., Herter, M., Sampaio, C., & Babin, B. (2020). Customer engagement in social media: A framework and meta-analysis. Journal of the Academy of Marketing Sci-ence, 48(6), 1211–1228. https://doi.org/10.1007/s11747-020-00731-5
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Gligor, D., & Bozkurt, S. (2020). FsQCA versus regression: The context of customer en-gagement. Journal of Retailing and Con-sumer Services, 52, 101929.
Gomez, A. (2015). The future and challenges of e-commerce in the Philippines. Techna-sia.
Grover, P., & Kar, A. (2020). User engagement for mobile payment service providers: In-troducing the social media engagement model. Journal of Retailing and Consumer Services, 53, 101718.
Hendrawijaya, J., & Arief Tukiman. (2019). Demographic factors and employee per-formance: The mediating effect of em-ployee empowerment. Media Ekonomi dan Manajemen, 34(2), 116-136.
Jagongo, A., & Kinyua, C. (2013). The social media and entrepreneurship growth. In-ternational Journal of Humanities and So-cial Science, 3(10).
Jibril, A., Kwarteng, M., Chovancova, M., & Pilik, M. (2019). The impact of social me-dia on consumer brand loyalty: A mediat-ing role of online based-brand communi-ty. Cogent Business & Management, 6(1), 1673640. https://doi.org/10.1080/23311975.2019.1673640
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Khan, A., Wang, M., Ehsan, S., Nurunnabi, M., & Hashmi, M. (2019). Linking sustainability-oriented marketing to social media and web atmospheric cues. Sustainability, 11(9), 2663.
Kim, H., Lee, I., & Lee, C. (2011). Building Web 2.0 enterprises: A study of small and me-dium enterprises in the United States. In-ternational Small Business Journal, 29, 1–19.
Kit, M. (2017). The effects of social media marketing on business owners. Academ-ia.edu.
Leavy, P. (2017). Research design: Quantita-tive, qualitative, mixed methods, arts-based, and community-based participa-tory research approaches. The Guilford Press.
Li, F., Larimo, J., & Leonidou, L. (2020). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Acade-my of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
Massaron, L., & Boschetti, A. (2016). Python Data Science Essentials. Packt Publishing Ltd.
Meske, C., Stieglitz, S., Harmsen, F., & Proper, H. (2013). Adoption and use of social me-dia in small and medium sized enterpris-es. LNBIP, 151, 61-75. Springer-Verlag Berlin Heidelberg.
Michieka, F., & Ogollah, K. (2013). Role of or-ganizational design on the performance of commercial banks: A case of National Bank of Kenya. International Journal of Social Sciences and Entrepreneurship, 1(7), 477-489.
Mugenda, M., & Mugenda, G. (2010). Research methods: Quantitative and qualitative ap-proaches. Nairobi: ACTS Press.
Nayebi, H. (2020). Advanced statistics for test-ing assumed causal relationships: Multi-ple regression analysis, path analysis, lo-gistic regression analysis. https://doi.org/10.1007/978-3-030-54754-7
Ogunyemi, A. (2020). Competitive strategies to improve small and medium enterprise sales. ScholarWorks, Walden Disserta-tions and Doctoral Studies Collection. https://scholarworks.waldenu.edu/cgi/viewcon-tent.cgi?article=10884&context=dissertations
Omori, A., & Bassey, P. (2019). Demogra phic characteristics and workers’ perfor-mance in public service in Nigeria. Inter-national Journal of Research and Innova-tion in Social Science, 3(2), 141-146.
Qalati, S., Yuan, L., Khan, M., & Anwar, F. (2021). A mediated model on the adop-tion of social media and SMEs’ perfor-mance in developing countries. Technol-ogy in Society, 64, 101513. https://doi.org/10.1016/j.techsoc.2020.101513
Parveen, F. (2012). Impact of social media us-age on organizations. Proceedings of PACIS, paper 192.
Rambe, P. (2017). Social media marketing and business competitiveness: Evidence from South African tourism. Problems and Perspectives in Management, 15(2-2), 411-423. ISSN: 1727-7051, eISSN: 1810-5467.
Ravi, B., & Kumar, S. (2021). Social media marketing: A conceptual study. Interna-tional Journal of Research & Analytical Review, 8(1), 63-71. www.ijrar.org.
Sompolgrunk, A., Banihashemi, S., Hosseini, M., Golzad, H., & Hajirasouli, A. (2022). An integrated model of BIM return on in-vestment for Australian small- and medi-um-sized enterprises (SMEs). Engineer-ing, Construction and Architectural Man-agement. https://doi.org/10.1108/ECAM-09-2021-0839
Soininen, N. (2015). Improving SME’s brand awareness by digital marketing: A guide for SMEs. Turku University of Applied Sciences.
