The Role of Social Media Marketing in enhancing the Performance and Growth of Small Businesses

Abstract

Social media marketing has fundamentally changed the landscape of business communication and consumer interaction. Platforms like Facebook and Instagram provide SMEs with a unique opportunity to build brand awareness, drive customer engagement, and boost sales without the need for substantial marketing budgets. This study aimed to explore the role of social media marketing in enhancing the performance and growth of small businesses. By examining the various ways in which social media platforms were leveraged, this research sought to understand how small businesses used social media to increase brand visibility, engage customers, and drive sales. The study employed a descriptive quantitative correlational research design. This study utilized a purposive sampling method to select 50 small business owners in Baungon, Bukidnon, who actively engaged in social media marketing. The T-test and ANOVA were used to determine if there were significant differences in small business performance based on demographic factors such as age, sex, or monthly income. The study used Pearson's R Correlation to determine whether a significant relationship existed between social media marketing strategies and the performance of small businesses in Baungon, Bukidnon. The findings revealed that in terms of age, the data showed that 10 respondents (20%) are below 21 years old, 25 respondents (50%) are between 21 and 30 years old, and 15 respondents (30%) are between 31 and 40 years old. With regard to the average monthly income, the data revealed that 62% of respondents earn below PHP 10,000.00, while 22% earn between PHP 10,001.00 - PHP 20,00.00. Meanwhile, 12% earn between PHP 20,001.00 - PHP 30,000, and only 4% earn between PHP 30,001 - PHP 70,000.00. No respondents earned above PHP 70,001. Further, media engagement received a very high average of (M=3.56; SD=0.77) with an adjectival rate of “very high social media marketing”. In addition, content quality got the lowest average (M=3.58; SD=0.75) with an adjectival rating of “very high small business”. The study concluded that the revenue was rated 3.57, reinforcing the idea that social media marketing contributes to financial growth and has a statistically significant positive impact on the performance of small businesses in Baungon, Bukidnon.