The Impact of Social Media Marketing on the Sales Performance of Micro-Businesses in Barangay Sto. Niño, Parañaque City During 2025 – 2026
DOI:
https://doi.org/10.5281/zenodo.23061953Keywords:
Polytechnic University of the Philippines Cabiao Campus, Bachelor of Elementary Education, Color, Lighting, Seating Arrangement, Acoustic, Temperature, Academic PerformanceAbstract
This study examined the impact of social media marketing on the sales performance of micro-businesses in Barangay Sto.Niño, Parañaque City during 2025-2026. Grounded in the Technology Acceptance Model(TAM), this study investigated how social media platforms such as Instagram, TikTok and Facebook support consumer engagement, brand visibility, and business growth among small business owners. The researchers used a quantitative descriptive-correlational research design and collected data from 100 respondents using a validated survey questionnaire. The results of the study indicated that most of the respondents consistently use social media platforms to promote their products and services through regular posting, content creation, and customer interaction. Furthermore, the study showed that social media marketing significantly enhances brand awareness, product promotion, customer engagement, and increased business profit. The respondents evaluated how well their promotional efforts worked by tracking sales, monitoring likes, shares, comments, and gathering customer feedback. However, the study found several challenges faced by micro-business owners. These included creating engaging content, managing social media accounts regularly, and reaching the right audience. The findings suggest that efficient use of social media marketing can significantly improve the sales performance and growth of small businesses. This study highlights the importance of digital marketing strategies in helping small businesses to stay competitive, improve customer relationships, and broaden their market presence in today’s digital marketplace.
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