Stieglitz, S., & Dang-Xuan, L. (2011). Adoption and use of corporate wikis in German small and medium-sized enterprises. In Proceedings of the Seventeenth Americas Conference on Information Systems (pp. 1-12). Detroit, Michigan.
Tajudeen, F., Jaafar, N., & Ainin, S. (2018). Un-derstanding the impact of social media usage among organizations. *Information and Management, 55*(3), 308–321. https://doi.org/10.1016/j.im.2017.10.003
Taherdoost, H. (2016). Sampling methods in research methodology: How to choose a sampling technique for research. *International Journal of Academic Re-search in Management, 5*(2), 18–27. https://doi.org/10.2139/ssrn.3205076
Taneja, S., & Toombs, L. (2014). Putting a face on small businesses: Visibility, viability and sustainability—the impact of social media on small business marketing. *Academy of Marketing Studies Journal, 18*(1), 1-12.
The World Bank Group. (2018). Investigating the financial capabilities of SMEs: Les-sons from a 24-country survey. Interna-tional Bank for Reconstruction and De-velopment. https://documents1.worldbank.org/curated/en/884291527663849364/pdf/126687-18-6-2018-9-32-12-InvestigatingSMEFinancialCapabilitiesFI-NALWEB.pdf
Uchhas, P. (2022). Employees’ views on the use of social media platforms at work. *Bangladesh Journal of Public Admin-istration, 30*(4), 161-173. https://doi.org/10.36609/bjpa.v30i4.390
Wardati, N., & Mahendrawathi, E. (2019). The impact of social media usage on the sales process in small and medium enterprises (SMEs): A systematic literature review. Procedia Computer Science. https://doi.org/10.1016/j.procs.2019.03.008
Woodman, R. (2014). The science of organiza-tional change and the art of changing or-ganizations. *Journal of Applied Behav-ioral Science, 50*(4), 463-477. https://doi.org/10.1177/0021886314542443
Economics and Business International Conference, 620-622. Atlantis Press.
AL-Mashrafi, S., & Khan, Z. A. (2022). Impact of advantageous campaigns on customer-brand relationship building through so-cial media marketing. Journal of Business and Management Studies, 4(1), 34–41. https://doi.org/10.32996/jbms.2022.4.1.5
Amani, F., Aghaie, B., Zeynizadeh, S., Tabrizian, S., Aslanian, R., & Jafarizadeh, R. (2020). Using social network rates among Ardabil city women over 25 years old. Journal of Human Sport and Exercise, 15(2proc), S429-S436. https://doi.org/10.14198/jhse.2020.15.Proc2.33
Amegayibor, G. (2021). The effect of demo-graphic factors on employees’ perfor-mance: A case of an owner-manager manufacturing firm. Annals of Human Resource Management Research, 2(1), 127-143. https://doi.org/10.35912/ahrmr.v1i2.853
Amoah, J., & Jibril, A. B. (2021). Social media as a promotional tool towards SME’s devel-opment: Evidence from the financial in-dustry in a developing economy. Cogent Business & Management, 8(1), 1. https://doi.org/10.1080/23311975.2021.1923357
Asia Pacific Foundation of Canada. (2018). Building the capacity of MSMEs through market access: Survey of Entrepreneurs and MSMEs in the Philippines.
Atrash, A., Abel, M., Moulin, C., Darene, N., Huet, F., & Bruaux, S. (2015). Note-taking as a main feature in a social networking platform for small and medium sized en-terprises. Computers in Human Behavior, 51, 705-714. https://doi.org/10.1016/j.chb.2014.12.010
Babbie, E. (2011). The basics of social research (5th ed.). Wadsworth, Cengage Learning.
Bai, L., & Yan, X. (2021). Impact of social me-dia capability on firm performance: New evidence from China. Asian Business & Management. https://doi.org/10.1057/s41291-021-00156-0
Basri, W., & Siam, M. (2019). Social media and corporate communication antecedents of SME sustainability performance: A con-ceptual framework for SMEs of the Arab world. Journal of Economic and Adminis-trative Sciences, 35(3), 172–182. https://doi.org/10.1108/JEAS-01-2018-0011
Barhemmati, N., & Ahmad, A. (2015). Effects of social network marketing on consumer purchasing behavior through consumer engagement. Journal of Advanced Man-agement Science, 3(4).
Besana, P. (2020). Why social media market-ing is important for businesses in the Philippines. Wazile Incorporated.
