Status : Verified
| Personal Name | Cardama, Sweetselle M. |
|---|---|
| Resource Title | Assessment on the digital marketing adoption of microbusinesses in Biñan City, Laguna |
| Date Issued | 26 January 2023 |
| Abstract | The study aims to assess the digital marketing adoption of microbusiness in Biñan City, Laguna which includes understanding the challenges that microbusinesses face in the adoption of digital marketing, their awareness of government initiatives that support them, and how have they been impacted by the digitalization of their marketing activities. According to the 2021 ULE by the Philippine Statistics Authority, Biñan City has 2,855 establishments overall and 2,424 of which, according to employment groups, are microbusinesses (1-9 total employees). Online and in-person survey of a completely random sample of the target population was conducted using quantitative techniques and probability sampling. The results show that 57% of the microbusinesses surveyed are already utilizing digital marketing, citing brand recognition and content strategy formulation as the top challenges. The remaining 14% continue to employ traditional marketing due to the employees’ lack of technological proficiency and lack of knowledge about digital marketing, while the remaining 29% said they do not actively market because they do not view it as necessary given the nature of their business. The most common digital marketing strategy used by microbusinesses is promoting in social media, with Facebook being the most popular platform. These microbusinesses can certainly expand their reach by becoming more aware and employing different digital marketing tools and methods. The findings also demonstrate that there are more microbusinesses who are unaware of the government programs available to them (58%), and as a result, there are also more of them that have not participated (67%). The number of those aware do not equate to the number of participation, meaning, some are aware but have not find the time to participate. The majority of these microbusinesses (67%) are unable to assess the value of government programs at this time due to this. It was demonstrated that the microbusinesses in |
| Degree Course | Master of Technology Management |
| Language | English |
| Keyword | Digital Marketing; Microbusinesses |
| Material Type | Thesis/Dissertation |
Preliminary Pages
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Access Permission : Limited Access