Bruce, E., Keelson, S., Amoah, J., & Egala, S. (2023). Social media integration: An op-portunity for SMEs sustainability. Cogent Business & Management, 10(1). https://doi.org/10.1080/23311975.2023.2173859
Cao, D., Meadows, M., Wong, D., & Xia, S. (2021). Understanding consumers’ social media engagement behavior: An exami-nation of the moderation effect of social media context. Journal of Business Re-search, 122, 835–846. https://doi.org/10.1016/j.jbusres.2020.06.025
Centeno, E., Cambra-Fierro, J., Vazquez-Carrasco, R., Hart, S., & Dinnie, K. (2019). The interplay between SME owner-managers and the brand-as-a-person. Journal of Product & Brand Management, 28(4), 555–572. https://doi.org/10.1108/JPBM-10-2017-1645
Cetinkaya, A., & Rashid, M. (2018). The effect of social media on employees’ job per-formance: The mediating role of organi-zational structure. Retrieved from https://mpra.ub.uni-muenchen.de/91354/1/MPRA_paper_91354.pdf
Chiteli, N. (2013). Agent banking operations as a competitive strategy of commercial banks in Kisumu City. International
Journal of Business and Social Science, 4(13), 306-324.
Clay, D., & Maite, T. (2018). A new customer relationship management approach: en-terprise 360. Lodging Hospitality, 55(6), 1-15.
Crammond, R., Omeihe, K., Murray, A., & Ledg-er, K. (2018). Managing knowledge through social media: Modelling an en-trepreneurial approach for Scottish SMEs and beyond. Baltic Journal of Manage-ment, 13(3), 303–328.
Darlington, R. B., & Hayes, A. F. (2016). Re-gression analysis and linear models: Con-cepts, applications, and implementation. Methodology in the Social Sciences.
de Oliveira, Santini, F., Ladeira, W., Pinto, D., Herter, M., Sampaio, C., & Babin, B. (2020). Customer engagement in social media: A framework and meta-analysis. Journal of the Academy of Marketing Sci-ence, 48(6), 1211–1228. https://doi.org/10.1007/s11747-020-00731-5
Digital Marketing Philippines. (2013). Re-search more people to your business and convert them into customers using social media marketing services specialized for Philippine businesses via Facebook paid advertising.
Dwivedi, Y., Ismagilova, E., Rana, N., & Raman, R. (2021). Social media adoption, usage, and impact in business-to-business (B2B) context: A state-of-the-art literature re-view. Information Systems Frontiers, 1–23.
Edosomwan, S., Prakasan, S., Kouame, D., Watson, J., & Seymour, T. (2011). The his-tory of social media and its impact on business. The Journal of Applied Man-agement and Entrepreneurship, 16(3).
Gligor, D., & Bozkurt, S. (2020). FsQCA versus regression: The context of customer en-gagement. Journal of Retailing and Con-sumer Services, 52, 101929.
Gomez, A. (2015). The future and challenges of e-commerce in the Philippines. Techna-sia.
Grover, P., & Kar, A. (2020). User engagement for mobile payment service providers: In-troducing the social media engagement model. Journal of Retailing and Consumer Services, 53, 101718.
Hendrawijaya, J., & Arief Tukiman. (2019). Demographic factors and employee per-formance: The mediating effect of em-ployee empowerment. Media Ekonomi dan Manajemen, 34(2), 116-136.
Jagongo, A., & Kinyua, C. (2013). The social media and entrepreneurship growth. In-ternational Journal of Humanities and So-cial Science, 3(10).
Jibril, A., Kwarteng, M., Chovancova, M., & Pilik, M. (2019). The impact of social me-dia on consumer brand loyalty: A mediat-ing role of online based-brand communi-ty. Cogent Business & Management, 6(1), 1673640. https://doi.org/10.1080/23311975.2019.1673640
Jin, H., & Hurd, F. (2018). Exploring the impact of digital platforms on SME international-ization: New Zealand SMEs use of the Alibaba platform for Chinese market en-try. Journal of Asian Finance, Economics, and Business, 19, 72–95. https://doi.org/10.1080/10599231.2018.1453743
Khan, A., Wang, M., Ehsan, S., Nurunnabi, M., & Hashmi, M. (2019). Linking sustainability-oriented marketing to social media and web atmospheric cues. Sustainability, 11(9), 2663.
Kim, H., Lee, I., & Lee, C. (2011). Building Web 2.0 enterprises: A study of small and me-dium enterprises in the United States. In-ternational Small Business Journal, 29, 1–19.
Kit, M. (2017). The effects of social media marketing on business owners. Academ-ia.edu.
Leavy, P. (2017). Research design: Quantita-tive, qualitative, mixed methods, arts-based, and community-based participa-tory research approaches. The Guilford Press.
Li, F., Larimo, J., & Leonidou, L. (2020). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Acade-my of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
Massaron, L., & Boschetti, A. (2016). Python Data Science Essentials. Packt Publishing Ltd.
Meske, C., Stieglitz, S., Harmsen, F., & Proper, H. (2013). Adoption and use of social me-dia in small and medium sized enterpris-es. LNBIP, 151, 61-75. Springer-Verlag Berlin Heidelberg.
Michieka, F., & Ogollah, K. (2013). Role of or-ganizational design on the performance of commercial banks: A case of National Bank of Kenya. International Journal of Social Sciences and Entrepreneurship, 1(7), 477-489.
Mugenda, M., & Mugenda, G. (2010). Research methods: Quantitative and qualitative ap-proaches. Nairobi: ACTS Press.
Nayebi, H. (2020). Advanced statistics for test-ing assumed causal relationships: Multi-ple regression analysis, path analysis, lo-gistic regression analysis. https://doi.org/10.1007/978-3-030-54754-7
Ogunyemi, A. (2020). Competitive strategies to improve small and medium enterprise sales. ScholarWorks, Walden Disserta-tions and Doctoral Studies Collection. https://scholarworks.waldenu.edu/cgi/viewcon-tent.cgi?article=10884&context=dissertations
Omori, A., & Bassey, P. (2019). Demogra phic characteristics and workers’ perfor-mance in public service in Nigeria. Inter-national Journal of Research and Innova-tion in Social Science, 3(2), 141-146.
Qalati, S., Yuan, L., Khan, M., & Anwar, F. (2021). A mediated model on the adop-tion of social media and SMEs’ perfor-mance in developing countries. Technol-ogy in Society, 64, 101513. https://doi.org/10.1016/j.techsoc.2020.101513
Parveen, F. (2012). Impact of social media us-age on organizations. Proceedings of PACIS, paper 192.
Rambe, P. (2017). Social media marketing and business competitiveness: Evidence from South African tourism. Problems and Perspectives in Management, 15(2-2), 411-423. ISSN: 1727-7051, eISSN: 1810-5467.
Ravi, B., & Kumar, S. (2021). Social media marketing: A conceptual study. Interna-tional Journal of Research & Analytical Review, 8(1), 63-71. www.ijrar.org.
Sompolgrunk, A., Banihashemi, S., Hosseini, M., Golzad, H., & Hajirasouli, A. (2022). An integrated model of BIM return on in-vestment for Australian small- and medi-um-sized enterprises (SMEs). Engineer-ing, Construction and Architectural Man-agement. https://doi.org/10.1108/ECAM-09-2021-0839
Soininen, N. (2015). Improving SME’s brand awareness by digital marketing: A guide for SMEs. Turku University of Applied Sciences.
Stieglitz, S., & Dang-Xuan, L. (2011). Adoption and use of corporate wikis in German small and medium-sized enterprises. In Proceedings of the Seventeenth Americas Conference on Information Systems (pp. 1-12). Detroit, Michigan.
Tajudeen, F., Jaafar, N., & Ainin, S. (2018). Un-derstanding the impact of social media usage among organizations. *Information and Management, 55*(3), 308–321. https://doi.org/10.1016/j.im.2017.10.003
Taherdoost, H. (2016). Sampling methods in research methodology: How to choose a sampling technique for research. *International Journal of Academic Re-search in Management, 5*(2), 18–27. https://doi.org/10.2139/ssrn.3205076
Taneja, S., & Toombs, L. (2014). Putting a face on small businesses: Visibility, viability and sustainability—the impact of social media on small business marketing. *Academy of Marketing Studies Journal, 18*(1), 1-12.
The World Bank Group. (2018). Investigating the financial capabilities of SMEs: Les-sons from a 24-country survey. Interna-tional Bank for Reconstruction and De-velopment. https://documents1.worldbank.org/curated/en/884291527663849364/pdf/126687-18-6-2018-9-32-12-InvestigatingSMEFinancialCapabilitiesFI-NALWEB.pdf
Uchhas, P. (2022). Employees’ views on the use of social media platforms at work. *Bangladesh Journal of Public Admin-istration, 30*(4), 161-173. https://doi.org/10.36609/bjpa.v30i4.390
Wardati, N., & Mahendrawathi, E. (2019). The impact of social media usage on the sales process in small and medium enterprises (SMEs): A systematic literature review. Procedia Computer Science. https://doi.org/10.1016/j.procs.2019.03.008
Woodman, R. (2014). The science of organiza-tional change and the art of changing or-ganizations. *Journal of Applied Behav-ioral Science, 50*(4), 463-477. https://doi.org/10.1177/0021886314542443